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.”
They’re not mature enough. Compared with young people 50 years ago, who were eager to enter adulthood and settle down, today’s youth are not only not eager to do so, but most do not feel that they’ve reached adulthood until late into their 20s or early 30s, according to research from Clark University. Instead, they tend to feel unstable and self-focused and would rather explore who they are and how they can transform their lives. This is great for them but not so great for you, their employer–particularly because social media is all about communicating with your audience in mature and accountable ways.
They may be focused on their own social-media activity. Because of the above, if you hire a young person to manage your social media, you may also need to need to worry about how he or she is actually spending his or her time. Will you need to be monitoring the person?
They may not have the same etiquette–or experience. Your recent college grad may have experience with Facebook and Instagram, but make sure you check out the substance of his or her updates and posts.
You can’t control their friends. This isn’t exclusive to recent grads, of course, but it’s a risk to consider: Even if you hire a real winner, be sure that his or her friends won’t post inappropriate content to your company’s social-media accounts.
Social-media savvy is not the same as technical savvy.
Communication skills are critical. Communication is critical to solid social-media execution. Before you let a young hire take over your company blog posts, take stock of his or her writing skills.
Humor is tricky business. People like to be entertained, on social media as well as elsewhere.
They may not understand your business. You are handing the keys to your social-media kingdom to a newcomer, but there’s plenty that he or she needs to understand beyond the social tools themselves. What are the nuances of your products or services?
Social-media management can become crisis management.