Tone of Voice?

http://wallblog.co.uk/2012/11/15/why-cant-we-carry-brand-tone-of-voice-into-social-spaces/
accessed on the 15th November 2012

The article explores how some brands find it hard to adopt to facebook through the tone they carry with the audience. It says about how they used their more traditional voices that are set out by guidelines. But these guidelines are created for a media where the consumers cannot answer back with questions and statements about your company. Alex King the journalist says that the person in charge of social media "Community Manger" should have basic training so they are ready for the nature of facebook and the tone of voice they should be using but also allowing them to decide on their companies own personalised voice. But this is half the battle, the other half is that the content needs to me interesting and engaging No one is going to want a fun and engaged voice and poorly constructed and designed content.