5 Tips for Training Your New Social Media Manager May 19, 2015 RICCentre Has your company’s online presence reached the point where it’s time to bring professional assistance on board? That’s quite an accomplishment, considering the influx of companies that have arrived on the social media scene in the past few years. And by training the right individual to properly manage your company profiles, your online presence will continue to flourish and convert prospects into customers. Here are a few training tips to consider: 1. Begin with the End in Mind Customer engagement is paramount when using social media to increase brand exposure, but how will you go about accomplishing this objective? To address this concern, have a candid discussion with your new social media manager to communicate your expectations. Also, share specific milestones and a timeline so both parties are clear prior to the commencement of any work. Doing so also grants them the opportunity to walk away if they feel the task at hand is beyond the scope of what they can realistically accomplish. 2. Share Resources Prior to hiring a social media manager, how have you been managing the platforms? Compile a document that includes step-by-step instructions on your existing social media strategy, from the sources of inspiration to the composition of the editorial calendar. And if they’re unfamiliar with the industry you’re in, be sure to have a candid discussion about the target audience and what makes them tick. Also, share mobile apps along with any sites containing useful content, stock images, and templates. 3. Communicate Brand Essence The best social media manager in the game can miss the mark if they’re unfamiliar with your brand essence, or what your company stands for. Even if they’ve conducted extensive research prior to coming on board, you should ensure they have a thorough understanding of your company’s unique voice and how it’s reflected in posts across the social media platforms. 4. Learn from the Pros Looking to other successful businesses is a good way to start, and your new social media manager should be encouraged to do so. Share your own list of favorites in hopes that they will draw inspiration or gain insight into strategies that increase user engagement. They could learn a lot from a company like LifeLock, that uses their social media pages not only to promote the benefits of their offerings, but also to share useful content on identity theft protection, from which all consumers can benefit. By contrast, there’s not a ton to say about toilet paper, so Charmin takes a more comedic approach to engage customers. Either way, both companies are doing social media right and there’s a lot your new social media manager can learn from their tactics. 5. Invest in Continuing Education Consider allocating funds in your marketing budget for social media training. Even the most polished professionals in any field complete continuing education courses to stay abreast of emerging industry trends and polish their existing skillset. Handing the keys over to your new social media manager doesn’t mean you’re completely out of the equation. You definitely don’t want to micromanage them, as this defeats the purpose of having more time to spend on core business activities. However, you’ll need to spend an ample amount of time working with them to ensure their strategy is effective and the posts are an accurate representation of your brand.