Brand Persona guide for Social Media channels

There’s a lot of talk in the social media blogosphere about the importance of personifying a brand and acting with transparency, although I’m not sure that all brand managers would agree about the first one.

What persona are you using when communicating in social media channels? Are they company branded channels or are they personal persona representing the company? In either case, the person behind it will set the tone and the language. Do you have a persona style guide describing the voice and tonality of your brand or do you rely on the employee behind the account? (Mind, in not implying that one or the other is right or wrong).

Maybe you have brand guidelines for how to visually translate your brand image, but what about voice guidelines for customer support and social channels? These are equally, if not more, important for your brand image.

@ComcastMelissa is one of Comcast’s many persona on Twitter. Certainly the intention from Comcast is to position the brand as a household service. Behind Comcast works real people just like you and me, and we’re here to help you get a better Internet and Cable experience?

Brian Solis brought up the subject in one of his blog posts and delivered a 8-step guide helping you finding your online brand persona. Although these may serve as a guideline for community managers, I still believe that changing peoples natural language tonality is proving to be difficult. Adhering your visuals to a design manual is one thing, but following a tonality guideline on a couple of 100 tweets? I’m not sure.

I think companies Social Media guidelines will do just enough. Most of them tells us the things we already know; 1) Don’t pick fights 2) Be respectful to you competitors.

Does your company have a brand persona guide?

About Joakim Nilsson

I've this thing that I'm obsessed with helping brands and organisations to make better use of their social media data... so in 2013 I launched the SCRM Cloud, now a Paris based Social CRM agency providing some of the biggest names and brands with technology and professional services for social media monitoring, analytics and engagement. My +10 years experience in various online marketing & communications roles have provided me with a solid grounding in both operations and strategy, most notably as Head of social for one of Europe's largest iGaming groups. Having an entrepreneurial mindset and genuine passion for Internet applications spending part of my time as a small seed investor with various Internet start-ups such as; Curious Hat (500startups), Casumo, Casino Saga, FundedByMe, Nordic Design Collective, Kyoogi, AvalanShare, Unified Inbox, Åre Water, Virtuous Vodka and NOA Potions.

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