Quote:
Originally Posted by EttieG1
On the campaign issue, I am a professional writer who unfortunately has to spend my day writing for others. However I'm considering hiring someone who can help manage the social media marketing and Adword campaigns for my ebook. Naturally this sounds like potential quicksand of trouble.
Any insights? Horror stories? Happy endings?
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If you do hire someone, you need to make sure it is someone who actually has social media marketing experience, not just experience with social media. They will be representing your brand, in front of a public audience. This is not something to take lightly, and it can easily go very, very wrong if the individual is not conscientious.
Even the American Red Cross has had "Twitter fails" due to interns (he accidentally posted from the RC account when he meant to post from his personal account), and the guy handling the Twitter account for a major US auto company tweeted derogatory comments about drivers in Detroit.
My advice would be to hire a mature individual (emotional and intellectual maturity, not age) who has experience representing some sort of brand. You have to communicate exactly what impression you wish to make on your current and potential readers. Witty? Insightful? Serious? That's up to you, but make sure they understand that, for all intents and purposes, they are YOU when they are running your campaign, because your audience won't know the difference. You'll get blamed if they screw up.
This doesn't necessarily mean it will cost a fortune to hire the right person. Since it's all online, it's perfect at-home, part-time work for a stay-at-home-mom or someone in transition who is re-entering the workforce for whatever reason, or just someone who wants a little extra money and has a few hours to spare. Heck, it's more enjoyable than most marketing tasks, for those who like social media engagement. Running a Twitter account as a brand can be fun and challenging, if done properly. My site, which hasn't even launched yet, got a Twitter @ mention from the account of a major History Channel tv show the other day. Coups like that make it all worth it.
