Summer is upon us and that means universities nationwide are cutting loose their communications and new media graduates out into the real world job market. These new graduates are eager, young, full of passionate energy and have silly smiles plastered all across their faces. They come armed with the latest smart phones and tablets (clearly graduation gifts) and they know how to use them. They’re hip, in the know and wear the latest styles and speak the lingo. But do they know what they are doing when it comes to your social media marketing campaign?
Well, let’s ponder this a bit. These eager beavers actively and successfully use social media themselves. They’ve grown up in the digital age. They have real life experience in the social media arena. They have many connections and they easily influence their communities. You’ve even seen their profiles in LinkedIn, Google+ and Facebook. Not so much in Twitter, but they’ll get there. What you’ve seen sports a good show. Their social profiles are stellar. And they’ll probably work pretty cheap if you give them a cool title to put on their email signature line and blast across their social profiles, right?
Right. All of that is true. But you have to keep in mind these young whippersnappers have their place, just like the rest of us. You have to take into consideration how they use social media versus how you need it to be used for you. Their successes are in the personal relations of social media, not the business relations. There is cross-over yes, but for the most part they have experience in the person to person connections versus business to consumer. The business to consumer focus is a whole other arena.
These new graduates would be better seated in a social media marketing firm who can prune them to their maximum potential. They should not be seated in the top chair of your marketing department, heading your entire campaign. That thought is scary enough to cause shivers.
But let’s give them credit where credit is due. They do come with connections and they do carry the power of social influencers. They do know how to do market research as well as identify, test and communicate with focus groups. They have skills in persuasive writing, content creation and mobile apps. They have great ideas for marketing campaigns; some even out-of-the-box, and are very capable of identifying target audiences. But can they actually speak to your target audience and motivate them to take the call-to-action you are seeking? Can they actually cater your campaign to your audience and speak the lingo of your audience as well as offer your products and services in a way that your audience would connect to and respond to? Can they actually engage with your audience and get measurable results?
Maybe, but probably not. If your audience is tech savvy, hip, in their early 20’s and lives at Starbucks, by all means go ahead and grab one of these fresh faces. But if you are like the rest of us who has a diverse audience and need to use several tactics and strategies to reach each, then you are best hiring a digital marketing firm. While these firms do occasionally grab new, promising graduates they work closely with them.
They tap their brains and they do learn a thing or two from them, yes. But for the most part, these graduates start in lower level marketing positions and report to and collaborate with those who have years of experience and also keep up with latest trends and technologies. They are pruned by the firm and grow up in the firm, becoming a strong marketing force to be reckoned with. But let’s be clear: it’s very rare that they start out of the gate that way.
Think of it this way: Would you rather have a doctor fresh out of medical school with hardly any real world experience perform your major, life or death surgery or an experienced surgeon with skilled hands, years in the making? There is a reason doctors, lawyers, accountants and the like start at the bottom and work their way up, earning their titles through experience and results. It’s no different when it comes to marketing professionals. Everyone has to earn their stripes. It’s just that simple.
For help with your social media marketing campaign, please contact us today. Visit Social Media Marketing with Vizion Interactive or call us direct at 888-484-9466 x60.