Even OZ, the Great and Powerful, was really just a little guy hidden behind a curtain. Even if your brand doesn't include pyrotechnics and smoke machines, you can handle your social media with a healthy dose of authenticity and impact.

1. THE PERSON BEHIND
THE BRAND
Social Media Management

2. Connect on LinkedIn
For future webinar times & topics, visit
http://www.thealternativeboard.com/national-events

3. Behind The Curtain

4. Person Behind Your Brand
 Choose your identity.
 Establish your tone.
 Set down the megaphone.
 Adapt to your channel.
 Keep it real.

5. Questions to Ask:
•Who are you hoping to influence/attract?
•How do you wish to be perceived by that
group for best impact?
• Research may be required.
•Does this identity mesh with your authentic
identity (the “real you”)?
• If the answer is no, how will you pull off your social identity?
Choose your identity.

6. Choose your identity.

7. Presenting your unique identity.
 Post pictures/videos
highlighting what
you offer, including
updates which often
focus on a special
feature.
 Post picture(s) of
staff, and include
reminders of
specialty and
experience. Post
solutions and
engage with Q&A.
Identity: Product-Driven Identity: Expert

8. Presenting your unique identity.
 Ask followers
questions. Research
needs of target
audience, and post
solutions you
provide. Heavy
listening and
response required.
 Nothing casual in
approach: stay on
point with direct
answers and solid
solutions. Board
meeting persona.
Identity: Service Identity: Professional

9. Questions to Ask:
•What tone(s) will your target audience
respond to best?
•Will you use certain tones for certain
updates?
• This harkens back to your identity – what is your purpose, and
what will you routinely be trusted to communicate?
Establish your tone.

10. Establish your tone.

11. Boston Marathon bombing.
 Share out updates
from major news
sources; omit
personal opinion
and just regurgitate
facts.
 Provide resources
and ask questions of
audience to promote
sharing of
opinion/emotion.
Brand Tone: Newsroom Brand Tone: Counsel

12. Major company event
 Tie event purpose in
to something pop-
culture and relevant,
or play on words if
possible. Goal is to
gain a chuckle and
hopefully a click-
through.
 Conversational:
Craft as if you’re
speaking to coffee
shop barista or
fellow shopper at
the store. You hope
they get your info,
but no pressure.
Brand Tone: Funny Brand Tone: Casual

13. What’s wrong with this picture?
•Content is going in one
direction.
•All output, no input.
•General feeling that
engagement is trumped by
announcement (no one likes to
be yelled at/to constantly).
Set down the megaphone.

14. Instead, let’s try this:
•Brand (person) is receptive to
engagement.
•Two-way conversation &
interaction occurs.
•Hint: this is how real people
most enjoy communicating.
Set down the megaphone.

15. Each of these has its own approach… let’s
visualize the differences.
Adapt to your channel of choice.

16. Each of these has its own approach… let’s
visualize the differences.
Adapt to your channel of choice.

17. Each of these has its own approach… let’s
visualize the differences.
Adapt to your channel of choice.

18. How would you as a person react in a
conversation - with spectators – where a
positive outcome is your goal?
•Breaking News (positive & negative)
•Prominent Trends
•Negative feedback
•Genuine questions
Keep it real (authentic).

19. True authenticity to avoid on (most) brands:
•Political
•Polarizing
•Offensive
•Overly personal (think identity theft)
•Religious
If you DO post, make it a question your
audience can respond it, but don’t incite a riot.
Keep it real… but use caution.

20. Remember these tips:
•Tact
•Pause before posting (take a break)
•Get a Pulse on the situation before
reacting/contributing.
•Perception
Keep it real (authentic).

21. For future webinar times & topics, visit
http://www.thealternativeboard.com/national-events
Questions?