Just because social media is perceived to be a 'young person's' medium, does not mean you should leave your business's social communication channel to a work experience placement or to someone who has no background or qualifications in communications.
Just because someone has a Facebook or Twitter page does not make them an expert in social media. The real skill is knowing how to integrate social media with existing communication channels, and looking for opportunities to create competitive advantages. Furthermore, identifying your customers and integrating the social platforms they use to engage your customers - so you go to where your customers are (eg Facebook - over 8 million users in Australia), instead of your customers having to come to you.
I recently came across this article by Maria Ogneva from Marketing Profs which explains the 'Seven Virtues of the Perfect Social Media Leader'
Enjoy!
Regards Gordon
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