A 31 minute discussion on Social Media Voice. Presented by Dr. Ravi Singh, who recently earned his PhD in Social Media Sciences and Technology. The self proclaimed Dr. Social Media even wrote his dissertation on this same topic.

1. SOCIAL MEDIA VOICE
DR. RAVI SINGH

2. WHAT WE WILL COVER:
 WHAT IS SOCIAL MEDIA VOICE?
 THE INGREDIENTS TO SOCIAL MEDIA VOICE
 THE DIFFERENCE BETWEEN TONE AND SOCIAL MEDIA VOICE
 FEEDBACK LOOP
 MIDDLE RANGE THEORY IN SOCIAL MEDIA VOICE
 HOW TO DEFINE YOUR VOICE
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3. WHAT IS SOCIAL MEDIA VOICE
Social Media Voice is your brand personality described in a simple
adjective. For example, brands can be described positive, cynical, or
professional all based off their Social Media Voice.
 Social Media Voice is made up of four key ingredients:
 TONE
 SENTIMENT
 LINGO
 PULSE
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4. THE INGREDIENTS TO SOCIAL MEDIA
VOICE
 Tone: The intensity ranges from 0 to 1. Anything over .05 is considered significant by IBM Watson
Tone Analyzer®. The dominant intensity was the highest value from the range 0 to 1. There were
seven types of tone broken into two categories (emotional or language). The emotional tones were
(a) joy, (b) sadness, (c) anger, (d) fear. The language tones are (e) analytical, (f) tentative, and (g)
confident.
 Sentiment: The intensity scale ranged from -1 to +1. The direction of sentiment is negative (a
negative number indicates negative sentiment) and positive (a positive number indicates positive
sentiment).
 Lingo: The social media language, symbols or lingo of the tweet consisted of five variables, the
mention (@), hashtag (#), URL, emoji ( ), abbreviations RT (retweet) capital R and capital T.
 Pulse: Pulse was a compound measurement of communication created based on frequency deviation
(subtracting the number of messages sent during a time period minus the average number of
messages within that same time period) and volatility (which uses the coefficient of variation to
measure by taking the standard deviation and dividing it by the mean).
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5. THE DIFFERENCE BETWEEN TONE AND
SOCIAL MEDIA VOICE
 You have probably noticed that TONE and SOCIAL MEDIA VOICE are a lot
alike, even though it is considered a key ingredient to creating a Social
Media Voice, and the two go are often used interchangeably.
 Tone: A subdivision of your brand’s voice. Tone adds a spark to your voice
based on factors like audience, situation, and channel.
 To put it loosely, there is one voice for your brand and many tones
that fine tune that voice.
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6. FEEDBACK LOOP
 Social Media Voice is creating a feedback loop with the user and
follower, and its value or measure is based on the social media
engagement generated by the pulse of the communication within a
social media platform.
 Social Media Voice is directly related to engagement and tone. A Social
Media Platform user’s use of joy, frequency deviation, and tone
intensity within their tweets decreased engagement while negative
sentiment and tone types increased engagement.
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8. MIDDLE RANGE THEORY IN
SOCIAL MEDIA VOICE
 As Robert K. Merton, founder of middle range theory suggests, a commitment to an
idea like Social Media Voice, is a commitment to develop special theories applicable
to limited conceptual ranges.
 Donald Trump, for example, supported Merton’s suggestion of creating potential
theories around empirical evidence found in society such as: deviant behavior, the
unanticipated consequences of purposive action, social perception, reference
groups, social control, and the interdependence of social institutions.
 Rather than understanding Social Media Voice’s total conceptual structure, Merton
suggests that research studies adequately derive other theories of the middle range.
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9. HOW TO DEFINE YOUR VOICE
When you are looking to find your Voice the first step is to think of three main adjectives that
describe you or your brand.
If you are a bit stuck on adjectives you can start developing a voice for your brand by diving
into the ABCs of your company.
 About me/ About Us – What does your company stand for? What makes you stand out from all
the others who are after the same audience? Your unique qualities make your culture special, and
these should be a pillar of developing your voice.
 Be a Community – Listening can reveal how your community speaks and can help you speak
easier with them and to them. You can use their language and meet them on their terms.
 Conversation Starter – Personality and authenticity are key here. What do you want to add to
the conversation? As you think about what you can offer, you’ll start to see a better picture of
where your voice might fit.
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A.
B.
C.

10.  Once you have defined your brand, the next step is to start asking
questions. A few websites have made lists of questions that if answered
should help outline your brands voice. Here we have listed some of our
favorites:
 If your brand was a person, what kind of personality would it have?
 If your brand was a person, what’s their relationship to the consumer? (a
coach, friend, teacher, dad, etc)
 Describe in adjectives what your company’s personality is not.
 Are there any companies that have a similar personality to yours? Why are
they similar?
 How do you want your customers to think about your company?
-via Rocket Media and Big Ideas blog
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11. Once you find a voice and tone for your brand, check it against these values:
authenticity and consistency.
 Does your tone needs to feel authentic, not forced?
 Do you avoid inconsistencies?
 Did you sneak a joke in? Beware of attempts to be funny! Most times – the
punchline falls flat and then its just awkward for all parties involved.
 Is this accessible for all media devices? Your tone shouldn’t be so thick that
people who are in a rush or on their phones feel burdened by it.
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12. THANK YOU
DR. RAVI SINGH
#DRRAVI
#DRSOCIALMEDIA