Today I’d like to talk about three challenges you’re most likely to encounter when running social media accounts for business.
Social Fish asked the attendees of its workshop what the biggest challenge they’ve ever encountered for using social media and categorizes their challenges into three groups: individual, internal process, and structure and culture challenges. I’ll pick one challenge from each category and discuss them.
* If the video won’t play, watch it on YouTube.
1. Individual Challenge: Time Management
Personally this was the number one biggest challenge when I was running a Twitter account for my client. Because everything is happening in real time and you need to react in real time too, it is hard to predict what your schedule will be like when you start a day. In the morning, your day starts as an easy one but in the afternoon it may suddenly get busy. Also, if you’re in charge of other tasks besides social media management, you must be very good at multitasking and getting things done quickly. Very quickly without errors. And it would be the worst if you’re the only one running social media while handling other projects like me… Managing your time well is key for doing social media marketing.
2. Internal Process Challenge: Competition about Message and Time
Have you ever had an experience of being asked different things by different clients from the same company/department? Say, you’re asked to create a flyer for TV. Because the space is limited, you can feature one topic and need to list others in bullet points only. Client A wants you to create a flyer featuring image quality, while Client B wants you to create one focusing on design. Would you imagine how hard it is if you’re in the same situation when you create a tweet within 140 letters and ask your clients to make a decision as soon as possible?
In addition, don’t expect everyone at your agency or client’s company knows how social media works. One day, one of our followers asked us a very technical question which neither of my client or me could answer. My client asked a technician working in a different department to answer the follower’s question. Because the technician was working in a different department than my client and (I think) didn’t know well how quickly people on Twitter usually expect to get a reply, it took a few days to get an answer from him. His answer was perfect but we kept our follower waiting for pretty long. We were not sure if he was satisfied with the answer, since we didn’t get a reply from him again.
3. Structure and Culture Challenge: Leadership
If your boss or client is open to new technology and eager to learn about it, you’re very fortunate. If they are not, I feel you. It’s a huge challenge if you are working with someone who knows little about how social media works for business but wants to take a leadership as s/he’s always been doing. You need some time and patience to educate them about social media.
Social media has changed how marketing works but also how we work. How is your workplace adopting social media? What challenges have you faced so far? Feel free to make a comment!