With social media being in the ever-changing landscape it is, brands are beginning to realize how important their overall social messaging to their consumers is becoming. Social messaging is not only about the overall social content strategy and planning that goes into each quarter, year, etc., it’s also about the employees who are behind the brand’s voice; the employees who are sitting behind their computers or phones, personally reaching out to the consumer on behalf of the brand through the brand’s social channels.
Whether this means proactive/reactive community management or customer service, consumers want to feel like they are talking to someone they can relate to; or for better lack of words, a human. They want to see you, hear you, and understand you. Consumers want you to inspire them to connect and engage with you. What it really all comes down to is simple: Consumers want relevant content and a conversation that makes them think. So how can a brand master this “humanizing” technique?
An output our social team has found to be beneficial for our clients, in order to help them create their own unique footprint in the social atmosphere, is what we like to call a Social Voice Guide. The Social Voice Guide we produced on behalf of one of our clients here at DEG recently won a gold AMPS Award by the Social Media Club of Kansas City and we couldn’t be more excited to have collaborated with such a great partner on such a successful output.
— DEG (@DEGdigital) February 13, 2015
These guides inform our clients how they should be interacting with their consumers within the social ecosystem. Its intention is to provide our clients with a framework for anyone on their internal team who might be creating social content on behalf of the brand. This brand-specific guide breaks down the following:
- Who the brand is.
- Who the brand should be talking to.
- What the brand should be talking about – What is the purpose of this content?
- Where the brand should be interacting with their consumers – Channel nuances.
According to entrepreneur Gary Vaynerchuk, we should be less focused on asking our consumers for something and more focused on giving our fans what they really want in terms of social content. For example, give them a gif or something that will make them laugh.
There doesn’t have to be a business objective to every piece of content you post. If you have the time during your lunch break or sometime this weekend, consider watching Gary Vaynerchuk’s presentation on “Stop Storytelling Like it’s 2007.”
At the end of the day, humanizing your brand’s voice can be challenging but that doesn’t mean it should be put on the back burner. If you want to continue to succeed as a business in the world of social media, humanizing your brand should be a requirement. Remember to think like a human and focus on investing in your audience. If you can encourage your audience to be human with you, and in turn you be “real” with them, then you will be able to grow together in a constantly changing world of selfies, hyperlapse videos, and trending hashtags.