How to Sabotage Your Social Marketing, #2: Staffing Starvation
So, you’re gonna start doing some social campaigns. Set up a presence on Facebook, get a Twitter account, maybe even produce a widget or iPhone application from some relevant software product or service you offer. And when we ask you, "So, are we going to manage the program, or are you going to hire a marketing specialist dedicated to social media?", you answer:
"Well, actually Bob has some time. He’ll do it."
"Who’s Bob?" we ask.
"Oh, he’s the guy who does our VP’s presentations, but he has a Facebook and MySpace and Twitter, and uses them all the time."
"Aha. How many hours per day will Bob spend on your social media presence?" we ask, feeling that sinking feeling that, you know, maybe this ain’t gonna work out at all."
"Well, that depends on how much time he has. I mean, it can’t take that much time to do a couple of posts, right?"
"And what methodology have you put together for measuring and documenting what Bob is doing?" we ask.
"Oh. Ah. You mean we have to think about that?"
And we shake our head. And put down another social campaign that’s bound to fail from what we call "Staffing Starvation." Social media isn’t like the rest of your marketing. It’s a step up in engagement from even online marketing. Are you still adjusting to media where you’re live 24/7, there’s no flighting, and you are measured on everything you do? Then hold on to your socks. Because social media is all that–with the added bonus of having real customers having an open mic to make comments about your products, your company, and the people who run your social media presence. If it’s a half-hearted effort, you’ll hear about it. And so will everyone else who comes to your social media presences.
And Bob, in his half-hour per day before lunch, isn’t going to be able to be an effective moderator, much less a content creator, or someone who can direct people with real questions to the right people in your company.
Like it or not, a social media campaign is a concerted effort. If you aren’t prepared to hire an agency to manage it, or staff internally for it, you might as well stay out of the mediapool.
