Christopher Fahey:
I also know hundreds of people who have lots of friends on Twitter, who regularly blog and speak about social media, and who know all about the different companies, people, and technologies in the social media space, but who would be absolute freaking disasters if they had to put those skills to the service of a brand or company. I know this because they have volatile personalities, crummy writing skills and sloppy grammar, glaring personal issues, or are just ignorant of important subject matter. But with thousands of friends and immense popularity across lots of social media.
In other words, jerks, blowhards, and idiots are perfectly capable of mastering the logistics and technologies of social media, but do you really want them managing your social media?
It’s not just being able to spread your brand with social media; it’s about having it spread by somebody who’s friendly, dignified and charming, rather than the social media whiz who only knows the techniques but little else.