The tone of voice adopted by companies using social media helps determine how successful their marketing is through this channel, one expert has claimed.
Tania Jackson, managing director at Red Idea, said that small businesses must portray themselves as being specialists in their field if they wish to attract new custom online.
She commented: "You have to come across as informative, knowledgeable and full of expertise but also show a little bit of your personality.
"Otherwise it's just like another website full of information, and no one wants that."
Ms Jackson said the control exercised by small business marketers in particular should enable them to keep the tone of social media consistent, something larger organisations may struggle with.
"You really have to look at the brand strategy as a whole, but if you get it right it will bring customers through the door," she said.
Earlier this year, marketing industry expert Jon Maddison claimed that social media and email marketing benefit each other, and help create integrated advertising campaigns.
Written by Mark Hainsby
Link: http://ow.ly/27NCH
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