When your tweeter’s star power outshines the brand itself

How much traction is too much for a social media persona?

A few months ago I interviewed Susan Wassel, the social media voice for Sharpie pens. Susan made me a believer. If you can bring pens to life over Twitter, just about anything is possible.

Here is a debate I have with my customers: Do you have a real person (like Susan) represent your company on social media or a corporate logo with a rotating lineup behind the scenes (like most companies)?

Susan represents the yin and yang of this argument. On the positive side, she has built a faithful following of nearly 4,000 who tune in to hear the latest Sharpie adventures of her friends and family. She is an enthusiastic, charming woman who has come to personify the brand online.