You’re proud of yourself. You looked past the stereotypes and hired a millennial. And you did what a lot of business owners do: you put your token millennial in charge of managing your business’s social media accounts. 

But is the office millennial really the best person for the job? Sure, they might know how to navigate all of the platforms better than you do. After all, you don’t know what the heck a “story” is in relation to social media or why you would want to post one. 

But there’s more to nailing social media than just getting familiar with the platforms. So, if you put a millennial in charge of your business’s social media just because of their age, here are five questions to ask yourself to determine if you’ve made the right choice:

  1. Do they know my audience? Your millennial employees may know everything there is to know about Facebook, Instagram, Twitter, and Snapchat, but do they know your audience? The only way social works for businesses is if it connects with your customers. And in order to connect, you have to know the people you’re attempting to connect with. You have to know their likes, their dislikes, their values, their pains, their wants, their needs, etc. If you go out there and start posting without considering who your audience is and what will resonate with them, you risk offending them, excluding them, or even worse, disengaging them. The moment you lose their trust or attention, you’ve failed. So make sure your social media manager intimately knows, not just the social media platforms they’ll be using, but also the audience they’ll be engaging with.
  2. Do they know my brand? If there’s one thing people hate about brands on social media, it’s when they’re inconsistent or do things that don’t align with who the brand is and what it stands for. When you do things that don’t make sense for your brand or you contradict yourself on social media, the results can be disastrous. Your customers will know and they will comment when you appear to take a stand for something in a post that doesn’t align with your company and its values.So before you put someone in charge of your social media just because they’re digital natives, make sure they know your brand inside and out and can effectively represent you on all channels. 
  3. What is their grasp of CTAs (calls to action)? The point of social media is to engage with your customers and potential customers. It’s not a one-sided conversation or a way to shout at your audience. But in order to engage, build relationships, and see a return on your investment in social media, you need to have clear, concise, effective CTAs on your posts. A lot of brands nail this by asking questions or urging people to take specific actions or click the link in their bio. But all CTAs are not equal, and your social media manager needs to have a good understanding of what works and what doesn’t. Don’t assume that your office millennial is nailing the CTAs — that’s not a given just because you “get” social media.
  4. Do they know regulations and what to avoid for legal reasons? Social media can get you into a lot of trouble if you do it wrong. You could lose customers or even be sued or fined. Each platform has its own rules and regulations, and there’s a lot to consider in terms of how to use each platform and what to say/not say. Is your millennial social media manager familiar with these rules and regulations or are you just assuming they know what to do/what not to do because they’re socially savvy? Assuming is a bad call and could put your business at risk of a lawsuit, fine, or other issue, so make sure they have a good understanding of this important aspect of social media.
  5. What are their intentions? At the end of the day, your social media manager should be connecting with your customers and making your brand look better. Is that the goal of the office millennial you’ve put in charge of your social? Think about it: How good will your social media manager’s decisions be if he or she is only using your business’s platform to solidify his or her place as an influencer? Hey, it’s happened. We’ve seen it. So make sure you and your social media manager are aligned in terms of the goals, purpose, and intentions behind your social media decisions and actions.

Have You Picked The Right Person For The Job?

Your office millennial may be a great fit for the social media manager role, but it’s not a given. Take the time to really consider whether or not you’ve put the right person in place or if you need to spend some time reconsidering or educating your social media manager. Being a millennial does make the social media game a little bit easier — but it’s not a guarantee for success. There’s more to that recipe!