According to a recent Adweek article, “There is a glass door between social media and your company's culture. In this always-on, hyper-connected world, anyone can quickly see through a phony. But, by the same token, authentic actions are equally accessible. If it's real, people will feel it, and quickly.”
As digital marketers, it’s imperative that we truly understand a brand’s voice. Often times, businesses turn to social media to concoct a distinctive online personality—neglecting to realize that social media should amplify the brand they already have.
Your brand's voice isn’t something that can be forced or too carefully formulated to attract likes and shares—after all, human conversation isn't an exact science. Instead, your voice should reflect who you are, no matter the platform by which it's presented. Consumers want transparency. They want to feel like they know you, so let them.
Brands and their employees should be telling the same story, living by the same motto. There’s nothing worse than seeing a brand grasping too hard to be relevant. Take one look at the Twitter account @brandssayingbae, and it's evident that trying too hard to be cool can backfire. I can assure you that millennials do not want your brand to use the current lingo. When an audience senses lack of authenticity, they take notice. And the last thing you want is for your brand to become a punchline.
So how do you make sure your brand is being authentic and staying true to its core values? Go back to where your business started. Adweek says, “Getting back to the purity of that founding idea is where the magic lies; it should be what gives the business its purpose. Drag it out of history back into the present. Make it the focus of your culture. Share it and celebrate it with everyone.”
So, here’s a good rule of thumb: if you wouldn’t put your social media message on a billboard, then it’s probably the wrong message.