Social Media: The Line Between Personal and Professional
Pursuing a social media marketing campaign can seem ideal for developing a strong customer base, but it’s nearly impossible to maintain a formal, professional voice without turning people off. On the other hand, posting too informally can make you seem unprofessional or flippant. The key is to strike a balance between the formal and informal while preserving your brand’s voice; this way, you can appeal to wide audiences while maintaining your corporate image.
Your website content needs constructed to be informative and captivating, keeping people on your site for as long as possible. As such, you can take your time crafting masterful articles and whitepapers that showcase your portfolio, capabilities, business model, or testimonials. Social media platforms hone in on an audience with a much lower attention span—so take some of this content, and make it work for you in a different context. Put it simply. Concisely. And, if possible, put it in a lighthearted or thought-provoking context. People will only be glancing at your content, so make the most of your words.
While your typical branding images may be few and far between (depending on the nature of your business), you’ll need to harness the power of visual media if you’re going to attract attention. Odds are, your professionalism will prevent you from posting funny pictures of cats on a daily basis—but don’t be afraid to post casual images of you, your team, or your environment. Even maintaining an air of corporate professionalism, your customers will appreciate the personal approach.
A good rule of thumb to make sure you’re not crossing over into an excessively informal approach is to ensure a revision process, both in the short-term and in the long-term. If you’re posting on impulse, take a step back and review your content before posting—this will ensure a higher standard. In addition, make sure you track your results so you know what works and what doesn’t, and adjust your campaign from there.