Red standing in front of a photo frame that is empty.<\/span><\/p>\n <\/fbs-accordion>getty<\/small>
\n <\/figcaption><\/figure>\n
There\u2019s always a face behind every social media account. <\/p>\n
Sometimes that \u201cface\u201d is a group of people running the Burger King account and using an app like Buffer. If you work for a big company, this could be the entire team responsible for scheduling posts. Yet, to the follower, there\u2019s a vague sense that \u201csomeone\u201d is posting, due to the personal nature of social media.<\/p>\n
Over the last 10 years, we\u2019ve accepted a few things about Facebook, Twitter, Instagram and other apps. We know it\u2019s not as personal as we think it is, and there\u2019s widespread trolling and misinformation on these platforms. <\/p>\n
Some social media skeptics, myself included, still believe that social media could be used to improve education and reform as well as to connect people with one another.<\/p>\n
Brands that tap into the personal nature of social media, such as Wendy\u2019s and Burger King, know that we like to think there\u2019s a real person behind every account.<\/p>\n
That\u2019s why, one trend I\u2019m seeing for 2022 is that companies will start personalizing accounts by hiring a social media correspondent. <\/p>\n
This person is the face of your brand. They might be someone who signs-off on posts that include his\/her name. It\u2019s somewhat common on Facebook, where you might see \u201cthe brand\u201d reply to a comment or message and include a personal note and sign-off about who actually answered. You might get a comment from Target and then Samantha’s name.<\/p>\n
<\/p>\nSocial correspondents will be able to go further in 2022. The game show Wheel of Fortune is an example of such a program. A new social correspondent will have a prominent last name. Maggie Sajak, who started the show in November last year as a social correspondent, will continue to interview guests, reveal backstage secrets and have fun just like her father, Pat. This will be done on social media, and not the TV show. Here\u2019s how they introduced her:<\/p>\n
Maggie can also be a country singer. <\/p>\n
It’s a smart move to have her concentrate on social media. Fans now have an agent who can respond, comment and interact with them in a more authentic way. That said, I suspect even with Maggie Sajak in this role, there\u2019s still a social media team that handles the scheduling.<\/p>\n
An example of a correspondent would be a journalist for a television station. Or, perhaps, a spokesperson as Flo in Progressive’s commercials.\u00a0<\/p>\n
Although you might not want to make someone the brand’s face, there are many opportunities to offer your followers an additional point of contact. This person will help them with their questions. The same person could also interview, blog, or show up to events.<\/p>\n
It works because we all have experienced social media’s robotic nature, which makes it seem like an algorithm runs everything. In some cases, that\u2019s exactly true. To auto-respond, bots can be used by businesses. <\/p>\n
My hope is that, if the role of social media correspondent becomes more common, trolling will subside a little and we\u2019ll start adding a dose of respect once in a while. It\u2019s easy to get mad at a bot, but maybe not when there\u2019s a real person involved.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
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