WHY YOUR COLLEGE SON/DAUGHTER SHOULD NOT MANAGE YOUR SOCIAL MEDIA

When you’re at the helm of a thriving business, it’s tempting to look around the family table for help—especially when it comes to social media. After all, who better understands digital trends than your tech-savvy college-age son or daughter? But before you hand over the keys to your brand’s online presence, consider the risks and realities that can make this a less-than-ideal arrangement.

The Digital Generation Gap

While your college-aged child may be fluent in the language of memes and viral videos and emojis,  running a business’s social media requires more than just digital literacy. It demands brand consistency, strategic thinking, and a nuanced understanding of your audience. Younger generations, though adept at navigating platforms, usually  lack the business acumen or sensitivity required to represent your brand’s values and reputation effectively, simply because they just don’t have the experience. 

Reputation and Risk Management

Social media is a powerful tool for building brand trust and connecting with customers, but it’s also a minefield of reputational risks. One ill-considered post can spark controversy, invite negative attention, or even compromise future business. A family social media policy is essential—not just for safety and privacy, but to protect your business from reputational damage. Without established guidelines and oversight, even well-intentioned posts can somehow backfire. 

The “Too Close to Home” Factor

Family dynamics can complicate professional responsibilities. When a family member manages your business’s social media, the lines between personal and professional can blur. Emotional responses, family disputes, or a desire to “show off” can lead to content that doesn’t align with your brand’s voice. . In a crisis, family members may not have the experience or objectivity needed to respond appropriately—especially if the situation becomes personal or nationally viral. 

The Value of Professional Expertise

A dedicated social media concierge brings more than just technical skills. They offer strategic planning, crisis management, public relations, AI  and a deep understanding of how to engage your audience while safeguarding your reputation that you’ve worked so hard to build. . Unlike a family member, a professional boutique agency like Socially Delivered is trained to anticipate risks, maintain brand consistency, and respond to challenges with poise and professionalism.

The Bottom Line

While it may seem convenient or cost-effective to enlist your college-aged child, the potential risks to your business’s reputation and security are significant. Investing in professional social media management ensures your brand is represented thoughtfully, strategically, and with the expertise it deserves.

Socially Delivered is a women-owned, women-run social media concierge agency in its 14th year, dedicated to helping businesses shine online with integrity and style. www.sociallydelivered.com