Your Social Media Team as One Voice
After you’ve decided on a celebrity or role model whose voice you want to imitate, you need to get your entire team on board.
If some people on your team use the voice and others don’t, the inconsistency weakens your brand. And a weak brand is one click away from invisible.
Modeling
To use a persona effectively on Facebook, you need to get into character. Think of yourself as an actor. Your goal is to live and breathe as the character you picked as the celebrity or role model.
What does the process entail? Watch a video or read a speech by the person you want to model. Pay attention to her every move. Notice what sets her apart and makes her special. Is it her body language? Her demeanor? Her tone?
For example, suppose you own a business where customers come to your house and you teach them how to cook, and you decide to embody the image of Julia Child. You likely value French cooking, are passionate about food, are approachable, and are genuinely funny. Translate these attributes into what you believe Julia Child would say about your business if she were managing your social media marketing.
Here are some posts you might use to promote your business when you adopt the voice of Julia Child.
• I’ve been rooting around in my icebox, and look what I found. Want to know? Come to my house. What fun we’re going to have.
• It was a treat sharing my kitchen with my class last month. Come join me and we’ll make the most delicious pig’s and sheep’s guts into delicacies.
• Do you tickle your lobsters like babies? Bon appétit!
• We’re having a champagne and coffee party today in honor of the Queen of Sheba. Want to join us?
• Bonjour! Do you like French food? Tell me your favorite dish.
Acting Your Part
Getting into character before putting on a show is something that actors have been doing for years. We suggest you get into character before you write any content.
After you’re in character, begin writing. We suggest devoting a few mornings to generating ideas and drafting the copy. People tend to be much fresher and creative in the morning than they are in the afternoon.
Take a cue from professional writers. Simply sit down in a comfortable place where you will not be disturbed, and write. Don’t stop writing until your time is up. You might come up with a lot of information and ideas that you cannot and will not use, but you’ll certainly end up with some content on which to build.
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Put together a small manual and training program for your staff that clearly explains how to communicate the voice of social media. It will make the transition with newer employees easier for you in the future. In addition, keep track of all the messages, posts, and ads that you write for Facebook. These can serve as examples of your brand, which you can build on.