Once you’ve decided which social networks your company will use, it is important to determine your “voice” – how your fans or followers will perceive your brand.
Do you want to be a friendly source for trends, like the latest video or product? Or would you rather be a straightforward, professional resource for industry news? Whatever you decide, use the same voice across all channels.
Like traditional branding, your voice helps your audience understand your brand. Fans and followers already recognize your logo and design. Adding social media to your arsenal gives them another identifiable characteristic.
Which voice to use can be determined by identifying the role you wish to play. Three common roles in social media are:
- The Casual Sharer – Using a playful, light-hearted tone, this role allows for friendly conversation (e.g., “Thanks for the follow, Tim! You rock!”).
- The Trustworthy Informer – A straightforward, educated tone provides information (e.g., “We’ve updated our website to include the latest client news.”).
- The Customer Service Aid – Using a calm, supportive tone, this role helps users with issues and resolves problems quickly.
The content you plan to share can help you decide which voice to use. Keeping your voice consistent across all channels will lead your audience to think of you as the type of resource you strive to be.
Developing your voice gets you one step closer to building a strong online community. When used correctly, social media is a powerful (and inexpensive) way to increase your customer base.