People are finally digesting the need for social media, after numerous posts, infographs and examples – this phenomenon is not something new. We’ve seen this with a previous generation’s slow acceptance of the website. It too, took a while to catch on, but catch on it did; outdated now, are those without that kind of presence on the World Wide Web.
The problem with accepting something new is in grasping the dynamics and in turn the importance of the said concept. Those who succeed though, are those who get it first.
Brands must call the young experts
This is the dawn of the young; where before we searched for ‘seasoned professionals’ to lend their expertise, today, the younger the better. They are the ones most acquainted with social media, because they are the ones brought up with it. They don’t remember a time without mobiles and the internet.
Today, brands must call upon the young experts who are growing rapidly in this field. It is very important that the previous generation understand that they need a ‘fresh’ expert to take over their presence online. Social media is not just engagement; it is more being used as a tool to communicate with your fans and monitor your competitors’ progress in the market. It is also used for research, analysis and case studies.
When pitching for a social media plan
As digital strategists, we sometimes suffer a lot when pitching for a digital or social media strategy. It is very difficult to explain to the top management how important Facebook, Twitter and LinkedIn are to them. Some companies refuse the idea until they realize that they are way behind. They start to remember the proposals months (if not years) later and when they ask for it again, the cost doubles up. Why? The competition is tougher now to take the lead. Do you blame us? We have warned you! I personally think companies must hire young online experts to at least keep up with the latest trends and understand the dynamics of online media and digital strategy.
Social Media companies will fall
International brands are now paying thousands of dollars to social media companies to take over their social media engagement and online exposure. The reason this happens (again, back to point number 2 above) is because they do not have the knowledge. They believe if they have 30,000 likes on their Facebook page, it will generate revenue and increase sales. It is my duty to advise my clients that it is never about quantity and it is always about quality.
The management asks for the impossible sometimes
Due to the rapid growth of social media and the online changes taking place on a daily basis, some companies find it difficult to understand that adapting to the latest trends is extremely essential. Yet, when they finally do, they ask for the impossible. For example, it is difficult to explain to them that in Twitter, you cannot include buttons and functionalities on your profile due to Twitter policies. Or you cannot change the whole layout of Facebook when it comes to your brand page. This is a medium of fitting in while standing out, and that is where the expert comes in.
The world has been changing, but it always has and always will. Today, at least, it’s about the young and the free to take your company to the next level.
Does your social media team look like high school or a retirement home?