Social Media for Every Age
I realize that the temptation is strong to turn social media over to your younger employees. After all, these young folks have been using computers all their lives, so this kind of behavior comes naturally to them. Don't get me wrong-young people are great, and they can do some amazing stuff. But that doesn't mean that they should manage your social media campaigns. Work on them? Yes. Participate and contribute? Absolutely. But be in charge? No way.
You have a lawyer with probably 15 or more years of experience running your legal department. Your PR director has been on the job for a decade. Your marketing director has a dozen years of industry experience. You wouldn't turn their functions over to a newly minted professional. Give your social media campaigns the same level of professionalism and chance for success.