Why the colleague in your office who is 'good at social media' shouldn’t be doing your marketing.

WRITTEN BY TIANA RASDIEN

We've all been there. Someone in the office has thousands of Instagram followers, always knows the latest TikTok trends, and gets tonnes of engagement on their posts. Naturally, they become the go-to person for your company’s social media marketing. But this seemingly easy choice could cost your business. 

The reality is that while some people might be great at building their Instagram or TikTok pages and staying on top of trending content, professional business marketing involves a different skill set. Their understanding of social platforms, while important, is just one small part of creating a strong social media strategy. 

Social media marketing isn't necessarily about being chronically online or knowing every viral moment. What really matters is understanding how to build a brand's unique voice and connect with the right audience. It's about knowing how to tell your brand's story in a way that speaks to the people you are trying to reach. 

Successful social media marketing demands thorough market research, specific audience targeting, and the ability to create content that catches user interest, encourages engagement and ensures conversions. 

While personal accounts might thrive on pretty pictures and clever captions, business marketing requires top-notch writing skills that maintain consistent brand messaging while adhering to business objectives. 

Professional marketers also understand that social media is just one piece of the bigger picture. They know that posts on Instagram or LinkedIn must work alongside your website, email marketing, and other channels – not just exist alone. It's about making all your marketing efforts work together, not just making noise on social media. 

Real marketers know that every post needs to do more than just look good on social media – it must help your business reach its goals. They see how each piece of content fits into your broader brand strategy and business objectives. Having access to data is one thing, but knowing what it means and how to use it to improve your marketing is another. Professional marketers know how to turn analytics into actions that get results.

Your business deserves someone who can transform social media engagement into meaningful business growth rather than simply collecting likes and shares. In today's competitive digital environment, this distinction between a professional marketing strategy and casual posting could be what sets your brand apart from the competition.