Do’s and Dont’s of Managing People in Social Media
7
April
[Ed note: I asked my boss to do a guest post on managing people in social media, because the fact is he treats us in a way that always seems like he's one of us and never our boss. You get critiqued politely and with rationale of why it's not perfect, and how to make it better. You get praised for doing something well, and you always know why your task is integral to the company's success.]
It’s tough being somebody’s boss. It’s even tougher when your company has an intense focus on social media. Ryan and I work in an environment where social media is at the forefront of our business. This means building online community and conversations for three separate entities: our clients, our company and each individual’s personal brand.
It is vital for each individual to build their personal brands because it allows our company as a whole to have an influential presence in the social media stratosphere and with varying community types. This need to build personal brands means that every person in the company has to be put on a pedestal at particular moments in time or in specific social media communities. It is absolutely vital for our employees to be engrained in the spaces that we promote and use, but this can lead to a little bit of an ego (rightly earned).
It can be difficult managing and motivating people who know they are vital to the success of the company. While managing my social media guru employees, I’ve learned a few things along the way of what to do and don’t do in an effort to keep your company moving in the right direction:
Do:
Communicate as openly as possible (beyond your comfort levels)
- Be honest with your employees as much as you can be
- Social media experts are used to constant communication and knowing things before they should. Set up your office environment in the same way
Work alongside them whenever you get a chance
- Help them with their projects
- Enlist their help on important aspects of your work
Know how to act as a mediator and share your opinion
- There are times to be neutral and times to take a stance. It’s up to you to know when that is, but make sure you show both sides of yourself
Keep the office environment light
- Social media is a happy environment, your real-life office should replicate that
- Poke fun of them for funny profile pictures, retweet a funny message to them, or put together a good prank
Don’t:
Intimidate and scare them into working harder
- I have seen this tactic have a counter effect time and again. The work may get done, but it won’t possess the same quality it would’ve otherwise
Separate yourself from the group
- Move yourself into their work space when possible, both in the real world and digital world (comment on their blog, pull your chair up next to them, write on their Facebook wall)
Sell yourself to sell your company
- Touting your own accomplishments is not important. If a potential client asks then tell them, but otherwise your history and success is posted on your website and sell sheets
- Your team may come to resent you for putting your name alongside the company name
Don’t be this guy (I would want him on my rugby team though)
This is clearly dependent on your environment, your business and your employees. These strategies have worked for me and hopefully they can provide some guidance if need be.
Jake is the Director of New Media at Sports Media Challenge. His background is in public relations, research analysis, and event coordination. He’s helped champion the social media strategy in his new role, and is probably the country’s foremost expert when it comes to the intersection of social media and golf. For some reason, he likes the Ravens, Orioles and Wizards. If you’d like to reach out to Jake you can find him at Jacob.Rosen3(at)gmail.com
For additional reading on this subject, here’s a solid article from Dan Schawbel on HubSpot’s blog: Five Reasons Businesses Should Support Their Employees’ Personal Brands
