{"id":17045,"date":"2020-12-03T12:28:52","date_gmt":"2020-12-03T12:28:52","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=17045"},"modified":"2020-12-03T12:34:12","modified_gmt":"2020-12-03T12:34:12","slug":"finding-the-tone-of-voice-that-makes-your-community-engagement-connect","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/finding-the-tone-of-voice-that-makes-your-community-engagement-connect","title":{"rendered":"Finding the tone of voice that makes your community engagement connect"},"content":{"rendered":"\n

It\u2019s important to get your brand\u2019s tone spot on when responding to consumers on social media.<\/p>\n\n\n\n

These days, \u201ctone\u201d is more than just words. For example, younger generations say they find it rude and rather abrupt to use a full stop on a WhatsApp<\/a> message. Rather than being seen as good grammar, some people think, \u201cAre they mad at me? Did I do something wrong?\u201d<\/p>\n\n\n\n

Emojis, which used to be ridiculed as silly things that were ruining language and only used by \u2018lazy<\/a>\u2019 teenagers, are now mainstream. Brands, celebrities, even politicians, use them every day.<\/h4>\n\n\n\n

And then there are gifs and memes, which were – again – once dismissed as Tumblr fodder, but now act as crucial ways for people and brands to communicate.<\/p>\n\n\n\n

Why is finding the right tone so important?<\/strong><\/p>\n\n\n\n

The tone your brand uses when engaging on social media plays a huge role in how easy people find it to connect with the brand. <\/h3>\n\n\n\n

The right tone helps to humanise your brand and gives it some personality. It can help if you use the same sort of words and phrases your fans use, but only if it\u2019s a natural fit for your brand – otherwise you risk looking like the embarrassing uncle who still thinks he\u2019s down with the kids.<\/p>\n\n\n\n

Finding the right tone <\/strong><\/p>\n\n\n\n

To hit the right note, your tone of voice should convey your brand values. <\/h3>\n\n\n\n

Your community engagement can say all of the right things, but if it doesn\u2019t sound genuine and convey the appropriate emotion,  it won\u2019t make an impact on people. To find the right tone, consider the following:<\/p>\n\n\n\n

  1. Include your brand\u2019s values throughout your tone of voice. <\/strong>For example, if you want everyone to know how important diversity is to your brand, use inclusive language when responding to any queries about your employee policy.  Always use a friendly, welcoming tone. Avoid being overly formal when dealing with serious issues, as that can make you sound like you\u2019re following a script, rather than genuinely caring about what you\u2019re responding about.<\/li>
  2. Use your objectives to guide your tone of voice.<\/strong> For example, while you may want to showcase your commitment to certain causes, you may also want to prompt people to donate to them. By using active and persuasive language that conveys the right emotional tone, you can encourage people to give, rather than simply empathising with the cause and leaving their engagement at a \u2018like\u2019.<\/li>
  3. Use tone to convey your values and messages in a way that resonates with your audience.<\/strong> Two brands can easily share the same values and similar objectives, but be working in completely different markets. You know your audience, and you know what sort of language and tone they connect with, so it\u2019s best to keep this in mind when responding on behalf of the brand.<\/li><\/ol>\n\n\n\n

    It\u2019s necessary to create tone of voice documentation for your community team to refer to. <\/strong><\/h4>\n\n\n\n

    While tone of voice is a powerful tool, even the most engaging one becomes ineffective when it\u2019s used inconsistently. The community engagement documentation should include key words and phrases to use, as well as examples of what good engagement looks like.<\/p>\n\n\n\n

    Create, or work with, a team of social media specialists who know how to blend your objectives, values and audience expectations into a tone of voice that expertly uses empathy and appropriate emotion to craft great community engagement  that people believe and to help develop a meaningful relationship with a brand.<\/p>\n","protected":false},"excerpt":{"rendered":"

    It\u2019s important to get your brand\u2019s tone spot on when responding to consumers on social media. These days, \u201ctone\u201d is more than just words. For example, younger generations say they find it rude and rather abrupt to use a full stop on a WhatsApp message. Rather than being seen as good grammar, some people think,…<\/p>\n","protected":false},"author":11,"featured_media":17050,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[1043],"tags":[90],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2020\/12\/pexels-blu-byrd-1236678.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"

    Finding the tone of voice that makes your community engagement connect<\/a><\/blockquote>