Chapter 5

Developing Your SMM Voice

In This Chapter

arrow Understanding why you need to have a SMM voice

arrow Differentiating between SMM voices and brand voices

arrow Building your voice in the social web

arrow Choosing the owner of your company’s SMM voice

arrow Crowdsourcing SMM voices

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 that people can search on Google or Bing to find out more about. That means 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 ...

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