Finding the right tone on social media for your brand is one of the most important starting points for the account, but often it is overlooked.
When you post from your own personal profile, you tend to write in the way that you speak so that your personality shines through – this should also be the case for a business.
Why does it matter?
A social media account isn’t just another way to promote products and services – in fact, we recommend keeping these posts to a minimum as people will switch off and be more inclined to unfollow you.
In general, it should be used as an engaging medium in which it allows you to talk with your customers and vice versa. Being ‘available’ to your customers who have any queries, problems or just want a chit-chat will make them think positively towards you, even if their initial enquiry is negative – for them, it’s knowing that you’re there and listening to them.
What is your brand’s voice?
The overall voice will depend on the nature of the business. It could be a quirky city-centre bar and therefore, a cool, laidback voice could work well.
It could be an accountancy firm, so a professional and an informative narrative would suit or for a school, a helpful and nurturing persona would be recommended.
Here at The Foundry Agency, we’d suggest also taking into account how your brand voice is portrayed on the website and in any PR and advertising. It needs to be consistent across all channels so that you are easily recognisable.
Setting the tone
One way of finding a brand’s tone is to look at the following questions. These should be put to various departments, not just the marketing team, as you’ll get a wider picture of how everyone else visualises the company.
- 1. If your brand was a person, what kind of personality would it have?
- 2. If your brand was a person, what’s their relationship to the consumer? (a friend, teacher, mum, etc)
- 3. Describe in adjectives what your company’s personality is not.
- 4. Are there any companies that have a similar personality to yours? Why are they similar?
- 5. How do you want your customers to think about your company?
You will no doubt get a variety of responses but this help you decide which route is best for you social media page – humorous, professional, to the point, caring or friendly etc.
If you’re still not 100% sure which direction is best, try incorporating an element of each in some draft Facebook or Twitter posts, this should help you choose the best fit.
Hopefully your current followers will love this new focus and result in an influx of new ones. It will also streamline the time you spend writing updates and responses to customers.
Top Tip: Write up some social media guidelines which explains the company’s profile to help any new members of the team understand the direction the feeds take. This will help keep everything fluid.
If you require assistance with your social media – we can help! Contact us today to find out more.