While these are polar opposites in terms of engagement, they’re analagous in the sense that they lack a clear brand articulation that is both valuable for the brand as well as its desired audience. This challenge extends beyond just social to the brand's entire online presence. There is often a dichotomy between that which the brand wants to say and that which its stakeholders want to hear. The most successful clients give a human voice to their brand that strikes a balance between sharing a self-promotional update and sharing "TGIF." While many organizations can claim to own online engagement, PR is all about the message, and a brand's voice is the articulation of the message online.
Ketchum Digital develops and defines voice for brands; We help brands target content to communities, affinities and cultures. Ketchum Digital is a full service digital offering across paid, earned and owned channels with award winning teams focused on marketing success across the web, social, search, creative and content arenas.