“I don’t want to make the mistake of making my organization sound silly,” they say, often with a pained look.
They have good reason to be concerned.
An organization’s online voice is what people “hear” from a brand through blogging, tweeting, and community conversations. It’s the online persona with whom people engage that can give a brand a human connection to its audience. But, if handled poorly, it can confuse an audience or, worse, irritate them.
You can avoid this fate by keeping a few important things in mind:
People speak of authenticity often when discussing how brands should represent themselves online. This may seem like a no-brainer, but it’s more than just being “verified” on Twitter. It’s about being genuine.
Think of the last cocktail party or networking event you attended. Remember the people who came across as trying to be someone they’re not? Don’t do that on social media (or at cocktail parties). Otherwise, people won’t trust your online voice, and trust is essential.