What’s Your Conversation Style Online?
Different brands take different approaches in how they communicate online. It’s all about finding your voice. Your digital marketing style reflects your brand, but most importantly, it sets the tone for your audience. And since social media is all about connecting with fans and followers, you should be writing in the language of your customers when you communicate with them.
So, what’s your conversation style? We’ve provided some examples below. Find out what works and what doesn’t work for each, and let us know where you think you fit in.
Wallflowers are often new to the social media game and tend to approach the platforms in a very cautious manner. The Wallflower would prefer to observe the action from a distance, and she uses platforms mostly to do the following rather than to gain more followers.
Plus: Users who start off as a Wallflower but then blossom into a Social Butterfly tend to find themselves feeling better prepared than those who jump right in. Wallflowers have had the chance to witness how other brands are using the channels and are able to plan their own strategies accordingly.
Minus: Wallflowers often lack a strong marketing background, and they are afraid they’ll write the wrong thing or come across the wrong way. As a result, they don’t really post much at all and miss out on connecting with their audience.
What they’re saying on Facebook: Not much of anything. Her last post was in October, and it was a grinning jack-o’-lantern with the words “Happy Halloween.”
The Social Butterfly
Social Butterflies love to take advantage of opportunities to connect with new people and create conversations online. They are most likely to reply, comment, retweet and participate in group chats. The Social Butterfly is 20 percent promotional and 80 percent conversational; he is looking to learn from his peers but also to demonstrate his own expertise through informative shares and informal chatter.
Plus: The Social Butterfly has the potential to build a strong network of like-minded peers and fans, which often leads to a supportive team of brand advocates.
Minus: Social Butterflies rarely have a clear business strategy in mind for how they would like to use social media. The Social Butterfly would prefer to fly by the seat of his pants, and his social media presence can be sporadic, causing him to miss out on certain opportunities.
What they’re doing on Google+: Posting in 10 different communities, with topics ranging from “Animal Lovers” to “Small Business Marketing.”
The Opinionated social media user is not afraid to express her viewpoints online. Her brand messaging is usually developed around very specific objectives. An example would be a health and wellness company that strictly supports vegan diets. In order to be successful online, Opinionated users must be mindful of controversial conversation points.
Plus: Opinionated users who choose to take the inspirational approach, by posting motivating quotes and encouraging comments, can have a very positive impact on their audience. These types of messages are likely to get high levels of interaction. The Opinionated user’s fans and followers will likely share her opinions, and therefore they’ll be more willing to support her brand.
Minus: The Opinionated user could be limiting her social media reach to only those who share her viewpoints. Also, some Opinionated users can be more aggressive and argumentative, which can have a negative impact on their audience.
What they’re pinning: This…
Unlike The Opinionated user, The Cautionary prefers to play it safe. The Cautionary is careful not to ruffle any feathers. He won’t post on controversial topics in fear of insulting his audience.
Plus: The Cautionary doesn’t have to worry about offending anyone or getting into arguments online.
Minus: He’s not taking risks and therefore not sparking conversation. This can be a drawback on social media, as fans and followers are often looking to get behind a brand that stands for something. Your audience might think you’re holding something back and not showing your true brand. Or they might just think you’re boring.
What they’re blogging about: “The 5 Best Time Management Tips”
The Salesman is 80 percent promotional and 20 percent conversational. His first focus is to sell, and engagement is a soft second. The Salesman is often criticized for his social media approach, but that doesn’t mean he is not effective. If the product or service is of high enough quality, the Salesman will manage to find an audience willing to follow along.
Plus: The Salesman has a persistent attitude. He will find a way to get the sale.
Minus: The Salesman can come awfully close to being nicknamed The Spammer – and The Spammer is that guy at the party who no one wants to talk to, because he only wants to talk about himself.
What they’re tweeting about: His latest blog post, along with the hashtag “Please RT!”