I give a lot of seminars and speaking engagements around the country. Every time I speak, someone inevitably asks the question, “Can’t I just use an intern or lower level person to tweet for me?”

You can do what you want, but if you want your social media efforts to be effective and part of your on-going marketing efforts, then you need to have someone who is sensitive to your brand in charge of these efforts. This person needs to fully comprehend your product or service and know the right language, tone, etc., to place your brand the best possible light.