Any business with an Internet presence understands the importance of maintaining an ongoing dialogue with its customer base. With few exceptions, social media sites are the best way to carry on these conversations and foster a strong sense of community. Done correctly, your customers will view you more as a trusted friend, not just an expense.
Then again, social networking has its own special pitfalls that can make a social media liaison indispensable to your bottom line.
What is a Social Media Liaison?
A social media liaison may use a variety of names, like community manager or social media expert, but the function is roughly the same. This individual can take on multiple responsibilities, including:
- Creating posts across multiple social media platforms
- Expanding your social media network within your target market
- Responding to blog and discussion comments
- Scheduling updates to occur naturally, not in clumps of activity
- Tracking which sites provide the most interest for your business.
Depending on your needs, the social media liaison for your business might devote his or her time to developing interest through Facebook discussion groups, or tweeting out relevant product information links to your Twitter followers. For another client, they may spend more time creating conversational blog posts for the company website and maintaining a lively conversation within the comments. A versatile social media expert should be able to multitask between platforms or formats and help you determine how best to reach your potential customers.
Why Businesses Use Social Media Liaisons
If you have at least one personal social media profile, you already know that the single largest issue with social networking sites is the amount of time they require. Although you can post links and run within seconds, it’s not a strategy that expands your network. On Facebook alone, you may spend more than a half hour browsing through the latest activity to keep up with key clients and friends. Add another half hour if you’re involved in any conversations in need of a response.
Before you post a single thing to drive business back to your company site, you may be out an hour of marketing time and you’ve only hit one social network. When you multiply that hour by each site over the course of a month, the time requirement can soar. Hiring a social media liaison can keep your business profile active within your network, without draining the time you need to run the business.
When to Consider a Social Media Liaison
Not every business needs a social media liaison to succeed, but it’s time to consider the marketing expense of hiring one when you dread checking your profiles or email accounts. Red flags can be as simple as:
- Becoming involved in debates over potentially polarizing topics like religion, politics or raising children when they have little or nothing to do with your company
- Getting sidetracked with irrelevant blog posts, articles and videos
- Losing time to personal conversations with no value to the business.
In addition to saving you time on the updates, a social media liaison is skilled at creating compelling copy in relatively few words. This talent can turn the mediocre traffic you receive from social networks into a valuable segment of your revenue. Best of all, most social media experts work freelance, so you can design the best online marketing strategy for your company without calculating taxes and paying for benefits for additional staff.