Voice vs tone
Voice
- Your lasting personality
- Same on every platform
- Set once, reviewed yearly
- Example, warm and direct
Tone
- Your mood in the moment
- Changes with the situation
- Set post by post
- Example, calm in a complaint
Define it in three steps
- TraitsPick three or four words that fit you.
- LimitsWrite what each trait is and is not.
- ExamplesShow good and bad captions and replies.
A trait like "friendly, not silly" is far more useful than "friendly" alone. It tells the writer where the line is.
Keep it consistent
- Use one style guide for everyone who posts.
- Keep a bank of approved replies for common questions.
- Have one person review new writers' posts at first.
- Read your last ten posts aloud each month.
Voice in hard moments
Complaints, mistakes and sensitive topics test your voice. Stay calm, clear and human. Never make claims you cannot back up, and never share private customer details in a public reply.
Good example. A plumbing company's voice is "practical, honest, a little funny." Its tips feel like advice from a neighbor, and its complaint replies stay calm.
Bad example. A plumbing company jokes in one post, writes like a lawyer in the next and replies to complaints with sarcasm.
Put it in writing with a social media style guide. Our social media marketing defines your voice in the first month.