Passing the Baton for Better Social Media Results
Many social media experts have said that social media should be approached as a marathon, not a sprint. When looking at that comparison, I would have to agree. Of course, a marathon is a challenge for most people even in the best of conditions. And pounding the pavement to expand your social media efforts can feel much the same way, especially if you’re the only person managing social media for your company.
Far too often, social media management rests on the shoulders of an individual employee who isn’t able to dedicate his/her full attention to the task since it’s only a portion of their overall responsibilities. Instead of viewing social media management as a marathon and identifying a single employee to run it, companies would achieve much better results if they viewed it more like a relay marathon.
In a relay marathon, there’s a team to share the workload. The key to success is playing to the strengths of each team member. For example, you want team members who are better at sprinting to run the shorter legs, while team members who are good at climbing are better suited for uphill running. Each contributes an exceptional strength to make the overall race a success and no single person is overwhelmed.
With social media, a successful “relay” team should also consist of members who bring different strengths to the table. Passing the baton between marketing, public relations, sales, customer service, IT, and executive management can help companies make much greater strides toward their social media goals. And it allows companies to set and achieve loftier goals without overtaxing any individual.
While the relay approach to social media certainly makes it easier for a company to engage in social media in a more meaningful way, some companies may hesitate because they lack the necessary “relay” members – usually due to non-existent or overly lean departments. In those cases, companies should consider tapping external resources. A strategic marketing and public relations partner with social media expertise can fill in where ever needed. Whether serving as team coach or filling in on any leg of the “race”, the right external partner can help any company go the distance.
About Tausha Moore
As Director of Agency Operations at MPRG, Tausha serves as a trusted advisor to a variety of clients, ranging from small businesses to Fortune 500 companies. She is currently responsible for planning and implementing strategic public relations campaigns in the financial services, healthcare and technology industries. She is also responsible for hiring and training personnel, researching and managing technology needs, managing vendor relationships, pursuing new business opportunities, and continuously improving agency processes and procedures to help accommodate growth.