Social media is all the rage. So how can a copywriter help companies looking to do better on social media platforms like Facebook, Twitter and LinkedIn?
I’m torn on this. I feel that social media marketing can be most effective when the communications come directly from the company’s employees themselves. Especially if you have internal brand ambassadors, your status updates, tweets, Q&As, etc., are going to reflect the passion and extensive knowledge only they can bring.
That said, maintaining a steady flow of information to stimulate conversations can be tough for companies. Often those internal brand ambassadors are swamped with work already, and jumping into the social media scene on behalf of their employers may not be formally included in their duties. Filling the gaps, generating new ideas, and even handling some of the legwork involved in updating profiles is where I think copywriters can help those brands already involved in social media marketing.
As a copywriter, though, I can tell you this won’t be cheap. While a Tweet may only be 140 characters, you want your copywriter to be well versed in your company’s social media personality, the types of content your users enjoy, who your followers are, and really all facets of your company–so they can tweet information that fits and enhances your brand. That means your copywriter will need to immerse him or herself in your social media, search marketing, blogging and any other online outlets you’re already active in before they even write one status update or tweet.
If your brand is not yet active in social media, a professional copywriter will be able to help you get started, define what needs to be done, and help write your profiles and communications.
Regardless, I think a company needs to own it’s social media presence itself. It’s got to be coordinated internally to be authentic and ultimately successful, I believe. As a consumer myself, I really don’t want to hear that my favorite brands’ pages are managed by agencies. That the helpful Boden rep who answered my question was really someone else posing as a member of the company. After all, social media is supposed to be the place online where transparent human communication is the norm.
What do you think? Do copywriters have a place in social media marketing? Where does this leave all the latest social media marketing companies?