Differentiating your company from the competition is extremely hard to do in our global economy. Exclusive products are hard to find and harder to keep. New creations are duplicated within hours of becoming a hot item. Quality service is easy to emulate and exceed. The phrase "nothing new under the sun" is an understatement.
There is one thing that is extremely hard to copy. Every company has a unique corporate culture that is as individual as your DNA. Customers recognize that culture in advertisements and service. Show them a promotion without branding and they'll identify the company because it triggers a memory.
The voice of your company goes beyond the sound of the spokesperson. The words and phrases you use to promote your business are uniquely yours. Or, they should be. One of the best places to see this is in the copy of an established catalog. Great effort is made to present a consistent voice.
Visit Chick-fil-a and you'll hear it in the "my pleasure" words and attitude. The same words at another restaurant are different because the voice has changed. Your customers recognize your company's voice. It is one of the few ways that your business differs from the competition. This makes me wonder why so many companies are copying voices instead of using their own in social media.
Social is different from other marketing channels but your customers are listening for your voice. They don't want to hear the competition's voice or the experts' voices. They want you. If you aren't sure what voice to use, that is okay. You can try different things to see what fits as long as it is uniquely yours. Before you tweet or post again think about your voice a bit. Your customers are listening.