How to Establish Your Brand Voice on Social Media
1) KNOW YOUR AUDIENCEThink about what your current followers want to hear about from your brand. It can help to use a tool like Facebook’s Audience Insights to see demographic and psychographic information about your audience. This can help you determine how you frame your voice and content on social. If you discover your page’s followers are all over 65, creating a lot of meme-based content won’t resonate. Spend some time getting to know your audience, and the ideas for how to speak to them will follow.
2) TRY SOME EXERCISESOne of our favorites at Ignite is the “we are, we are not” exercise. This helps you to determine boundaries for how you will write on social media. It’s easy to do, but is also easy to mess up. Each “we are / we are not” should work as a boundary for your writing and voice.
Good example: “We are funny. We are not goofy.”
Bad example: “We are smart. We are not stupid.”
See how the first “we are” example explains a feature of the brand, while the “we are not” serves to curtail that feature? The second example isn’t saying anything, except for that the brand is smart. What kind of smart? Are they smart, but not know-it-alls? Smart, but not technical? Use the “we are / we are not” exercise to help frame your brand’s voice in more narrow, easy to follow terms. Shoot for 15-20 statements to guide your writing.
Not this kind of exercise