Often, I meet organization leaders where communicating their message is secondary to their primary function. In these instances, social media is something they do in conjunction with event planning, building a program, or running a business. As a result, they don’t have a ton of time to invest in social media management.

When I meet with these people, I roll out a list of best practices, which we will discuss in detail next week. Today, I want to talk about the top item on that list of best practices, and what I believe to be the single most important thing a brand can do on social media: finding your voice.

When I am posting for clients, I am not John Grosso. Each organization I post for has its own voice, meaning it has its own tone, punctuation, sentence structure, and emotion. In essence, your social media accounts are your company personified. I often ask people, if your organization was a person, what would he or she be like? What would they like? What would they comment on? How would the interact with others? All of these questions need to have an answer before you can create an effective social media strategy.

Some people may stop right here and say: “why do I need a voice? Why can’t I just post my news and events?” The fact of the matter is, you won’t get many hits that way. Some may even say: “isn’t creating/finding a voice being fake?” My answer to that is always simple: every organization on the planet has a culture, a personality, and a story. Each of those three traits form the core of your voice.

Finding your voice is an incredibly nuanced and personal thing. You want to create a persona that is unique to you, one that resonates with your customers, and one that is true to your brand. It is a process that I tell my clients not to rush. As I said last week, it is important to be authentic!

Some tips on how to find your voice:

  1. First, consider the questions above. If my organization was a person, what would they be like? Who would they like? What would their hobbies be? What would they be interested in? How would they treat others?
  2. Second, research! Get a sense of your organization’s history and story. If it’s a new organization, then create your story. Start building your company narrative here. You might also want to check the social media of competing organizations in your field to get a sense of what is working and what is not.
  3. Third, practice! Try drafting tweets and posts in your emerging voice. Do they sound authentic? Do they sound the way you want them to sound?
  4. Lastly, implement! Be patient and roll out your new voice. It will definitely take time to stick, but that’s okay. You’re here to create momentum and establish consistency on your social platforms.

Remember to be patient! With social media, you get out what you put in, so don’t under invest in it!