Finding the correct tone to use for your social media communications can affect how customers perceive your brand. For some brands the correct tone may be humorous and conversational, but for others, it may be buttoned-up and serious.
There are a variety of factors that you should consider when choosing the appropriate tone for your social media networks:
Who is your company? What is your company’s image like? Formal, business suits or casual, jeans-wearing start-up? Your tone on social media should align with the image you present to consumers.
Who is your audience? What demographic are you trying to reach on social media? If your customer base skews younger, consider a more informal, humor-laced or even sassy style. If your demographic is professionals, you would still want to be friendly and personable, but use more serious language and tone.
What are you trying to achieve? Why are you using social media? Are you trying to expand awareness of your brand by positioning yourself as an expert in your field? If so, you should use more formal language and tone. If, for example, you are trying expand your audience through contests, you should consider a more light-hearted and fun language.
If you are still having trouble finding the correct tone on social media, take a look at what others in your industry are doing — your customers will probably expect a similar tone from you. That doesn’t mean you can’t do something different, but it needs to be well thought out and have an informed strategy behind it.