Recently, I’ve had a very unpleasant communication on Twitter with a brand, that left me practically speechless. Their communication was crude, insulting, degrading and humiliating. No, I won’t be naming names (I am sure they will recognize themselves if they read this), but I will give few tips how to choose a social communicator; to them and others that do not want to experience such a fiasco.
Today, when social marketing is practically the core of everything, it is more important to trust your social communicator than to trust your accountant. The social communicator is the one who defines what values you communicate and how your audience perceives your brand. So, having this in mind, one little mistake can have great consequences.
Moreover, the social communicator should always be involved in what is going on with every social channel the company is using. This will make it simpler to track the overall communication as well as to achieve integrated social communication.
- Needs to have manners. If he/she doesn’t have manners, you should stay away from him/her. Such person shouldn’t be anywhere near your followers.
- Needs to be smart. He/She doesn’t have to be a Phd candidate, but he/she must know how to communicate with your followers.
- Must respect your followers and what they have to say. No matter what your followers say and how bad it is for your brand, he/she must always be extra polite and try to turn the ‘hater’ into a ‘lover’.
- Should be an experienced social user. If this is so, it would be much easier for him/her to communicate the right things at the right time.
- Must be a professional. Not everyone with a social profile can do this job. There are people how are experienced in this and know how to communicate with target audience on the social networks.
- Must be ‘close‘ to your audience. Identify the characteristics of your target audience and search for your social communicator among them.
Trying to satisfy these criteria when searching for your social communicator will not mean an instant success for your product/service (they still have to be great), but a communicator with these qualities will make it easier for you to build and maintain longterm relationships with your customers.
Can you think of any other qualities the social communicator should have? Please share them in the comments!