Many companies just don’t get it and leave their all important social media communication to an intern.
Community management is increasingly important, but brands rarely provide an adequate budget for this position. It is essential that the person who takes the floor for your brand is passionate and knowledgeable, is a gifted communicator, can navigate company politics, knows the industry, knows the company, can answer questions authoritatively, and has access to decision-makers.
Does this job description make you think of a student who has a Facebook account and has used Twitter once or twice? It is a position that takes time to master, because you must be present for some period of time to learn the community. Clearly, this is not a job for an intern.
A version of this story first appeared on Grow