For all business, but especially small ones, it’s important to be on social media. It’s where your potential customers hang out, where sales are made and brand loyalty is built.
Instagram, Twitter, Facebook and even Snapchat can be used as an extension of your business. You should visualise it as your virtual shop, studio or office - a place where your customers and clients can come to interact with you. Your tone of voice should reflect how you speak to them in real life and should attempt to strike a balance between friendly and efficient.
While allowing personality to show through is definitely a good thing, you should always remind yourself when you’re posting to your business account that personal opinion should be reserved for your own profile.
Use your brand story and core values as a starting point, especially if multiple people are contributing to the business platforms. It should never be obvious that different people have posted as this shows the tone of voice is not consistent. Drawing on the same brand message will encourage similar language and define a brand point of view when positioning your business online.
Although exceptions to the rule occur, it’s always good to follow a few guiding principles while establishing your business on social media. Of course, if your brand is all about being controversial then stick with that online too! Customers want to feel like they’re getting the full brand experience, just online.
In general, it’s good to avoid commenting on divisive topics like politics or discussing irrelevant subjects. Be positivity and try to avoid using business social media platforms as a place to have a moan. Reply to negative comments with a professional, efficient message that doesn’t invite the conversation to go further.
Ultimately, it’s about bringing your brand to life in the digital world. Interact with people who take the time to comment, cultivate an online community and don’t lose the USP that makes your brand unique.
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