As Ross McCammon says in Entepreneur magazine: “Social media are often so spontaneous that basic principles are necessary. And the most basic principle of all is: Write like you talk. Which is the best piece of advice any writer can ever get. ‘Write like you talk’ ultimately results in authenticity. What people–even people who are well aware that they’re being marketed to and that this isn’t entirely a ‘social’ situation–respond to is authenticity. When you write like you talk, you don’t do the following: respond to some jerk on Twitter with a canned response like ‘Thanks for the feedback!’; copy and paste a press release onto a LinkedIn discussion board; or post a PowerPoint to YouTube and call that ‘engaging your customers via social media.'”

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