Delegating Social Media Tasks Should Not Create A Message Disconnect

Being able to delegate responsibilities effectively within an organization is a sign of true leadership.  Note that I added the word "effectively" since that is the necessary component to ensure not only leadership success but the overall success of any business or organization.  Effective delegation carries over to social media, as well.

I recently came across an organization that divvied up its social media campaign responsibilities among several different individuals.  There is nothing inherently wrong with this approach.  Some people have a stronger grasp of the ins and outs of Facebook marketing while others have fully embraced Twitter over all other social media platforms.  Recognizing and making the best use of an employee's strengths has always been considered an effective management skill. However, what happens when there is a disconnect between the messages being broadcast over these various social media sites?

In the case of the organization I mention, the posts between several platforms are disjointed and in no way reflect a cohesive message.  It quickly became apparent that the tasks were delegated to individuals without first bringing them together as a team and setting down guidelines for the organization's social media campaign.  This ineffective delegation only serves to damage the online reputation of the organization which will ultimately carryover to the real world.

As a business or organization leader, you owe it to yourself and to those whom you have assigned the various tasks, to follow up and make sure that everyone is on the same page.  You need to check in on the various platforms to review what is being posted by your employees and others.  Make sure that their posts are in sync. Also, make sure comments left by your followers are being acknowledged and responded to; the negative as well as the positive ones.  If you assign a team leader for the follow up, then make sure you receive thorough updates on the progress of your social media campaign.  Ask for a report on its effectiveness.   Above all else, be open to suggestions from all members of your team especially if something about your message does not seem to be working.