Why Voice is Important

Sure, using social media to boost traffic is a great idea, but after 200 tweets of “20 Things You Should Be Keeping In Your Purse – ow.ly/12345”….. do you think people are really reading your content?

Most “normal people” on social media are simply posting about their day, sharing photos, or conversing with other people, not sharing links. Why can’t magazines do the same? Twitter, Facebook, Instagram, Pinterest, and Vine are all platforms for conversation. Not one giant RSS feed.

Authentic content requires an authentic voice. Esquire magazine’s web director, Matt Sullivan, is behind the voice of Twitter. He makes sure that the magazine’s social media voice is cohesive with the overall tone of the magazine itself.

“…it’s intelligent and authoritative, and yet it doesn’t take itself too seriously. Articles aren’t delivered in a “[headline] – [link]” format; they tend to be descriptive and, where appropriate, humorous. One-liners, etiquette “rules” and links to articles from other publications are interspersed with Esquire’s own web content.”

Twitter is a great platform because it leads to quick and short conversations. However, other platforms are more difficult to manage; Facebook, for example, may require a little more information than 160 characters, but you don’t want there to be too much information that the reader gets bogged down in. The key is to write the content as if you were chatting with a friend.

Magazine’s use of social media also helps enhance the print edition. Editors often use information gathered from readers who post on social media in future editions.

“The lines distinguishing magazines’ print and online content, their social media projects and their advertising will probably continue to blur.

‘It might take 10 years until we figure out how to master this,’ said [Matt] Milner. ‘Social media transcends departments — it’s beyond edit, beyond sales. It will inform more and more content decisions in a good way, but it’s going to take a little while.’”

Although it seems easy, social media use can and should be strategic, and that’s something that can take a long time to figure out. When to post, what to post, and how to post in order to increase following and traffic is a mystery that few have grasped. Below is an infographic explaining the best and worst times to post on social media! Now you too can harness the power of good social media strategies!

Image courtesy of Social Media Today

Image courtesy of Social Media Today

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4 thoughts on “Why Voice is Important

  1. Really enjoyed reading this post because I was just reading today about the subject of posting frequency and what to post on different social media platforms. Communicating authentic content to followers combined with links to stories interspersed throughout seems to be working for magazines. I definitely am a little turned off when a company or a person’s account is a sea of links. Especially when someone tweets too much during the course of the day. It really waters down the content and makes me think that what they’re saying isn’t worth my time and not human-made. I want the social media content to make me want to view the stories in the magazines. The infographic is really cool, and shows that most people view their social media accounts during work time or when they’re getting ready to leave work. Great info!

  2. I’m very weary of following magazine, companies and other business’s accounts on Twitter in fear of having my timeline turn into, just like you said, “one giant RSS feed.” I’m on social media to be social and make connections, not to find links to articles and videos about the benefits of daily yoga, or whatever the topic may be. You make shine a light on a great point: if magazines want to get their content out there and seen, they need to seem more interactive at first, and not like they just want to shove content into your face. I agree that social media is a valuable tool that magazines are going to need to start to create strategic plans around, especially if they want to keep up with the move from print to digital. The infographic you included is such a great resource, I’ve actually saved it to my computer so I can reference it in the future. Good job on this post!

  3. This infographic is very interesting in that it depicts the best times and the worst times to use certain social media. Do you agree with this graphic? I think for the most part, it has done an accurate job of telling the high and low traffic times of the websites, even for my use. The most comical point of the graphic for me was reading not to post to LinkedIn on either Monday or Friday. I know that some people really don’t like to work on Friday’s and Monday is a slow day for most people, but should we skip posting on those days all together? What do you think, Christina?

  4. I really enjoyed this article! I agree with Brian, and I think it’s important to seek authentic communication. I also agree with Alex, how some companies can sometimes turn your account into one big RSS feed. I also find your pictures to be intriguing and fascinating! Overall, I learned a lot by reading this article! Next time, if I were to get the word out or post something about a certain subject, I’d make sure it’d be during the appropriate hours of media traffic. Do you think that traffic hours impact the sharing content?

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