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Finding Your Voice

by Farra Trompeter, Big Duck on Mar 08, 2010

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All about personality and voice by Maryann Devine, for SMartCamp (Social Media Art Camp). March 2010

All about personality and voice by Maryann Devine, for SMartCamp (Social Media Art Camp). March 2010

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Just like you’d never mistake Humphrey Bogart’s voice for Carol Channings …
Or Richard Pryor’s
Or Andy Warhol’s
Or julia Child’s
Or Morgan Freeman’s
It helps you stand out from the crowd.
So that begs the question, who are you? Who are you as an organization? If you were a person, how would you describe that person? If you were a character in an opera, who would that be?
How do you speak?
In fact, many organizations still take their brochure or ad copy and just put it online without thinking about how people actually use the web.
What works online
Page from Smithsonian’s giving page. Took brochure copy and broke it down to something scannable.
Whether you’re joining a forum, commenting on a relevant blog, blogging yourself, using twitter or facebook, Step 1 is listening. So is Step 2. Listen until you have a feel for what’s appropriate to post, what’s the appropriate tone.
It’s a cliché to say that when you’re using social media, you’re having a conversation, but it’s true. It’s important to remember that.
The academy of vocal arts, where I used to work – do a great job at making their blog conversational and giving patrons what they want – other than one-on-one conversation, they can’t get this dirt any other way.
On twitter and facebook, we often use these tools as tiny advertising streams.
On facebook, people are imagining a conversation with friends. On twitter, it’s like a party or a bar – no one is there to read advertising.
Imagine if you barged into a conversation at a party with this.
Imagine coming up to people at a party, with “DINNER AT MY HOUSE NEXT WEEK! SPACE STILL AVAILABLE! TOTALLY FREE!”
To be fair, Palm Beach Opera has their share of advertising-as-twitter, but they also show their human side and I always enjoy talking to them.
It helps you stand out from the crowd.
Whether you’re joining a forum, commenting on a relevant blog, blogging yourself, using twitter or facebook, Step 1 is listening. So is Step 2. Listen until you have a feel for what’s appropriate to post, what’s the appropriate tone.
On twitter and facebook, we often use these tools as tiny advertising streams.

Finding Your Voice — Presentation Transcript

Finding your online voice.
Maryann Devine
3 kinds of contexts
Context: 1. other arts people/orgs 2. your other communications 3. online community
Your voice is unique.
Your organization’s voice should be unique, too.
Who are you?
If your organization were a person, who would it be?
- Formal?
- Casual?
- Calm?
- Exciting?
- Down-to-earth?
Boston Lyric Opera
Boston Lyric Opera
Boston Lyric Opera
Your online voice.
People don’t read online. They scan.
- Brief copy.
- Bullets (like these).
- Short pages.
Your social media voice.
Listening.
Online or offline: it’s still your voice.
How we sometimes use Twitter and Facebook:
- “ Carmen opens Saturday night! Tickets still available!!!”
- “ Ring in the new year by checking out our season!”
- “ We’re excited about our honorary gala chair …!”
@ palmbeachopera
Wrapping it up.
Listen. Listen some more.
Don’t use social media to shout – Be human.
Thank you!
- Photo credits:
- Singers: Mseckington on flickr. (cc)
- Bogart: 1horsetown on flickr. (cc)
- Channing: greginhollywood on flickr. (cc)
- Pryor: Alan Light on flickr. (cc)
- Warhol: VintageER on flickr. (cc)
- Freeman: David Sifry on flickr. (cc)
- Child: Cameron Nordholm on flickr. (cc)
- All other photos: istockphoto.com
- www.smartsandculture.com
- [email_address]
- @ maryanndevine
- CC 2010 Maryann Devine | Some rights reserved.