Social Network: Build Your Brand
Last month we talked about how social media is changing today's workplace and the importance of setting corporate policies for social media interaction. So now that your company is out there in the social space, it's important to make sure it's being done right—and that your social media voice accurately reflects your brand. Here are a few tips and best practices when it comes to social communication.
Put the right person in charge.
Designating someone to represent your business and manage your brand's social media presence is an important first step. It can't be just anyone though! Choose someone that's trustworthy and will represent the business in a proper fashion—that includes everything from tone of voice to reliability (remember, social media interaction is happening all the time). Whether that person is the business owner, an employee or a contracted third party, it's crucial that the designated individual is up to speed on the company's mission and stays consistent with messaging that accurately reflects that mission. For larger businesses, consider a team, but be sure that there's a clear policy in place for online engagement and reacting to public posts.
Identify the voice behind the curtain.
Though people like the idea of interacting with a brand, we all know a logo isn't doing the talking. Part of the beauty of social media is that it gives us, as humans, the opportunity to reach a business without first dealing with a robot or recording. Make sure it's clear who is posting the content on your corporate Facebook page and who the body is behind your company's Twitter feed. This doesn't mean you have to publish a lengthy bio of the voice behind the curtain—something simple will do the trick: "You're tweeting with @kimberlyfab". If there is more than one person managing a social account, ending posts and tweets with initials help denote which team member said what.