Ask Mirna: Should I Use an Intern to Manage My Social Media?

Ask Mirna: Should I Use an Intern to Manage My Social Media?

QUESTION:

“I met a social media strategist at a networking event last week who recommended I get a summer intern since I don’t have time to manage my social media. I read your blog and find your tips very helpful and easy to follow. Would it be possible to please share your opinion on this?” — Barbara H.

ANSWER:

Hi Barbara. Thank you, I am glad you find my blog helpful. My answer is absolutely NOT. First, please run if a social media strategist told you this. I mean it .

Second, I want you to answer these questions: Will an intern understand your objectives, products/services, competition, etc? Will an intern be as passionate about your business as you or someone who is employed by you? Can an intern build relationships for you online and be able to answer questions, share their expertise, and respond to negative comments? Do you want that person to be the voice of your company? Do you want to keep training new interns every quarter? The answer to all these questions is mostly likely NO, right?

Using social media is a long-term process that should to be handled by someone who has been fully-trained and has enough knowledge about every aspect of your business. You also need someone who is passionate about your industry and brand. And, depending on the size of your company, you may need more than one person.

However, there are a few tasks that may be good for an intern, such as certain kinds of research, building reports, uploading blog posts and videos, starting new accounts for you, etc. Basically, these are the simple tasks that don’t require for them to have a voice for your company online.

I hope this helps and thanks again for submitting your question.

If you would like to get your questions answered by Mirna, please visit the Ask Mirna page.

Posted Apr 20th, 2010 By Mirna Bard in Ask Mirna, Social Media With | 11 Comments
Tags: Business, intern, Social Media, Social Media Marketing

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http://ymarketingmatters.com Yasmin Bendror

Hi Mirna, I couldn’t have said this in a better way! This is SO true, and I think is the core of a successful SM program! The one thing I would add, and how I think one COULD use an intern, is to do research on finding the right followers. This is a tremendous amount of work, and very time intensive, and finding quality followers is also key to a successful SM program, that I definitely think a TRAINED intern, could take on to take off some of the work load. Thanks for a superb blog and resources! @yasminbendror

http://www.mirnabard.com Mirna Bard

Thank you for your great comment Yasmin (one of my fave names and flowers BTW)! I agree research takes a lot of time, but it really depends what type of research you are going to give an intern. There is certain research that can only be understood by someone employed by a company. So, please be careful there as well!

http:.//www.press-feed.com Sally Falkow

Hi Mirna,

I have had a delightful intern from Cal State Fullerton here for the last five months as part of her Comms degree. She has been trained to do research and monitoring of social media for some of our clients and she has done an excellent job.

I totally agree that you can’t get an intern to manage a social media program. That requires a deep understanding of the business and the ability to formulate a strategy. Managing a social media program is much more than updating Facebook and posting a few tweets.
http://www.mirnabard.com Mirna Bard

Sally, my undergrad was in Communications from CSUF! Thank you for sharing your intern story. Yes, interns can be used for many things. The downside you have to keep training new ones unless you end up hiring them full-time after they graduate
http://JasonWheeler.biz Jason Wheeler

This is the biggest mistake in Social Media. I have a friend who claims to be an expert in Social Media and she uses an intern. Her posts are so impersonal and fake I don’t see how anyone falls for it or she stays in business, let alone claim to be an expert. Social Media should have a level of connection an personal touch.
http://wagnerwrites.com Claire Wagner

Once again, thank goodness for you. I hear this all the time in the nonprofit world, too. I recognize that they are strapped for funds but it’s so dicey.
http://www.mirnabard.com Mirna

Claire,

Thank you! That is very nice of you to say. I do know a lot of not-for-profits who are using interns, but they just have to know that they are not going to get the same result that a specialist would get them. It is a choice!
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http://www.LinkedMediaGroup.com Lee Traupel

Great post! I have a bit of a different take. Many SMB to Corporation use agencies to stand up and manage their Social Media Marketing Campaigns. And, some times interns or entry level staffers are part of the agency team and they can add value to the “social voice” for the client.

But, to be a successful social media marketing campaign, the agency has to incorporate management or senior marketing managers in the mix and also collaborate with the client so the right brand is built, social engagement is made, content strategy is meaningful, campaign objectives are identified and met, etc.
Kerrymclellan

I slightly agree. i have recently just left university, i was hired as an interm to look after 2 clients of a local companies social media marketing. I had great feedback from the employer and the clinets. ia now work from home full time a an inbound marketing consultant and the clients i looked after at university have came with me and are now my clients. work load was getting a little much an d i hired a few students from my university to help and i had nothing but problems, work was not completed or late etc. i think it depends on whether or not the intern has a real passion for the subject or not. i love social media and marketing and hope it is my career for years to come!

i am also running 1 months FREE social media marketing to one lucky business so if your are interested please enter at http://www.socialmediamonster.co.uk

Kerry

http://www.mirnabard.com/ Mirna Bard

Hi Kerry,

Thank you for sharing your experience. Yes, whether an intern or employee, they should have a passion or interest in social media. Otherwise, it will be very difficult engaging with the audience. I am glad you are enjoying social media and keep up the great work!