Marshaling the Resources for a Social Media Engagement Program
By
Monique Elwell
and Steven Jackson
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To elaborate the above points in order, it’s still common to hire a technology person with little to no social skills or marketing prowess to set up and run social media channels. While the channels do require a small amount of technical skill, knowledge of marketing, brand communications, customer service and marketing research are the critical requisites for successful social media marketing. More organizations are also hiring copywriters, who can be good online community managers, but many are not. Be sure to hire the ones who are equipped with the “digital schmooze” gene and know the social media space you’re working in.
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Monique Elwell
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