Suppose your business has an exclusive visual style. All contribute to the brand image. Your brand also has a written style, the way you write the words you choose and the type of content you share. This all makes up the communication style. As you gain more and more followers, they will come to understand your style and approach. To maintain consistency and to keep a positive brand image, we suggest outlining your communication guidelines. Communication guidelines are really just a way of ensuring you not only stay consistent but it will also point you in the right direction when deciding what or what not to post.
First step is to outline your voice and tone. This goes further than just a Tweet. You should really establish this for your brand as a whole. Mail chimp has a great example of this document and you can find it http://styleguide.mailchimp.com/voice-and-tone/. If you scroll down to their voice and tone section, as you read through this you will find that it’s a really descriptive process. They’re talking through what their voices and giving some examples to the right way. They start out by saying Mail Chimp’s voice is human. It’s familiar, friendly, and straightforward. Our priority is explaining our products and helping our users get their work done, so they can get on with their lives.
We want to educate people without patronising or confusing them. As we continue, we can see they have created some examples. We would say Facebook is a great social-media website, where you can create a profile and connect with friends. Facebook and Mail Chimp can share information, so you can add a Mail Chimp signup form to your own Facebook page. Instead, we would say add a newsletter signup form to your Facebook profile. Here’s how it works, as you scroll down further, you will notice that they create simple points of what they are and then they also have some consideration areas where tone can be a problem.
If you continue to scroll down you will notice some key points. They talk about their brand logo and who he is and his personality. As you scroll through this document, you can take some of these points and use them to create your own style guide. They also have a great website called http://voiceandtone.com/ where they go into more depth. Then you could create something very similar to this as well.
You can employ more, by choosing the options on the left-hand side or just choose to get started now. This is very specific to mail chimp but there’s no reason you can’t adopt what they’ve done here for your own brand. So from here, it’s time to outline your twitter communication guidelines and these are also very helpful if you work within a team. These guidelines will go beyond your voice and talk. They can be as basic, as a few bullet points to as comprehensive as a response matrix dictating, the exact messages you use in various situations.
Let’s discuss the basic approach together. Put together are a few bullet points that will help you to get started.
Main objectives in our communication.
- Be concise
- Be transparent
- Be relevant
- Be accurate
Twitter has a lot of room to describe topics. So, we want to keep things concise and highly relevant. Next, we want to be transparent and honest to say that our communication should indicate who we are as a company and what’s going on behind-the-scenes.
Next is to be relevant; we should really only talk about topics that are relevant to our brand and are meaningful to our audience. Finally, our last main objective is to be accurate but only talk about things that were knowledgeable. We really shouldn’t get many conversations that we are authoritative in and have a strong background for here.