Talented social media naturals are rare.
This article will explain the concept of social media naturals and explain why they could be an asset for your business.
As a digital strategist, I can often tell straight away if someone working at a company “gets” social media or not. In my experience, it’s more efficient to have a social media natural in charge of your brand accounts.
Here we go:
Social Media Comes Natural for Some People
Having done my fair share of media training, I’ve learnt that most people have their preferred means of communication.
Some people are just stellar on a big stage in front of many other people.
Some people are the most comfortable in smaller groups as networkers.
Some people can get anything to happen by just picking up the phone.
Some people are at their best in a one-to-one conversation.
Some people find it easy to communicate via social media; some via short tweets and others via long-form blog posts.
Others prefer to take pictures and others to post videos of themselves.
In many ways, social media has opened up a whole new array of human communication forms, thus increasing the chances for each of us to find a particular style of communication that suits our personality.
Social Media Naturals—A Definition
Identifying and empowering social media naturals within an organisation is often more straightforward than you might think.
Here’s how I define them:
A social media natural is someone for whom it comes naturally to communicate via social networks.
Sure, most online influencers are also social media naturals—but not all of them. Some are influential online not because of their capability for social communication but their general charisma or fame.
Social media doesn’t need to have a massive social following; they use social networks not as a vehicle to elevate their brand or gain business; they use social media to communicate their passion. And some passions may be so niched that it simply doesn’t warrant a massive following.
Why Social Media Naturals are Valuable
Hiring a social media influencer to execute the digital strategy can genuinely be a hit-or-miss enterprise. I’ve seen this several times from a close-up perspective.
Influencers tend to care mostly about their brands; for them, it’s always about how to position themselves in the marketplace. However, a niched social media natural can find an organisation with matching passions.
Identifying social media naturals within an organisation is often more straightforward than one might think. This is because they can’t stop themselves from constantly interacting on social media within the topic of their interest.
Many organisations have experts who are already using social media to discuss and connect, but no one might have invited them to contribute professionally to the organisation’s social media strategy.
How To Empower Social Media Naturals
When looking for a community manager, I always investigate their personal social media presence.
I’d look not for massive followings but the ease of use, passion, and willingness to experiment. I’d look specifically for someone who doesn’t have any problems in finding the right tonality for various social media situations.
Once within the organisation, I’d suggest creating a framework well suited for social media naturals: