Guest Post by Clare Tischer
Use the below four guidelines to sing on key in social media as a small to medium business.
1) Now, let me clear my throat…
One of the first things I learned when I dove into social media was that voice is a huge priority. No, not your voice. Your business or brand’s voice! Who is it? Is the brand male or female? For example, if you’re Calvin Klein, the brand is androgynous but either he or she smells great and wears perfectly crisp, black T-shirts and never smiles too much. One of my first social media clients was a Latin fusion restaurant in town known for its savory brunch and late night truth serum. I felt stuck for a couple of days, brainstorming how to speak to an audience that consisted of both families with young children and also black-out bound undergraduates. While watching an episode of Modern Family, it hit me: When creating content for this client, I would channel Sofia Vergara’s character, Gloria. For those of you unfamiliar with the show, Gloria is a Columbian bombshell, a newly remarried young mother who manages to be both provocative and, because she’s totally unaware of her own sexual intrigue, family friendly. I allowed Gloria to inform everything I wrote for this client. What would Gloria do?
2) Do, re, mi, fa, so, la, ti, do!
Before you burst into song, warm up. Let your vocal chords test the waters with small experiments. What do people reply to most often? What are your key influencers talking about lately and why? If it’s positive feedback, provide relevant and related information. If it’s negative, what can you do to rectify their complaints? Do it as soon as possible. What are some frequently asked questions? Write down some trends you see over the course of two weeks and fine tune the details of what you want to say before you say it.
3) Sing the gospel.
You believe in your business. Now sing a song so beautiful that the entire world believes. Why should they follow / like / fan / retweet / talk to you? Why should they even care at all? I know this sounds like a harsh approach but the moment you decide that you’re golden and no longer need to create new ambassadors is the moment you have given up. Unless you’re prepared to move backwards, take a huge breath and sing from your ribcage. Is the majority happy? Great. Keep it that way. Are they squeaky wheels, complaining constantly? No problem. Lower your voice and publicly sing them a lullaby. Spoiler alert: the lullaby can’t be sarcastic.
After you’re done flying high, even the best performances can be ruined for your audience with a deep, arrogant bow or worse– look-what-I-just-did jazz hands. If you know you did well and your social media hustle yielded a nice return or actionable insights, pat yourself and your colleagues on the back, in private. You must resist the urge to high five in public in any online space. Imagine the equivalent of a curtsy put into words. “No, thank you, we sincerely appreciate your business,” is a nice finish. Quiet modesty and genuine customer appreciation never stops being attractive.
Clare Tischer is a non-triathlete in Boulder, CO and makes a living as a social media manager. She has definitely been online too much since the days of Angelfire. Follow her at @clareyt for all things tech, food, and personal finance related.