Social media sites like Facebook, Instagram, and Twitter offer useful features for marketing at no cost.
They make it possible for us to advertise our wares, provide important information, and interact with clients in a timely, efficient, and human way.
The outcomes of successful social media interactions may be both immediate and impressive. When misused, however, social media may destroy a company’s credibility and ruin its future.
What we share on our company’s social media pages reveals a great deal about who we are as a business and what we stand for to the world. Yet, I am more concerned with how we say things than with the actual content of our words. The tone of our social media posts—our “brand voice”—has a significant impact on how our customers think of us and engage with us (with the potential to turn people on or drive them away).
What exactly is the significance of the volume and clarity of your brand’s voice?
Creating a distinct voice for your company’s brand may have far-reaching benefits.
- Facilitate the simplicity of your reactions and answers.
- Facilitates brand recognition and recall.
- Increases confidence and loyalty by always being honest and transparent.
- Facilitates connections between your brand and its intended audience.
- This feature lets you maintain command and influence public opinion.
- Allows you to find your own unique voice and identity.
- Facilitates the elimination of sales lingo and jargon, allowing for more genuine interactions with clients and the establishment of long-lasting bonds.
- Customers will feel more at ease knowing what to expect from your brand’s interactions with them.
- Creates a fan base for your business.
- Communicating positively about the company in online forums is essential. We know the significance of an easily identifiable marketing resource that helps potential consumers quickly grasp the principles we stand for, therefore we invest a lot of time and resources into creating a stunning logo or a great looking website for our business.
Similar effects may be achieved through the use of a consistent brand voice.
We get that, and we give greater thought to the brand voice when authoring online or printed material, but we often forget about it while sharing on social media. Perhaps the rapid rate of change on social media platforms like Twitter and Instagram makes print and online information seem more fleeting. Since making a social media post takes only a few seconds, we may easily do it in the midst of doing anything else or when we have a little moment to ourselves.
Having a strong and consistently applied brand voice on social media can help you develop long-lasting relationships with your current audience while also drawing in new people to your business. Customers will develop brand loyalty and a sense of trust when they feel like they know what to anticipate from your firm thanks to your consistent brand voice. An unstable and distracting tone is the result of an uneven voice. A steady tone is soothing since it is unwaveringly steady and clear.
Building a distinctive tone for your company is easier than you think. You only need to unearth it, mould it, and put it to use on a daily basis until it becomes automatic.
Let me explain.
Find your true voice
Make a list of the characteristics you feel your brand contains, the principles that guide your company decisions, since a powerful brand voice is one founded on the essential values of a firm.
As an example, you may be;
- Quirky?
- Professional?
- Honest?
- Fun?
- Hip?
- Authoritative?
By compiling a set of core beliefs, you’ll be more equipped to tailor your tone and approach to each individual client.
In order to stand out, a quirky brand may opt to utilise unusual or even offensive terminology.
An eccentric company would never use dry, stuffy, corporate speak.
An established company may choose for more serious, official, businesslike, and direct language.
A credible identity would never employ language that is flip, amusing, startling, or full of slang.
If you have an idea of the tone you want to express, you may use words that accurately portray the company’s ideals and cut to the core of what sets you apart.
Choose your vocal tactics carefully
In order to fine-tune your brand’s voice once you’ve established the appropriate tone for social media posts, you should ask yourself things like;
- Which prevails: jargon or slang?
- What about the usage of contractions? (such as “don’t,” “will not,” etc.)
- Do we use foul language?
- Do we act diplomatically or talk openly?
- Do we enter contentious discussions or avoid them altogether?
More attention you can devote to being consistent, down to the usage of emoticons or whether you greet clients by name when answering to comments, the more trust and credibility you will develop with your audience.
Make sure you’re all on the same page
Many companies require a wide variety of employees to monitor social media for relevant developments. If content isn’t being generated in-house, then all contributors must be well-versed in and comfortable with your brand’s voice.
Training may be necessary, but a unified social media voice is essential for setting client expectations. Long-term, having a formula for developing social media content can make updates quicker and easier for all members of your team (not to mention they’ll feel secure that each post favourably portrays and is helping to promote the brand).
Keep in mind that you shouldn’t try to sound like your brand. If you’re going to be posting on behalf of your company, you need to adopt a tone that’s distinct from your personal updates. Your audience will form an opinion of your company based on every word you say. It’s possible to do irreparable harm to your business’s fan base with a casual remark or joke that might be OK on your personal account.