Chapter 5
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 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 ...
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