If you’re relying on an intern to lead your social media strategy, you’re crazy. I don’t care how small your business is. You’re better off not doing it at all than bringing in an intern to handle your social media presence. Here’s why:
1. Internships are short term. Building a presence online takes time. You have to build relationships, slowly but effectively. Your intern cannot build a social media presence, in the 3 months that they’re with your company.
2. Interns don’t identify with your brand. They view it as a stepping stone. You want the person that’s representing you online to be passionate about your brand.
3. Interns won’t be available beyond 9-5. Have a crisis? Don’t count on calling your intern at 9pm and having them jump online to handle the social media backlash. With your social media presence in the hands of your intern, your brand will only be present from 9-5.
4. Interns aren’t as accountable. If a full-time employee makes a big mistake online, they have to worry about losing their job. Losing an internship? Not as big of a deal.
The debate is open. Should companies hire social media interns? What if they’re not responsible for the entire social media presence, but they’re managed by a full time social media manager. Good idea then? What responsibilities should you give them?