Chapter 2
Developing Your SMM Voice
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
A social media marketing (SMM) 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 message are. Being a trusted organization is not enough. Putting your director’s name on the About Us page of your website isn’t, either. When people engage across the social web, they want to engage with real people who have personalities and opinions. In other words, the people representing the nonprofit organization need to be SMM voices whom people can search on Google or Bing to find out more. That means that the stakeholder should be able to search the person representing the organization and see, via the search results, that the organization ...
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