Page 121 - Social Media Marketing for Dummies

FIGURE 5-2:
LinkedIn post.

Social media lead

The social media lead is becoming a more common role within many large orga-
nizations. This person coordinates all social media activities across the company
between all the different departments and to customers as well. She is, of course,
the most natural choice to be an SMM voice or one of the key SMM voices. This
person knows the social web well, often has independent credibility within it, and
understands how to strike the right balance between representing the brand and
speaking authentically as an individual. This person can accomplish practically
any of the objectives with the exception of company and industry insights, which
may need to come from the CEO or CMO to carry credibility. In some organiza-
tions, this person has the title of community manager, social media manager,
community evangelist, or outreach coordinator. Ford Motor Company (with Scott
Monty, who until 2014 was its social media lead) best exemplified this approach.
Figure 5-3 shows Scott Monty’s Twitter feed before he left Ford.

PR manager

The PR manager typically manages relationships with the mainstream press.
Arguably, managing mainstream press relationships and being a brand voice can
and does conflict with the SMM voice, but that doesn’t mean that an enterprising
PR manager can’t play the role of the SMM voice. He may need to choose to take

CHAPTER 5 Developing Your SMM Voice 105