Different Posts for Different Folks: Finding the Right Voice for Social Media
When it comes to building and maintaining your brand’s identity, one of the most important components is the voice you use. A brand’s voice can create an image that is equally authoritative, energetic and professional; it can still be infused with a bit of personality, too. Working together, these four traits make your brand easier to understand remember.
Another important component of a brand’s identity is its social media prevalence. Social media affords businesses the opportunity to communicate one-on-one with customers through wall posts, tweets and blogs. This constant communication facilitates conversation between brands and their audience, making your business less like a business and more like a friend that customers can rely on.
It’s clear that a brand’s voice and social media presence are intertwined. Once you have a handle on your voice, it might seem that posting on sites like Facebook, Twitter, and LinkedIn would be a no-brainer, but beware: there’s a formula for using each site to your brand’s advantage. Below, you’ll find tips and examples that show how to harness the power of each site — and how to make posts pop with the right voice.
There are plenty of tips when it comes to setting up your business’s Facebook profile, but what happens after that? The best voice to use on Facebook is one that elicits conversation amongst those who follow your page. Because people scroll through their feeds in an attempt to find something new, engaging and interesting, a lively debate is the best way to bring viewers to your page.
The social media team at 12 Keys Rehab has created a prime example of an interactive Facebook page. Rather than post articles or facts regarding drug and alcohol rehabilitation, they pose questions to their followers such as, “What are you thankful for this Thanksgiving?”; a particularly poignant question for those who might be recovering from self-harm. Not only do they post thought- and comment-provoking material, they often respond to their guests’ posts, creating a voice that’s informative, professional and extremely caring.
It’s possible that people scroll through their Twitter feeds even faster than they do their Facebook feeds, and, for that reason, your voice has to be as engaging as possible. A quick punch — you’ll only have 140 characters to get your point across — is all it takes to grab someone’s attention.
One company that’s nailed its Twitter voice is Tory Burch. Perhaps it’s because a social-media team doesn’t deliver the brand’s tweets: the designer herself sits behind the keyboard. Burch revealed that she tweets to her fans because it makes things more compelling when responses are off-the-cuff, conversational and, most importantly, real.
Your voice on LinkedIn requires a careful balance. On the one hand, you should post things that promote your company; on the other hand, it’s important that what you share piques the interest of potential candidates. To do so, it’s important not to talk only about your company’s strong suits. Instead, the website itself suggests posting a mix of pieces that reflect your company’s values. These are often insightful pieces that can generate conversation but simultaneously always paint a clearer picture of your brand’s identity. The rest of what you post should be directly about your company, but remember that your voice shouldn’t be used to talk only about yourself.
On Any Site
Of course, there are several other social media sites and blogs that you can use to promote your brand. Whether you use Facebook or Blogger, Twitter or Pinterest, there are several overarching truths when it comes to the voice that you use:
· Use the same voice across every medium. It will make you seem inauthentic if you’re formal on LinkedIn and casual on Twitter.
· Move quickly. Social media trends shift at a moment’s notice. Make sure that what you share is relevant and up-to-date, or your followers will think you’re not really in touch with what they expect to hear from you.
· Be human. Save formality for a business meeting—your social-media voice should always be a real, conversational one. Take advantage of this by communicating conversationally with those who follow you. Avoid social media jargon in your posts.
· Think before you post. People get annoyed by over-sharing on social-media sites. Make sure you post sparingly. If those posts are thoughtful and thought-provoking, they’ll certainly stand out.
Courtney Gordner is a passionate blogger with a love for social media and all things internet! Follow her on her blog, talkviral.com and on Twitter!
Different Posts for Different Folks: Finding the Right Voice for Social Media
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