Page 102 - Social Media Marketing for Dummies

Here are some examples:

» When you set up a blog as part of your campaign, make sure that you’re
using your own voice.
Don’t outsource the publishing of content to a third party. If you have to,
make sure that the writer accurately identifies himself as contributing on your
behalf. George Colony’s blog The Counterintuitive CEO is a great example (see
Figure 4-4). The blog is written in the first person by Forrester’s chief executive
officer, George Colony. There’s no doubt that he is the writer.

FIGURE 4-4:
George Colony’s
Forrester blog.

» When you’re publishing your thoughts and opinions or simply sharing
information, don’t do so anonymously.
In the world of social media, your consumers don’t relate to and care about
brands as much as they care about the people behind them. People build
relationships with each other, not with anonymous brands. Let your custom-
ers know who is behind the voice blogging, tweeting, or running the contest
on Facebook. You’re not authentic if your customers don’t know who you are.
Worse still, don’t ever use a pseudonym the way the Whole Foods CEO did

86 PART 2 Practicing SMM on the Social Web