You need to be the kind of person who is sharp to what makes people tick, and is smart enough to know how to parse a message to the right audience at the right time. In fact, a lot of moderators are essentially writers; they have a knack for language and tone, and are good at being consistent with a brand's or company's character. Crafting a social media post is exactly that: An exercise in technique, and it's one that not every person can do. Furthermore, you have to be able to write the right way while on your toes; social media is unforgivingly fast, and the best opportunities can just zip right past you.