David Mullen nails it with his post on “Save the Ghosts for Halloween”
Think this is a great post and should be required reading for companies that want to “use” social media.
It may seem like splitting hairs, but in my mind there’s a difference between ghost writing the typical items mentioned above and ghost writing blog posts, Twitter “tweets,” and blog comments. That’s because there is a different expectation in place when it comes to social media engagement.
If we really believe in this stuff, not just paying lip service to cluetrain and treat “the conversation” like the newest jug of snake oil, then ghost blogging has to be seen as inauthentic, not real, and a BAD IDEA.
Strategists, “gurus” and agencies need to stop treating their clients like junkies and acting as crack dealers. They need to stop “blogging for”, “communicating for” and “using social media” for their clients and work with the clients to develop a real sustainable culture within the communications (marketing and PR and events) teams of DOING THIS THEMSELVES. Are you really joining the users in a conversation if you are doing it by proxy (ghost blogger)? Acting as a filter between the user and the client is inherently INAUTHENTIC, FALSE AND WRONG.
The main reason I got involved with digital media in the early days was because it was different, special, unique. The same goes with Social Media. How is blogging different from a press release if it isnt real?
Are you really joining the conversation if you are having someone do it for you?
Strategy at its core is about education. Guru by definition is a teacher or guide. These roles arent meant to be cutouts between the user and the org. We “experts” need to help the clients tell their stories and connect DIRECTLY with the users. I would rather see the intern in the client’s Comm department blogging than have some wonk in the agency write it for them.
In Social Media, WHO says it is as important as WHAT is said. Otherwise this will end up like press releases and advertising… and users will move on.