You need to know who you are before you go into the social space says Emma Gannon, community manager at Edelman

Choose a brand. Imagine this brand was to walk into the room and shake your hand – what would they say and how would they say it? If they were to turn up at a dinner party, what would their opinions be and what would stand them apart from all other interesting guests? Basically, why would a person choose to be this particular brand’s friend and not that other one over there? If all these questions can easily be answered, and the brand personality is clearly defined, then yes, this brand should be using social media.

With the decision to launch a brand into the social space must also come with it the identification of a strong social tone of voice. This social shift does not mean having to create any new characteristics because the brand will already have established an offline identity. Instead, the brand messages must be streamlined and cemented in order to make a smooth transition into the social sphere. Guidelines must therefore be created in order to share the dos and don’ts relating to your brand tone, especially for a global brand that needs to remain consistent across multiple markets. Now that you are channeling product messages through a live personality and specific tone on social platforms, you are initiating two-way conversation. Instead of the old styles of marketing whereby brands were simply pushing out one-way messages such as billboards, TV or radio, a brand can now wake up in the morning and say “hello everyone, what would you like to see from us today?” to millions of their followers.

Developing this tone is not an easy feat; it takes time and of course there may be changes to messaging along the way. Community management is also a full-time job and must fully encompass all that the brand stands for in one consistent tone of voice by the right person. When asking the Twittersphere who their favourite social media voices were, I received a range of different responses. These included @mrs_kipling, who tweets on behalf of her husband, renowned cake baker Mr Kipling; @the_dolphin_pub who has garnered quite the following based on unique hashtag games like #thedolphinbreakfast whereby you mix a breakfast with a rap artist. Another favourite was Cannon Hodge the personal voice behind @bergdorfs, the Twitter handle for big fashion house Berdorf Goodman, who says her aim is “to make it so that even if people aren't in New York, they feel that they are”, by providing fun Instagram photos and daily style tips. Also, the voices Dan and Lauren behind @axe (an Edelman client) are a firm favourite in the social media realms, bringing a personal touch in targeting their male demographic by delivering witty content based on what’s good in music, parties and gaming.

One of the most important things for a brand permeating the social media space is to not only to have solidified their social voice but to also remain consistent with it. It’s important not to alter your voice too much even if you feel you need to target your different consumers – it is important to have a central point of view so that all fans have a clear idea of what the brand is about.

I always compare a brand voice online to that of a helpful friend. Someone who tells you the truth, replies to your messages, and provides a solution to a problem. This helps tick the boxes of consumer engagement: customer loyalty comes from brand honesty; repeat engagement (when customers know the brand will reply with helpful information they are more likely to go back to them) and issues management (if a brand provides a solid and immediate up front solution then the consumer is more likely to forgive and forget). In short, stick to your values, be consistent, don’t be boring and know at all times what is it you are trying to say.

Five ways to determine your brand voice:
 

Identify your audience. Determining whom it is you are talking to is just as crucial as determining what it is you want to say.

Find your own language. You might just be asking how your fans prefer to cook their eggs in the morning, but the way in which you say it must be unique to you and only you.

Have a raison d’être. Your brand’s purpose must always shine through. Define your territory in the social space and be clear in the message are you trying to get through.

Identify brand aspirations. What does the future hold for your brand? Having a clear vision of where you want to be in five years’ time helps determine the way you are speaking to your consumers.

Use your heritage. Your past is responsible for your future. Be proud of your brand's history as it is what makes the brand what it is today.