• Social Media Strategy: Changing Your Tone To Suit Your Audience

Social Media Strategy: Changing Your Tone To Suit Your Audience

Posted by Courtney Bryson | Rare Thinking |

You use Twitter to get your news. You use Facebook to see what your friends from college are up to. You use Instagram to post pictures of your food. You use LinkedIn to network. But when posting status updates, you don’t speak to your Facebook friends the way you speak to your LinkedIn connections. So, shouldn’t the same hold true for brands on social?

As more and more brands embrace social media marketing, it’s become pretty clear that there’s a fine line between doing social right and doing it completely wrong. When it comes to any type of digital marketing, it’s important to understand who you’re talking to and where you’re most likely to reach them.

The best way to lay this out? Via buyer personas. The more detailed these are, the more likely you are to understand where your ideal customers are spending their time online, specifically in the way of social media. We’ll outline best practices utilized for the top social channels so that you can reach those buyer personas successfully.


Twitter users are eager to consume concise content that gets right to the point. When posting on Twitter, you’re confined to 140 characters, but, if possible, it’s best to stay on the shorter end of this.

Sharing relevant and timely content from reputable sources as well as content from your own organization here is best. The more to-the-point you are here, the more likely you are to engage your audience and increase your following.


It’s important to note Facebook’s demographic changes in recent years - Pew Research Center notes an increase in usage of Facebook by seniors, with 56% of internet users ages 65 and older now using it. This type of research is key in developing your buyer personas - the more research you conduct, the more likely you are to understand who you’re speaking to and on what channel.

As Facebook's algorithms change, it’s getting more and more difficult to become immersed into user’s newsfeeds. If someone ‘Likes’ your page, they’re willing to include your brand in what they see everyday - so it’s up to you to engage with your audience appropriately here.

In terms of tonality, it’s best to take a friendly, personable approach to your brand’s Facebook content. The more you can give a face to the brand on Facebook, the better. Try to...

  • Ask questions
  • Utilize contests if it’s deemed appropriate
  • Post pictures of exciting events, team members, etc.
  • Respond to comments and interactions in a timely manner


With over 90 million active users, it’s no secret that Instagram has become a power-house in the way of social media - and yet many brands have been dragging their feet here. Determine whether or not it makes sense for your brand to create an Instagram account - are your buyer personas spending time here? Are they making purchasing decisions based off of the brands they interact with here? It’s definitely something to consider beforehand.

If, in fact, it does make sense for you to pursue an Instagram following, it’s important that you do it correctly.

  • Post images that are visually stimulating
  • Utilize hashtags properly
  • Make sure your images are telling a story about the brand
  • Follow users back
  • Utilize video

Like Facebook, Instagram puts a face to the brand. It’s a wonderful way to develop visual storytelling that can reach a large audience - including the buyer personas you’ve worked hard to develop beforehand.


LinkedIn has quickly become a platform on which brands can establish themselves as thought leaders, due to the popularity of its publishing capabilities. LinkedIn is specifically being utilized for B2B marketing purposes.

If you’ve determined that you have key personas who spend time on LinkedIn, it’s important that you’re interacting with them in the right way. An example of what NOT to do, is automating your Facebook posts to publish on LinkedIn, as well. You should not be speaking to your LinkedIn audience the way you’re speaking to your Facebook audience. Both are great places to share content, but they way you position these pieces of content is imperative.

A more professional, business-oriented tone is key when updating your LinkedIn page. People are spending their time here to grow themselves professionally, and your posts should help to facilitate this.

Now, what?

We’ve broken down what social channels require what types of content. Now it’s your turn to decide which social channels you should be utilizing. Develop your buyer personas and determine where your ideal customers are spending their time online.

Buyer Personas