Blog #5: No mistakes, just support

By Cindy Macdonald

If you are a small business owner, social media marketing can be time-consuming, confusing and risky. But it’s not an easy function to outsource because effective marketing requires an intimate knowledge of the client’s business and the target audience. It is easy to make a mis-step and damage your business’ reputation.

As an experienced business writer and social media strategist, I can achieve that balance of learning your business and growing its presence on social media. I know that you don’t retweet Greenpeace when you work in the logging and forestry sector, not matter how cute the video is. You don’t complain about being stuck in the office when your audience is construction workers labouring outside on a hot and humid July day.

Having reported on manufacturing, automotive, forestry, retail, security, agriculture and cleantech for 25+ years, I can relate to almost any Canadian industry.

Also, when you’re paying someone for their specialized expertise, you need them to walk a fine line between suggesting improvements and completely taking over your process.

Gif by Tenor

This is where I fit in. As a freelance writer and editor, I am accustomed to joining a company for a defined term to complete a specific project. I make things happen once the company’s leaders have decided what should happen. I’m a tactician, not a strategist. Part of the crew, not the captain.

Gif by Tenor

One of my strengths is #collaboration. One of the key functions of an editor is to work with writers, to make their articles better without obscuring their voice. This is what I feel a social media manager should do: collaborate, boost the marketing message and be a team player.

About me: After more than 25 years as an editor of trade publications, I’m now learning social media techniques. I’ll be writing about news, communication, social media and travel as I go through this career transition. Please join me on Twitter, Facebook, LinkedIn or my blog, and we’ll chat.

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