Page 122 - Social Media Marketing for Dummies
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on the responsibility at the cost of being the brand voice to do this authentically,
however. After he does, he, like a social media lead, can accomplish all the major
SMM objectives with the exception of the industry and company insights.
FIGURE 5-3:
Scott Monty’s
Twitter feed.
Agency
A social media, digital, or advertising agency can also represent you in the social
web as your SMM voice. At the outset, having an SMM voice outside your company
may seem inauthentic, but as long as the agency representative is transparent
about it and is only building awareness for your product and sharing discount
information, it’s not a problem. Sometimes the agency can monitor conversations
and provide recommendations on how and where to participate. But the actual
participation with the objectives of deepening customer relationships, addressing
customer complaints, and providing industry and customer insights must be con-
ducted by someone within your business. The agency can also be used to help with
training the internal representatives, monitoring conversations, creating reports
for senior management, and providing strategy and insight.
106 PART 2 Practicing SMM on the Social Web
