I’m sure it started as something no one else really wanted to do. Social media became one of the day-to-day responsibilities of the assistant editor I eventually replaced. I took over half-heartedly, following her instructions by the book.
Using Facebook and Twitter for a corporate brand is nothing like using them personally, I quickly discovered. Sure, the mechanics are the same, but the voice, the tone, the personality, and the matter of authenticity are entirely different.
As I became accustomed to posting in my Health.com voice, responding to curious users, and monitoring the requests and complaints of devoted customers, I began to take ownership for Health.com in the social space. Social media is no longer something I have to do, it’s something I like to do, and in an office where using social media beyond the bare minimum is still relatively new, I’ve become somewhat of a makeshift guru. Continue reading