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If your company isn’t using Facebook or Twitter these days, you probably don’t even have a web site. Just about everyone doing anything online has at least created a presence for themselves in social channels.

Now, that doesn’t mean that everyone is being useful on social media. Your social channels could be an afterthought to your VP of Marketing, who ships the responsibility down the line to whoever “seems like they would be good at it.”

So what do you do if you are holding the keys to social media channels that people in your company don’t care that much about? Well my young friends, you may not realize it but you have been given a huge opportunity.

It’s time to switch what the old folks call you from “The Twitter Guy.” Look big picture, and see your new role for what it is.

First off, you need content to tweet or post. And what is more powerful that tweeting a link to an article you have written for the company blog?

So, how do you get content for the blog post? You may only have 6-12 months experience in your field. Well, if you don’t have the experience you need, then you need to access your senior people for insights. Explain to your boss that if she will give you some intros to other senio people, you’ll be able to write for the blog, which will give you content to tweet and post. Now, you have access to superiors that your fellow junior colleagues don’t.

Finally, you’ll have 2 things after your posts – data and good news. Often, these things will come in a single package. There’s nothing senior leadership likes more than good news accompanied by data. Not only do they love to read it, they love to forward it to the CEO and try to take credit for it. You’ll be the person making your upper bosses look good. The secret to being invaluable is making good things happen and proving how good they were, especially when your bosses don’t understand how you are doing it.

So, don’t be scared or annoyed about this extra task on your to do list. Change the way your company thinks about social, by building a solid content marketing strategy. Then, get your big promotion and punt the tweeting to the first person you get to hire under you.

Read also Gems of the Week | In Praise of Long Form Content