Page 111 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Understanding why you need to have
an SMM voice

» Differentiating between SMM voices
and brand voices
» Building your voice in the social web

» Choosing the owner of your
company’s SMM voice

» Crowdsourcing SMM voices

Chapter 5

Developing Your

SMM Voice

A
social media marketing campaign, program, or strategic approach won’t
be successful if no observable people are behind it. Consumers want to
know who the people behind the brand are. Being a trusted brand is not
enough. Putting your chief executive officer’s name on the About Us page of your
website isn’t, either. When consumers engage across the social web, they want to
engage with real people who have personalities and opinions. In other words, the
people representing the brand need to be SMM voices whom people can search on
Google or Bing to find out more. That means that the consumer should be able to
search the person representing the brand and see, via the search results, that the
brand has put forth a real person to talk on its behalf. That’s why you need an
SMM voice.

Having voices that can be found through the search engines is instrumental to
establishing credibility and being authentic. This chapter discusses why you need
an SMM voice, how it differs from a brand voice or personality, where it is mani-
fested, who can play that role, and how the two can come together over time. We
then discuss using that person’s relationships to help with crowdsourcing (asking
people in a community to provide their content for a specific purpose).

CHAPTER 5 Developing Your SMM Voice 95