There was a time long ago when dinosaurs ruled the earth and organizations considered it acceptable to have one social media person on staff.
This person showed people how use Twitter and set up a Facebook page, and was ultimately responsible for single-handedly carrying out a social media strategy with elbow grease as the exclusive item in the budget.
Meanwhile, his peers who managed email, direct marketing, and even the company vending machine got more resources and, of course, more appreciation from their colleagues.
“Social media is easy. My niece started her own blog.”
“Social media is something the intern can do. Don’t spend a lot of time on it.”
“We know we’ve got to ‘play in the social space,’ so let’s get a social media guy!”
Unlike his jurassic counterparts, the lone social media guy is a concept that is far from extinct. And the organizations that prolong his existence might be doing so at their own risk.
OK, this is an extreme analogy, but here’s why you should consider making social media more of a team effort and less of a solo act:
1. Social media needs to be a layer, not a silo.