The Right Voice is Your Voice

social_media

These days, if your company doesn’t have a voice online, it doesn’t exist to people. Online presence is necessary, but even more important than being online is having the right voice and content.

Many startups outsource their social media management, and while it may work initially with creating an online presence, it is not recommended when building an online brand. A company’s online voice needs to be consistent with the overall company’s mission, vision and current initiatives. An individual outside of the company does not have that transparency into the company and especially with early stage companies, initiatives are constantly changing and emerging and direction is constantly adapting to market responses. This brings me to another point, that social media is one of the most effective ways to gage market response to your product without spending lots of money testing and collecting consumer feedback. Eventually, your social media channels will also become a form of customer service, where you will be able to respond directly and in real-time to customer concerns or feedback. You definitely need someone who understands the product and process and is up to date with the company to fulfill this role.

Not every channel is right for every business.

This is important to understand because pushing content out where your target audience isn’t will waste time, resources and content. And more importantly, the goal to increase brand awareness and engagement will not be achieved. Identifying the right social media channels requires a strong understanding of the business, vision and short-term and long-term initiatives and goals. As the company grows, channels may also be added.

While an external agency or individual may be able to provide the right type of content, it won’t be able to create personal interactions with potential users and provide transparency into the company and product, a necessary function of social media. To be clear, this is more true for twitter and instagram than for blogs. Unlike blogs, twitter and instagram are more interactive and the content shared on those channels are more frequent and require more effort to be consistent.

Each channel has its own voice and strategy.

This pretty much says everything. To build a truly strong brand on a channel and engage your audience, you must customize your voice and content to that platform to reach the right audience. On twitter you may want to reach a broader audience (across your industry) but on instagram, where the demographic and type of engagement is different than that of twitter’s, you will want to be more focused on a specific audience, which will determine the type of content shared.

Here are a few examples of social media frameworks for different types of businesses:
– Showcase Fans and Customers (e.g. Lyft shares customers’ experiences with drivers)
– Motivational/Inspirational (e.g. Nike, Gatorade, Lululemon)
– Umbrella Theme (e.g. Shapeways & 3D Hubs share all things 3D printing related)

On instagram, we are seeing many companies showcase their communities rather than share their own content (SoulCycle, Flat Tummy Tea, Lole Women, 3D Hubs).

We are seeing more and more companies become more successful as a result of their online presence (Warby Parker, Bevel, Well+Good, Peek, Wealthfront). And in some cases, companies are being formed as a result of a community that has formed online first (Product Hunt, Startup{ery). Social media can be one of the most valuable intangible assets to a company so treat it as your own and expect to create value from within not from without.

The Lesson: Don’t Oursource Social Media Management

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