Does Your Voice Fit?
I certainly don’t think you need to be on every single social platform out there but I really believe you can tinker (if you have the time) with them all. It’s like that new dress in the store window. If you don’t try it how else to tell if it’ll fit. Three years ago before branding a Facebook page became the PR tactic du jour, we started a community for a client, ahead of their competitor. We were told the competitor had a good laugh. “Whose going to join a group of women talking about a subject long regarded as taboo?” But sometimes you’ve got to regard laughter for the noise that it is and that’s exactly what we did. We stepped back and listened. Back then we asked the tiny audience on the page (about 300) what kind of conversation they wanted to have with our client. We monitored the feedback, the times and the days that the fans of the group posted and we soon found our connection, a voice that spoke directly to our community and not at them. Now we’re the ones chuckling as the competitor moves into the social space (and no surprise here) have begun talking in a voice that sounds distinctly like ours.Is it working? No. The engagement level, measured by content, feedback, likes, shares speaks of a long climb.To make an impact the worse thing you can do is to look like the herd. It’s obvious that replicating someone else’s mistakes is a no no, but little is ever said about following another’s success. I think the latter is lazy because while there will always be a manual for the follower, real communication on the social platforms requires finding your own voice, not copying someone else’s. The truth is when you lead with your own voice you’ll build a reputation that’s worth owning and an audience that cares.