Tone of Voice is how a brand communicates with its audience: vocabulary, sentence structure, communication style, etc. A company’s “voice” should be different from other brands and reflect the brand’s personality and values.
Tone of Voice is manifested in
- texts on the website;
- posts on social networks;
- email newsletters;
- responses to comments and whatsapp data messages;
- in communication with sales managers, etc.
Large brands create detailed instructions for employees, where they spell out all the details: from general rules of communication to rules for writing numbers and using emoji. An example of a guideline from Microsoft is Microsoft’s brand voice .
A company of any size can create such a document, and on the importance of working out tone of voice it will greatly facilitate the work. Communication with users will become more thoughtful and logical. The company will save itself from a situation when a client receives an overly formal response to an email, and a direct message is answered with jokes and emoticons.
How to respond to messages faster
This is one of the most pressing issues when it comes to communicating with a brand on social media. Users want to receive a reaction to their comment immediately, as social media and online communication in general have accustomed us to this format of instant communication.
The maximum time period for responding to a comment, message or brand mention is 24 hours (the same amount of time that Instagram stories “live”, where users often like to leave negative feedback). If you respond to a comment later than 24 hours, there is a chance of incurring greater wrath and a new wave of negative comments from the same user.
It is worth keeping in mind that social networks mobile list also take into account the average response time and display this information on community pages.
What to do to respond quickly to comments:
- Prepare answers to the most frequently asked questions/complaints in advance
You probably have a database of the most frequently asked questions and complaints (we hope there aren’t too many of them). It would be useful to prepare sample responses in advance and coordinate them with management and other departments, if necessary. There is no need to respond with templates and identical messages. The main thing is to understand the essence of the problem and what solution you can offer.
- Use services to monitor brand mentions
The advice is trivial, but there is no other way to quickly track feedback from users. Most services can search for mentions not only in social networks, but also on marketplaces, recommendation and review sites, industry and regional forums, and even recognize brands in photographs.
Another advantage of using such services is the ability to analyze the effectiveness of work: how the tone of messages has changed, how many positive and negative comments users have left, etc.
Examples of such services: Brand Analytics, Press Index, Youscan, Medialogy, etc.
