We’re now in the lazy days of August. Days are getting shorter (which makes me sad) and summer is slowly winding down. And people are taking their summer vacations if they haven’t done so already.
And maybe you are. And you also happen to be the online “voice” of a brand or an organization. So what happens?
Does a brand like Pizza Hut, with 31,000 followers, just stop tweeting? Yes, their Twitter person went on vacation, but the rest of his or her followers didn’t. There was a SIX DAY lapse of tweets. SIX DAYS! So what do you do? My opinion: get a temporary replacement that’s been adequately trained to do the job.
Your Twitter page (or whatever other social pages you have) is the voice of your organization. Business moves fast and doesn’t take a break (except maybe on Christmas) so your social pages shouldn’t either. Especially for a monster consumer brand like Pizza Hut. I am personally the voice of several pages and am taking a week’s vacation next week (SCORE!) and you betcha I’ve prepared scheduled posts and back up people to handle the pages for me…and those pages don’t have nearly as big a following as Pizza Hut.
When hiring social media people, organizations have been making it clear you need to be available more than Monday- Friday 9-5. Southwest did this in a recent job opening – they said you need to be available on the weekends, too. Now I am not saying they need to not take vacation, that’s just silly. But they need a back up person.
Back up person needs to work closely with voice person everyday. They need to be well-versed and even post themselves every now and then to get a feel for the voice. And this person should be on-hand always — not just vacation. How about when voice person has day-long meetings? Or if they have an emergency? That’s why it’s critical to have more than just one voice of an organization. This holds true when and if said person decides to quit, as well. Also, the two need to work together each week on what they are going to be posting, and how often as well as get a response schedule going. Doing this would ensure a smooth transition whether it be for a day or a week. Their followers would probably not even notice if they did it right.
Think about it — you have everything else covered for that August vacation — are your social pages covered, too?