I believe any brand page on Facebook and any company account on Twitter needs a manager who knows and loves that company and its products. (When I ran social media for a Fortune 50 company, we had separate people tending Facebook and Twitter, so we could concentrate on each platform and community a little more closely.) Over time, that person can build a meaningful relationship with the fans and followers. As I've said in the past, that person can be like a disc jockey playing the greatest hits of that company. But what exactly does that mean, and what does it look like in practice?
Content, as has been said many times during the Web 2.0 craze, is king. Unique, original, bite-sized content that can be used effectively in social media channels does wonders for your brand. These are the greatest hits the disc jockey can play. Examples:
- A How-To video on YouTube that you can embed on Facebook and link to from Twitter instructing fans on the use of your product.
- A pithy press release (is that an oxymoron?) on your company site touting a new innovation by your company. You can quote this on Facebook and link to it from Twitter.
- A recipe you can publish in full on Facebook.
- Historic company photos.
- Fun trivia related to the company.
- Photos fans send in of themselves with their products, or testimonies of their good experiences with the company.
These small pieces of content are perfect for social media because they are easy to share and link to. A blogger can pick up the press release and write about it. A fan can share the recipe with his sister.
Here's why its important to have a DJ who knows and loves the company: An outside content manager can sound very false to loyal fans. (Imagine a country music disc jockey suddenly showing up at a dance club.) And someone from outside the company can have a specific agenda that isn't really concerned about the fans. Sharing the duties within the company can lead to territorial squabbling, and prevent the voice of the account from really establishing a style and intimacy.
And having one disc jockey who has control of the mike means someone can say, "Your song sucks," when one part of the company is pushing content that the fans won't like. This happens. One person who owns a channel comes to know her audience well, and can objectively evaluate the content you put out there. She can experiment with posting photos, discounts, trivia. She becomes an expert in how your company interacts with customers, and can consult and advise the rest of the company. This last chunk of content is important: This disc jockey is more than just a voice of your company. She's also the ears. She's in touch with the fans. And the fans aren't the only ones who should listen to her.