Establishing Your Brand’s Tone on Social Media


A presence on social media is no longer just an option for companies, it’s an expectation. No matter the industry, your business’s target audience will undoubtedly be on one or more social media platforms. In order to reach prospective clients and customers here, you need to be active on social media as well.

That said, you can’t just jump right in without proper planning. You’ll first have to devise a thorough social media strategy. One of the most important steps in developing that strategy will be determining what tone your brand will have on the platforms the strategy incorporates. Unsure of what that will entail? Our digital marketing agency is sharing some tips for setting the tone for your brand on social.


What is Your Tone?

First things first, tone does not equal voice. Voice should be established early on in the branding process, while tone is likely to come later. Your brand’s voice is essentially the personification of your mission statement, and should serve as a guide for communication across all channels. A well-established voice for your brand humanizes it, opening the door for building relationships with consumers rather than impersonal interactions.

Tone, on the other hand, is a subsection of your brand’s voice crafted for a specific marketing channel. For social media, tone can be broken down even further by platform. You wouldn’t interact with LinkedIn users the same way as you would people on Instagram, and you shouldn’t. When developing a tone for a social platform, three things should be considered:

  • Brand voice. The voice you have established for your brand should always be your top consideration when determining tone. Consider what adjectives you have selected to describe your brand, and apply them in your communications on social media. Also consider what adjectives you can add to shape your tone for the platform. For instance, you may not have used humorous to describe your brand when developing its voice, but that may be an acceptable attribute to have on Instagram.

  • Audience. Social media is essentially one big conversation, and as with any conversation, it’s important to consider your audience. Knowing your audience is key for having positive interactions. When interviewing for a job, you probably wouldn’t speak the same way you would when out with friends – and there’s a reason for that. Analyze how your target audience interacts with one another, and weigh that against your brand’s voice to find a balance.

  • Situation. Authenticity is key on social media, so considering the situation at hand when choosing a tone is important. The tone you use when replying to customer concerns will differ from that you use when posting about exciting news at your company. Put yourself in the user’s shoes when drafting a message, and refine your tone accordingly.

Staying On Brand

The thing about social media is it’s incredibly unpredictable. As a result, it can be easy to venture off brand. For that reason, it’s important to remember that while the situation and audience always factors into determining your tone, neither should ever be the sole factor. Your interactions on social media should always reflect what your brand stands for.

Enlisting the help of a digital marketing agency can help your business avoid bumps in the road when diving into social media. If you have questions about social media marketing, give us a call today to learn how we can help your company thrive online.

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