Social media is a way in which customers can interact with the human aspect of all of their very favorite brands.  They can get to know the names behind the products, and ask questions about the things they intend to buy.  However, you may have a fantastic product to sell and are just not a very social person or you do not have the time to engage in social media for your customers’ benefit.  Many may wonder if it is appropriate to hire a professional to interact with customers on a social networking forum for you, such as Twitter or FaceBook.

The answer to this last issue is a resounding “No.”  The truth is that no one will be able to represent your company as well as you can, and someone may even misrepresent your company in a way that hurts your image.  It is always best to try to find some time, even if it is only once a week, to check email messages, tweet updates, or post a blog for your loyal fans.

The main reason for this is that only you know the ins and outs of your own company.  The business owner is best qualified to answer questions about his or own business. However, this is not the only reason you should try to find time for customer relations in your schedule.  Social networking creates relationships with the most important person to your business: the buyer.  When customers can see a small window into your life, and get to know a bit of who you are, what you are really doing is building customer loyalty.

Customers like to feel secure in the knowledge that you are someone with whom they would like to do business, and when they can get to know you, not just as a nameless storefront but also as a person with likes, dislikes, and a personality, they are more likely to come back in the future.  You may find that the converse happens as well.  When you get to know your customer base, it is much easier to cater to their needs.

However, there are certain times when business owners do not have the time, the knowledge, or the desire to keep up with a social networking forum.  In this case, an associate can be hired as the social “face” for your company.  Keep in mind, however, that there are some right and wrong ways to handle this.

Never hire someone to “represent” a current employee, but rather the company.

This means you should not have someone pretend to be you and engage with customers under your name.  Instead of having them introduce themselves as “Bob” from “Bob’s Pizza Shack,” you should always have them communicate as “Bob’s Pizza Shack.”

Hire someone already familiar with your field.

If you hire a phlebotomist to answer FAQs on a website about a florist’s company, you are likely not going to see good results and you will waste time teaching him or her about your company.  Instead, hire someone already interested in horticulture, or your particular field, as the case may be, and know that you have someone who knows about what they are talking to your customer base.

Remember, the person you hire will be representing your company, and you should think of them as the “face” of your business.  Hire appropriately, and you will not be disappointed.