InsightsPOSTED March 4, 2015

It’s not what you say, it’s how you say it

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summer camp

For March, the APEX team is exploring the best communication advice ever.

The director of a summer camp where I worked shared that tip with me as I tried to herd 25 screaming children into my arts and crafts class.

I was eighteen years old and struggling to command the attention of my rambunctious students, unlike my fellow counsellors who knew how to project their voices with authority.

“It’s not what you say, it’s how you say it,” she said.

Those words have stuck with me over the years but my concern with appropriate delivery has since evolved to encompass more than just tone; it now takes into consideration the right medium and ensuring it has an impact for a brand.

Thanks to social media, we are now able to connect with brands on a more personal level which extends the customer service experience from nine to five to 24-7.

Gone are the days when customers would contact a general help line for assistance – now they’ll leave a note on your Facebook wall or send off a quick tweet. How a brand responds is crucial as social media is the most public form of customer service and you can bet the world is watching.

SproutSocial, a social monitoring and management service (and one of my favourite tools), reminds brands to:

“Clearly define your social media voice and how you’ll convey it in your messaging. Social content should be an extension of your brand as a whole. As your customers will likely interact with you across multiple channels, your brand voice should be consistent across all forms of digital communication.”

How you communicate with your fan base greatly affects your brand’s ability to influence and motivate. It’s important to utilize an engagement strategy and voice that keeps the customer top of mind.

As we develop content for our clients, we work closely with brand managers and the marketing teams to ensure every message is carefully crafted to create a meaningful customer experience.

Need help with taking your brand online? APEX has the expertise. Let’s chat.

Lauren Chin-You is a consultant at APEX. What communication advice do you have? Let us know here or on Twitter. Also check out what others said.