Paying Respect to the King of Social Media, Part 2

Paying Respect to the King of Social Media, Part 2

While job titles and responsibilities will vary from company to company, the best people for the job are product champions, executives who can bring a business or end user perspective, and technology experts. Overall, you should look for spokespeople who understand your buyers’ views, have knowledge that your buyers value, have public profiles in your industry, and can project a personality that fits with your company brand.

Tip: Decide if you have enough contributors to populate multiple accounts. Or, use a tool like Co-Tweet to align your internal and external resources to contribute content to the same channel or account.

In most companies, overall responsibility for social media falls under the Public Relations department. I think that PR teams can fill critical social media roles around standardization and orchestration. For example, they can create policies for what is appropriate or inappropriate to share and when to communicate time-sensitive information such as product launches. They can monitor postings across the company and encourage participation. In addition, they can perform brand monitoring with tools like Radian6 or Scout Labs and make sure that someone in the company responds to important posts. However, in my experience, PR professionals typically don’t have the bandwidth or the depth of product/ solution knowledge to drive an effective social media strategy by themselves. They need the solution experts to drive the content and the message.