Having a unified voice helps your employees to represent the culture of your company through high-quality digital engagement strategies that rely on employee advocacy. The single voice presents the message for the brand and the brand assets, no matter where the message is shared: Twitter, Facebook, LinkedIn, or elsewhere. In this light, when we think collectively about brand assets, we think about the message to be sent from a brand’s corporate center.
Watch this video to learn more about the voice of your stakeholders
There are two aspects to this voice process:
When a company shares content, a corporation wants to remain unified in how that message is relayed to the audience. Whether you ask your employees or channel partners to share, it should be a clear representation of the intended message, taking care to consider all key stakeholders. At the heart of sharing content is determining the appropriate voice your advocates would feel comfortable using on your company’s behalf.
Also of importance is the use of clear language indicating one unified voice. For instance, an employee would say “We” or “My company” but a channel partner would have different language to show their role with relation to your company. Customers that serve as advocates would use language that indicates their support for the company. As you plan the content, the language you use would represent which subgroup of advocacy would be sharing said content.
As you plan your strategies, take the time to define the voice of the content so that your advocates, whoever they are, feel comfortable sharing and you remain on the same page and bolster authentic engagement.
Download our Perspective Paper to learn more about creating authentic engagement and how to improve and scale audience engagement.