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Just because we're both online doesn't mean that we use the tools the same way. Digital Natives have a great amount of knowledge about best practices about how to use some of the tools, and that I fully agree with. But the knowledge has to grow a step before it becomes really useful as a skill for business, and that step is understanding how other people use those same tools. That's not something that every digital native understands, yet it is the lens that a lot of businesses use to evaluate strategies and tactics.
Your last point touches on what an internship should be, and I agree. A well-designed internship will offer ways for both the intern and the company to grow - it's a two-way feedback and learning loop!
I do agree with your point about using interns as a pulse check on what consumers might respond to. But, what happens when your intern isn't in your target market? Do they have a deep enough understanding of how the people you're trying to connect with operate in the social space?
I'm intrigued by your idea of letting an intern take charge of a small portion of the pie - perhaps they're the person brainstorming the initial ideas, then working with their colleagues and superiors to flesh them out and build the final plan? I think you mean more that the intern would own the engagement for a small piece of the overall pie, but I don't think that most companies are ready for that. For that matter, neither are most interns (or even most "fresh out of college" employees).
Thanks for your thoughts on this :). I'm happy to hear you'll be stopping by more often!
Thanks for your thoughts!
Thanks for the comment and the kudos!
You hit the nail on the head with regards to conversation volume. A lot of people want to view social media through the same lens that we view things like targeted ad campaigns or email marketing programs, which is one of a shorter return cycle, or a limited-time offer. Social media is often "the handshake", and people instead should view it more like a trip to the golf course with a prospect, or a conversation at a networking event. Historically these items take longer to translate into money coming through your sales funnel, and are far more long-term than your other online activities.
Thanks for your comment!
There are often many more forces at work (especially within large orgs) that have to be changed/modified/educated before any new process or tool can be used.
Keep pluggin' away, but know that all of this stuff is a journey, not a start and stop "we must do it NOW!" project. It's evolving.
Katie | @misskatiemo
Community Manager | Radian6