Community.  Social Media is about building an interactive online presence, a community, that will involve your firm, your current customers, your potential customers and people in your industry.  Your social media manager is the “voice” of your social media community and it’s important that the “voice” reflects your firm.     An upscale French restaurant tweeting in the “voice” of a rap star ( Yo, Foie Gras tonight, Yo! #phat) comes across as discordant,  as not true to your brand.

Social media managers who understand  a firm’s products, services,  goals, and industry can intuitively take on the proper “voice” of the company. So that it sounds authentic on Twitter and Facebook and YouTube.  So that your firm is flawlessly part of an online community.  That is the beauty of a well-executed social media plan.