I have heard this scenario too many times.  So I thought it would be great content for a blog post.

“I have an intern taking care of our Facebook/Twitter accounts….”

I usually respond with one of these two questions:

• Would you put this intern into a new business meeting with a potential client?
• Would you let this intern manage one of your most important accounts?

I am sure the answer to both questions is NO.  Then why would you put an intern in charge of your entire company voice?  This platform is great when used correctly and can provide great ways to get in front of new clients or customers.

Now don’t get me wrong – Interns are great!  They are full of ideas, questions and are very eager to learn.  Another bonus is they don’t have an ego yet. I am sure a few interns would do a fine job, but all it takes is one small slip up and you make MSNBC front page.  Why take that chance?

My point is simple – If you have an intern posting on Facebook/Twitter/YouTube for your social media marketing, make sure it is supervised.  Nothing gets posted until it is approved.  Don’t let them run with it because they get this new technology and have a Facebook account.  You didn’t spend 30 years building your business to have it go down in a Public Relations nightmare.

Here are some pointers to keep your brand in check:

• Put an approval process in place prior to updating your social networks.
• Use a schedule to manage your status updates and promotions.
• Use a social media workflow tool like Hoot Suite to manage your accounts.
• Ask yourself each time – Would you put this status, including your picture, name(company name) on a bill board in the middle of town?  If not, it should not be said.
• All negative feedback needs to handled immediately.  Have a process on how to handle these now and not when they happen.
• Remember why you are using social media – to be gain brand awareness.

If this is the case, you can hire a seasoned Social Media professional to manage your accounts.  I am sure most companies offer plans similar to ours when it comes to monthly Social Media Maintenance.  Whomever you hire, make sure they can show you results of previous engagements.