Social Media: Everybody’s Doing It
You don't want one person controlling your social media presence, Blank says.
Oftentimes, the person who is in control of the publication's social media presence has responsibility invested in many other parts of the company—they simply are too tired or stressed to generate innovative posts, says Blank. Instead, many companies decide to elect a social media resource team to educate the staff on how to post and what to say.
In this case, two (or more) heads are better than one. The goal of social media is to compile all the creative energy of the staff. Kerpen compares it to phone communications, where there traditionally has not been a wall built between those who primarily handle calling and others. " ... Both existing marketing and communications staff and new/specialized staff should work on social media stuff," he says.
On the other hand, "Don't force your marketers to take on social media if they aren't excited to try it or comfortable using it themselves," Henley says. "It's better to hire for a person who is pumped to be on Facebook and YouTube for a living."
Bringing social media into a marketing department can be a "pretty big shift," and hiring a social media manager can help smooth the transition for marketing departments, she says.
To make sure everyone's on the same page, Kerpen says it helps to promote your strategy internally through internal social tools like Yammer and Facebook groups.
6. Not for the rookies.
According to Coatney, it's important publications choose their website operators wisely, selecting trustworthy people to control social media outlets. A person might not be at a magazine long enough to understand how the publication "talks" (whether, for instance, the voice you want to promote is more professional or informal). Find someone who is capable of learning the logistics of working the social media site, but who can understand the company's quirks. This doesn't necessarily have to be "age" centric, but it typically is; odds are that people who understand Facebook and Twitter best are in their 20s and 30s.