By Charlotte Kemp

#1 The youngest person in our organization should handle your social media

That’s like saying the friendliest person should be at reception.  She might be friendly and perhaps chatty, but totally inefficient at finding out what the client’s need is and making sure it is met.

Younger people may be more comfortable with new technologies than older generations, but that is no excuse for the leaders of organizations to abdicate their responsibilities in terms of determining the tone and direction of the communication that their companies release.

Social Media isn’t just about navigating Facebook and downloading YouTube videos and knowing what a podcast is.  It is a communication tool like a press release, an advert on radio or in the print media, an email or a direct mail on a company letterhead.  No company would let an intern or brand new graduate go wild on company letterheads or send press releases without signing off on them.  And just because an online campaign can be launched with a far smaller budget than a printed, radio or television campaign, doesn’t make it any less worthy of the attention of the marketing manager.  Marketing must be a cohesive plan taking all the media into account with a single, intentional message.

When social media is relegated (not delegated) to a younger contingent in a company, it indicates that the company either does not take it seriously or is afraid to consider how these changes will impact its own future.

Leaving the future in the hands of the youngest members in the team is both unfair on them and risky for the future of the company.  It is far better to come up with a plan drawing on the marketing and business experience of the older generations as well as the social media savvy of the younger generations together.  This way they can reposition the organization to find a way to still do business in this new marketplace, and thrive.