Your intern shouldn't be your Social Media Director - here's why
Are you delegating your social media? I see it all the time. The big dogs of the business delegate to the pups because they're younger and 'get' social media. The leaders - who don't have the time or inclination for social - then wonder why their pipeline isn't looking great.
Here's why you're leaving money on the table if you're not showing up on the socials yourself.
Your social media is a business development tool. If you're using it efficiently it should:
build trust and establish authority
keep you front of mind with those in your audience not yet ready to become clients
support your email list building
drive sign ups to webinars and events
support your paid ad activity.
Especially on LinkedIn, this applies to both your business pages and your personal pages, which both have a role to play in your success.
Think of it like this:
your business page tells prospects about your work, your culture, your events, your industry experience (it's brilliant to be able to delegate this, but your team will need a proper brief on who you're trying to talk to, what they will be interested in and the client-benefits to pull out in their content).
your personal page amplifies these messages and gives prospects an insight into the person they will end up having the strategic meetings with once they become clients. People ultimately buy people, so this view into who a business' leaders are is important.
It's brilliant if you have a team working on your business page content but don't miss an opportunity by not using your personal profile to support your lead gen.
So, with that in mind...
If you do one thing this week, make it…sharing the responsibility for your social media lead generation
Why?
Because a business page can share your company's story, achievements and services, but it can't share individual opinions and expertise in the way that a personal page can.
Because prospective clients want to know who they will be calling with their challenges.
Because establishing yourself as an authority within your industry is a powerful driver of new relationships and connections (and doesn't hurt when it's time to find a new role).
Because the reach of your content is multiplied if it's being shared by each of your business' leaders, with their thoughts.
Because a junior member of staff won't have the authority to provide opinions or the knowledge / confidence to make appropriate connections. They will likely have to book time with you to review what an opinion could be. By which time either the moment to share it has passed or the idea has been scrapped because no-one has time to deal with it.
How?
You don't have time to waste scrolling. So try this as a first toe-dip into showing up.
Every time your business posts content, like it and repost it with your thoughts. No need to write an essay, a few lines will do. Focus on the benefit to the client of whatever the post is about if you can. Encourage other leaders in your business to do the same.
Every day, spend 20 minutes on LinkedIn doing a) the above, b) commenting on any posts you find interesting, focusing on adding value and c) sending connection requests to a few people you'd love to work or collaborate with alongside a genuine, not-salesy message. I do this first thing in the morning before I move on to client work, but test and see what works best for you.
What now?
Pay attention to what comes back to you from your social media. I bet you'll notice a shift over time. Are you having more conversations with relevant people? Is your network growing? Are your business' posts getting more reach? 20 minutes a day well spent I'd say!