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Rant: Social Media Management is NOT for Interns

Mar/Thu | Category: theRants&Raves | 

First, let me say that I LOVE interns and have had the great privilege of working with some seriously brilliant interns over the years.  However, leaving them on their own to manage a social media program is not something I’m a fan of. 

To me this is a bit like leaving your teenage child home alone for a weekend and expecting to come home to anything but this:

Maybe a tad overly optimistic, you think?

You’re putting yourself in a potentially dangerous situation.  Think of what happens when a crisis erupts?  Will an intern be able to think on their feet and rely on years of experience dealing with delicate situations?  Are you confident an angry online mob will be disbanded by your $10/hour employee?

If you want to see how bad these situations can get, check out this look into a recent situation Nestle experienced with Greenpeace by Olivier Blanchard.  Unfortunately the situation wasn’t handled as well as it could have been and, thus, became an even larger issue for the company.

Still confident an intern can handle it?

Managers of social media programs, whether dedicated or performing the job in addition to another role, need to be someone you have complete confidence in to represent and speak on behalf of your company. 

Can interns play a role in your social media programs?  Absolutely!  Even a large role if you get a good one.  However, always ensure they have an experienced manager to help create your social strategy, provide solid guidance and help them through the difficult situations. 

Category: theRants&Raves

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