ATM questions answered - Setting the tone on social media

Samantha Dancy

I've been on a roll since ATM, so much so that I haven't had a chance to check out what the official show statistics were. I don't need to see the actual figures though to establish that this year was yet another success for the region's biggest travel show.

It was great to see such encouragement and support from the industry - some of our blogging and social media sessions were so well attended that people were stood out through the doors! This demand is a great indicator that the industry in the region is waking up to the importance of blogging and social.

One of the themes that came up a lot during the show, and in the email enquiries post-show, was around tone of voice. It seems strange that brands with such a clear identity and strategy should struggle to confirm their voice on social media channels. Online really is not so different from offline. Sure, you expect to be more informal and personal on social media, but surely the smart brands are already ensuring they are talking the language that best appeals to their customers anyway, across the board.

Forget trying to broadcast your brand's key message or choosing a corporate style to fit the personality of the brand (as determined by you and your marketing/corporate team) - how do your customers speak and what do they want to hear? Once you know that, then you know what to say to them, and how to say it. This same language, tone and style should be used across each and every customer touch point in order to ensure maximum appeal and engagement, whether online or offline. Of course there are little tweaks and nuances of style for the different online and offline channels - and even between the social networks - but it's the same general tone of voice and approach.

A language style guide can help to confirm the finer details and ensure that communications teams and senior management are all on the same page - speaking the same language in every sense! You can contact me with any questions via Twitter ( and I will be at ATM 2016 to provide further advice on drafting a social media policy, strategy or a language style guide.

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