Interactions on social media or blogs should be through a common voice. Finding that brand voice involves a lot more than just picking someone in the intern pool.
Most companies and organizations have concluded, whether eager or grudging, they need a presence on social media and to engage in content marketing. But discomfort lingers, so the first command decision is who will be delegated the responsibility of tweeting. This is like making a wrong turn into a one-way street.
The whole idea behind consumer or constituent engagement is to build trust. One of the most important avenues to trust is familiarity. You recognize a friend by how they talk. You trust a friend because of their values. The same should be true for a brand.
Here are some of the factors to consider in developing and sustaining a credible brand voice:
If you make hot dogs, your voice should have a different tone than if you are dentist. People associate hot dogs with parties and ballgames. They associate dentists with pain. Your voice needs to reflect your brand personality.
Blogging about hotdogs has more leeway in the use of humor than dentistry, where the focus of blogging should be on putting people at ease about procedures. There is plenty of room to flex personality in both circumstances. You just need to flex the right personality.
Know Your Objective
There are differing reasons to engage on social media, which also can influence the tone of your brand voice. Red Bull wants to envelope people in the active adventure lifestyle it promotes. Comcast wants to monitor social media so it can respond immediately to consumer complaints, in the quest to convert people with problems into ambassadors of the brand.