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Twitter Provides Tips on Establishing Brand Voice via Tweets

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Looking to improve your brand’s Twitter presence in 2021?

Denna vecka, Twitter har delade med sig av några nya tips on how to establish brand voice via tweet, while it’s also provided some new worksheets to better facilitate the process.

First off, on the fundamentals of brand voice – Twitter says that the three essentials of establishing your brand voice on the platform come down to what it calls ‘the three ‘C’s’:

  • Concise
  • Klar
  • Conversational

Twitter, by nature, is about brevity, so you need to be concise in your messaging, while you also need to clearly state your intention, which is generally the biggest challenge in such a confined space. You should also seek to inspire conversation in order to get your community involved – what will get your followers thinking and talking, and how you can facilitate discussion around your brand values and goals?

These aren’t necessarily simple to address, but to provide further guidance, Twitter has also provided a new set of worksheets to help further zone in on some of the key elements.

The first worksheet looks at establishing the parameters of what your brand will tweet about by setting ‘guardrails’ for your tweets.

Twitter guide sheets

Som förklarat av Twitter:

“Looking at your wider brand guidelines, industry, and company values, come up with a list of topics, themes, words – even emojis – to avoid. Clear limits help to outline a safe space for creativity.”

As you can see in the above worksheet, the listing provides pointers on what you might want to include in each category to define what you should and should not include in your brand tweets, including words, images and emojis. There’s also a ‘spice-o-meter’ at the bottom – though I’m not entirely sure of its purpose or application in this context. Or any context, really.

The second worksheet looks to establish your brand persona through a series of questions – and even a drawing of what a human representation of your brand would look like.

Twitter brand worksheets

I mean, I can’t draw for peanuts, so my version of this would probably look like a picture from the wall at your kids’ school, but if you’re artistically inclined, it could be a helpful exercise to better establish how, exactly, you’re looking to communicate.

The last worksheet is a set of test tweets, which you could maybe use in a collaboration session based on these initial learnings.

Twitter brand worksheets

It’s a fairly simple way to reiterate the key points, and get your staff engaged in the tweet process, and applying the parameters that you’re looking to set.

In addition to this, Twitter also suggests that brands should look to their competitors to get a better idea of what they’re tweeting about, and seeing good response with. And as always, brands should test and iterate by keeping tabs on their tweet metrics for every update and change in approach.

There are some good pointers here, and while not everyone will go for the worksheet-style approach, it could be a helpful way to ensure clarity around your brand approach, and to get everyone on the same page with your platform strategy. 

You can download Twitter’s new ‘Find Your Voice’ worksheets här.

Socialmediatoday.com

SOCIAL

TikTok Faces More Legal Challenges Over Data Collection and its Failure to Protect Young Users

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TikTok Seeks to Address Data Security Concerns, as FBI Calls for Full Ban of the App

TikTok is facing yet another legal challenge in the US, with the State of Indiana filing a lawsuit that accuses TikTok and parent company ByteDance of violating the state’s consumer protection laws, and in particular, failing to safeguard young people and privacy.

Som rapporterats av BBC:

“Indiana filed two lawsuits on Wednesday. The first one claims the app exposes young users to inappropriate content. In the other complaint, [Indiana] also alleges TikTok does not disclose the Chinese government’s potential to access sensitive consumer information.”

Described in court documents as ‘a wolf in sheep’s clothing’, the suit alleges that TikTok ‘deceives and misleads’ consumers about the risks to their data, while also exposing youngsters to ‘a variety of inappropriate content'.

TikTok’s faced similar challenges around the world, and has even been banned for periods in other nations due to perceived promotion of harmful content. Recent reports about harmful challenges have also heightened concerns on this front. A Bloomberg investigation highlighted at least 10 cases of underage users dying after attempting dangerous trends like ‘The Blackout Challenge’.

And this is an aside from the broader concerns about data privacy, which the app remains under CFIUS investigation for, as US politicians continue to debate whether or not the Chinese-owned app should be allowed to continue to operate within the US.

It still feels like it would take a significant escalation for the app banned outright, but that remains a possibility, and with various high-profile security officials also sounding the alarm, the pressure remains high on TikTok, with the threat of total removal from the US, and likely other markets in-turn, looming at all times.

Last month, FBI Director Chris Wray stated that, in his view, TikTok poses a threat to national security, joining FCC Commissioner Brendan Carr och Republican senator Josh Hawley in voicing their concerns about the app and its data gathering processes. Republican Senators, in particular, have continued to raise queries about the app, as the Biden Administration oversees its long-running review of the platform, which has experienced repeated delays and setbacks, and is now, reportedly, unlikely to be completed by its original end of the year timeframe.

But it could, eventually, recommend the removal of TikTok in the US.

For its part, TikTok says that it remains confident that it will be able to address all US concerns about its data security, via a new deal with Oracle to store US user data in the US. But with the company recently noting that European user data can still be accessed by China-based staff, the concerns remain high, and could easily rise even further, dependent on overall US/China relations.

So how are relations between the two superpowers going?

Just looking at headlines from the past week, there are reports of a potential defense partnership between China and Saudi Arabia, ongoing tensions over Chinese military activations in the South China Sea, and the US increasing its military presence in Australia due to concerns about Chinese escalation.

All of these are issues that could lead to further tension between China and the US. But they might not – and while the two nations are working to establish more beneficial, equitable and peaceful ties, that bodes well for TikTok, as there’s no significant increase in public pressure to take action against the app.

But again, things can change very quickly, and with so many security experts flagging concerns about the app, along with the issues related to underage exposure, there’s clearly a level of underlying concern, that could bubble up at any time.

And when you also consider TikTok’s growing influence – the app now has over a billion users, and is increasingly being used as a sökmotor och a news source, especially among young audiences – those questions are valid, and should be posed before it’s too late.   

The influence of Russian activists on Facebook was only ever analyzed in retrospect. Those calling for action on TikTok are warning that we need to be proactive on such this time around.

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