Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalToo Many Advertisers Are Talking, Not Enough Are ListeningEmotion Drives Behavior: 3 Brands Getting It RightNative Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
3 Steps to Demystifying Social Media Personalities
Posted on June 30th 2014
There are countless articles instructing you to adjust your brand’s message and voice to each marketing channel for the purpose of achieving real engagement, within social media communities. The advice, however, seems to stop short of telling you how to do that.
Here’s a three-point primer on speaking the language of these new lands while remaining true to your brand.
Treat Every Tool as a Touchpoint
Part of social media’s value is in creating multiple audience touchpoints at a relatively low cost. If you create a different brand experience with each tool, you can add extra dimensions to your brand.
Metaphor the Medium
Finding the right brand voice for each channel is easier if you create a metaphor that clues you in on how to behave. For example:
- LinkedIn is a live business networking event. Speak and act appropriately, and really get to know people. Don’t pass out your cards and run.
- Facebook is a happy hour attended by a group of professionals. Talk about both business and personal interests — and have fun. Just remember, you’re with your associates, so don’t go too far.
- Twitter is an NPR and The Daily Show sandwich. It’s great for news flashes and real-time reporting, and witty and clever are welcome. The meat of the sandwich is content you’ve created or found, or relevant commentary.
- YouTube is a TED talk with a Sundance Short Film Festival after-party. You can be educational, but you also must entertain.
Secure Success Through Story
There are three cornerstones common to all channels and essential for your effectiveness within the multifaceted world of modern integrated marketing:
- Compelling, relevant, and resonant content that you create and curate.
- The level of engagement you inspire (relies on #1).
- The consistency of your brand — even though your brand will show up differently in each medium, everything still must connect to your organization’s core.
(Different social media platforms / shutterstock)