The aim of this article is not to criticize graduates or people aged 23 years. We want to explain some of the reasons why proficiency in social networks is not in itself a reason for a young person to be in charge of a company's or brand's social media communication. However, especially if you have a young target group, it is certainly advisable to have a person like that in your team. But they should not be responsible for social communication as a whole. Let's look at a few reasons.
- No school or course can fully replace practical training. Social networks combine knowledge of marketing, customer service, public relations, crisis communications and branding. This requires considerable experience.
- Will they understand your business? And the preferences of your customers? Do they understand what do you excel in as a company and what you want to dwell on? Can they fully absorb everything quickly, and understand it to communicate outwards?
- The ability to communicate is essential. Communication is not just about writing, but also reading between the lines, the ability to anticipate and not take things literally. This requires a feel which is further enhanced by experience.
- Humor. On social networks, one should to have fun, right? But can young people estimate the boundaries, where you can touch fans' feelings?A weight loss product lost many supporters when trying to entertain fans. The first attempt was a photograph of colon bulldog prompting owners of such dogs to take them for a walk when they go out themselves. The second attempt was stronger caliber: Homer Simpson with his big naked stomach was looking for a woman of opposite qualities. Previously loyal fans fell silent.
- Social communication can quickly become a crisis communication. Communication in real time is difficult and requires rethinking next steps in advance. Otherwise, it may rapidly lead to problems. Do you want to risk it?
There are many other reasons why such a job should be managed by someone more experienced. Let us also mention the form of communication, or call it the etiquette, the need to maintain access to all social media and passwords, or different thinking of current graduates who rarely want to permanently anchor and they simply are not and do not want to be mature for certain kind of behaviors.
Social media are just marketing tools. They are part of a whole set of efforts trying to attract the attention of potential customers. It is therefore necessary to think well, to whom we entrust our social media and why.
What are your experiences with hiring of graduates in similar positions?
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