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Finding a voice for your social media marketing can be difficult because the concept is somewhat unlike other optimization strategies online. When you jump into the discussion of voice in social media marketing, you can’t help but touch on tone as well.
The definitions that make the most sense to me are the ones that note a difference between voice and tone. Another way of looking at voice is through a four-part formula suggested by Stephanie Schwab, writing for Social Media Explorer. From here on, though, let’s work with the definition that voice is the overall defining sound for your brand personality and that tone refers to the specific implementations of voice.
Along with having good conversations, I’d imagine a fair share of you are after conversions and ROI, too.
This content reaches other customers and prospective customers, delivering your brand’s message for you. Don’t just give your customers something to talk about, give them somebody to talk about. Do this right, and you could end up with an army of fans who will gladly grow your brand for you. The analogy of social media being a giant cocktail party or barbecue is a fitting way to look at voice. As explained on Marketing Land, you can start developing a voice for your brand by examining your culture, community, and conversation.
Community: Listening can reveal how your community speaks and can help you speak easier with them and to them. You can take your list of questions and quiz yourself, your team, and your valued customers. With customers, you can even take things a step further and use their interactions on social media to further inform your brand’s voice. Copy Hackers suggests asking new customers directly for their input into your brand’s voice. Clearly, there are a lot of different people who can give you valuable insight into the unique qualities of your brand. A straightforward way to identify your tone is to work from a template, specifically one that has you thinking about the ways you should and shouldn’t write in order to keep with your voice. MailChimp: Few other companies are as thorough or transparent with their voice and tone guidelines than Mailchimp. Mozilla: The online tone guide for Mozilla does not include specific examples of what to do and what not to do. As someone who often falls in love with my words, I can see the value in guarding against this. Developing a voice for your social media marketing can lead to a better overall experience for your customers and also for you. The above methods and examples should give you an idea of where to start in developing this voice. Unbounce runs a similar behind-the-scenes blog that opens up the company for anyone to see. This kind of transparency and openness can be a huge asset as you are coming up with your social media marketing voice. Once you find a voice and tone for your brand, check it against these values: authenticity and consistency.
DiGiorno Pizza: The frozen pizza brand has an incredibly distinct tone on Twitter, keeping things casual (note the lack of capitalization), hip, and witty.
Iceland Wants to Be Your Friend: Designed as a way to get people interested in visiting Iceland, this website and social media presence takes on a very congenial tone with lots of odd spellings and a Scandinavian accent. Method: This household supplies brand recognizes its unique selling point of natural, biodegradable ingredients and marries it with a unique voice that is friendly, casual, and out of the ordinary from what you might expect from a cleaning products company. Warby Parker: The glasses maker takes a customer-centered approach to voice and tone, involving its audience in as many ways as possible through photos, contests, questions, and more.


Non-profits today are more than ever utilizing and relying on Facebook, Google+, Twitter, and LinkedIn to get them noticed and supported by the socially conscious throngs out on the interwebs.
One of the first companies to introduce social audio is SoundCloud, a company that has been around since 2007.
Sounds can be recorded and uploaded from anywhere, thanks to the mobile apps that are available for iPhone, Android, and iPad.
The difference between this type of discovery and other music discovery sites like Last.fm is that it's not just music.
While most people would not subscribe to your channel if your brother's gas issues were your primary tracks (or included in your list at all), many different and some prominent people and organizations are starting to use the service for distribution and discovery, as shown by this article on how journalists can use SoundCloud.
Even better, it will allow you the opportunity to get your favorite local band a wide exposure in a partnership that will benefit both of you with minimal effort. As stated before, every possible medium that you can use to get the good word out about your cause should be used.
If you are not familiar with podcasting and want to learn more about how it can work for your business, check out Marc Osten's free step-by-step guide for non-profits on creating and using audiocasts.
I also don’t want any more creative uses of the acronym ROI just to get around the tough question. 2)  If ROI is appropriate for their goals, do they have the capability to track income and expense accurately? If the goal of a company is to build awareness, ROI isn’t the right measurement, awareness metrics are more appropriate.
Any sale coming through social media, must be tracked back to the origin of the content or relationship, and tracked through until the completion of a sale. The problem with doing this for social media is that tracking everything can be a nightmare. Filed Under: 301 Jeff GibbardI'm the President and Chief Strategist of True Voice Media, keynote speaker, blogger, podcaster, and--someday soon--an author. Tone adds specific flavor to your voice based on factors like audience, situation, and channel.
She takes the general topic of voice and breaks it down into not only tone but also character, language, and purpose. If you picture your social brand as a person (a character), here is where you can flesh out this identity with specific attributes that fit who you want to sound like online. 1 for why voice and tone matter: they humanize your brand and let you take part in conversations naturally. Then how does this sound: A social media marketing voice can lead to others doing your marketing for you. Instead, it’s critical to find that unique voice that is evident in all your social media marketing.
They have a complete, interactive guide where they explain how to speak to customers at different stages, channels, and areas. Recently, we published a tone guide for how we write for our customers in emails, on twitter, with product messages, at our blog, and everywhere else we might interact. Instead, it provides a few paragraphs of overview for what the company hopes to achieve with the tone of its copy. Therefore, those companies who market with the perspective of an individual can gain a big advantage. These individuals communicate with fans and followers on a one-to-one basis and are flexible and spontaneous. They rarely come off as funny… and they tend to be embarrassing for everyone when they fall flat. Your tone shouldn’t be so thick that people who are in a rush or on their mobile devices feel burdened by it.
They often live tweet events, making pizza-related observations on what’s happening.
Businesses are becoming aware that their "voice" needs to be heard and understood that much more and therefore are using social audio as another means to communicate.


SoundCloud is, for all intents and purposes, the replacement for traditional podcasting as well as music discovery sites.
There are also more than 100 different apps available for and through the site for desktop, mobile, and the web that have integrated SoundCloud or been created just for it. You can literally upload any kind of audio you want as a track, which means that speeches, interviews, citizen-journalist audio, or your brother's flatulence problem can be tracks.
ABC news radio has a channel, and of course Scoble is there too, but there is wide open space for new content that is relevant and not music.
The newly launched Cause.fm allows musicians and bands an opportunity to be heard, sell tracks online, and gain fans, all while supporting causes they believe in.
This is a website and a mission that should be easy for you to support, all the while gaining your own support in the effort.
Podcasting is still a very popular form of media consumption and gives your organization tons of outlets for distributing your information.
This guide is very helpful and gives you information on the best and easiest tools available and examples of how you can use audiocasts effectively.
Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe. In this sense, it’s less important what the definitions are as long as you have definitions. The quote above is from the person responsible for Esquire’s online voice, Matt Sullivan.
Your unique qualities make your culture special, and these should be a pillar of developing your voice. As you think about what you can offer, you’ll start to see a better picture of where your voice might fit. Rocket Media and Big Ideas blog have collected a number of great starters for coming up with brand voice. Few companies share the intimate details of their journey, and doing so can help you stand out in a crowded field of brands. The following are examples of companies that are enabling the voice to be a key part of their social media strategy. Users can search for tracks by any keyword and discover tracks to listen to, share, and save to their favorites. So get your audio up, whatever it is, as long as it is relevant and interesting, and gain a following by cross-promoting your other sites. The opportunity here is huge for you, but this will be more of a networking effort than just posting online.
He believes so strongly in the value of voice that he recommends keeping voice under the management of an editor rather than an intern or a marketing team member. Writing with openness and transparency also helps you communicate with confidence; nothing is off the table to discuss. Think of interesting things that you could upload that would be different and get attention, while still promoting your cause. By developing relationships with artists, you can get them to offer support to your organization or cause through the sales of their tracks on the Cause.fm site. Thinking from this perspective could open up a variety of new options for a social media voice. Only instead of reading about what they had for dinner or seeing the latest funny picture of their cat, you can listen to tracks that they like.



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