Imagine driving down the street and you see a billboard; it’s shouting a message at you. You might feel tempted to shout back, but the brand won’t hear it. Social is a two-way street. The brand hears, and it can reply. That’s what sets social apart from other marketing disciplines. It is its unique ability to connect brands with loyal audiences through engaging content and conversation.

I’m Dan Quitério. And no, you should not just have the intern do it. I believe that serving on the front lines of a brand’s public communications with its audience (its customers, patrons, subscribers, or members) requires knowledge of basic human psychology, an authentic and specialized voice, an understanding of brand goals and reputation, and a lot of empathy. Training and experience can make the difference. Your brand is on the line. That matters to me.