February 6, 2018

Eight qualities every (great) social media marketer must have.

Social media icons coming from megaphoneIn my entire (nearly) 30 years of working with companies big and small in the tourism industry, never once did I hear an executive say, “Oh, we need more legal assistance?  Let’s assign that responsibility to the night auditor.”  Or, “We are short an engineer, so let’s task reservation agents to fix the HVAC during their breaks.”

So why oh why do so many executives think that anyone with a brain and a pulse can do marketing?  I’ve seen more unsuitable people deputized with marketing authority simply because they’re “bright and eager,” and because someone in power thinks they should have room on their dance card to take on more work.  This usually leads to disappointment on all sides.  Newsflash:  being a strategic marketer takes more than just being a people person.

The rise of social media in the marketing mix has only made this phenomenon worse.  Now, anyone with a Twitter or Instagram account is apparently capable of running point on complex social media strategies.

Not so.  And let’s be clear here:  this isn’t about schooling or having the right degree.  Sure, schooling helps a person acquire skills, but having a natural knack for something is essential to true success in a role.  And just like people have a knack for drawing, or singing, or mechanical stuff, or cooking… people have a knack for marketing… and ESPECIALLY social media.

If you’re looking to fill this role in your organization…or you’re just a bright-and-eager person aspiring to become a social media marketing guru…here’s a checklist of eight qualities that make this role successful:

  1. Has a sense of humor, and knows how/when to wield it
  2. Loves social media, all types, and is personally aware of and immersed in it
  3. Is an articulate and engaging writer, who favors the power of brevity
  4. Knows proper grammar, and (as importantly) how/when to relax grammar standards
  5. Has reliable judgment
  6. Keeps ego in check, and blends confidence with humility
  7. Has no fear of technology
  8. Embraces every nook and cranny of your brand, inside and out

Is a person with all eight of these qualities easy to find?  Nope.  But is it worth holding out to find and harness such a person?  Well… this person is your voice to the ENTIRE WORLD, in REAL TIME, with NO COMMUNICATION BARRIER.  You know, just that.  NBD.

Hold out.  Find that person.  It’s worth it.