How To Cultivate The Social Tone Of Your Brand

If you plan on using Social Media as part of your brand’s online strategy, then it’s crucial that you develop the right social tone from the very start.

Social media offers your audience valuable insight into the personality of your company and can go a long way towards building a strong relationship with your customers. Yet so many businesses get it wrong in the way they communicate with their audience. Some err too much on the side of caution while others lose the run of themselves completely. Whatever the nature of your business, you should examine a number of questions before going about establishing your social tone.

Which Targets Do You Wish to Achieve?

Understanding your goals clearly can prove crucial in determining your overall tone. Take a look at the general goals of your business and the brand image you wish to project. Consider the following:

  • Are you going to be fully interactive and topical with your audience? (B2C)
  • Or do you wish to adopt a more subtle and rigid approach? (B2B)

For example, a life insurance company would generally shy away from sharing humorous, light-hearted posts. They would wish to present a more formal and professional tone to their target demographic.

On the flip side, a bar & restaurant would tend to be more liberal and engaging with their content, aiming to encourage regular interaction with their customers. Eye-catching visuals and vibrant content are very much the order of the day with both components geared towards enticing visitors to the venue.

Which Style of Language Will You Use?

This will determine the style and context of your content. The old saying “It’s not what you say, but how you say it” has a lot of relevance here, as the wording you use will have a huge impact on how your audience perceives your brand.

Try to use language that fits most appropriately with the brand. If a serious tone is required then it’s best to avoid shorthand text-speak or the use of emoticons. If your brand is that of a sportswear manufacturer or a chain of gyms then it is best to use an inspirational tone with the use of positive wording and quotes in your content. If the brand speaks from the same mindset as its customer base, a rapport can be built quite quickly. Try to be courteous and helpful at all times and never appear dismissive or condescending in your response to queries/feedback.

If the brand speaks the same from the same mindset as its customers, a rapport can be built up quite quickly. Try to be courteous and helpful at all times and never appear dismissive or condescending in your response to queries/feedback.

Why Use Social Media?

Here the company must ask about the reason for its social media presence. It may be to market a product or service, or the aim might be to provide a news and entertainment website. Each purpose calls for a different tone. For instance, news or educational outlet will generally take a formal, informative and engaging tone.

While a business such as a car dealership will have to take a more salesy and assured tone to maintain a strong engagement level. Once a company finds their purpose in the world of social media, they will then be able to go about setting the appropriate tone for their brand.


Finding and developing the right social tone is essential. If done correctly social media can prove to be a vitally successful resource for a small company. Giving the brand a voice and a personality and building a certain perception of the company that people will instantly resonate with could be extremely advantageous. Using this tone consistently will build your brand’s image and recognition.

The way in which a tone is set will greatly influence how people will interact with a specific channel. Using the wrong tone may result in your brand being perceived as unprofessional and inept, so it is crucial that you get it 100% right.

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