From blogs to tweets, Facebook posts to Pinterest pins, it's no wonder certain law firms' social media strategies can come off as a little, shall we say, schizophrenic.
When working across multiple social media platforms, striking a consistent tone is essential to attracting a loyal audience. Here are five ways to help identify your social media voice.
Broadcast your practice's culture. Your social media use should give prospective clients and colleagues a sense of what your firm's personality is all about. Think of it like a job interview -- each nugget of information is describing you in a nutshell. Whether you're angling for playful and approachable, no-nonsense professional, or downright snarky, figure out how you and your practice should be received.
Mirror your audience. An effective way to engage an audience is to speak its language. Pay attention to the style and tone of your social media community. Get feedback on what it is they want from your social media use -- for example, playful but informative case summaries, sensitive lifestyle advice, sharp-tongued legal gossip, thoughtful explanations, or straightforward answers. Adopt a tone that jibes with that purpose.
Look at competitors. Survey your competitors' social media use. Look at the tone, style, and viewer base. While it may be tempting to mimic their tone, try to set yourself apart with a reasonably unique voice. Think about what makes you better than your competitor (oh shush, you are). Is it your winning personality, the breadth of your legal knowledge, or maybe your special expertise? Your social media tone should accentuate your strengths.
Be thoughtful, not spammy. You're using social media to connect and build relationships. Resist the urge to plug brand messaging with every tweet or Facebook update. The more spammy you are, the more robotic you sound. That's the fast-track to becoming social media tone deaf. The more you write thoughtfully, the more you'll find your natural voice and win people over.
Sum up your tone with one word. If you can't describe your voice succinctly, you're not maximizing your brand management. Try to define your voice early on and let it evolve naturally, but always keep the tone clear.
Welcome to your new social media tone mantra: be a person, not a robot.