It seems odd to think that one person can write the content for your company and yet there are inconsistencies. It happens all the time. One blog post is written in the second person while all the others are written in first. Several Facebook posts seem formal while others are very casual and conversational. On Instagram, you’ll see posts that are contemporary where slang is used and the very next post is more formal or poetic. When the name of the game is to create a brand that is recognizable—it’s imperative that you “stay in your lane” and create consistency with your content. Here are the things you’ll want to audit for consistency:
Establishing a tone for your social media may be a process but it’s important. More than just reflecting your own personality, your tone should align with your message. By making a conscious decision about what tone you want to take with your content will help you clarify your message and your communication. Consider whether you want to share your message in an enthusiastic, optimistic, sarcastic, serious, angry, formal, informal, or humorous way. Once you’ve defined your tone, explain it thoroughly and add it to your style sheet. While there may be an occasional deviation to acknowledge a sad event, for the most part, your content should stick with the same tone from piece to piece and platform to platform.
There are so many jokes about the grammar police and the reason those memes exist is that there are a lot of blatant errors being shared publicly. These are easy errors to avoid and yes, it really does matter. By composing your content in a word processing program and running a spelling or grammar check, you’ll avoid most mistakes. Another easy trick is simply to read your copy aloud. You’ll quickly find the sentence that doesn’t work or the word that doesn’t fit. Remember that your social media followers are potential clients or customers. They’re reading your content to connect with you as an expert and a professional. When your copy has spelling and grammatical errors that you didn’t proofread or edit it speaks to your attention to detail.
The use of hashtags is important on some platforms and is less important on others. Twitter, Pinterest, LinkedIn, and Instagram posts should have hashtags. Use a hashtag generator to mix very popular tags with more obscure tags to reach new audiences. Your website and Facebook don’t need hashtags. By knowing how to create good tags and knowing when to skip them you’ll communicate more effectively.
SELL SELL SELL? NO. NO. NO.
If your content is a constant sales pitch, you may be losing more people than you’re connecting with. While we all understand that your motive is to sell, it’s important to remember the “social” aspect of social media. If a friend invited you to a cookout at her house and said, “I think there will be lots of people there who will be good contacts for your business,” would you set up a folding table in her living room and do a demonstration? Of course not. You’d make the rounds at the party, you’d talk and listen and if the opportunity arose, you’d discuss your business—if not, you’d follow up. Social media is a great place to sell, but that’s not all you can do! You can get to know new people, you can learn about their needs (and create products or programs for them), you can tell your story, you can share about your history, your staff, your mission, your vision…by taking a holistic approach you’ll attract more people and ultimately you’ll sell more.
COMPARE YOUR MESSAGE FROM PLATFORM TO PLATFORM
Finally, you’ll want to take a look at how your Instagram message compares to your Facebook message. You’ll want to make sure your LinkedIn personality matches the tone of your blog. You’ll want to make sure your Twitter account aligns with what you’re sharing on Pinterest. By creating uniformity your content you’ll make more lasting impressions and better connections.