Archive for January, 2010

“Who should be allowed to speak for the company?” That’s a common question that is being asked by thousands of businesses as they are becoming active in social media. Different companies have different missions. But one of the key elements of Facebook is keeping the contact personal. The personal contact comes in the form of postings and replies to postings.

Postings

Many businesses post content on their Facebook page that is of use to their broad range of followers. They fail to see the need to be specific. Some postings need to target the general audience. But, don’t hesitate to post items focused on small segments of your friends and fans. It adds the personal feel to those you are addressing. And it can educate those you are not.

General postings can be created by people with knowledge of the content. Some companies have their clerical staff handle this operation. While this is not necessarily bad for general information, it may come with an action generating twist if it came from someone with value added motivations.

Personal postings should be done by the people who will come in contact with the customer. Nothing is wrong with posting personal items on the company Facebook page if you want to develop relationships with the Facebook target audience.

Passionate postings need to come from the upper ranks of the company. The higher up have the most to gain and they need to show it by displaying their belief in what they do.

Replies to Postings

When you reply to postings you are in the personal format. Replies show specific interest in the person you are responding to. And it is an opportunity for you to show your personal side to the readers of the page. Replies should be made by personnel with communication experience. If you are selling goods, then use the sales staff. I may result in a new lead.

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