Establish Your Organisational Voice

Social media empowers us to communicate to more people quicker than we could with traditional channels. Before interacting with the public using social media, your company must first establish your organisational voice – the tone and language that you will use when communicating with your audience.

Your organisational voice is a major component to your overall brand identity.

Aside from social media, your organisational voice is found in sales materials, advertising brochures, news releases, website content, emails and direct contact between customers and employees. It’s important to maintain consistency in your voice in order to communicate authority, value and professionalism. Your voice should reflect your company’s overall goals and objectives. Before establishing what your voice sounds like, ask yourself the following questions:

It’s important that your voice accurately reflects your organisation and its mission while speaking to your target audience in a way they will best understand.

Tips to Consider When Defining Your Organisational Voice 

  • Be authentic. The first step to establishing credibility online is to be authentic. Authenticity doesn’t necessarily mean absolute transparency, but it does involve being honest with your audience, especially when it comes to responding to their feedback, inquiries and complaints.
  • Show some personality. Nobody wants to hear from an unnatural and robotic voice. People should sense that there’s a real person on the other side of the keyboard. So don’t be afraid to express personality through your voice.
  • Speak in a language your audience understands. If your target audience consists of primarily teenagers, you wouldn’t use lingo that resonates more with adults. Likewise, you wouldn’t address business executives with slangs that only teenagers would understand.
  • Establish authority. You do this by offering useful information that will bring value to your audience. Answering questions and sharing expert advice will help you establish authority.
  • Be timely and relevant. Determine how often you will communicate and ensure that your voice is heard when it is most appropriate. People use social media to find out what’s happening now. So remember to give them new and relevant information.


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Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.