Your kids (or grandkids) spend all day on their phones and social media, so they’re a great choice for managing your business profiles, right?
Just as there’s a big difference between a friendly conversation and a business meeting, there is also big difference between using social media to connect with friends and to connect with customers.
Here, we’ll discuss why kids (whether teens or college-age) may not be the best managers for your social media presence.
Young People Have Left Facebook
The top reason to avoid letting junior manage your Facebook page: he doesn’t use it. According to ABC News, people under 25 are leaving Facebook in droves – and that article was published over 6 years ago. At this point, they’re not leaving, they’ve left.
Yet, despite the adolescent exodus, Facebook still remains the world’s largest social network. It just has an older audience now – the type of audience that most businesses want to reach.
So on top of it being more challenging for kids to communicate to an older audience professionally, they will also have to learn an entirely new platform that has added many features in recent years.
Online Reputation Management
Most social media platforms include a “reviews” section. This means your profile will play a crucial role in online reputation management. Unfortunately, consumers are more likely to leave negative reviews than positive ones.
More importantly, social media reviews are beginning to show up in search results. Facebook reviews are especially prominent, and often replace Yelp reviews in Google My Business listings.
When a negative review is left, a prompt, professional reply is crucial for changing that customer’s mind AND building your reputation among potential customers.
Responding to customer complaints requires an understanding of customer service and general marketing. Careful responses are crucial if you hope to win them back or change their review. PR experience is also helpful since reviews are publicly available. Does your teen or college-age kid have this expertise?
Filters and a Lack of Photography Skills
There’s a reason that social networks popular with young audiences include image filters.
Most young people aren’t great at taking quality pictures.
Photography is a more involved discipline than you might think. Just compare a landscape picture that you (or your kids) took to one in a magazine. The professional photo is likely more aesthetically pleasing.
Professional photography includes surprisingly technical concepts such as rule of thirds, golden ratios and color profiles. And those are just the basics.
Image filters can only go so far. For businesses, they sometimes do more harm than good.
When consumers follow you on social media, they need an accurate picture of your business and (especially) its products. Nothing will drive away customers like having their expectations ruined.
However, they also need to see pictures that will entice them and set you apart from competitors. This is where the technical concepts mentioned previously become crucial.
There’s a difference between taking a selfie heavily saturated by a filter and taking photos to entice consumers. Unfortunately, most kids are more experienced with the former.
Marketing Language and Grammar
Kids and young people are used to being cute and casual with their friends online. They typically aren’t great at getting into the mind of a consumer – a key tenant for writing marketing copy online. They certainly aren’t experienced at developing buyer personas either (and probably don’t know what that means). So, writing posts that will entice consumers likely isn’t within their skill set.
And then, there are the grammatical mistakes. Most young people use shorthand phrases (such as “ur” for “your” or “you’re”) when writing online. They also tend to confuse basic grammar, such as misusing “there”, “their” and “they’re”.
And then there’s the habit of ending a sentence with a space in front of an exclamation point (or three). Although we can’t show any examples without getting in trouble, that last one is especially rampant on small business profiles.
Even businesses invoking a sense of “fun” need to appear professional. Consumers need to feel confident that their expectations will be fulfilled or exceeded. If your social media presence gives the impression that you can’t speak your own language, it will be more difficult to instill that confidence.
Doing Social Media Marketing The Right Way
Having a social media presence isn’t enough. There is a right way and a wrong way to do it. At best, doing it the wrong way means that it will largely go unnoticed. At worst, it can easily cost you customers.
Fortunately, we understand social media marketing. We have helped dozens of small business use it to connect with their community. Even better, we typically cost much less than your niece, nephew or grand kid. To get started, feel free to give us a call or send us an email.