ARE YOU MANAGING YOUR SOCIAL MEDIA WITH THE GRILLED CHEESE EFFECT?
I’m pretty sure you clicked through from the title of this post and said, “The Grilled Cheese Effect? What the heck is she talking about?”
As a Social Media Manager, the biggest roadblock I encounter when speaking with potential clients is this – “Oh, my assistant/receptionist/niece does my social media. She’s on Instagram all the time!”
And THAT, my friends, is what I call The Grilled Cheese Effect. Let me explain.
Most of you can make yourselves dinner right? You might not be Gordon Ramsey in the kitchen, but you can make yourself dinner and no one gets food poisoning. Good for you! But what if I asked you to cater a party for 50 people for me next weekend? Unless you have secret chef training on the side (hey, you might!) you would likely think I was crazy for asking you to take on such a huge job. Just because you can make yourself dinner, doesn’t mean you have the knowledge and the training to cater an event!! Exactly! The Grilled Cheese Effect!
Never in your wildest dreams would you ask the kid down the street who can make himself a grilled cheese for lunch, to cater your fancy party or event. That’s crazy! He doesn’t know anything about meal planning, or food allergies, or ordering ingredients, or cooking and presentation for events. He just knows how to make grilled cheese. Both do include the preparation of food, to be fair, but they are clearly NOT the same thing!
This is exactly the example I use when faced with the “my receptionist/assistant/niece handles my social media” conversation. Just because your receptionist/assistant/niece uses her personal social media accounts to post cat memes and mascara tutorials does NOT mean she has the knowledge and the training to effectively market your business on social media. She’s making grilled cheese and you need a caterer!
YOU WOULDN’T TRUST AN AMATEUR COOK TO CATER A PARTY OF 50, SO WHY WOULD YOU TRUST AN AMATEUR TO MARKET YOUR BUSINESS ON SOCIAL MEDIA?
If you hired the kid who can make grilled cheese to cater your party, you would be putting your reputation at risk. Management of your business’ social media presence is no different. You are putting the online face of your business in the hands of someone who lacks the knowledge or the training to take your business to the next level. In fact, they could be doing damage to your professional reputation, if they are not utilizing the tools (and the spelling and the grammar!) that are required for an effective social presence.
When you think about the management of your small business’ social media accounts, consider this example. Who would you rather have managing the online face of your business? The grilled cheese kid or the caterer?
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