Most companies new to social media struggle to find their “voice” on social media, meaning the tone and personality that comes from your corporate g+, facebook, or twitter account. Developing this voice is important to be effective in the social media venue. It’s different from the content on your social media accounts.
You may already have a voice and it can be directly applied to your social media accounts. A good example of that is thinkgeek. They sell geeky things to geeky people. If you go to their twitter page, you may notice, it has a certain tone, one that is very geeky.
If your company already has a certain personality, run with it on social media. These companies often easily find their social media voice quickly and have a lot fun. Some companies have unique rituals or culture that give it personality, and that can easily translate into social media.
Maybe you don’t have the niche culture like thinkgeek has and struggle to find your voice. In that case, maybe look at our you are already communicating with your customers. There is a hardware store in town I frequent often. There is a certain personality that exists with all of the staff and the manager, sort of an quick quirky sense of humor. That has extended right into their social and ads.
Can’t go wrong with education
If you are still struggling with social media voice and content, it’s hard to go wrong with education. Give some free information on using your product to do cool things. Like for example, if you are a custom glass dealer, maybe offer free plans for a children’s playhouse using timber, nails and your awesome custom glass.