How to create a social media persona to sound more human
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This document discusses how to create a social media persona to make organizational social media accounts sound more human. It recommends anthropomorphizing the organization by imagining it as a specific type of person. This helps engage audiences by portraying the organization through an excited persona, like a person at a dinner party eager to share what they learned. It provides examples for how to develop a persona by considering the organization's attributes and interests, demographics, likely hangouts, and potential quotes. The goal is to describe the persona to others in a way that boosts engagement for the organization's social media goals.
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How to create a social media persona to sound more human
- 1. Brandon Echter @bechter The Science Friday Initiative @SciFri Be Human! Breathing Life Into Your Social Media
- 5. #Join our #Conversation about #Dogs! NEW CONTENT: http://www.reallylongurl…
- 8. Generic Why don’t these tweets sound human? BoringDisconnected
- 21. To make your organization sound human, you must make your organization into a human.
- 22. Social Media Persona The anthropomorphized version of your organization. If your org was a human, what human would they be?
- 23. The persona is not, and should not, be a specific, high-profile person from your organization.
- 35. The person “Science Friday” is… …the really excited person at a dinner party who wants to tell you about this cool thing they learned.
- 36. The person “Science Friday” is… …the really excited person at a dinner party who wants to tell you about this cool thing they learned.
- 37. The person “Science Friday” is… …the really excited person at a dinner party who wants to tell you about this cool thing they learned.
- 38. The person “Science Friday” is… …the really excited person at a dinner party who wants to tell you about this cool thing they learned.
- 39. The person “Science Friday” is… …the really excited person at a dinner party who wants to tell you about this cool thing they learned.
- 41. Coming Up Soon! • How to create a social media persona • A worksheet and tips for coming up with your own • How using a persona helped SciFri – and can help you
- 44. What is your social media goal? Who do you want to reach? What’s a short phrase that could describe them?
- 45. to spread enthusiasm and excitement for science. ‘s goal is…
- 46. people who are not afraid to geek out. wants to reach…
- 47. Use that as a baseline. …but let’s get more specific. scifri.me/personaworksheet
- 48. What are some adjectives that describe your organization?
- 49. Using those adjectives, what are some of the hobbies (that are unrelated to your mission) that this person would have?
- 50. What are their demographics? Are they male, female, or is it not important? How old are they?
- 51. Where is the most likely place you would run into this person? Where would they most likely be on a Wednesday night, after work?
- 52. Is there a quote you can imagine them saying?
- 53. How would you describe this person to a friend at a party?
- 54. My friend ___________ is… …the _____________ at the _____________ who wants _______________.
- 55. DON’T JUST USE YOUR MISSION!
- 56. WORK SHEET: scifri.me/personaworksheet Tweet me what you come up with! @bechter
- 70. Key Takeaways • People prefer an imperfect human voice • Create a persona for your organization on social media to sound more like a human • Use your social media persona to boost engagement • A persona frees your staff up to share their interests, expand your umbrella, and become advocates for your organization
- 71. Questions?
- 72. Brandon Echter @bechter The Science Friday Initiative @SciFri Be Human! Breathing Life Into Your Social Media
Hinweis der Redaktion
- Describe SciFri – most know us from our radio show, but we’re also a nonprofit advocating for science communication and education!
- Does this sound familiar? You’re working with your organization, trying to do great things in the world, but your social media looks like this… or this… or this. Have you noticed that none of those tweets have any interaction with them?
- In other words, it sounds like your organization is run by a bunch of robots. NOPE.
- THIS IS A NO ROBOT ZONE. Lets analyze why these didn’t work
- In other words, you sound like this. People HATE this – it sounds inhuman. In fact, part of the reason why we’re calling these bots is because it sounds deep in the uncanny valley. As humans, we crave things that are a little unpolished, things with unique personalities. We crave this stuff on dates…
- http://mic.com/articles/125065/the-secret-to-having-an-awesome-date-is-exactly-the-opposite-of-what-you-think
- …we crave it in our music… http://scitation.aip.org/content/aip/magazine/physicstoday/article/65/7/10.1063/PT.3.1650
- …. And we crave it in our social media. And this has actually been studied! A study from just about a month ago found that people who perceive brands to have a human voice think of that brand more positively. And even though this has been recently studied, it’s something that many for-profit companies have figured out for a while. Like, say…. http://www.eurekalert.org/pub_releases/2015-09/ica-uah090815.php
- …your friendly neighborhood diner. Denny’s is seen as one of the most innovative in the social field, because they act on social media like their target audience.
- By essentially hiring someone to run their social media as their own. http://www.dailydot.com/business/dennys-tumblr-gifs-amber-gordon/
- Buzzfeed shares their stories, but also REACTS to them – and with each other. They have a very distinct editorial point of view…
- Buzzfeed lives without fear! Consistent editorial voice. There are a few nonprofits that have started figuring this out too, like… http://marketingland.com/7-things-buzzfeed-can-teach-brands-social-72969 But what if you have a distinct mission you get across? What if you’re…
- Like WNYC, New York’s public radio station has a single institutional voice. They balance sharing information and their stories with GIFs and fun language.
- Or PRI, our distributor, who playfully responds to other shows social media.
- Not just media either! Planned Parenthood, no matter what you think of their politics, takes a definitive, human voice.
- How did we do this?
- With apologies to Carl Sagan…
- Science Friday’s persona is specifically not Ira Flatow. Not only put you at immense risk. God forbid there is ever a scandal. See: Livestrong and Lance Armstrong it limit the ability for this high profile person to be a high profile advocate, but it
- What you are essentially doing is creating a brand new person for your organization to be on social media. Think of it
- How do we do this? ----- Meeting Notes (10/1/15 14:11) ----- How did it come to this?
- Before coming up with this persona, our social was a mess. We would post the same things over… and over… and over again.
- Most of the people in our organization had access to the accounts, so the voice would be different depending on who would use it. We would post sporadically, and everyone would post in their own personal way. ----- Meeting Notes (10/1/15 13:31) ----- It came across as very scattered.
- From the very formal…
- …to the very casual
- So we put on our “Get Along” shirts…
- …and started brainstorming. ----- Meeting Notes (10/1/15 14:11) ----- And what we came up with was a phrase. And that phrase informs who we are and what we do on social media.
- Really excited. @SciFri gets REALLY excited about science and learning. They’re curious. They think everything is the coolest thing ever. They use a lot of exclamation points. Most importantly, being excited implies that they are NOT jaded. They’re earnest in their excitement. Person. While some personas are gendered based on their brand, @SciFri is intentionally not. At a dinner party. This implies two things: Tone and age. Dinner parties are casual and fun, but very specifically a “grown-up” thing to do. You wouldn’t necessarily want to be screaming (or, in this case, using all capital letters) at a dinner party; You wouldn’t want to be too standoffish or formal, either. Wants to tell you about a cool thing they learned. This phrase helps steer the content. Tweets will often include a cool fact, a Did You Know?, or Today I Learned… We use these pieces of trivia to help tease larger stories.
- Person. While some personas are gendered based on their brand, @SciFri is intentionally not. At a dinner party. This implies two things: Tone and age. Dinner parties are casual and fun, but very specifically a “grown-up” thing to do. You wouldn’t necessarily want to be screaming (or, in this case, using all capital letters) at a dinner party; You wouldn’t want to be too standoffish or formal, either. Wants to tell you about a cool thing they learned. This phrase helps steer the content. Tweets will often include a cool fact, a Did You Know?, or Today I Learned… We use these pieces of trivia to help tease larger stories.
- At a dinner party. This implies two things: Tone and age. Dinner parties are casual and fun, but very specifically a “grown-up” thing to do. You wouldn’t necessarily want to be screaming (or, in this case, using all capital letters) at a dinner party; You wouldn’t want to be too standoffish or formal, either. Wants to tell you about a cool thing they learned. This phrase helps steer the content. Tweets will often include a cool fact, a Did You Know?, or Today I Learned… We use these pieces of trivia to help tease larger stories.
- Wants to tell you about a cool thing they learned. This phrase helps steer the content. Tweets will often include a cool fact, a Did You Know?, or Today I Learned… We use these pieces of trivia to help tease larger stories.
- Once we have that phrase, that person, we can figure out how that person would use social media. It’s not so much “our org should be on this platform” but “what platforms would this person we’ve created logically use?”
- Let’s dust off our liberal arts skills and get working!
- First, you need to figure out your goal. Goals are incredibly important. They’re the map upon which you travel. And I’m not talking about “get more traffic” or “get more donors!” I’m talking about a goal for how you want people to react to your social media. What is the feeling you want people to have when they see you pop up in their feed? How do we want to be percieved
- Our goal is
- Who believes in your mission? Who doesn’t yet? Where do they live? How old are they? Write down a short phrase that describes that group – for example, Science Friday wanted to reach “People Who Are Not Afraid To Geek Out”
- Now that we have them, what do we use them for?
- Now you’re comfortable in your own skin, you can use more playful language – like emojis…
- …Or just plain more fun language
- Remember way back when? Look at engagement.
- It also dictates content…
- Allows for more playful reactions with users and other orgs!
- Not only that, but it allows your staff to share things relevant to their interest, and expand what you’d normally cover –especially on platforms like twitter and tumblr with easy RT/Reblog buttons
- Remember way back when? Look at staff now!
- This also allows you to POST a lot more. When you retweet someone now, it doesn’t appear like it’s coming from Science Friday – it’s coming from Charles, our director.
- Or Ira!
- Frees up your staff to become personalities in their own right, and advocate for your mission.
- Most importantly – you won’t sound like a robot.