It is not enough to just have a presence in the social media world―a well-managed program is the key to success.

Social media continues to grow as an important “must-have” marketing tool for businesses today.

You cannot underestimate the importance of this platform in the success of today’s businesses. According to the 2013 Social Media Marketing Industry Report, “a significant 86% of marketers said that social media was important to their businesses; 79% of marketers agreed that they had integrated their social media and traditional marketing activities; and 58% of businesses that have used social media marketing for over three years reported an increase in sales over that period.”

The smorgasbord of social media platforms to choose from (Facebook, Twitter, Google+, Linkedin, and Pinterest, just to name a few) can make navigating through this maze confusing and overwhelming at times. As a business owner, you need to engage with professionals who know and understand the changing landscape of the online world …professionals who can also write well and produce quality content that helps your company stand out and build a great online reputation.

Benefits of a Social Media Marketing Professional

Hiring a qualified professional, as opposed to doing it yourself or hiring a high school student on the cheap is essential. Here are a few reasons why you should hire a professional with a track record in social media to manage your social media marketing.

Achieve Results

You’ll get someone who understands the social networks, how they work, and the type of content that positions your company’s goods/services in a positive light, builds a following―and eventually builds sales.

Knowledge

Part of a social media expert’s role it is to stay abreast of the latest technological developments in social media and online marketing.

Productivity

Some people can manage their own company’s social media activity but this can cost valuable time that’s better spent in other areas of your business.

When Social Media Marketing Posts Go Wrong

The following are some cringe-worthy examples of “Social Media Marketing Gone Wrong” when not managed by experienced professionals (from an article by theglobeandmail.com):

Inappropriate Posts and Tweets

These have been sent from companies’ social media accounts by employees and contractors who had no idea what they were doing. According to the article, “a social media contractor at Chrysler commented in a tweet that people in Detroit do not know how to (expletive) drive. This of course created a huge problem for Chrysler.”

Insensitive Remarks on Social Media

This can often lead to adverse public reaction and hurt a company’s reputation. “Kenneth Cole came under fire for suggesting on Twitter that news of its spring collection led to riots in Egypt, and American Apparel was blasted for offering a Hurricane Sandy sale.”

A Poor Understanding of Social Media Marketing Mechanics

This can also be a costly mistake for businesses. “After signing up for a “Twitter account, CVS asked its customers to become followers and offer feedback. However, its account was locked, so customers could not follow it or view its tweets without asking for permission.

Don’t let this happen to you or your brand! Hire an experienced professional who understands your goals, your business, and the social network world to manage your social media marketing. This will ensure increased market exposure, a positive online image, and will build your following and sales the right way.