We all act differently depending on where we are. When we’re with our friends we can act like ourselves; we act goofy and can be open with our opinions. In work, things are much more restrictive. We can’t discuss the same topics at the same elevated volume as we do with our friends in a bar. Then at home you can relax, wear clothes that would otherwise never see the light of day and eat an inordinate amount of junk food, while watching The Walking Dead.
The same is true of our social networks. We all have a different voice based on what social network we’re on. You might think a video your friend posts on Facebook is ‘awesome’, but the chances are the same video would not get the same reaction on LinkedIn. Nothing has ever been ‘awesome’on LinkedIn and it never will be. Whether you’re a B2B, B2C or just yourself on a social network, you have to carefully gauge what kind of social media voice to use so you can be engaging without coming across as a crazy person.
LinkedIn is like a never-ending work Christmas party that no one really enjoys but you went along to anyway because your boss is going and you don’t want to be the only one that doesn’t go. It’s a pretty dull party unless you’re there to make some connections. And that’s what LinkedIn is all about; making connections. The only way to do that is by selling yourself. Don’t be afraid to border on boastful. Your friends might scoff when you include a recent achievement, but a potential employer doesn’t give a hoot what your friends think; they just see a driven, hard-working person that excels in their field.
Remember to contribute to groups and get involved in discussions (the same goes for Google+). They are an opportunity to show your expertise, speak in a manner that isn’t stilted and make some new connections. If you’re going to have a social media voice on LinkedIn don’t make it too business-y, that’s how 99% of people on LinkedIn talk. Try to stand out, but don’t go crazy. There are plenty of other opportunities online to do that.
If you’re using a personal Facebook account; go nuts. If you’ve applied the correct privacy settings, this is a place where you can let loose. For businesses on Facebook, there is one thing to remember: just because people have liked your page, it doesn’t make you friends. The business you’re involved in will dictate your social media voice on Facebook. If you’re an insurance company that starts talking to people in internet slang and posting Harlem Shake videos, you’re not going to look like the most professional organization. Keep in mind what people expect from you when they view your Facebook page. Let the audience you want to attract dictate your social media voice. Once you have that nailed down, then begin to experiment.
Unless you have a private account on Twitter, the whole world can view your updates. On Twitter, more so than Facebook, the voice you use dictates the audience you attract. If all you do is talk about motor racing, you’re just going to be followed by motor sports enthusiasts. If you just tweet about Breaking Bad all the time, you may find that all of your followers are fans too. This is fine if you want to use Twitter as an opportunity to discuss your niche interests. But if you’re looking for a larger audience, you may want to talk about more than whatever’s on AMC.
Twitter is an opportunity for businesses to make a direct connection with the customer. For many people your Twitter account will be the frontline of your business. You need it to be a customer services tool, a sales device, a portal to engage with your customers. It has many different duties but you still need consistency across all of your output. Your Twitter account has to be personable and worth following. If you make it all about your business you’ll quickly find you receive little engagement from your followers. And when that becomes the case, the value in having a Twitter account reaches zero.
Having a distinct style for each social network is important for businesses as well as individual users. People will realise when you post the same things across all social media, in the same voice, at the same time. It lacks thought and effort.
