Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 67

Just for the moment, assume that you have employees who can — and are willing to — share the burden of social media. If you live a rich fantasy life, assume that you might even hire someone to take the lead.

In a larger company, the nexus for control of social media varies: In some cases, it’s the marketing department; in others, corporate communications, public relations, sales, or customer support takes the lead. Some companies disperse responsibilities throughout the company and have tens to dozens of people blogging and tweeting.

If your plan requires multiple employees to leverage LinkedIn profiles for B2B reasons, as well as post on multiple blogs in their individual areas of expertise and tweet current events in their departments, your need for coordination will increase.

Be cautious about asking employees to coordinate links and comments with their personal social media accounts. This task should be voluntary. Alternatively, on company time and on an account that “belongs” to your company (using a business email address), ask employees to develop a hybrid personal-and-business account where their personalities can shine. Now, individual privacy and First Amendment rights are respected on their separate personal accounts, and you have no liability for the content they post there.

No matter who does the bulk of the work — your staff members, contractors, or a combination of the two — always monitor your program randomly but regularly. In addition to getting routine reports on the results, log in to your accounts for a few minutes at various times of the day and week to see what’s going on. Most dashboards make it easy for you to review posts on your social media in one convenient place.