What Happens You Put I and We For Your Brand?

I and We For your Brand

You are the voice of your brand when it comes to social media. It is now your decision as to how you address your fans, using the pronoun ‘I’ or ‘we’. Both the scenarios have their pros and cons. Below is a an analysis done by Likeable which will help you decide.

Using the Personal Pronoun ‘I’


Using the pronoun ‘I’ may be the best decision for your company voice.  It assists in building repertoire, and interacting on a first-name basis, both from the corporate level and from the customer’s perspective, can create a stronger connection. When responding this way, some representatives choose to sign using a name, which allows customers to directly identify who they are speaking with. Some customers have been known to come back to the brand asking for the first representative who spoke to them by name, since they already have a relationship with this individual.  First-person perspective can assist readers in feeling like a participant in the conversation as opposed to being spoken at.


Some customers may not delight in being on a first name basis with a brand. First-person regard connotes truth, intimacy and authenticity. While some may appreciate this, it may turn others away. If there are only a few people working on your brand and responding to the majority of fans and customers, this can be seen as negative. Customers may assume there isn’t enough support on the brand side and become frustrated.  Some legal considerations can prohibit getting more personal in copy or identifying individuals.

Using the Personal Pronoun ‘We’


When responding on behalf of your brand, the right decision may be to use the language ‘we.’ Responding in an overarching way like this is more authoritative. When making announcements on social media or delivering big news or apologies, it should more likely come from the brand overall as opposed to a specific individual or person.


Using this language is more distant. The focus can be brought away from personal experience and linger more on business. Fans can start to feel like their individual complaints or thoughts are not important to the brand, and they may start to feel like they aren’t being heard.

Using Both “I” and “We” Together

Perhaps your brand would feel best if there was a mix of both, as some brands have done in the past.


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Options + Choice = Captivating Headlines!

Multiple Headlines

What makes you read an article?

The Headline. People often brush through content that is found online. Capturing the attention of the audience and converting them into your audience is possible only when you have a captivating headline.

Let’s look at a few tips and strategies that Bufferapp has for us on the science of headlining.

What makes an irresistible headline

One of my favorite headlines of all time is:

“How to Win Friends and Influence People”


This headline helped to sell millions of copies of Dale Carniegie’s book of the same name. It’s brilliant. Short, simple and intriguing and makes me want to know more. However, if it were to be written again in 2016, it may sound a little different.

The evolution of headlines

It’s pretty safe to say that a headline determines how many people will read a piece. But, the evolution of social media has led content publishers to rethink their approach to headlines completely. As a result, the perfect headline no longer exists and we now must craft an eye-catching, clickable headline for almost every channel where our content can be discovered.

We now have to craft an eye-catching, clickable headline for almost every channel where our content can be discovered

It’s important to think about all the various places people may discover your content: search engines, Facebook, Twitter, your homepage, etc. And it’s very rare that one size fits all when it comes to headlines. What stands out on Facebook might not get any clicks from a Google search results page.

For example, in 2016, the famous “How to Win Friends and Influence People” headline may look something like this:

On Facebook:

12 Life Lessons to Help You Win Friends and Influence People 

On Google: 

Life Lessons: How to Win Friends and Influence People

On a homepage:

How to Win Friends and Influence People: 12 Lessons to Live By

Headlines change the way we think and set our expectations

First impressions matter. Even with the articles we read online. And just as we choose to make a good impression offline through the way we dress and our body language, the headline of an article can also go a long way to shaping the reader’s perception of what is to follow, as Maria Konnikova explains in The New Yorker:

By drawing attention to certain details or facts, a headline can affect what existing knowledge is activated in your head. By its choice of phrasing, a headline can influence your mindset as you read so that you later recall details that coincide with what you were expecting.

For instance, the headline of this article I wrote—”A Gene That Makes You Need Less Sleep?”—is not inaccurate in any way. But it does likely prompt a focus on one specific part of the piece. If I had instead called it “Why We Need Eight Hours of Sleep,” people would remember it differently.

Headlines affect our memory

Ullrich Ecker, a psychologist at the University of Western Australia has completed a couple of studies on how headlines that are even slightly misleading can affect how we read content.

In the first study, Ecker and his team discovered that misleading headlines affect readers’ memory, their inferential reasoning, and behavioral intentions. Essentially, if a biased headline influences you, that tends to be what you’ll remember no matter what you’re subsequently told in the rest of the article. 

In the second study, Ecker had people read four articles (two factual, two opinion). What’s interesting in this study is the difference Ecker discovered between headlines in factual and opinion-led pieces. Misleading headlines in factual pieces were easier to ignore, and readers were able to correct the impressions left by the headline. However, in the case of opinion articles, a misleading headline impaired the reader’s ability to make accurate conclusions.

In summary, the headline of your article can greatly affect what your reader takes away from it.

For example, if I had titled this article “The evolution of headlines” it’s likely that you may remember more about how headlines have changed as the internet has evolved. And the headline “How to write headlines for Facebook, Twitter and Search”  would likely put the reader’s focus on the section below, hopefully putting more emphasis on the actionable takeaways you can use from this piece.

As writers and content creators, we have a great duty to ensure our headlines best reflect the content of our articles. And give readers the best possible chance to remember the key points of our piece.

8 strategies to help you write great headlines for social and search

Writing great headlines is hard. And in this section, I’d love to share 8 headline strategies to help you craft headlines for Facebook, Twitter and search.

How to write great headlines for Facebook

Facebook is a huge traffic driver for many websites. (It’s been our number one or two social referrer for the past three years.)

And after recent algorithm updates, we’re now likely to see a lot less clickbait stories sticking around in our news feeds and seeing sustained engagement. This feels like a good move, but also raises the question: What kinds of headlines perform best on Facebook?

In order to dig a little further into what works on Facebook, Newswhip studied the various types of headlines that resonate with users on Facebook and that consistently receive high levels of engagement.

Here’s a quick summary of what they found to work:

  1. Conversational and descriptive headlines
  2. Headlines focused on personal experience
  3. Headlines that aren’t misleading

1. Conversational and descriptive headlines

Newswhip found that many of the most successful stories they analyzed had extremely descriptive headlines, or used language that reads in a conversational tone. For example:

business insider

These types of headlines tend to perform well because you are letting the reader know what they will gain from reading your content.

At Buffer, we also like to accompany our content with a descriptive status:

One trick I like to use for writing descriptive, conversational headlines is to think about how you would describe this story to a friend in a coffee shop and use the same, warm, friendly tone in your headline.

When it comes to writing in a conversational style, it often means forgetting a lot of what your English teacher may have taught you, too. If you’ve ever looked at a transcript of a conversation, you’ll notice it’s full of grammatical mistakes, half-finished sentences, and similar faux-pas. Writing in a conversational tone doesn’t necessarily mean writing as you talk. But instead, writing so that it doesn’t sound like writing.

2. Headlines focused on personal experience

Facebook has traditionally been a place for  personal stories and blogs, opinion articles, and other personal angled stories to flourish. And Newswhip found that first person posts and unique viewpoints tend to get people sharing heavily, especially if it’s a topic that they can relate to personally.

Here’s an example of a recent headline from our Open Blog that focused on personal experience:


3. Headlines that aren’t misleading 

In the blog post accompanying their latest algorithm update, Facebook explained that there are two specific criteria they use to determine whether a headline is misleading:

  1. If the headline withholds information required to understand what the content of the article is
  2. If the headline exaggerates the article to create misleading expectations for the reader

For example, the headline “You’ll Never Believe Who Tripped and Fell on the Red Carpet…” withholds information required to understand the article (What happened? Who Tripped?). The headline “Apples Are Actually Bad For You?!” misleads the reader (apples are only bad for you if you eat too many every day).

This means the “You’ll never guess what happened next” headline formula will no longer be as successful on Facebook. And instead, we should switch to more detailed headlines that inform the reader what they’ll be reading about once they click.


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Why Must You Listen?

Social Listening

“The world is giving answers each day, Learn to Listen.” Sometimes the solution lies in the problem. The best way to get your business to cater to your customers efficiently. This can happen only when you listen to what your audience has to say. Social Media Today has a few tips on how social listening can help grow your business by increasing conversions.

Social listening – which is slightly different from social monitoring – is the “process of tracking conversations around specific phrases, words or brands, and then leveraging them to discover opportunities to create content for those audiences.”

How is Social Listening Different from Social Monitoring?

To quote Dan Neely:

“Monitoring sees trees; listening sees the forest.”

Through monitoring, you simply collect every comment and mention with brand-related keywords. But through listening, you analyze the data, look for patterns, derive insights, and drive strategies.

What Does a Good Social Listening Tool Offer?

To find a theme and understand patterns, you need an analytics tool that does more than simply collect comments.

Instead of having to read every brand mention and comment, and then trying to decide which ones to reply to, a good listening tool will analyze this humongous data set, finds points of commonality and reveal themes and patterns. Once done, the tool should also provide reports that can be understood easily without having to hire a data expert.

How to Leverage Social Listening to Increase Conversions?

An increasing number of marketers are using social listening tools to not only increase sales, but also to improve product development, content marketing, cross-channel campaigns, and customer service.

Social listening tools are also evolving to cater to the growing complexity of the social landscape and marketer demand for more analytics.

Here are 5 ways in which you can leverage the power of social listening to ultimately increase conversions.

1. Attract New Customers

First create a list of keywords that customers are likely to use when conducting research around a product or a service you are offering. Track these keywords across social media as well as forums. Once you find relevant forums and social media conversations, join them and contribute by offering valuable, relevant advice.

When you do this, you’ll be able to find out about customer’s needs and expectations. Genuinely offer to help with their problems.

Ideally, this process will lead to some interested members to join your database to try your product. You can connect with them individually to offer any help they might require.

Listening to non-customers can also provide valuable insights as to why they aren’t buying your products or services. These insights an help you tweak your product/service by adding the functionality they desire, if possible.

2. Identify Influencers and Brand Advocates

You already likely know the “big” influencers in your niche, but social listening can help you to identify which influencers are actually sharing your content. This can be particularly helpful during a product launch – track the title of your press release to see who’s sharing it and once you’ve identified the influencer and his audience, reach out in an effort to establish a relationship.

5 Ways to Increase Conversions through Social Listening | Social Media Today
Brand advocates are essentially happy, satisfied customers, and you want to keep them that way in order to ensure that they sing your praises for a long time. Identify your brand advocates, connect and engage with them and reward them for their loyalty. Ask for their opinions and feedback from time to time. In short, make them feel special and they’ll get you more customers.

5 Ways to Increase Conversions through Social Listening | Social Media Today

3. Observe the Competition

Ask any marketer what his top strategies are and tracking what competitors are doing will feature every single time. This is the reason many big players engage in ‘corporate espionage.’ Of course, we don’t want to get into anything murky, but tracking your competition through social listening is easy, and can give you a leg up.

Analyze metrics like ‘share of voice,’ which essentially refers to the amount of activity that surrounds a particular business. This could include social chatter and brand mentions. If your share of voice is less than that of your competition, it’s time to re-evaluate your online strategy.

You can also monitor and analyze the sentiment of comments around your brand as well as your competitors. Be quick to pick up negative sentiments and acknowledge the complaints of the customers.

4. Boost Your Customer Service Efforts

A bad customer service interaction can easily lose a valuable customer. And in the modern, social age, that one unhappy customer can also vent his frustration to a wide audience, deterring others from dealing with you.


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Now You Also Can Launch Your Branded Hashtag!

Branded Hashtags

A hashtag is a type of label or metadata tag used on social network and microblogging services which makes it easier for users to find messages with a specific theme or content. Users create and use hashtags by placing thehash character (or pound sign) # in front of a word or unspaced phrase, either in the main text of a message or at the end. Searching for that hashtag will then present each message that has been tagged with it. A hashtag archive is consequently collected into a single stream under the same hashtag.[1]

Now there are a lot of ways in which you can use it. Using it in the right way so that you get the best results is key. For such purposes you can always create your own branded hashtag. Read om to see what Sprout Social has to say.

There isn’t necessarily a science behind the perfect hashtag, but there are best practices that can be applied when creating a branded hashtag.

When to Use a Branded Hashtag

Most often, a hashtag is made popular because of the event or idea it supported. Still, there are other ways that brands can use a hashtag to join in the conversation.

Create a branded hashtag for:

  • Product launches
  • Promotions
  • Contests
  • Sponsored Events

Brands can also join into existing conversations, where it makes sense, by using trending hashtags. This will help you gain exposure as people scroll through their feeds or search a keyword.

Hashtag Best Practices

Not all hashtags are created equal. Developing a branded hashtag is no easy task but there are best practices and guidelines that can be followed.

Create a Shortlist of Hashtag Options

As you’re brainstorming potential hashtag options, remain authentic. Be yourself. Draft a shortlist of hashtags that come naturally and appeal to your target audience. Find inspiration from listicles online and your brand’s existing social data.

Research Your Proposed Hashtags

Once your shortlist is solidified, it’s time to do your research. Search each hashtag and variations of each hashtag across all of the social networks your brand is active one. Your team can stay organized and track its findings with a shared, spreadsheet.

When applicable, localizing your hashtag is an easy way to stand out. Don’t forget to account for this during your research. Warren recently attended The Impact Event Denver. Before the seminar, he was researching hashtags and found that many combinations of the event’s name, including #TIE16, were accounted for. In order to break through the clutter, he revised the hashtag to include a “d” for Denver.


At the time of the seminar, only one Tweet was attributed to #TIED16, making it the perfect option to implement.

Know Your Goal

What are you using a branded hashtag for? What are you hoping to accomplish? While it’s important to set objectives, it’s important to remember that your goals will vary based on which type of hashtag campaign you decide to run.

If you’re holding a big event, you know that fans will be sharing content surrounding it on social. That’s why It’s important to try to pick a hashtag prior to the event. At Social Media Unicorn, we look at who’s coming to an event a week before it takes place. Then, we make sure that the hashtag we is consistent on all marketing materials, including attendee badges.

Promote Your Hashtag

Once you’ve decided on a hashtag, it’s time to start promoting it. Share your hashtag wherever it makes sense.

Depending on the type of hashtag your brand is using, you’ll want to promote it on:

  • Slides during an event presentation
  • Product label
  • Facebook group
  • Facebook Event
  • Twitter bio
  • Instagram bio
  • Flyers, stickers or other promotional materials

Since hashtags are ingrained in our everyday life, there’s no need to overtly explain or preface its use.

Measure Your Results

Regardless of what you’re using your branded hashtag for, it’s important to use a social media management tool and set up parameters and brand keywords that allow you to track and measure the effectiveness of your campaign.

Warren shared #TIED16 with speakers and attendees before The Impact Event Denver took place. Three days before the conference, #TIED16 had already seen nearly 20 million impressions across multiple social channels.

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It’s Time For A Lesson In Content Strategy!

Lesson in Content Strategy

The key to generating awesome content is to cash in on any opportunity that comes your way and make it work for you and the rest in the best way possible. Here is a live case study on how Visa made use of the Rio Olympics, and gave birth to a win win situation with the help of a kick ass content strategy, as put together by Unmetric.

The Olympics is a great opportunity for brands to create engaging content around. There are few other events that happen at such a huge scale, which can engage global audiences, spread across different age groups. While that opportunity seems promising, it is equally daunting. How do you speak to such a diverse audience with the same content? I decided to look to the sponsors of the Rio Olympics 2016, for best practices. That paid off.  I hope to show you the best Posts and what particular aspect, IMO, got them so much engagement.


As a brand that excels on Social Media, their Olympics game is pretty much on point. Spread across their various geo-targeted Facebook pages, they have published a bunch of extremely engaging content. Carpool to Rio, a video that captured the spirit of the Olympics and the brand with equal zest was extremely engaging. It goes to the credit of the video that VISA was able to use it across their different pages.

Check out their top Posts:

Visa Brazil


Visa Brazil got the most engagement among all the pages that shared the Carpool to Rio video. This is only natural given the venue of the Olympics. It got over eight million views and over 70,000 Likes, almost a thousand ‘Love’s and a thousand other reactions.

Visa United States

This is only one among a series of Posts with photos of this sort that VISA did. One of the reasons this brought in so much engagement is because they featured athletes from each country. This Post feature Ibtihaj Muhammad, who is the first Muslim woman who wears a hijab to qualify for the US Olympic team. Check out this Post from Visa Thailand that features Raheleh Asimani.

Visa Mexico

The other content type that won big for VISA was brilliant GIFs. What I like best is the simplicity of the message and its flawless execution. It showcased how VISA is all Olympians all around the world need to travel to Rio.

Here are 4 things that VISA completely knocked out of the park:

  • Copy: Kudos to the copywriter for finding a seamless fit between the brand motto ‘Accepted Everywhere’ and the journey to Rio.
  • Placing the event at the heart of the content: From just the examples listed above, you can see how VISA has put Olympics and athletes center stage. This does not dilute the attention the brand receives as VISA comes across as an integral part of the journey to Rio.


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