CREATING SOCIAL MEDIA STARS

As with any skill, some people will excel at being a content provider and surrogate voice for the organization.

 These social stars will develop an innate sense for the recipe of information your constituents want to hear and the tone of voice that's perfect for representing your organization.

This is a new and valuable skill that must be nurtured. It's a good idea to keep your eyes open for the people who might have the right combination of skills to become social stars.

Typically, you’ll find that this person must have a combination of industry knowledge, the ability to write well, empathy for your constituents, and a good sense of what content will be interesting and valuable. This person will combine all of this with a clear understanding of how
social tools work.

 This can result in a growing network of people connected to your information channels.
Once you’ve found a social star, it’s important to leverage his or her talents quickly and deeply because every constituent he or she helps connect to the organization is a potential new
customer. 

The thing that excites social stars the most is being able to nurture online relationships with many people. What they want and what the organization needs are usually the same thing—a large audience participating in the conversation.