Social Media Content Marketing

As I pointed out in Part One , social media marketing is still figuring itself out, so finding the right person to be your social media manager is no easy task. Simply charging the youngest person in the company to handle such an increasingly vital and visual role just does not make sense. Just consider how today I walked into my local Verizon store to ask some questions for my elderly parents. "Hi. Do you have phones designed specifically for senior citizens?," I asked the young Verizon employee. "Is this for you?," she replied. I paused for a few moments until the Frankenstein veins on the side of my head stopped throbbing, then replied: "What's your cancellation policy?" What we've all learned very quickly is that social media is akin to preparing blow fish, or the Japanese sushi known as "fugu". Prepared correctly and you'll be treated to one of the most delicious meals you have ever had. Prepar...

One of the challenges all organizations face today concerning its social media campaign is not so much how to to do it, but selecting the right manager to run it? Tapping the right person, persons, or company to lead the social media charge is unlike filling spots in other departments. So some of the tried and true processes you've used for years are about to backfire and can do damage quickly. At this point, whether you run your own business or are the CEO of a multinational, you know a little about social media. Maybe even a lot. And if you're like most leaders, you really don't want to know more about it, but you know it makes good business sense that you do . Your job is to make sure the person in charge knows it inside and out. The problem is that the medium, its tools and its best practices, changes pretty much daily. Keep in mind that social media employees are not only doing their job, they are schooling themselves on how to do their job. The changes are con...