Feb 12 2010
How to Use a Ghost and Not Feel Guilty
I recently posted on my Facebook status that I was ghost blogging for a client. A few snarky comments aside, one of my friends, Ann Begler, principal of the Begler Group, which offers mediation services, asked if it was an ethical practice. She says she’d be reluctant to hire a social media ghostwriter. Ann’s not alone. It’s a common concern.
“In all of my work, as a mediator, conflict coach, organizational consultant, I’m working with my clients to help and guide them to engage in more open and direct communication, even when that’s difficult,” she says. “Using a ghostwriter seems to be the antithesis of that.”
She could see using a researcher to help assemble factual data that might be part of her blog or tweet. “That’s different, though, from ghostwriting,” she adds.
Many business executives are hiring writers to craft their social media content because of their busy schedules. In fact, social media guru, Guy Kawasaki, stirred up some debate in the Twittersphere when he revealed he uses ghostwriters. And it was only recently that President Barack Obama posted his first tweet even though his account was active since his campaign. Turns out his staff were the ones tweeting all this time.
If you’re going to hire a social media ghostwriter, here are some guidelines to follow to work effectively with your cyber alter ego and avoid crossing that ethical line.
Ain’t Misrepresentin’
Never have your ghostwriter pretend they’re you. It’s better to have your ghostwriter tweet as the company itself, like @AcmeCompany, rather than @JaneSmith. Or if you want to use your name, then disclose your other authors on your profile page.
It’s Not Me, It’s You or Us
Make sure they use the 2nd or 3rd person voice when ghost blogging or ghost tweeting. Once they start using “I,” they’re lying to your customers and prospects.
Plan Ahead
Meet with your ghostwriter and discuss the direction and scope of your social media content. Create a social media calendar and stick with the plan and a schedule.
What’s the Big Idea?
Give your ghostwriters topics to cover. For clients who want me to tweet on their behalf, they’ll email me some topic ideas, thoughts on a current event, or relevant news they want to share. I turn that communication into a tweet or a blog post.
Review and Approve the Content
Always maintain editorial control. Be aware of what content is out there because it represents your brand. Never let your writer post anything without your approval.
Guest Instead of Ghost
If you have a blog, invite guest bloggers who can provide content. Copyblogger.com and SocialMediaExaminer.com does a great job with this. They’re still providing very useful and relevant information, but giving credit to the true authors.
Hire a Cleaner
If you want to write your own content, you can still use a ghost writer to edit your copy. One of my clients writes all of her blog posts and tweets, but sends me her drafts for me to polish and post.
Let me hear your thoughts. How do you feel about ghostwriting? Would you unfriend or unfollow someone because you found out they were using a ghostwriter? Oh, and by full disclosure, the above post was all me.
Daniel Casciato is a full-time freelance writer. In addition to ghostwriting, he writes health, legal, real estate, and technology-related articles for trade magazines and online publications. For more information, visit www.danielcasciato.com or follow him on Twitter.
2 Responses to “How to Use a Ghost and Not Feel Guilty”
Leave a Reply
You must be logged in to post a comment.
There’s nothing unethical about ghost writing. It’s a practice as old as publishing.
And you’d be surprised (or perhaps you wouldn’t) about the amount of ghost writing that goes on. Virtually every autobiography published is ghostwritten. Almost every speech given by a politician or business leader is ghost written. That terrific presentation you saw at a conference by a top business person? Ghost written.
And all of their blog posts: ghost written.
Ghost writers are not trying to pass themselves off as their clients. They’re contractors, helping their clients express their thoughts and ideas. I have very close relationships with my clients. I become a sounding board for them. Typically my first draft causes them to stop, think, and respond. And nothing is ever published, not speech spoken, without them “owning” the words. It’s their words.
Daniel
Great advice. Many CEO or Business leaders although capable communicators are not necessarily able to type or write every character in a tweet or to manage a fan page on FACEBOOK. I think every thing you outlined in not only good advice but that we should all print it out as a reminder of our own social media outreach.
Social Media marketing if you will like any initiative must have a written plan. It should have goals and objectives. I like your style.