Lori Lewis On How Adult Supervision Is Required
October 10, 2012 at 4:30 AM (PT)
More and more we are watching brands leave their valued brands in the hands of people who have "silent liabilities" that are hurting them when they least expect it.
JACOBS MEDIA Dir./Digital And Social Strategies and MERGE author LORI LEWIS writes, "Brands are not requiring people who speak for them socially to have any business sense, boardroom maturity or even perspective on what went in to building the brand you have today. Folks are simply getting hired to speak for brands socially because they either they fall into that 'native to social/digital' generation ... or worse, 'they're good at FACEBOOK and TWITTER'.
"But just having social media knowledge does not mean they have the sophistication, maturity, and common sense to speak in a brand's singular voice."