With all of the sharing, friending, commenting, checking in, retweeting, etc., the level of participation that social media platforms have ushered into the business world have delivered opportunity, as well as some new dilemmas.

Consider the average marketing planning cycle. Many marketers organize around an annual plan with campaign strategies that have specific start and end dates. But you can’t flip Twitter and Facebook on the day a campaign begins, expect results and then flip them back off at the end of the campaign. Social media is an ongoing commitment—not a campaign.

Can You Hear Me Now?
You could compare a brand’s social media presence to a telephone. If you turn the phone on and give the number out to consumers, that phone is expected to work 24/7/365. This can create a challenge when identifying the right resources and the right content required to engage consumers across social media platforms.

Goals Drive Resources
In a recent article, MarketingProfs’ Ann Handley outlined the varied approaches to supporting a Twitter account, blog or other social platform, as well as the pros and cons for each approach. In all instances, she suggests supporting them with a specific person that is identified by name and can even be found on Google. Putting a name in front of a brand is not always well-received. Brands are perceived as being anonymous and in line with exacting identity standards; created to achieve a single, consistent brand voice.

Brand Voice vs. Social Voice
But social participation works best when it is done by an individual. That may sound silly or obvious, but many companies operate their Facebook page or Twitter account anonymously without identifying the person who is actually responding to customer inquiries and comments. This detracts from the effectiveness of the effort in a social context.

Companies such as Sharpie, Sodexo and Best Buy have all found their own unique social voice and it’s brought each brand positive results. The end result of understanding and finding a brand’s social voice can bring dividends in customer satisfaction, human resources, research and development and more. It all depends on a brand’s goals and focus.

To get more background on how Sharpie, Sodexo and Best Buy found their social voice, and get seven tips on finding your own, read the rest of the story here.

By: Kevin Dugan, Social Marketing Director