Finding your voice

Many companies are jumping aboard the emerging media train and finding it isn’t quite as easy as they imagined.  Using emerging media tools can be a wonderful resource for any company but it is critical to have a clearly defined voice that best represents your brand.  Here are some do’s and don’ts to help you along the way.

Do

+ Clearly define your brand identity to the person implementing your emerging media work

+ Identify a person who understands your brand and company personality to post updates for your company

+ Allow a mix of social and professional conversations

+ Contribute your knowledge to the conversation to establish your expertise and give back to the online community

+ Choose quality over quantity

Don’t

+ Share information that would discredit your brand

+ Allow an employee to post updates who does not understand the “netiquette” of each platform they are using (eg, Twitter posts can be many a day, Facebook users will block you for too many posts to their wall)

+ Ignore the value of good design on all your platforms

+ Use logos that aren’t sized properly. It is a pet peeve of mine to see cropped logos on Twitter and Facebook

+ Spam your followers. At the end of the day, content is king

+ Get stuck in a rut.  Ensure that you are using your resources by gaining advice of a consultant or ensuring that you are tracking trends as they emerge