When thinking about establishing a presence online – or improving the already established presence of your company – your social media voice is one of the most important elements to keep in mind.
When being present in various social media fora and communicating and creating conversations with your tribe, a clearly defined voice plays a crucial role. Maintaining a presence on social media platforms is something that requires an effort from the given company. It takes time and the employees involved need to be fully informed and trained in how to (inter)act on social media. Every day, time is spent on monitoring the various platforms – and especially when running a company blog, a daily effort has to be made in order to keep up with the delivery of content.
Show your corporate identity
However, when developing these social spaces, there are some crucial elements to keep in mind. As a company or brand, you must always be aware of keeping your social media presence in alignment with your corporate identity. We work hard to develop these social spaces, and therefore it should be an effort that can be a part of creating a community and do something good for us in the future. As a company, we would like to gain something in return, when having invested a lot of time in a project.
Don’t disappoint your customers
The people who have an interest in your company also have certain expectations of your brand and its voice. We know this from being customers ourselves, meaning that if a brand does not communicate in a way that we believe is trustworthy, the brand is not worth spending time on. Therefore, it’s important to give your company’s voice a lot of thought – and by voice, I am referring to vision, history, identity, conscience, mood etc, as these are areas that can be reflected in your brand’s voice. However, within your company it can be a good idea to gather the employees involved in social media to define the exact key values for you and your personal voice.
When having established how to communicate to your tribe online, it can benefit your company in the way that you create clarity and authenticity about who you are. When you show respect and create a transparent identity, you make your brand identifiable and trustworthy. And over time, this can lead to higher revenue.
Therefore, to sum up on how to communicate online:
1) Determine your tone of voice in collaboration with your co-workers, so everybody knows how to (inter)act within social media.
2) Think before you post. You need to communicate in alignment with your corporate identity – and not confuse people of who you are.
3) Be personal and show what your company stands for.
4) Be open and engage your tribe in conversation.
5) Don’t just post to publish something. Post relevant content.
It’s all about finding your social media voice!