Who Oversees Your Communications, and Why? The Case for Not Hiring Someone.

A great piece in INC a couple of months ago (See: "11 Reasons a 23-Year-Old Shouldn't Run Your Social Media") began with, "Just because you don't understand social media doesn't mean you should forfeit all common sense and hire your niece, nephew, or any other recent college grad (say, your best friend's sister-in-law's kid) because 'they're really good on Facebook'."

The same piece ended with, "Social media is not the be-all and end-all. It's a marketing tool--part of an ever-growing arsenal of ways to bring your company to your prospective customers' attention."

Both are valid points that we agree with and have shouted for several years.

Social media isn't magical and should only be a component of a comprehensive overall communications plan promoting your brand and reinforcing its image.

That understanding is vital to avoiding pitfalls of relying too heavily on social media. Frankly, it isn’t even the right tool for every situation.

Make sure you have someone representing your brand who understands you, your product (tangible or intangible), your target audience, and your goals.

Whether you staff an in-house senior-level executive or you contract to an outside firm, make sure that person or group understands the importance of integrated communications, controlled messaging, and when to use what strategies.

Taft Matney is a partner with TM Public Relations, a strategic communications and governmental affairs firm in Greenville, SC. Follow him on Twitter (http://twitter.com/taftmatney) and "like" TMPR on Facebook (http://www.facebook.com/TMPRGA).

This op-ed may be reprinted/reposted in whole or in part upon written notification to and permission from taft@taftmatney.com.

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