Ever been checking out a brand’s Facebook page and noticed that their posts are obviously being written by a couple different people? Yikes! That’s no good. With strapped marcom budgets, reduced staff and large workloads, many brands rely on several different people to post to their social pages and profiles. How can can a brand ensure that all the people posting on behalf of the brand are singing in the same voice rather than their own?
Each person posting needs to understand and embrace the brand’s personality. Is the brand formal or more casual? Is the brand fun or serious? Ultimately, the brand’s personality needs to be determined by the executive team and everyone, from the top down, needs to buy into it. Once the brand’s personality has been established, the marketing team needs to figure out how to marketing materials will reflect it.