I spend a lot of my time describing effective use of social media and the need for brands to have a real voice, to show that they are in touch with their customers, and to show that they are acting in real-time. Problems with auto-scheduling and then stepping away from social media content, or outsourcing social media tasks to inept firms, have time and again proven embarrassing (at best) for companies. But it's no reason to shy away from working in the social space.
Last night's power failure during the Superbowl brought several great examples of corporate social media voices in the right place at the right time, giving a bit of humanity to the companies and showing some personality behind the corporate image:
As with most anything else at work, it's a matter of hiring. Choose those who will understand and bring the right voice at the right time, who show a sense of humor and confidence in doing the right thing for the organization. And let them work.
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