Does micromanaging your social media campaigns have a positive impact on their effectiveness? I'm sure you have read the literature on why micromanaging employees generally has a negative connotation. The excessive style is typically based on a lack of faith and trust in other people. As Robert Noyce, Founder of Intel puts it: “Get the barriers out of the way to let people do the things they do well.”
So, what are your thoughts when managing people is not involved? Do you think it is a good idea to micromanaging social media campaigns? Here are my thoughts...
Merriam-Webster's Online Dictionary defines micromanagement as "manage especially with excessive control or attention on details". This is not necessarily a bad thing when you have multiple clients, each of whom have multiple social media accounts. It is important to remain consistent with your communication for each companies voice. Monitoring each account with excessive attention to minor details might even prove to be opportunistic, spotting gaps or trends that others may have missed.
In fact, rather than taking general instructions on smaller tasks and then devoting time to handling larger concerns, monitoring and assessing every step of the social media campaign can actually demonstrate good value to your client.
Now, its not a style that suits a lot of people and managing social media campaigns can take a good chunk of time already. It might even prove detrimental when situations arise where micromanaging a campaign has a negative impact on its effectiveness. How about this for an example.
Your business integrates a social engagement strategy on Twitter, Facebook and Pinterest. A user, whom fits nicely into the target demographic of your ideal customer, shares your pin on both Facebook and Twitter. Micromanaging this particular engagement might mean you respond to the user on all three accounts separately, each time using a consistent voice and a similar call to action. This could actually freak the user out or make them perceive your business to be over-controlling, excessive or just going in too hard. Similarly, even without using a call to action and just being involved in a conversation with one person on multiple networks can mean the conversation gets confusing for the user.
Personally, I think being obsessive on minor details can work. And it can backfire. It depends a lot on your personality, your business, your product or service, and your social media strategies.
Are you micromanaging your social media campaigns? Please leave your thoughts in the comments box below.