If you are a marketing agency or a marketing consultant, this is a common question that we answer for our clients. Everyone is different, and our recommendations consider that. For example, we would never have our client ZINC [one of New Haven’s most notable restaurants] use the same strategy and plan as Veritas Press [one of the nation’s leading classical Christian education publishers]. They have two wildly different audiences, styles, and goals.
So, where do you begin?
KNOW WHERE YOU’RE GOING
First, you have to review your social media strategy to ensure you are using the right social media outlets for your goals and target audience. We say this all the time, but you have to know where you’re going to get there. You’ll never get there if you are floating around without a plan.
KNOW HOW YOU ARE GOING TO SAY IT
Then determine how you are going to implement your social media style. Who is talking to you? Do you have one company voice? Is everyone in the company allowed to represent [if yes to this…make sure you have a social media policy in place!!]?
KNOW WHAT YOU’RE GOING TO SAY
Are you available to answer questions like a confident because that is what people are used to from your company for customer service? Are you simply sharing daily specials and deals? Are you building a more prominent feel-good community presence and participating in charities? Are you running contests and giveaways? What fits with your business model and style?
REMEMBER WHO YOU ARE
Finally, the critical point to remember is to be true to yourself. You need to look at your overall brand positioning and represent your brand correctly. Selecting the right tone is crucial. And how you say what are you say is paramount. Are you more formal? Are you edgy? Are you passionate? Or a matter of fact?
Whatever you do, make sure it matches your brand!
Here is an excellent article from Matthew Latkiewicz for Mashable with even more information and five examples of different social media styles and tones.
“It is important that you think through how you want to engage your customers on Twitter and elsewhere on the social web. It’s important to stay true to your brand but also to make clear the ways in which your customer engagement style furthers the type of relationship you want with your customers and potential customers.”