Find Your Voice in Social Media

Written by Grace Townsend on Monday, March 02, 2015

Everyone handles his or her social media account differently. Some people abbreviate, forget about punctuation and use acronyms like LOL or SMH. Others use large vocabulary to try to impress and never throw grammar rules out the window.  Some people are very sarcastic and witty, while others take a more serious approach. Whatever style you have on social media, it creates your own unique voice.  

It's important when managing a brand to find the right voice for your brand as well. The type of brand it is will dictate its voice to some degree. It doesn't make sense for a hospital to have the same tone as an automotive dealership. However, there are guidelines that all brand pages can follow to find the right voice. 

Be Conversational 

It's called social media for a reason. You want to be social. It's important to remember that it's not all about your brand.  Your page needs to be a place where you can create conversations. Find ways to engage your audience with your audience.  

Remember this not only when it comes to posting but especially regarding responses and replies to comments.  You want the brand to appear personable and not rigid. It's ok to have form responses in situations but try to tweak and personalize a little each time so the person knows you've read what he or she has said.  

Be Transparent 

We're all human and mistakes are inevitable. A mistake can be in a form of a typo in a post or a brand posting incorrect information. It's more important to handle a mistake correctly than to be perfect all the time.  

Don't try to hide a mistake.  Of course, if it's something that can be easily be fixed, then fix it. However, if someone is upset with the brand and handles it by complaining on social media, don't automatically delete it. Respond to the person and try to remedy the situation. It's important to let the person know he/she has been heard, apologize for the experience and explain that actions will be taken. Even if it's too late to solve the problem, it's important to respond anyway to acknowledge the complaint.

Be Professional 

This isn't your personal account. While it might be acceptable to use slang or acronyms, think twice before you go it on a brand account. Consider your tone in how you respond to the problems.  Be courteous even if the customer is not being. Take the situation seriously if the customer is upset, no matter how minor you may think the issue is. A minor problem can become a major issue if handled in the wrong way. Others will notice how you react more than the initial complaint.  

Double check your posts for grammar, punctuation, and typos. It never hurts to do a double take and reread for any errors.  

Be Audience Minded

Social media posts should be written at a junior high reading level. We're not saying that you don't have smart followers, but try to use language that most people understand. Don't use industry specific jargon that common people will have to look up.  

Reread your post with your audience in mind. Think about how it would sound to all possible target people. Is it something your audience would find interesting? Ask questions and get to know your frequent social visitors. It's ok to ask what type of content they would like to see.  

Look at your insights to see the most common demographics and think about what types of information would appeal most to those people. Remember it doesn't always have to be about your brand.  

Whatever approach you decide to take with your brand's voice, remember to be consistent. Your brand should have its own unique voice and strategy to reach your digital goals. 

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