Marketing Tutorials

At Spartan Spark, we've been working on creating templates for onboarding new customers, and one of the things we created this week was a form to document and explore our clients' Social Media Brand Voice.

Why it's important to nail your Social Media Brand Voice

When your team grows to more than one person, you'll want to have a consistent voice for your brand, so you don't sound like you have a split personality. Or, when you hire a boutique agency to help you with your marketing, you'll want them to know how to write your social media posts, advertising copy and website copy.

Creating guidelines for your Social Media Brand Voice helps you communicate your company values through images and words. It also becomes a guide for all of your advertising content.

The way that we've decided to document and explore our clients' Social Media Brand Voice is by setting up a few Google Forms. Using these forms, we ask our clients information on how they would like their brand to be seen online and how they want us to communicate on their behalf on social media through a series of short "personality-type" questions.

I found this great article How to Find Your Social Media Marketing Voice: The Best Examples, Questions and Guides on Buffer's Marketing Library, that helped us come up with some good questions to ask our customers.

My 3 favourite things about the article:

  • The breakdown of the Social Media Brand Voice
  • Examples on translating your voice to tone. See sample below.
  • Examples of how other companies are using voice and tone guides

Voice is a mission statement. Tone is the application of that mission.

Translating Your Voice to Tone

Here are some examples of how you might be able to think about the tone of your social media.

  • Content type: What are you writing?
  • Reader: Who are you talking to in this scenario?
  • Reader feelings: What’s the reader feeling when they are in this tone scenario?
  • Your tone should be: Use adjectives that describe how you should sound in this scenario.
  • Write like this: Give a brief example of how the writing should sound.
  • Tips: Explain best practices of writing for this scenario.

Here’s an example of what this might look like in practice:

  • Content type: Tweets
  • Reader: Potential customers, marketing professionals
  • Reader feelings: Eager and engaged to find interesting content and information
  • Your tone should be: Helpful, informative, clear, approachable
  • Write like this: “Did You Know: The 8-hour workday was invented to help people work less? We have the story here.”
  • Tips: Use lots of questions. Avoid sounding authoritative. Invite others to learn and discover.

If you're setting this up for your own business, set some guidelines, and review them each time you write

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  Posted: Tue Sep 10th 2019 10:00am  2 years ago
Profile PictureWritten By: Dafne Canales

Founder and CEO of the innovative digital marketing software company, Spartan Spark, Dafne Canales Lees has earned her reputation as the Data-Driven Digital Storyteller. Her 7-Second Trust Formula uses behavioural marketing strategies to create client trust via digital marketing platforms for a more personalized user experience that translates into additional sign-ups, sales and increased profits.

A member of the Neuromarketing Business and Science Association and the Society for the Advancement of Behavioural Economics, Dafne travels monthly to California to attend meetings with her advisory board. A sought-after speaker and facilitator, this creative innovator never stops giving of her time and talent, even teaching corporate in-house marketing teams the latest digital marketing strategies.

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