Case in point – I’ve considered myself a “social media enthusiast” for a few years now. I’m an avid user of Twitter, Facebook and LinkedIn. I’m especially addicted to Twitter and have been pretty confident in my ability to leverage this tool to get results. After all, it helped me get my foot in the door here! Of course, it’s one thing to network personally on the web, and quite another to use social media to shape conversations for our client’s brands.
On the Other Side of the Screen
The social web has made it easier than ever for regular people to interact with the services and businesses that they care about. Being on the other side of the computer screen, so to speak, has been a rewarding experience but its also been challenging. It can be a big responsibility to answer tough questions from customers on behalf of our clients. Your company’s social media identity isn’t just for piping up in conversations about your product – its a customer service outlet that is increasingly important as our society becomes more and more digitally minded.
Creating a Social Media Voice
In the last month, I’ve definitely developed a deeper understanding of the importance of creating a social media voice. While I may be the one typing a response to a question on Facebook, I am representing our client’s brand, and so I have to be careful that the tone, words and phrasing I use are in tune with the message our client wants to convey. Is this client’s tone less corporate and their message more light-hearted, like The National Chicken Council? Or is this a client that requires a more trustworthy, authoritative tone? Looking back on how much I’ve grown in my ability to project our clients’ voices online, I realize now that I certainly was not the “social media expert” I thought I was!
Find the In-Between & Build Relationships
Still, its a balance. The strength of social media is authentic interaction. We all know that a tweet that seems too carefully crafted can feel less than genuine, squashing any potential to build a meaningful relationship. One of the best parts of my job is that I get to have real, candid conservations with people, despite our geographic limitations.
At The Cyphers Agency, we’re always working to perfect the social media voices of our clients. How do you determine the tone your brand uses when interacting with customers online? How have you honed your social media voice? Need help? Just ask.