Although the word social media is being used in a broad sense, the question is more in the context of the 140 character powerhouse of information, Twitter!
Globally, and in India as well, celebrities and the common man alike have taken to tweeting as not just a habit, but a must do.
In the case of celebrities, even just a few tweets gets them thousands of followers, and along with that comes loads of scrutiny both by the media, and their followers/critics.
Celebrities use their status sometimes to a great advantage (like Oprah); at the same time, some of them tend to shoot them in their own legs by their over enthusiasm, and also in their bit of recklessness. In a nation of a billion views on any topic in the universe that is India, such reckless tweets land the celebrities into controversies, and at times land them in litigation.
There are a whole bunch of celebrities who use ghost tweeters, with their views on issues be known, and the actual time and line of tweeting is decided by the tweeter who happens to be a specialist in communication. In such cases, the specialist adds in a sense of context, and takes care to see that the sensitivities are not hurt, in issues of import
While there can be questions on whether such a tendency to specialist manage or agency manage social media is right, ethical, and stands for authenticity, there can be no doubt that when there is so much rapt attention to every single tweet and word in the tweet uttered, a specialist intervention in managing such social media is the best available tool of communication management.
As a communications outreach professional, what are your views?