Defining Your Social Media Voice


Your Social Media Voice

As we’ve said before, within the ever changing landscape of social media, the one constant is engagement.  In addition, developing a consistent brand voice is key for generating good engagement, whether it be on a post, within an email, or an ad.  The more consistent you can be at connecting with your target demographic, the more effective your communications will be.

Who Is Your Audience

Demographics, Location, Occupation

First, consider the audience that you are creating the message for.  Think about the Age, Gender, City, State, Part of town, Job Titles, Interests, etc.  All of these factors will help you to develop a specific brand voice that begins to sound like the targeted audience it wants to reach. For example, you wouldn’t speak the same way to a 19-year-old female college freshman in New York the same you would to a 47-year-old father of 2 in Austin.

Your Language

Casual, Professional, Both

The language that you use should mirror the style of communication shown to residents and prospects in real life.  How your staff speaks to people in person should be the same online.  If you present your property as a “Resort Experience,” then you should speak to your audience in a way that makes them feel like they are detached from normal everyday life.  Headlines and common phrases should mirror that lifestyle.  These are simple examples 

  1. Do you use acronyms?  

  2. Do you use contractions?

  3. Do you use the person’s first name or full name when responding to a message?

Your Vocabulary

Casual, Professional, Both

The vocabulary that is used should begin to form your own brand lexicon.  Focus on keywords, terms, and phrases that are used throughout your brand style guide, within your staff, etc.  As you begin to use these key terms more frequently it develops a correlation among your audience and helps to solidify a brand recall affect when the terms are heard elsewhere.  When you hear these phrases what do you think of? Are they just phrases or are they associated with a brand?

  1. Taste the rainbow.

  2. I’m lovin’ it.

  3. The happiest place on earth.

Your Tone

Cheerful, Serious, Concerned

We all know that you can’t read emotion very well through text, and I’m sure we’ve all had that message or email sent to us where we struggled to decipher if the person was joking or serious with what they said.  This is why it is key for your brand to be consistent in its tone.  Are you playful, do you joke with your users, or are you more serious and straightforward?  This should match the tone of communication that they would receive if they were speaking with you in person.  We’re all professional in communication but if your office is more vibrant than a library, then chances are that you have a little more personality, which should come through with your tone online.

Your Purpose

Instructional, Informational, Entertaining

With each communication consider the purpose.  Are you making an announcement? Are you sharing an article for engagement purposes?  Are you trying to create foot traffic or generate web traffic?  When the purpose of your communication is clear, everything should fall in line with a message that is targeted at the right demographic and that is designed to connect, create a bond, and generate engagement.

What is your property brand voice?

Annette Smith