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4 Reasons Your Assistant Shouldn’t Manage Your Social Media

Social media? Can’t my assistant manage that for us? It doesn’t seem too complicated.

It’s amazing how many businesses — of every size — toss over social media to someone who’s not qualified to do it. If you’ve got an assistant, think twice before you add this super important task to her already teetering to-do pile.

1. Your Brand Reputation Is at Stake

Not to say that your assistant would deliberately sabotage your reputation, but if she’s not trained in managing social media, she could inadvertently cause your brand harm.

Just because your assistant is a digital native and frequents social media sites in her free time does not qualify her as an expert in managing it for your brand.

Messaging, calls to action, and even how your brand responds to others are all things your company will be judged on. You don’t want to skimp on your efforts here.

In the middle of a crisis? Click here to manage crisis communication in a social world!

Busy Social Media Management2. She’s Already Overworked

Somehow the term “assistant” has come to mean “assist me in everything I don’t want to do.” You might have hired your assistant to answer your phone and emails, but I’m willing to bet her duties have expanded far, far beyond those borders.

If she’s already got too much to do, do you really think she’ll do a great job of managing your social media on top of all that?

3. Social Media Management Isn’t a 5-Minute Job

If you yourself don’t speak socialese, you might not understand what’s really involved in managing a business’ accounts. It’s more than tweeting promotional links.

It requires time and effort to understand your audience, share content they care about and interact personally with anyone who reaches out to you on any social network. She won’t be able to fit this in during her lunch break (nor should you expect her to).

4. She May Not Be Able to Strategize

Social Media Management- Numbers

Any successful social media effort relies on strategy. You’ve got to have goals for what you want to achieve, and you’ve got to pay attention to metrics to understand where you are in reaching those goals. Simply asking your assistant to update your accounts doesn’t look at the bigger picture, nor does it move the needle in your objectives.

If you just “want to be there” on social media, by all means, toss the task to your assistant. But if you want to actually see a return on your investment and get something out of the effort, hire an employee, freelancer or social media management company to focus exclusively on this important component of your marketing.

Want to see how to outsource social media for a live event? Click here for our free tip sheet!

Images: herlitz_pbs, Ken Teegardin (Creative Commons)

Tags : social media

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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