What not to say to a social media manager
I’ve talked with other social media managers about the crazy things their coworkers have asked them to do on their brand’s account, from sharing inappropriate memes to demanding post changes.
Social media managers know that a professional social media presence is vastly different from a personal account and that it takes a strategy and quality content for a brand to be successful online. But we still get those questions from colleagues or upper management that leave us scratching our heads.
A social media manager’s job is complex and they have to wear multiple hats: Strategist, writer, customer service rep, analyst, ad manager, and so on. Balancing all these roles while providing customers with a positive experience on social media is challenging, and made more challenging when others throw a wrench into the mix.
Everything we do, we do with intention. So, if you have a question for your social media manager or an idea for them, review these five things to never say to your social media manager and what you should ask instead.
5 things to never say to your social media manager
1. I saw this and thought it was hilarious, can we share it?
Let me review it first. I’ve said in other posts about social media that it’s important to be human and show a sense of humor, but not all things are universally funny.
Trust us that we know how to engage with our audience and will share something if we feel it’s right. Please send content our way, but know that we know what’s best for our followers and what they’ll find funny.
What to ask instead: Do you think this content is right for our brand and audience?
2. Can we post this now?
We have a schedule and there’s a rhyme and reason to what we do and when. I’m not just sitting here waiting for people to send me things to post, trust me.
Unless it’s an emergency or something we need to alert our customers to, chances are the post can wait for an appropriate time. I’ve already scheduled out other posts and don’t want to overwhelm our audience with too many posts, especially if they’re not relevant to each other. I cluster posts to make sure each plays nicely with the others and builds off the other posts, so I might not be able to squeeze in whatever link or image you send my way.
What to ask instead: Is there room in our schedule for this, or can I get this on the schedule for next month?
3. Why aren’t we on Snapchat/or other trendy new network?
Short answer: Our audience isn’t there.
As social media managers, we’re focusing on building quality profiles and an online presence on the right channels, not the trendy ones. Each network has its own quirks and differences we have to be attuned to.
It’s about quality, not quantity. I’d rather master two social media channels than have subpar profiles on five networks. Each additional network we add adds a new layer to the strategy, needs resources, and time to devote to managing it.
It takes a lot of time and energy to building up a profile, and we have to make sure it’s a good fit and has a good ROI for the brand. We’re always looking out for new networks to make sure we’re reaching our audience where they’re spending their time online and if we’re not there, there’s probably a reason.
What to ask instead: Is this network a good fit for our marketing efforts?
4. Can we go viral?
Sure, we might be able to, but will it make a difference? Social media ROI comes through relevant, quality content, not one hit wonders. Most of us aren’t aiming for that viral post, but through consistent engagement with followers that are likely to become customers or remain customers.
Going viral would be cool and fun to see the numbers, but it doesn’t often translate to real ROI for our brand. I’d rather have a small band of super fans that are loyal and engaged than reach a large number of people who don’t care who we are.
What to ask instead: What kind of content would our audience engage with?
5. Can we work with this celebrity?
Unless the person asking the question wants to fund the initiative, otherwise I’ll probably save my budget for social media initiatives that drive better ROI. It’s about relevance and not followers or fame when it comes to a successful influencer partnership.
I’m looking for influencers, micro influencers, industry experts, or maybe local celebrities to work with, not the multi-million dollar actor at the moment. Working with influencers takes time and money and it shouldn’t be just a one-off opportunity. We’ll have to coordinate schedules, provide or review content, and track the success of the partnership; basically a large investment for something that could have a little payoff.
What to ask instead: Do we have an influencer or sponsorship strategy?
In the end, trust that your social media manager knows best when it comes to the brand’s social media profiles or even ask for a quick review of the strategy and tactics. I’m sure they’d be happy to walk you through their plans and content calendars.
Did I miss any crazy questions you social media managers get? Tell me in the comments below or over on Twitter!
