This decision is vital, because if you have the wrong person operating these processes, then you may have someone untrustworthy communicating, sharing and interacting with your market.
In recent news; the Houston Rockets, a basketball team part of the NBA, posted this tweet during the first round of the playoffs;
In this scenario, the Rockets were competing against the Dallas Mavericks. After getting ahead in the series the media manager for the team posted this tweet. Clearly one that blew up quite a stir, mainly due to its tasteless and disrespectful nature.
Shortly after being tweeted, the post was removed and the following day the media manager was fired from the team, whilst the team apologised to the Dallas Mavericks and their fans.
Personally, along with many media members, I don't believe this warranted the manager losing his job, although this was clearly an issue of misrepresentation and having the wrong person, or poor parameters in place when it comes to social media.
Therefore it is absolutely imperative to ensure that when you have set up your social media platforms, the person, or people who operate the platforms must be chosen wisely. Furthermore, it is necessary to ensure there are clear parameters in place defining how they do so.
Who -
For small businesses, such as cafes, the owner will generally be doing a lot of the advertising, whether it be in designing posters and flyers or posting on their Facebook Page.
Although this may not be the best, the owner may have better things to spend their time doing. So lets assume you are seeking to find someone who is currently within your business to be in charge of your social media communications. Following are a few tips for when it comes to choosing the right person;
They must be Trustworthy!
Anyone who is speaking or acting on behalf of any business needs to be trusted by that businesses. Consumers, see and judge everything when it comes to brands, one communication slip-up can result in consumers losing trust in a business and thus destroying their loyalty.
The person you choose to operate your social media must be someone you can trust to be the voice of your business. They will be speaking to your consumers and community, thus you must trust them to speak in a way that reflects the heart, motives and intentions of your business. You don't want them to slander or abuse anyone on your platforms, or use language that is in anyway inappropriate.
They must Reflect the Business!
Make sure that you choose someone who reflects the business and the image you wish to portray. They can do this in how they talk about the product or company, what photos they choose, and the knowledge they have.
How this person conducts themselves in a social media setting will give people an impression of the business itself. You want someone friendly, kind and considerate. A person who is aware of community issues and understands the market they are speaking to.
They must Know their stuff!
There is no point getting your teenage daughter to operate the communications of your mechanical business, unless she knows her stuff.
On social media, people ask questions, they demand informative content and they wish to get accurate information about the business they are communicating with.
A green grocer knows more about vegetables than a plumber and this needs to be reflected in their social media pages. ensure that the person you choose knows what they are talking about.
Pick the right people, because the wrong one may cause something that should be very constructive, to do the very opposite.
Stay posted for the my next post discussing parameters you may need to have in place for the person who is communicating with your market.
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