Choosing the Wrong SMM Voices
It’s critical to choose your SMM voices carefully. Don’t assign the job to an employee who lacks communication skills or passion for the social web. And don’t choose someone who can’t commit the time and effort that it requires to be a SMM voice. This person needs to know the social platforms like the back of her hand. She needs to be willing to invest the time to participate and respond to queries.
Companies that have chosen employees who lack authenticity as their SMM voices are rarely successful. In the case of Whole Foods Market, the CEO was blogging and commenting in discussion forums. The only problem was that he was doing it under a pseudonym and bashing his competitors. When the truth surfaced, he lost all credibility. As a result, be careful whom you choose to be your SMM voices, and train them on how to be a SMM voice. This may seem obvious, but you’ll be surprised how many obvious mistakes are made around SMM voices.
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