I am a huge endorser of brands doing their own work in social media (less the complex digital campaigns that supplement the routine, human stuff). They just need a plan, and some rules. Not rigid rules, but the kind of rules you have for email – after all, everyone at a company can pick up the phone or send an email, right? The only other option is to hire copywriters to be human for the brand. http://bit.ly/2SYZ1x
.-= Jim Mitchem´s last blog ..The Science of Social Media =-.

The person responsible for Nestlé’s Facebook page clearly wasn’t anyone senior. They were defensive and rigid – to me, the hallmark qualities of a subordinate, not someone in a position of power. But their reaction also speaks to their mandate, which was probably fairly minimal. As such, I think that they weren’t equipped to react ‘as if they were the company’, which isn’t the same as being honest when you’re acting on behalf of an organisation.

So what does a company project when it’s ‘being itself’. Companies, as entities, possess a corporate ethos (of sorts). If they want to try and establish ‘who they are’ in a world where they aren’t physically present, they need to examine this and establish or systematise their corporate values in a way that can translate into a guide for whoever ends up maintaining their Facebook profile, for example.

The reason for this is that we can’t really interact with companies based on their products, which mostly convey their desire to sell said products. Occasionally we get a glimpse of something more, such as an emphasis on recycling or Fair Trade etc. Companies should use intros like these and expand on them in social media to create a better image for themselves and so increase brand reputation. Nestlé could have opened with, ‘We see you’ve recycled our logo, but do you recycle our product packaging?’

A cynic would say, ‘Yes, but they still aren’t being honest.’ Maybe so, but the upside here is that down the road they might actually start thinking the way they’re pretending to think now. And that would be better for all of us.
.-= Johan van der Merwe´s last blog ..Introducing Johan, our new copywriter =-.

Thanks for commenting. With the UK General Election forthcoming, I was recently chatting on Twitter about whether business people should reveal (or promote) their personal politics through social media. For my part, I’d be concerned about alienating potential clients – a cowardly position, or a prudent one, depending on your viewpoint. Either way, it’s another area where honesty may or may not be the best policy…

So the line between the business and the personal becomes blurred. What if I want to update about my dog’s sleeping habits or a new shampoo that has me in a good mood from its scent? My family and friends might find these things funny because there are inside jokes there, but colleagues, not so much. On the other hand, I find people who only update to market themselves to be boring, and I don’t consider their online persona to be an honest reflection of who they are. So I guess it’s all about finding a balance…
.-= Natalia M. Sylvester´s last blog ..Without a clear message, words become text =-.

This post was mentioned on Twitter by ABC_Copywriting: Companies should be themselves in social media http://tinyurl.com/386zjll...