When I see brands on social media, I have expectations.
I expect that if I tweet something to a brand, someone will respond. It
doesn’t have to be within two minutes—I am overjoyed when it is—but I do
expect a response.
Today, everything is done online, frequently through social media. I
honestly don’t remember the last time I called a hotline or an 1-800
number and sat on hold for 10 minutes. Instead, I can Google a company
or agency and find out everything I need within 90 seconds. The way
people access information has changed; social media plays a big role.
I expect that brands will have an updated page where I can find the
latest information. If I “like” a brand’s page, “follow” them, repin
their pictures, or give them +1′s, it’s because a company is branding
itself in a positive light.
If the well-represented brand has a product, I will buy it and tell
people about it. If it does not have a product or service to buy, I will
still talk positively about the brand.
I dislike a social media presence that is careless and not updated.
Social media is essential for brands and requires a designated staffer
to keep the brand’s presence current. That person must be witty and
precise, have excellent writing skills, and be convincing without
resorting to the hard sell.
Community managers must post high-quality content in a timely manner.
Because social media never sleeps, a community manager must continually
watch for online conversations about the brand, monitoring positive and
negative comments. Don’t delete the negative, though; respond in a
positive way, reinforcing brand loyalty and appeasing the consumer.
The role of community manager is a high-stakes job with high rewards.
One negative tweet or post can ruin a brand’s identity. It’s said that
when a brand does something great, a person will tell a friend. When a
brand does something bad, a person will tell everyone who will listen.
I encourage my staff to think strategically. Think of great content that
keeps consumers coming back to the site. Think what we can do to stand
out. Think how we can get more engagement on the site and develop a new
Most of all, I want them to think before they post anything.
is a digital media professional from the greater New York City area, as
well as a proud Penn State alum. A version of this story originally
appeared on the his blog.