Finding Your Voice on Social Media

Almost every time we’re asked whether we do social media, we know what’s really being asked: “Can you help us figure out a coherent communications/business strategy, as we don’t have the time or patience, let alone the faintest idea why a particular image of a shrugging Siamese cat is so damn funny?”

The problem is that “doing” social media seems pretty basic, until you try actually doing it. After all, what’s so hard to understand about a 140 character tweet or putting up and maintaining a company Linkedin or Facebook page? But it’s kind of like starting a diet — after week one you’re thinking, this isn’t so bad, I can do this. But come week three and week four, you realize what you‘ve gotten yourself into. After a month, perhaps two, of somewhat regular tweeting, posting and uploading, you don’t seem to be getting anywhere. Your incisive comments, insights, and flashes of genuine wit are failing to be liked, retweeted, commented upon. Your following is stuck in the low three digits and doesn’t seem to budge no matter what you do. You’re wondering why your content isn’t resonating…and in a fit of frustration you make the terrible mistake of posting an image of a shrugging Siamese cat.

Before you post a picture of a shrugging Siamese cat (which, full disclosure, I have never exactly seen), we’d like to share some thoughts on how you can use social media to make friends and influence highly influential people.

Pick a strategy, and stick with it. This pudding, thundered Churchill, has no theme! The lack of a theme — or overarching strategy — can be as devastating to a bowl of tapioca pudding as it can be to social media activity. Take a look at the Twitter or Facebook pages of the top companies in your space, particularly those are particularly active and effective (based on numbers of followers). Their tweets/posts may seem random and disconnected, but it’s very likely that there’s method to it. A social media strategy begins with goals — what are your areas of focus, who is your target audience, how do you define success? Once this is firmly established, it’s imperative to establish daily operational procedures to coordinate timing and topics/content. If it’s a team effort, keep all stakeholders in sync. (Pro Tip: using a tool like Hootsuite for Twitter makes it easy to coordinate team activities, and via their analytics you’ll get a sense of what’s working and what’s not.)

Find your “voice.” Social media is qualitatively different from traditional communications channels. For instance Twitter has its own syntax, language, time-honored in-jokes and memes. Mastering the subtleties of irony — or at least knowing it when you see it — is an important skill to have. Think of a company voice as a company brand within the context of social media. It’s more subtle than just conveying your brand, requiring more careful calibration of your “tone.” Being too “corporate” or “official” sounding can come across as stiff and off-putting. You must always bear in mind that social media is, fundamentally, about a conversation — think of a tweet or post as a conversation starter or stirrer…you are not tweeting “at” you are tweeting “with” (Ed. Note: though we still reserve the right to laugh at you, not with you).

Connect and engage. Our primary social media strategy is to engage reporters and analysts via Twitter, which is where many of them live. We monitor several feeds throughout the day and respond to tweets that for any number of reasons have particular resonance — maybe it goes to a technology or issue that’s relevant to a client, or it’s simply interesting and timely. We aren’t always looking to advance the interests of a specific client, but rather, keep our media relations fluid and consistent, and to underscore our value as a reliable editorial resource…so when we do want to send a pitch, it’s more likely to be given consideration. Of course your mileage may vary — chances are you’re looking to use social media to raise your profile among potential customers, possibly new business partners. There too, you’ll want to build your following by consistent engagement, while being selectively opportunistic in reaching out via a direct message. Reply to them, tweet stories at them, and don’t be afraid to crack a joke or two during a Friday tweetstorm. Keep it professional, but keep it light too, and your brand could develop a reputation for being hip, fun and informative.

Being effective begins with a coherent strategy, clear goals and sustained commitment. Before you get any traction, it’s a grind. The key is finding your social media voice — it’s a process, but it’s there and you’ll eventually find it; the real challenge is sticking to it! Whatever you do, resist the urge to post pictures of Siamese or any cats, for that matter, as it’s a sure sign that you’ve given up. They’re cute, no doubt, but it’s not a great look.

WOS New: BackBone’s PR Initiative for EAPs with Stories to Tell

Communicating the business value of an EAP to business audiences has always been a challenge. The Workplace Outcome Suite (WOS) was developed by Chestnut Global Partners to change that by making a data-driven business case for investing in EAP and Health/Wellness Coaching. This also makes the WOS, when combined with your anecdotal success stories, the perfect narrative device for telling a quantitative and qualitative story that a general business audience will immediately get.

The WOS EAP PR Initiative helps EAPs cost-effectively promote their outcomes-based work. The “package” includes the writing and targeted media distribution of a press release and/or case study based on EAP outcomes and success stories. The program will be managed by BackBone, Inc., a public relations and marketing agency specializing in EAP, wellness and technology, and a long-time CGP partner.

This initiative provides targeted, affordable communications support for our family of WOS EAPs, while bringing a sustained, data-supported message to market – one that, over time, will make the business value of evidence-based EAP self-evident…and enable purchasers to know exactly what they’re buying.

We’re offering EAPA members and/or WOS users a 20% discount  on standard pricing, including a discount for wire service distribution. For more, visit or email us at


As our long-time PR partner, BackBone has been successful in telling our story to business and specialized audiences. The WOS PR Initiative gives EAPs an effective and affordable way to tell theirs – while underscoring the business value of evidence-based EAP. Dave Sharar, PhD, Director Commercial Science for CGP


For more on the WOS EAP PR Initiative, email us at

The Great Twitter Experiment: Will #Twitter280 Change What’s Unique About Twitter?

Imagine waking up to a world where nets are 11 feet high, zen koans are 75 syllables, amps go to 11, and speed limits are all 85 miles per hour (well, maybe that last one wouldn’t be that bad), or Tweets are longer — doubled, to a full 280 characters. Besides being the length of an ingredients label or a newspaper classified, 280 characters is a huge departure from the character limit that has, until now, made Twitter unique.

This week, Twitter made a controversial announcement — certain users would begin to beta-test 280 character tweets, rather than the traditional 140 characters, which has been in place since the social media platform began. Amidst the jokes and memes and, well, inevitable Tweets about this change, there’s been plenty of talk on both sides of the argument about whether or not this is a good idea in the first place. Should Twitter really be expanding its character limit for most people? Does the typical Twitter user have anything so profound to say that it can’t go in a thread or fit into 280 characters? Is this really a good thing? Is it the way of the future, or a huge step back?

In the “pros” column, there’s the obvious take — 280 characters will cut down on long Twitter threads, allow for full sentences and correct grammar, and perhaps even get rid of horrible abbreviations entirely. 280 characters means you can include apostrophes, which is a welcome sight for grammar nerds cruising through Twitter on a daily basis (ahem, hello). Perhaps 280 characters could lead to more profound revelations, more important thoughts, and longer-form deep dives into politics, the news of the day, and more.

This likely also won’t be quite as radical as some users might think — honestly, what Twitter user’s day to day life will change in any humongous way? Out of habit, most users will probably end up sticking to 140 characters regardless, and a quick, snappy joke won’t come close to overtaking 280 characters, making the entire limit arbitrary anyway. It also may encourage more people to tweet in the first place — people who found the 140 character limit, well, limiting. People with inactive Twitter accounts will be able to share more thoughts, tag more people, include more images, and overall just have more freedom. Could that possibly be a bad thing?

However, there’s another take to this, which is that this fundamental change could ruin what Twitter is about in the first place. One of the best things about Twitter’s 140 character limit is that it encourages brevity, thought, and cleverness (well, amongst most users). 140 characters is always smaller than you think, and even though a longer thought process is always going to require a thread, that’s really not the end of the world, and bite-sized thoughts remain pure and brief.

Only time will tell if this change is for the better or for the worse, but in the meantime, there’s a lot to chew on with this drastic character-doubling Twitter has bestowed upon certain (mostly validated) users. From a business perspective, especially when it comes to news, character limits won’t change what’s most vital about Twitter — immediacy. When a huge news event breaks, Twitter lets that information unfold in real time and is frequently faster than any news site out there, and expanding tweets to 280 characters won’t make this any less valuable. At a certain point, with our modern attention spans, we’ll likely find 280 characters just as limiting as 140, at which point, 280 will simply become the new 140, and the world will keep tweeting, er, turning.