Inc. Magazine got plenty of miles from their article warning not to let a 23-year-old run your social media. See full article here.
Too bad it’s terrible advice. Besides 11 of the stupidest reasons (i.e. You Can’t Control Their Friends) I’ve ever seen, the article is based on faulty logic. Follow author Hollis Thomases’ thinking and you’d skip over the next Mark Zuckerberg (who founded Facebook at 20) or Steve Jobs (who founded Apple at 21).
Okay, Zuckerbergs and Jobs don’t come around every day, but smart, bright and motivated young marketers do. Give them guidance and a little bit of loose reins and you may open up a valuable new communications channel.
Social media marketing is fresh and constantly re-freshing with updates and new social networks frequently popping up. The truth is, it’s a new and evolving sector within the industry. Is your 35-year-old direct marketer better equipped to manage Twitter? How about your 43-year-old sales manager? After all she has 300 Facebook Friends and organized her 25th HS reunion.
You need someone with an overall understanding of marketing and advertising and an enhanced ability to interact with people on their terms.
Your new media manager should think outside the box with an open mind. They should be encouraged to try new things. They should be forcing you to push the envelope.
Obviously, you don’t hand over the keys to your social media kingdom, without some form of supervision. You don’t give an intern carte blanche and never look over his/her shoulder. Your new media manager should be a part of your marketing team. If you want a successful new media manager for your business you will need to search for the right candidate, not just hire someone because they are young and know how to Instagram. Potential candidates will be young. They should be driven to succeed, which will bring you success. Still scared? Give your candidates a test.
Ask each candidate to compare the online presence of two other companies (competitors of each other). That’s it; leave the rest up to them. The smart candidate will design a presentation to showcase their evaluation. A good evaluation will include all online media: social media, website, blog, search results, etc.
Don’t confuse age with ability. Who handles your computer networking? Who handles your programming and your web site? Odds are 20-somethings are doing most of the work. Now ask yourself, which of these young people have more destructive capabilities between their fingertips and keyboards? The tech who connects you to the web, or the young lady “who knows how to Instagram?”
We handle social media campaigns for many of our clients and it is actually managed by a 23-year old! He works with our account managers, creative director and copywriter to offer a coordinated marketing program.
Sometimes it is not cost effective to bring someone on full or even part time just to handle your new media campaigns. Consider hiring an agency with new media services. Contact NetWave Interactive for a consultation.
- Dave McIndoe