Today, almost all brands have social media accounts. The growing interest of consumers in social media, the rise of e-commerce, and the increase in digital advertising channels have accelerated brands’ efforts to establish a presence in the social media space.

While it’s rare to find a brand without a Twitter or Facebook account, those that remain absent from these platforms risk falling behind in technology and communication trends. This lag can result in significant reputational damage in the eyes of their target audience.

However, simply creating a social media presence is not enough. The critical aspect is how these accounts are managed. The language used in social media is particularly important for shaping the brand’s image, maintaining existing perceptions, and boosting awareness and profitability. Developing the right strategy is essential.

There are two primary approaches to the language used in social media management. The first is a traditional, formal tone focused on promoting the brand and sharing updates. The second approach is more friendly, conversational, and engaging—sharing brand information while capturing the target audience’s attention.

How Language Choices Benefit or Harm Brands

1. Traditional and Formal Language:
   Brands adopting this approach avoid risks and maintain their existing image. Their social media accounts share campaigns, promotions, and product or service announcements in a straightforward manner. While this strategy ensures consistent communication, it limits engagement. Consumers interact only when necessary and leave the page quickly after completing their tasks.
2. Friendly and Conversational Language:
   This approach allows brands to stand out, take risks, and potentially become more beloved and preferred. However, it also requires a carefully crafted strategy. Missteps in adopting a conversational tone can harm the brand. Let’s examine some key considerations for using a friendly tone in social media.

Using a Friendly Tone in Social Media Management

In recent years, brands have increasingly leaned toward using a friendly tone on social media, despite the potential risks. Why?

• Consumer Expectations: Social media users expect more than just discounts and promotions—they seek content that resonates with their interests.
• Attracting New Audiences: A friendly tone can help brands engage users who might not initially be interested in their products or services.
• Encouraging Interaction: Engaging and relatable content invites likes, comments, and shares, fostering valuable feedback.
• Balancing Complaints: While a formal tone often makes social media accounts complaint platforms, a friendly approach creates a space for positive interactions.
• Boosting Prestige: Positive feedback from users enhances brand reputation.
• Building Loyalty: A conversational tone fosters trust and loyalty, making the brand more appealing in the marketplace.

Risks of Overusing a Friendly Tone

A poorly executed friendly tone can be detrimental. Social media accounts cannot be managed like personal profiles. Even with a conversational approach, maintaining professionalism is crucial. Here are some potential drawbacks:

• Blurring the Line Between Friendly and Unprofessional: Excessive informality can lead to perceptions of the brand as unprofessional, harming its reputation.
• Artificial Friendliness: If consumers perceive friendliness as insincere or manipulative, it can evoke negative reactions.
• Alienating Key Demographics: Overly casual communication might appeal to younger audiences but alienate older or more affluent customers who drive purchasing decisions.

Best Practices for Social Media Management

To strike the right balance between a professional and approachable tone, consider the following:

• Recognize the Account’s Role: Always remember that you’re managing a brand, not a personal account.
• Use a Brand Voice: Address audiences on behalf of the brand, not as an individual.
• Be Witty but Careful: Avoid offensive or polarizing humor.
• Craft Selective Content: Prepare thoughtful and inclusive posts to avoid negative reactions.
• Maintain Quality Standards: Content should be polished and professional, even when informal.
• Aim for Universal Appeal: Posts should be relevant and relatable to the broader audience.
• Use Emojis Wisely: Incorporating smiling emojis can enhance relatability without compromising professionalism.

The Importance of Strategy

Building a social media strategy is a challenging yet rewarding journey. Attention to detail and risk assessment are essential. Brands must understand the benefits and risks of adopting a friendly tone and adjust their efforts accordingly. For optimal results, consulting professional social media managers or agencies is often beneficial.