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Establishing a social media voice

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By Kimberly Deas

Almost every brand is on social media, but not every brand has a specific voice on social media.

Some brands use social media like a big billboard, and they “yell” at people from this platform. They post on business pages as if they are fee advertising billboards and post things like “20% off all orders today” as their voice.

Today’s consumers do not want to be “talked at,” they want to get to know your brand and your company. This requires a voice that “talks to” them.

Your social media voice can be a confusing concept since you cannot track it like a statistic or easily analyze it.

Your voice is really your online personality. For example, it can be hip, lively, cynical, professional, funny or quirky. Ultimately, the brand’s voice must come from its culture. If you are a law firm, your voice might be more professional. If you are a kid’s toy manufacturer, it might be more playful.

Some examples of strong social media voices include:

  • Sam Adams—an all-American casual voice (Facebook)
  • Sharpie—creative fun voice (Instagram)
  • Carwoo—bizarre car photos are engaging (Facebook)
  • Sephora—educational and informational (Twitter)

Consumers look at brands and want to connect with them. They look for the personality of your brand. Start by identifying what your culture represents, and then create your social media voice based on that culture.


Kimberly Deas combines her 10+ years’ experience in telecommunications with a background in personal coaching and results-oriented training.

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