– Develop Your Organizational and Social Media Brand
What does it mean to have a “social media organizational voice”? More importantly, why is it important? In basic terms your overall organizational voice is one of your main brand identity components. Essentially, your voice encompasses the overall corporate message typically communicated through a myriad of vehicles including traditional means:
• News releases
• FAQ website and brochure sections
• Web content• Customer service delivery
• Email messages and blasts
This voice disseminated through traditional means can be fed into the realm of social media outlets – from blogging to viral video – as a way to expand your market footprint and customer base.
Old Spice is a great model of a brand with an effective social media organizational voice. After updating and repositioning its brand to attract a new generation of men, the company leveraged clever traditional means and social media to communicate its message. As a result, the company experienced unprecedented success. YouTube Old Spice viral video views hit the 5.9 million mark, along with 22,500 comments…in only a few days. In fact the Old Spice ads received more views than President Obama’s historic victory speech.
How Can You Find Your Social Media Organizational Voice? Your social media voice is crucial to compete in a rapidly evolving market where customers are fickle and stay tuned to up-to-the-minute news. A solid social media voice requires a deep understanding of your mission, goals and audience in order to effectively communicate your intent. Before you can create your social media organizational voice strategy, you should determine:
• Why are you speaking and who is your company? Your social media voice must reflect your mission and goals.
• Who is your audience, what are your audience’s priorities and what are their expectations?
• How do you currently communicate and how will it be intertwined with your social media strategy?
• What type of language will be most compelling? Does your audience respond positively to slang or jargon or is a professional, polished approach better?
• What will you discuss on the social media platform and why?
• How often will you leverage social media channels?
Once you’ve identified your direction and goals, here’s how you can put your social media organizational voice to work for you:
• Be true to your message and audience by being authentic
• Be current with your message and relevant
• Take a conversational approach to communication
• Offer a solution to your audience’s problem or hurdle
• Foster loyal followers by being consistent
Want to learn how you can find and embellish your social media organizational voice? Keen to know how you can use tools such as Facebook, YouTube, LinkedIn, blogging and Twitter to your benefit? Talk to us…we can help. Reach out by calling 702-270-8772.