Last month, a controversial article crossed my path and stunned me into feeling the need to respond. It was written by University of Iowa student Cathryn Sloane for the NextGen Journal publication, provocatively titled “Why Every Social Media Manager Should Be Under 25.” At first glance, one might think this post is an ironic joke, so you might give it a quick read only to realize Ms. Sloane’s perspective is widely off-base.
The premise behind Ms. Sloane’s point was that her generation is more suited for the role of helping companies figure out how to use social media because they grew up with its development. Yes, as she points out, when Facebook emerged, her generation was just “teenagers in high school” observing how new tools evolved. Despite this, why should companies hire young individuals solely based on age?
The mere fact that my generation has been up close and personal with these developments over the years should make clear enough that we are the ones who can best predict, execute, and utilize future advancements.
So, should a candidate’s age dictate their capability? I strongly disagree. It’s not an issue of age when hiring a social media manager; it’s about understanding technology and experience. The social media manager will be the virtual spokesperson and community leader for the company—roles that cannot simply be filled by someone because they “grew up with social media.”
Anyone can be a social media manager if they understand the profession, the technology, and how to work with people—not just co-workers, but all stakeholders, including customers. Using platforms like Twitter, Facebook, Google+, and Instagram varies depending on whether you are communicating with consumers or enterprise companies.
Judging by Ms. Sloane’s writing, the notion that age equates to proficiency is unsupported. Her vague references to social media uses do not reflect the depth expected of a social media manager. An aspiring young candidate should demonstrate how they could set up an integrated campaign to achieve specific ROI. Social media encompasses much more than just these platforms, and a lack of understanding works against one’s credibility as a social media manager.
While being old isn’t a requirement, seeking experience is vital. Observing the comments on Ms. Sloane’s post, it’s clear that many agree. As Erica O’Grady commented: “The technology is merely a platform for conversations to take place. Our allegiance is to our network—our friends.”
I applaud Ms. Sloane for her post; however, anyone thinking this way should consider the broader strategic purpose of a social media manager. It’s crucial to evaluate whether one can genuinely understand and respond to the nuances involved. If they lack this understanding, pursuing an internship or entry-level position may be the best path forward.
We must move beyond this debate and focus on teaching the next generation effective social media management. Whether through internships, training, or mentorship, providing opportunities will help them become productive community members. Importantly, we should not attack those with differing opinions; everyone is entitled to their perspective.
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About the Author:
Ken Yeung
Editor-in-Chief of Bub.blicio.us and an interactive producer in the San Francisco/Silicon Valley area, interested in tech and marketing topics. Whether it’s gadgets or startups, Ken is eager to learn and share insights from various events, conferences, and meetups. He’s also an accomplished photographer, commissioned by publications like Mashable and TechCrunch.
Visit Ken’s page at http://www.thelettertwo.com