Let’s talk a little about what you should be doing as you plan for and then execute your social human makeover.
1. Define Your Audience
You wouldn’t use the same voice when talking to an infant and a corporate executive. Both have specific likes and dislikes, and both audiences have expectations about what you might say and how you might behave.
Those same rules apply on social media. Using the same voice when talking to consumers shopping for coffee and patients shopping for a heart surgeon can lead to disaster. One group might appreciate a hip tone, while the other might prefer for you to keep things formal.
Before you hop on this trend, take a few moments to really think about what audience your company serves, and what your company stands for. You might find that formality is your best bet, and if so, you might need to tune down your humanizing plans.
2. Give One Person Control
When it comes to branding, consistency is key. Consumers that follow your voice on one channel will expect to hear that voice and only that voice when they visit that channel. And should they skip from one channel to another, they might be reassured to hear that same voice again.
As you make a shift, put one person in charge of your posts. Let that person do all of the writing, updating, and promoting. Once that person has the voice down well enough to write a style guide, those responsibilities can be shared. But at first, just one person should do the writing.
3. Devote the Time
When you’re using social media like a business, consumers might expect delays in responses. They might understand that you have other things to do, so you might not sit on the social page all day long. But, when you are running the site like a human, your customers might expect you to use the site in the way a human might.
Consumers spend about two hours per day on social sites. Chances are, they aren’t spending that time in one big block. They’re probably logging on, checking a few things, and then getting back to work or real life. Your social team should do the same. A nearly constant presence can help you address issues as they appear, and you might be able to start conversations with your fans in your new human voice.
4. Consider Emoji
Can’t think of what to say? Use emoji. You certainly won’t be alone if you add sparkle to your words with little smiles and clapping hands, some 74 percent of online users use emoticons or emoji in their online notes.
Just make sure that there are actual WORDS in your posts, too. A post made up of simple images is hard to parse, and it doesn’t give you the opportunity to really amplify your brand message. Stick to using emoji as emotional amplifiers and you’ll be on the right track.
Think your readers are docile and tame? Think again. Use the wrong social voice, and the claws could come out.
As I mentioned, getting real could be really hard on your reputation, especially if you get slapdash about the whole process. Here are a few things to avoid.
1.Disrespecting Your Customers
Sure, you’re using a hip and human voice. But that doesn’t give you a free pass to call out your detractors on your corporate social site. Chances are, you can think of some real zingers to share when people attack you, and those might be statements you would throw right down on your private site. But you should never, ever use them on your corporate site. Just don’t do it.
2. Make Light of a Serious Situation
A human voice can help you share a story about your brand, your company, or your employees. But there are some issues that are so serious that they demand a shift in tone. If someone hits your page with a complaint that is serious enough that you start to think of calling in the legal team, start shifting.
You can use your new, human voice to ask the person to contact you in person, off social, to speak about the issue. But do not use your social channel to riff on the issue. At best, you’ll look callus. At worst, you’ll look like you’re hiding something. Just don’t do it.
3. Degrade Your Brand for a Laugh
Remember, you can be human without being offensive. If you are tempted to poke fun, take a step back.
Final Thoughts
If a human voice supports your brand and your company, don’t be afraid to give it a go. Just make sure to take it slow and be mindful.
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