We all know the saying, it takes a village. And when it comes to the success of social media, that definitely rings true. When it comes to the management of social media, however, that is not always the case. With any kind of writing, having multiple sets of eyes can help create better content, but at a certain point too many eyes, and more importantly, too many mouths, make managing social harder.
Working with clients I saw this a lot. As an agency or freelancer, you are representing someone else’s business; that is a lot of control for a company to let go. They are trusting you to essentially be the voice of their brand. And with more + more people making social media their first point of contact with a brand, this job has never had higher stakes. For this reason, many companies + marketing managers want more control over the image you’re putting out. They want input. Maybe they even want their own people to push out posts as well. Obviously, there is nothing wrong with that, until it starts impacting the way you do your job. Having too many hands in the social media pot can turn you perfectly balanced dinner into an unsavory mess. Too many cooks can cause a few issues to your social media meal:
- Butter inequality: Tone is crucial when posting on social media. When you have multiple people writing posts, the tone can be a little different with each, giving your audience an inconsistent experience. This can cause some scones to be slathered in butter while some don’t have any at all. The voice of your brand is its identity. Every scone should be consistent + have just the right amount of butter.
- Watery mashed potatoes: When every social strategy, you set a cadence for your posts. When multiple people are posting, you don’t always know who is posting what or when. This can affect your posting schedule + mess with the balance of your strategy. You have to know when other people will be adding in milk so your potatoes aren’t too watery.
- Too much salt: In that same vein, you could end up posting about the same thing. If everyone isn’t aware of the editorial calendar, you could double post about the same event at almost the same time. This is fine if you’re manually posting, but if you used a scheduling service, you may not think to check prior to the post going live. You may have scheduled adding the salt at 5PM but someone else may do so at 3PM without your knowledge.
- Rotten chicken: Social media is all about the now. Posts should be timely + capitalize on trends. If you have to go through too much red tape, you could end up with posts that are no longer relevant. If you have to get approval or input from too many people to bake your chicken, it could sit out too long + no longer be safe to eat.
- Rachel’s English Trifle: The other issue of going through so many people can be the changes made. You start off with one idea for a video then by the time it gets back to you, it has taken on a totally different concept. It’s a lot like the English Trifle Rachel makes in Friends. She started off with one dish but halfway through it went from a dessert to shepherd’s pie.
I’m not saying that having other people involved is always bad. In fact, with the proper tools, having more than one person managing social media can be great. But getting on the same page is crucial. Using social media scheduling tools + an editorial calendar is the best way to ensure that everyone knows what the plan is before you start cooking. Both in social media management + cooking, communication is key.
For other social media pitfalls to avoid, check out this article! Tell me how you manage multiple people involved in your social management in the comments below!