By Amanda Gilmour
Today, social media serves as one of the biggest drivers of engagement between organizations and their constituents. Platforms such as Facebook, Instagram, and Twitter allow brands to shape and define themselves with a simple click of a button. And in an age where consumers can spend up to 10+ hours a day glued to digital screens, it’s important, as an organization, to curate content that will leave a lasting impression. The impression you leave on your social media profiles plays an important role in cultivating and building stronger relationships between your organization or event and prospective participants or supporters/donors.
Many puzzle pieces must fit together perfectly to generate that click to the website, donation, or registration to your event. You can have thousands of followers, stunning visuals, and interesting videos, but if you do not have a distinctive brand voice that resonates with your audience, your messaging can get lost in a sea of content. To help you achieve your social media goals, we’ve put together a list of the top 5 things to remember when developing and optimizing your organic social media voice.
1. Find your “signature scent”
No, we aren’t talking about perfume… We mean, find that one thing about your organization or event that no one else has and use it to your advantage. You’ll need to figure out what makes you stand out from the rest of the competition. In today’s digital age, consumers want to engage with organizations and events that are authentic. Highlighting something that is unique to only your company will make honing in on your social media voice that much easier.
2. Know your audience
The first step to developing a unique voice on social media for your brand starts with knowing everything about who will be viewing and interacting with your content. This includes pinpointing all the demographic and psychographic information of those who purchase your products. For example, in our recent Event 360 webinar, How to Develop a Digital Marketing Plan for Your Events, we break down exactly what information your organization should be focusing on. This will include, but isn’t limited to, age, gender, race, education, geography, socioeconomic status, and lifestyle choices. Once you’ve isolated who your most passionate users are, it will be helpful to create short participant profiles that should define the needs and wants of each group.
3. Put a face to the name
Developing a persona for your brand will help give you guidance into establishing your social voice. Do you want to come across as positive, carefree, edgy, witty, or professional? Knowing what kind of “person” your event or organization is will help you determine which voice will ring true to your brand and, in turn, compel users to interact, click, or purchase. A helpful hint is to describe your brand persona in three adjectives and stay true to those words when creating content.
4. Stay consistent while staying true to the platform
It’s important to remember that not all social platforms are created equally. You’ll want to adjust your social media message based on what suits each platform while still being true to your brand voice. For instance, you’ll want to create a message true to your brand for Twitter with only 140 characters while also utilizing a strong visual on Instagram that will convey the same messaging for your brand. Facebook Live content is consumed in a different way than general Facebook content. Remember, consumers use different social platforms for different reasons. Even if you’re using a consistent voice, if the content is wrong, engagement will decrease. Make sure that the content you’re sharing on the platform makes sense. Also, make sure that the platform you’re using makes sense in reaching your audience.
Just like people, your brand should age, grow, and change over time. As an organization, brand, or event, your priorities and goals will evolve, and so should your social media voice. Whether you re-visit your brand persona on a monthly, quarterly, or annual basis, it will be helpful to re-evaluate your voice to make sure you’re still engaging your audience. Make sure your decisions are based on data. If you need to make an adjustment because your message or your voice isn’t resonating, don’t transition too abruptly. This could be confusing to consumers or even make them less confident in a brand they used to know.
These five steps should get your organization on the right track to developing an authentic brand voice for your social media channels. It might take time, patience, and lots of input from others at your organization, event participants, and constituents or consumers, but soon you’ll find the sweet spot that will help increase registrations, donations, and engagement. Aim to be recognized instantly by your social media voice just like you are by your logo.