Social media: Finding the right tone of voice for each platform

With around 2.8 billion users of social media worldwide, an optimised social media marketing strategy is a great way to connect with consumers and build your brand identity. Although it’s important to maintain a consistent brand voice across every social media channel, it’s important that this is a consistent brand voice, rather than a consistent tone of voice.

Brand voice and social media

Your brand voice comes down to your business’s identity. While it’s important that your identity remains recognisable across multiple social media platforms, your business’s tone of voice needs to vary. You wouldn’t speak to a colleague the same way you’d speak to a friend, and you wouldn’t speak to a friend the same way you’d speak to a customer. Exactly the same principle applies to social media for business. Each social media platform is unique and requires different levels of formality. Here we’ll explore the right tone of voice for the three main business social media platforms, giving you some pointers on how to best get your message across to your audience.


A whopping 84% of all UK adults use Facebook, while 76% of users visit the site on a daily basis. It is the most popular social media platform with 1.86 billion users, so it’s really important for your business to get the right tone of voice when sharing content on this site. Facebook is the best social media site to use an informal, playful and engaging tone of voice. Aim to be personable, friendly, and humorous when crafting your updates. A Facebook content strategy including images, blogs, competitions, well-chosen memes, Facebook Live, and helpful advice is a great way to build consumer engagement and target potential customers.

Facebook launched Live in 2016, encouraging users to share their live experiences.


Twitter is all about interaction, so your tone of voice should be human. Being bold can be profitable on the site, although it’s always best to err on the side of caution, especially when commenting on anything political. Your Twitter marketing strategy should take advantage of Twitter’s features, including images, hashtags, polls, and questions. Since retweets can help your content reach a much wider audience, driving traffic to your business in the process, it’s definitely worth spending time thinking about how you want your Tweets to be received.

Are you creating opportunities to interact with your followers? Does your social media presence encourage interaction? Responding to social media interaction lets you take control of your brand image, increase consumer engagement, and helps you reach untapped markets.


A strong LinkedIn marketing strategy is important for B2B companies, which can naturally profit from marketing on the site. On LinkedIn, you’re selling your business rather than the product or service that your business provides. Optimising your presence on LinkedIn can help you to find high-quality B2B leads and strengthen your brand identity along the way. Given that LinkedIn is a professional networking site, it’s best to keep your tone of voice reasonably formal. The type of content that you share needs to reflect the professional focus of the site – stick to articles and webinars. Leave the memes to Facebook!

If your business gets their tone of voice right when using social media, you can build strong and organic relationships with consumers that will serve you well for years.

And finally, we’re hosting a digital marketing webinar in June. It’s free to attend and you can register here. Hope to see you there!