How to Establish Your Brand's Social Media Voice
How do you make your brand's marketing recognisable and consistent? Most companies rely on a strong logo, memorable imagery and an attention-getting website. A clear social media voice does something those assets cannot: it gives your brand a personality people can talk to. Here are six do's and don'ts to consider before you sing to the social media choir.
DO come up with three words that describe your company
Is your brand professional? Quirky? Warm? Pick three words that define its personality and use them as the test for every post. Your mission statement and the way your best employees talk to customers are good places to look for them.
DON'T talk at your audience
If you sell to other businesses you will want to be seen as a thought leader. Well-researched blog posts and shared industry content do that job. In your own posts and replies, though, avoid preaching. Aim for the balance between authority and approachability that a good teacher has.
DO outline your customer
Who is your customer? How do they talk? Where do they eat out, and what do they argue about online? Use your market research to sketch them, then borrow their vocabulary. A specialist audience notices immediately when a brand uses the wrong word for something they care about.
DON'T use slang or hashtags that do not fit
Be careful with trending hashtags and memes. Trends turn quickly, and the risk of your brand being attached to something unpleasant is rarely worth the reach. The same goes for slang: if you are not sure what a word means, ask someone who uses it before you post it.
DO ask employees and customers for feedback
People who serve customers every day know which questions come up and which jokes land. Ask them. Polls on Instagram Stories and Facebook are a free way to ask followers what they want to see more of.
DON'T forget images and video
Voice is not only about words. Your Reels, Stories and live videos should sound like your posts. A sportsbook or casino resort, for example, can be playful about a big game night while keeping its captions clear and its terms easy to find, and that consistency is exactly what builds trust in a regulated industry. If you work in that space, our guide to social media rules for gambling brands covers the extra checks.
Write your three words on a sticky note next to the screen. If a post does not match at least one of them, it is not your voice yet.