When I talk with CMOs and Brand Managers, many of them are still afraid of losing their brand’s voice and tone on social media. Social Media then becomes the big hairy monster they can’t control. With multiple teams, platforms and networks this is a problem that just gets more complicated over time. So, if you have a new team member joining, or even worse, an experienced team member who is leaving, or even a new agency that you just hired, what can you do?
Will you let the fear of hurting your brand stop you from having an effective social presence and engaging with your target customers on social media? The answer is a resounding no! This post shares some easy-to-use tips on how you can get yourself out of this vicious cycle. Your brand’s voice and tone on social media stays exactly what you want it to be. Here’s how you do it!
How to Let Go of The Fear of Losing Your Brand’s Voice on Social Media
1. Know Your Brand’s Strategy
Remember: There are no coincidences. Without pointing fingers, far too many brand managers are not actively managing their company’s social media marketing. Too many people still think of social platforms as something the most junior person on the team do in their spare time and spend all their attention on traditional print and broadcast media.
Other people in marketing often comment on how social is random and not predictable. Guess what, there is no randomness unless you are just an experimenting amateur, you need solid plans. While each channel has a specific place in your media mix, it is important to view social as a strategy and not a tactic which can be done randomly. The brand elements of voice, tone, typography and design support your objectives of being on social media, and need to be defined and documented. If you don’t know what your brand represents on social media, how will your customers?
2. Use Approval Tools for Your Posts
The paradox with social tools is that there are so many that do part of what you need, but leave out a critical featur The result? You end up using a dozen different tools. You can build a Frankenstein, but it’s almost guaranteed to be a monster. A time-consuming monster! For tools with approval functionally, thankfully, there are just a handful.
So what is approval? Approval means, that no matter who creates your social content – digital agency, company departments, student interns, or new employees – they can create content anytime anywhere, and you approve each post before it’s published.
My favorite tool, the one I use is Outbox Pro. I use Outbox Pro while collaborating with my teams. I use it as an approval, as well as a training tool. Once my teams get used to seeing my edits, they quickly learn how to write in the brand’s voice and tone. I never worry that an unapproved post was published. Not a single post can go out until I approve it. This makes the process much easier for both me and my team.
3. Train Your Dragons
Many firms end up hiring inexperienced interns without assigning them to mentors who have the time to spend with them. Then when something goes wrong, as it inevitably will here, they blame social media. Unfortunately, with social media’s instantaneous and hyper public platform, things will end badly. You need to either invest the time in training people or hire experts like Outbox Pro’s full service Content Concierge team. The team needs to know how to immediately manage social media crises when they happen to prevent further brand damage.
How are you handling the pressures of social media for your brand? Please share your tips with us in the Comments section below!
About the author:
Upasna works as a Digital Storytelling Consultant with Unified Inbox. She is the Co-Founder of Content Marketing & Branding Firm, Brandanew. Her previous experiences include: Rocket Internet, Experteer and McKinsey & Co. She has been a blogger since 2003 and currently lives in Ludwigsburg, Germany.