At some point in your company’s growth—and maybe that’s now—you’ll recognize the opportunities available through social media marketing and advertising.
On that path, you’ll also realize that the requisite investment of time, skills and manpower for success means you must assess (and possibly overhaul) your operational structure.
It’s unlikely that you alone will be able to produce solid, original, high-quality content; engage with fans; and review your metrics.
You’ll recognize that you must take action: You will decide to hire a social media manager.
Once you’ve made this decision, the next hurdle is to figure out who measures up and who’s a poseur. Many company owners and hiring managers don’t spend a lot of time on social networks, so it’s quite a challenge to identify the best person to handle the brand’s reputation, social presence and sales leads.
I recently spoke at a conference, and one attendee said, “I don’t feel comfortable handing my brand over to a 20-year-old.” This is a common obstacle, and the worry is warranted.