When companies use print and broadcast media channels, it’s important to have a brand voice so that brand messages to customers are consistent, regardless of channel.
Social media channels require different voices, according to Shiv Singh, VP of Social Media for Razorfish. At the 2009 Razorfish Client Summit, Singh said that being effective of social media platforms requires a transparency and authenticity. As a result, he said that companies that attempt to perpetuate a single all-encompassing brand voice are likely to fail.
“When you see the companies that are most effective , you’ll notice that they are using social medial voices — not brand voices,” Singh said.
What is the differences? Consider the chart below:
|Brand Voice||Social Media Voice|
By implication, one of the biggest mistakes a company can make is creating/using false personas on social networks to boost awareness, seed company/product-related discussions or provide endorsements. While social media users might accept postings as authentic initially, fake personas rarely withstand prolonged scrutiny. Companies using fake personas risk damaging their long-term credibility.
A social media voice needs to be a real and ‘Googleable’ person because people want to talk to other people, not anonymous brands. Individuals behind a social media voice can vary (CEO, CMO, Social Media Lead, PR Lead, Customer Service Rep, twintern, etc.) based on the objectives a company has in mind, according to Singh.
Credits: Cartoon by Hugh MacLeod at GapingVoid.com. Shiv Sing presented information about social influence voice during a workshop entitled How to Maximize ROI from Social Influence Marketing at the 2009 Razorfish Client Summit.
Using Your Voice
Enjoy this video entitled “Using Your Voice” with commentary courtesy of Mystery Science Theater 3000.