Far too many brands fail by using social as arms of their PR team – where they announce and tell rather than join in a conversation. The reality is that probably less than 10% are doing their brand communication on social effectively. MediaPost’s post on Sprout Social’s recent study of brand response to their audience (or consumers) through social shows a dismal upward trend of not responding to social queries. More audiences are expecting more customer service capabilities via social, yet brands continue to send many more posts than replies. In the case of media and entertainment, they send 8.5X more posts than replies and, in the real estate vertical, nearly 12X. Some of the brands that better understand not only the power in responding, but the need to, are those in travel/hospitality and some in everyday-use package goods. Virgin Atlantic is one company that set the tone early in the use of social media in how they handled travel disruptions caused by volcano ash that hampered travel throughout Europe in 2010. Where other airlines completely let their customers down, Virgin Atlantic served their customers well through constant communication and grew loyalty in the process. The thing is, your brand should determine how involved you are in social communication with your audience – not the vertical.
Of equal importance is that responding to your audience via social is only part of the equation in good brand social communication. That often overlooked component is the brand voice. As with the other pieces of brand experience that are moving to the forefront of Audience Development is the consistent portrayal of your brand’s voice. Especially when maneuvering the social realm, consistency is even more important as it will usually be the most “human” relationship the audience has with the brand. The voice needs to factor the following at minimum:
Purpose – Why are you on Social platforms in the first place? What services will you serve via social and what will you not? If, for example, you have no intention of delivering customer service via social, that will greatly affect the voice.
Character – What does your brand “sound like”? As this is the must human interaction, what do you want your audience to take away from the brand socially?
Tone – What is the general vibe of the brand? If this is not consistent with character and your overall brand, your social is DOA.
Language – Determining the kind of words you use and the style of language is completely dependent on who your audience is. If you don’t have that understanding of your audience, you can find yourself actually hindering growth by using the wrong language.
All of these considerations – along with your brand’s consistent dedication to providing the needed resources – can lead to great brand social communication. Being clear and consistent with your social strategy and execution will not only lead to streamlined resources, but also consistent growth.