Matthew Keys: What’s wrong with being a ‘Twitter monkey‘?

“There’s nothing wrong with being on the assembly line. Someone has to do it.

“We need to let go of this idea that people who press the publish button all day are somehow beneath the people who develop social strategies. They’re not — they’re an essential part of the process. And probably more so because they’re the ones who execute those strategies.

“Social strategists should draw upon those who spend most of their day hitting ‘publish’ for advice, since those so-called ‘monkeys’ are more likely to be in tune with the sentiment of those platforms.”

Matthew Keys, Reuters deputy social media editor

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