I am often asked to help SMEs with their social media—from coaching, to planning, to doing it. The sagest advice I received on social media (over a decade ago) is not to do other people's. Although in reality that isn't always practical, or possible, there is some truth to it. No one can tell their story (and we know story-telling is the next big marketing push) better than the story-tellers themselves. It's all about relationships. You need to have a close relationship with your client (internal or external), and they with you, to give your social media messages powerful meaning.
Successful solo social media messaging
If you are in charge of social media messaging for your or someone else's organization, here are some helpful ideas from Communication Consultant Amy-Louise Tracey. It's all about being prepared, taking time and making technology work for you.