While social media can be an exceptionally powerful promotional tool, it has enormous potential to backfire if you don’t take the time to develop a brand voice that reflects and engages with your community.

Social media is the personal relationship that gives your company the chance to engage your audience in the informal and friendly way that creates long-term customer loyalty. In order to develop your brand’s online personality, you need to have a clear idea of who your audience is and how to engage them. Remember that it’s the day-to-day aspects of your brand that customers will respond to most. More…