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The future of our industry is full of bright-eyed, energetic, smart new graduates. Some were lucky enough to start their first job in the past few weeks, while the rest are still looking for their big break. They’re eager, optimistic, ready to conquer the world. And we’re setting them up for failure.
As more brands have begun incorporating social media into their overall marketing strategy, too many are looking around for the youngest person in the building or hiring an entry-level PR graduate and placing all the responsibility for social media integration in their hands.
What’s the rationale? The ones I’ve heard have been along these lines: “They’ve grown up with this stuff, so they know what they’re doing” and “They’re already on Facebook, so…”
This isn’t good for two reasons.
1. Many schools are NOT adequately preparing students on the topics of social media integration, social media strategy or social media tools. I’ve heard this from more than a few recent graduates in the past couple months. I had lunch with a friend this week who graduated in May and she, too, confirmed that there was little to no social media discussion in her classrooms. Unfortunately, there aren’t enough professors like Barbara Nixon, Karen Russell and Mihaela Vorvoreanu teaching in classrooms.
2. Knowing how to set up a Facebook account isn’t all that’s needed to create and execute successful communications programs – whether online or offline. You have to know your audience, set measureable goals and objectives, understand how to develop sound strategies, plan for potential negative scenarios, recognize a crisis as it’s unfolding and respond appropriately. I could go on. My point is that the skills needed to develop successful programs come with experience. And, unfortunately, two or three college internships don’t qualify you for that.
I’m not knocking the newcomers. I want to make sure we’re giving them the best opportunity to succeed and, along with their success, elevate the value our industry brings to brands.
My concern is that the organizations that turn over control of their social media efforts to entry-level pros increase their chances of negative experiences online. Maybe worse, though, is that they put unrealistic expectations on 22-year-olds who were fighting an uphill battle from the start.
Have you noticed this? Do you share my concerns? Do you think about it differently?
*Update: To be clear, this post isn’t about entry-level PR pros doing a poor job or even higher education’s job of including social media in curriculum. It’s about mid-level and senior-level people assuming the young one in the room understands how brands should use social media because they happen to have a Facebook profile.
*Update #2: Karen Russell wrote a post in response to this that may better clarify the point of concern I’m highlighting here. Check it out.
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