Techies, Juniors and Marketing Oh My!

Social Media is often turned over to techies or juniors in the marketing dept.

-Follow @Lois Geller on Twitter

It seems like many of our clients have enlisted newbies in the organization to handle social media.

Probably they do this because young people understand the new technology, text messaging, so they’d be a likely pick.

The challenge with this is that these interns and juniors often aren’t aware of the company’s brand and how to get it across to clients and prospects. They are usually not salespeople, either.

Probably the most effective people I meet on Tweeter are people who know how to naturally develop relationships. People who ask questions, and jump in to help people who ask for it.

You build relationships on Twitter the same way you build friendships, by giving information first, by noticing something about someone, “Oh, you’re from Saskatoon?” and finding those things in common that we enjoy in each other.

I’d be interested in your thought’s, so don’t forget to leave me a comment.

Luis Geller’s websites include: Joy of Direct Marketing and The Guts Of A Burglar

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8 Responses to “Techies, Juniors and Marketing Oh My!”

  • avatar Megan says:

    I’m one of the “Juniors” being used to do social networking for our TV station in Sedona. Thankfully though, I understand the business just as well as my bosses do and I understand social media far better than they do (and they’d be the first to admit it!) so it works out well that I’m the one doing it. I think I do a pretty good job at trying to naturally develop friendships on Twitter and have to say we’ve gotten so much out of Twitter!

  • avatar Al Ferretti says:

    Hi Megan~

    Nice comment, thank you kindly

    When you say Sedona, do you mean in Arizona?
    Sedona, Arizona is beautiful country. I remember clearly and would like to visit again.

    You sound like a great testiment to understanding and embracing social media, congrats~


  • avatar Thomas Petty says:

    There’s nothing wrong with the younger crowd handling this, but there must be some guidance and parameters. As Megan points out, she has to understand the business and business goals too. Just “doing” social media because everyone else is “doing” it too, isn’t a good enough reason. There’s got to be a business reason behind it, and a strategy in place.

    I tell my clients and students that there is so much to choose from: Twitter, blogging, etc., that it’s easy to get overwhelmed. If you try to do all of them, it’ll flop. If you stick your head in the sand because it’s a “passing fad”, the world will pass you by. They must pick ONE, do it for 6 months, and get into a routine. Then, and only then, add another one.

    Thanks for the post!

  • avatar Al Ferretti says:

    Hi Thomas~

    You’re so right on….when you said…. “There’s got to be a business reason behind it, and a strategy in place”

    Otherwise, peeps can be lead to the blackhole because all they are doing is wasting time with no goal or strategy in place…
    Focus=reality to the individual -Tony Robbins

    Thanks for sharing your comment~


  • Social Media is not as easy to teach to an intern or youngster as you would hope.

    We do Experiential Marketing, and as a result we embrace many active tools such as social media for the process. We had one intern that was a pure natural on it, and we had two more that just didn’t quite get it. It takes more than skill, it also takes a certain personality and interest in other people as well as yourself or the brand you are representing.

    The thoughts on this can be applied to any form of PR, Sales and Customer Relations also. Charisma and a circumspect view are highly valuable!

  • avatar Skeeter says:

    Hi Daniel,

    I agree with you when it comes to teaching people something. Certain people are simply better at certain things.
    I look forward to hearing more comments from you.


  • There are a number of issues I see with companies using interns to (juniors is slightly better) run their social media campaigns. You’re right Lois they often don’t understand the brand and even more so the business process of the company. They are not decision makers, so they can’t truly help people the connect with, without going to a decision maker. I believe the worst problem is, the fact that they are an intern means there is a high chance they will not be with the company long. When they leave there is a void and how do you fill that void? Train a new intern that is only going to be there for a short time? Othen times social media just falls on the floor and no one continues the process. Companies that exclusively use interns for social media simply are not serious about integrating it into their business and they will rarely get the results they hoped.

  • avatar Lois Geller says:

    I agree with you Bryan. Interns come and go and the “voice of your Brand” has to remain consistent. So, when interns change, your followers will notice and defect. The idea of social media is to build relationships, friendships…how can you do that with a revolving door of interns (even if they’re great writers)?

    One of my clients has a very senior man doing their tweeting and he’s been quite successful for them, not only reaching out to clients and prospects…but cleverly making friends with media people and bloggers. That takes a seasoned pro to understand how to make that happen.

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