Where social media is concerned, you cannot be boring. You need to be unique and creative with your content. Most importantly, you need a voice that’s uniquely you. Here are a few ways to figure out what that should be.
Look at some of the top brands on Facebook, Twitter, and Instagram. The most successful businesses with the most engaged, most passionate followers. What do they all have in common?
The most popular brands have a unique voice behind everything they do. They create content and engage in a way that not only resonates with their audience but also sets them apart from competitors that are trying to do the same thing. If you want to know what this looks like in practice, there’s no shortage of examples.
- Lush Cosmetics conveys compassion and conscientiousness through their Instagram page. They also regularly feature user-generated content.
- Wendy’s is irreverent and sarcastic without being insulting towards its audience.
- Denny’s Tumblr blog is bizarre. That’s the only way to describe it.
You don’t need to be as biting as Wendy’s or as out there as Denny’s, of course. But you do need a unique social brand identity. Fortunately, everything you need to create one is already right there in front of you.
How to Figure Out Your Brand’s Voice on Facebook??
Consider Your Core Values
Why did you create your business in the first place? What sort of values and ideals define your organization? If you had to describe your brand with five words, what would those words be?
In short, how have you built your business’s identity?
This needs to form the core of your brand’s social media personality. The way you conduct yourself on Facebook needs to be consistent with how you present yourself elsewhere. If it isn’t, there’s going to be a disconnect. People will notice and have difficulty trusting you.
Study Your Audience
Who is your primary demographic, and why do they shop with you?
That’s a question you need to know the answer to before you set out to generate your digital persona. By knowing who your audience is, you’ll be able to find them on Facebook and examine how they communicate. And by knowing what they value about your brand, you’ll know how to focus your messages.
There are a few ways to go about obtaining this knowledge.
- Carry out customer surveys. Offer special discounts and the like to people who are willing to share some basic demographic information with your company.
- Brainstorm based on your own best judgment who’d be interested in your products and services.
- Look at the kind of people who follow your competitors on social media. They’re probably your target market.
Look At Your Competition
Last but certainly not least, take a look at what your competitors are doing on social. You shouldn’t ape their style directly, but pay attention to what works. How they phrase their posts, what sort of content they share, how frequently they share that content, and so on.
Note that this last step should be used to inform the research you’ve already done. You shouldn’t completely base your approach on it. Instead, use it to guide you in enriching what you already know about your industry, your brand, and your audience.
At the end of the day, social media is about relationships. It’s about forging a connection with your audience that exists outside of how much money you can make them spend. On some level, they still know you’re a business.
Your job is to do so in a way that makes them feel like people rather than prospects. And giving your brand a personality beyond “business” is the first step to accomplishing that.
About the Author:
Daniel Page is the Director of Business Development for ASEOHosting, a leading provider in SEO hosting and multiple IP hosting.