Social Media: Everybody’s Doing It
On the other hand, assuming young interns can do the job just because they grew up with social media is not usually a good idea. "There are a lot of horror stories of hiring intern-level positions to actively manage outgoing corporate communications," Henley says. "I recommend a lower-level staff position—but not entry level—of a person who has done corporate social media, not just personal social media."
Usually social media initiatives are handled by a company's public relations team or marketing department, Coatney notes. A staff person needs to be in control of the effort, he says—it doesn't matter if they're 20 or 60, as long as they understand both the voice of the company and are familiar with the publication, they'll be good to go.
7. Have a clear policy.
One of the best ways to ensure consistency and avoid problems is to have in place a policy laying out the ground rules for how to use social media. "Make sure to set up a corporate policy in regards to what can be said online, so that everyone has the 'rules of the road,'" Henley says.
8. Use your social media platform to bring content together.
Don't be afraid to incorporate blogs, other websites and links. Your main social media website should be a showcase of your publication's work. According to Blank, it should be used in conjunction with all other tools—if you have a blog, link the two. This way, both of your websites are promoted at once.
Leverage the power multiple accounts—Twitter and Google+ are great for this. You can start retweeting material from your own account and sharing it on Google+. You should redirect your followers to links to your website or any other articles you've published.
9. Build relationships inside and outside the social media world.