Ihr Team ist in Bezug auf den Ton in den sozialen Medien gespalten. Wie können Sie Gemeinsamkeiten finden?

Tout d'abord il est important de définir à quelle cible nous allons nous adresser et sur quels réseaux. Chaque réseau à des codes bien spécifiques. L'objectif de chaque réseau aidera à définir le ton à adopter. Plus généralement la tonnalité d'une marque est une question qui se pose bien en amont quand on élabore la plateforme de marque ! Si on utilise un ton fun et décaler sur Instagram et qu'on est formel est distant sur la newsletter ça vient créer une incohérence qui peut refroidir certains prospects - la clef c'est la constance et garder un fil rouge.

Assess and manage company requirements and the necessary brand image they want to maintain. Analyse the current social media performance and posts to check upon the communication styles. Find the gaps in the two and try to bridge them, using training, education, policies and control tools such, as constant evaluation and verification.

After understanding the brand and audience, you have to decide which voice will slice through the clutter of their competitors. Not just a wacky voice, like Scooby Doo, but you need something that makes your brand stand out from the pack. That is key. Because if you don't, you just look and sound like everybody else. How to decide, there's a 2 ways. Try out some sentences in each of those voices. Lastly, you need a primary person to give that final go ahead.

To find common ground on social media tone: 1. Discuss Objectives: Align on goals & audience needs 2. Define Brand Voice: Agree on a consistent tone that reflects your brand 3. Create Guidelines: Develop clear tone guidelines for everyone to follow 4. Collaborate: Share examples & reach consensus on style and language 5. Review Regularly: Adjust guidelines based on feedback & results

Understand the different view points of the team. Make teams and set them on debate giving them to talk in favor of the topic they are against they will understand.

Promova um ambiente onde todos possam expressar suas opiniões abertamente. Organize reuniões ou sessões de brainstorming onde a equipe possa discutir suas perspectivas sobre o tom e como ele deve refletir a marca. Escutar as preocupações e ideias de todos é o primeiro passo para encontrar um compromisso.

You can organize a creative workshop where team members can play different roles in your ICP and share their ideas on social media tone using mood boards. This also encourages open dialogue by asking team members to bring examples of brands they admire and discuss why they find those tones effective. As a social media marketer, you might miss out on the 'actual' reason why someone might follow you, especially your audience/prospects, and hence having a third option/opinion always helps boost creativity.

As someone who's managed social media for startups and established brands, I've found that fostering an environment where everyone feels heard leads to the best outcomes. I encourage team members to share their perspectives on our social media tone, backing up their opinions with examples and data when possible. It's important to frame differences as opportunities for innovation rather than obstacles. By focusing on our shared goals – like engaging our audience or showcasing our brand's unique personality – we can usually find common ground. The goal isn't to have everyone agree 100% but to create a cohesive strategy that incorporates diverse insights.

Define specific goals for what the brand tone should achieve. For eg: 1/ Is the aim to increase engagement? 2/ Drive conversions? 3/ Build community? Align these objectives with broader business goals and ensure they reflect the brand's personality. For instance, if the objective is to humanize the brand, setting a goal to increase user-generated content or interactions by 20% could be a measurable target. By having clear objectives, the team can focus their creative energies on a shared vision that aligns with the brand’s priorities.

Unify your team by establishing clear, measurable social media goals. Shared objectives will guide your tone, ensuring your content aligns with your brand's purpose and desired outcomes.

Com base nas discussões, trabalhe para estabelecer objetivos claros e comuns para o tom das mídias sociais. Esses objetivos devem alinhar-se com a missão e os valores da marca, oferecendo um guia claro para o tom desejado, facilitando a tomada de decisões.

Aligning your team on clear objectives is crucial when there's a divide on social media tone. Start by setting SMART goals—specific, measurable, attainable, relevant, and time-bound—that guide your content and tone. Whether your aim is to boost brand awareness, drive sales, or enhance customer engagement, having shared goals helps everyone focus on what's important. These objectives can serve as a common ground, making it easier to compromise on the tone that best achieves your targets. Clear goals lead to cohesive strategies and a unified team approach.

Revisit the target audience and brand identity. What tone and approach would best resonate with the customers/followers? Align on this so you have a clear north star also we should try out different tones and approaches on our social channels. Analyze the performance and feedback. Adjust as needed to find the sweet spot that works for the team and the audience.

Finding common ground on social media tone can be challenging, but it’s all about experimentation and alignment with your audience. Start by testing different tones and messaging strategies to see what resonates best. Monitor engagement metrics like likes, comments, and shares to gauge audience reactions. This approach allows us to identify which tone aligns with our brand values and connects effectively with our audience. By focusing on data-driven insights, we can reach a consensus on a tone that not only reflects our brand but also engages our audience effectively.

Implemente um teste piloto onde diferentes tons sugeridos pela equipe sejam aplicados em conteúdos específicos. Isso permite que todos vejam como cada abordagem funciona na prática e observe os resultados. Pode ajudar a visualizar o impacto das diferentes estratégias.

Consider running A/B tests with different tones to see how your audience responds. Analyze the results and adjust the tone guidelines accordingly. This data-driven approach can help settle disagreements by providing clear evidence of what works best.

Set up a process for ongoing feedback and discussion about tone. Regularly review how the agreed-upon tone is performing and make adjustments as needed. This ensures that the tone remains relevant and effective as your brand evolves.

Colete e analise o feedback dos seguidores e do público em geral durante o teste piloto. Discuta os resultados com a equipe para ver qual tom ressoou melhor com o público e atendeu aos objetivos definidos. Isso ajuda a tomar uma decisão baseada em dados e reações reais.

I completely agree that evaluating feedback is essential for refining your approach. Gathering and analyzing audience responses provides valuable insights into what resonates and what doesn’t. In addition to identifying trends, it’s also important to consider the context of the feedback, such as the demographics and preferences of your audience. This will help you understand why certain tones work better and how they align with your overall brand messaging. Furthermore, incorporating quantitative metrics alongside qualitative feedback can offer a more comprehensive view, helping to align team perspectives and make more informed decisions.

How can teams effectively collaborate to refine and unify the brand's social media tone? Refining the social media tone together as a team is key to creating a unified voice. After evaluating feedback, bring your team back to the discussion table to make adjustments. This collaborative effort ensures that everyone has a stake in the final product and that the tone reflects a blend of everyone's insights. Remember, finding common ground is not about winning an argument but about merging the best ideas for the benefit of the brand and its audience.

If your team is divided on the social media tone/voice of your company, then you need to come together to refine it! Take a look at documentation that outlines the current voice (if you don't have that, then band together to create one ASAP). From there, take a look to see if there are any discrepancies that could be affecting why your team is divided (i.e. voice on Instagram VS LinkedIn is wildly different). The goal is to come to a middle ground, and to update documentation to prevent further division from taking place.

Super article ! Si je peux commenter de manière globale, je pense qu'un élément essentiel pour aligner l'équipe sur la tonalité des réseaux sociaux serait une compréhension approfondie du persona. En connaissant les motivations et attentes spécifiques de notre public, il devient plus facile de définir et justifier une tonalité cohérente qui résonne véritablement avec notre audience.

Após avaliar o feedback, reúna a equipe novamente para ajustar e refinar o tom, incorporando os aprendizados e buscando um consenso. Trabalhar juntos no refinamento final garante que todos se sintam parte do processo e comprometidos com a estratégia escolhida.