Many companies have begun to tap into the twitter world. This is such an opportune way for it to reach its customers directly and develop an on-going conversation with them. When done right, the company’s twitter page can build up the brand and company image and ultimately build a better relationship with its supporters.
Though I do think this is a smart way for a company to enter the social media world, I do not think company CEO’s who decide to tweet should have someone do all of this “dirty work” for them. A CEO should have a twitter account only if they want to develop a more personal relationship with their customers and talk to them on their level, not as an intimidating businessman who is just after their money and wants them to buy his or her products. A CEO should want to have a twitter page to maintain a certain image they want of themselves. In turn, people will view them as more personable.
Some companies hire a social media person to build their brand in certain social media spaces such as Twitter. In turn, the company or CEO voice becomes the voice of one person. This could really be dangerous. What happens if this person leaves? Now who owns all of the content they’ve created and all of the followers they’ve gained for this specific company’s site? New employees are becoming mere spokespeople for the companies they work for, and if the company isn’t careful and doesn’t keep an eye on them, that company’s image can be ruined forever by one dangerous tweet or Facebook post by that spokesperson.
I think companies should be VERY cautious when they are first building themselves in different social media spaces. Furthermore, the CEO of the company should almost never hire someone to tweet for them. Twitter is designed to write how you feel in 140 characters, not write about how you think someone else feels. Twitter gives people the authority to craft their own message and have their unique voice heard. No one should be the voice of anyone else but his or herself. This most definitely will take away from the human element of the brand.
Some recents mishaps with companies and their hired twitter employees have barked the question: “Why can’t you just tweet for yourself” It takes so little time!” It seems so impersonal and fake when one discovers that the company or CEO they have been following was actually just a young social media intern who could care less about their job more or less the company they are tweeting for.