THE PERSON BEHIND

THE BRAND

Social Media Management

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For future webinar times & topics, visit

http://www.thealternativeboard.com/national-events

Behind The Curtain

Person Behind Your Brand

Choose your identity.

Establish your tone.

Set down the megaphone.

Adapt to your channel.

Keep it real.

Questions to Ask:

•Who are you hoping to influence/attract?

•How do you wish to be perceived by that

group for best impact?• Research may be required.

•Does this identity mesh with your authentic

identity (the “real you”)?• If the answer is no, how will you pull off your social identity?

Choose your identity.

Choose your identity.

Presenting your unique identity.

Post pictures/videos

highlighting what

you offer, including

updates which often

focus on a special

feature.

Post picture(s) of

staff, and include

reminders of

specialty and

experience. Post

solutions and

engage with Q&A.

Identity: Product-Driven Identity: Expert

Presenting your unique identity.

Ask followers questions. Research needs of target audience, and post solutions you provide. Heavy listening and response required.

Nothing casual in

approach: stay on

point with direct

answers and solid

solutions. Board

meeting persona.

Identity: Service Identity: Professional

Questions to Ask:

•What tone(s) will your target audience

respond to best?

•Will you use certain tones for certain

updates?• This harkens back to your identity – what is your purpose, and

what will you routinely be trusted to communicate?

Establish your tone.

Establish your tone.

Boston Marathon bombing.

Share out updates

from major news

sources; omit

personal opinion

and just regurgitate

facts.

Provide resources

and ask questions of

audience to promote

sharing of

opinion/emotion.

Brand Tone: Newsroom Brand Tone: Counsel

Major company event

Tie event purpose in to something pop-culture and relevant, or play on words if possible. Goal is to gain a chuckle and hopefully a click-through.

Conversational: Craft as if you’re speaking to coffee shop barista or fellow shopper at the store. You hope they get your info, but no pressure.

Brand Tone: Funny Brand Tone: Casual

What’s wrong with this picture?

•Content is going in one

direction.

•All output, no input.

•General feeling that

engagement is trumped by

announcement (no one likes to

be yelled at/to constantly).

Set down the megaphone.

Instead, let’s try this:

•Brand (person) is receptive to

engagement.

•Two-way conversation &

interaction occurs.

•Hint: this is how real people

most enjoy communicating.

Set down the megaphone.

Each of these has its own approach… let’s

visualize the differences.

Adapt to your channel of choice.

Each of these has its own approach… let’s

visualize the differences.

Adapt to your channel of choice.

Each of these has its own approach… let’s

visualize the differences.

Adapt to your channel of choice.

How would you as a person react in a

conversation - with spectators – where a

positive outcome is your goal?

•Breaking News (positive & negative)

•Prominent Trends

•Negative feedback

•Genuine questions

Keep it real (authentic).

True authenticity to avoid on (most) brands:

•Political

•Polarizing

•Offensive

•Overly personal (think identity theft)

•Religious

If you DO post, make it a question your

audience can respond it, but don’t incite a riot.

Keep it real… but use caution.

Remember these tips:

•Tact

•Pause before posting (take a break)

•Get a Pulse on the situation before

reacting/contributing.

•Perception

Keep it real (authentic).

For future webinar times & topics, visit

http://www.thealternativeboard.com/national-events

Questions?