Companies with a limited marketing staff or one that has fewer than 100 employees simply doesn’t have the bandwidth to internally execute social media effectively.
So, what are the characteristics one should look for? This may be surprising, but knowledge of the medium is less important than the following: understanding your brand; what messages will invite conversation; who are the posters/readers; the experience/knowledge to respond on the fly. Ford Motor Company is an excellent example of how to respond and engage readers.
Sage advice: Resist the temptation to hand all of the social networking duties to that one young hipster in your office who appears to “get it.” Otherwise you risk losing control of your brand message and turning a meager publicity effort into a public embarrassment.
If you’re going to start a Facebook or Twitter account for your company, give the responsibility to someone with poise, maturity, and tact, and then give them the freedom to do it their own way and figure it out for themselves. Ignore the “rules,” avoid the “gurus,” and let common social courtesy be your guide.
Guest Relations Marketing
Transforming Prospects to Guests, and Guests to Zealots