Many businesses are underutilizing social media by palming it off to younger staff members who don’t understand the complexities it demands, Global Copywriting has claimed.
With social media rising from zero to hero in a matter of years, Global copywriting marketing consultant, Sarah Mitchell said many businesses have implemented rushed social media strategies that don’t deliver.
Following the assumption younger staff spend a lot of time on social media sites such as Facebook and Twitter, Mitchell said it was common for businesses to hand social media duties to interns or beginners.
But with the work often demanding senior expertise to deal with negative comments and feedback, Mitchell said this was making social media a redundant operation for some companies.
"Just because staff are young doesn’t mean they have the wisdom or expertise to deal with such matters. In fact, young staff are often the ones who create the problems," she said. "Social media really needs to be handled by the senior marketing department."
Mitchell said the problem often stemmed from ignorance of the power of social media and fear of negative feedback.
"Many businesses are scared people will say something nasty. The reality is that they will, but businesses need to know how to handle it," Mitchell said. "It is critical that businesses figure out a strategy how to deal with things if, and when, they go wrong."
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