Don’t delegate your company’s social media

social media shouldn't be delegatedLast year I met one of the editors of Dwell magazine. (If you haven’t read Dwell, please pick one up at the store. It is bea-u-ti-ful!) Anyhow, she told me that she managed the social media accounts for her magazine. I was surprised. I had heard of so many companies hiring out their social media or giving it to an intern. She was the first true company leader I’d met who was Tweeting, Facebooking, and such.

So, why didn’t she delegate this? I mean, I was hearing from most companies that the owners/directors didn’t know how to use social media, didn’t understand it and/or didn’t have the time for it. This brilliant business lady said, (and you must forgive that I am recalling this from memory) “Social media is our voice. It is part of how we are perceived. That is one of the most important parts of our marketing. I can’t give that to an intern.”

She was right.

Another reason the owner/director might have a more engaging social media dialogue is because…

  • he or she is (presumably) the visionary – the person with the best sense of what the company is about.
  • his/her days are spent with powerful people in interesting places – which makes for more interesting posts.
  • he/she is making the decisions that can change the direction of the company.

In each case, social media is a great way to discuss ideas, new products/relationships, and potential enhancements/shifts in your company’s services.

If you are a business owner, I recommend that you consider whether social media should be given to someone else at your company – it could become one of the more interesting parts of your job.

Contact me for more about marketing your company with social media.


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