Drop the corporate speak and show personality and honesty on social media, says Jane Caro

Using a human voice and responding to comments and questions with honesty are the keys to making your brand’s social platforms successful, said social commentator, writer and lecturer, Jane Caro.

Caro: Caro: Twitter is the advertiser's copyright medium

Caro: Caro: Twitter is the advertiser’s copyright medium

Caro, who was speaking at the Public Relations Institute of Australia’s (PRIA) National Conference in Sydney, said a major hurdle that corporations face when utilising social media is the decision to sound like a corporation. “Social media is about you, as a person, getting out there with your tone of voice and talking to other human beings and sounding like a human being”.

The “desperate desire not to offend, not to upset and to be relentlessly positive is boring”, Caro said, telling the audience the best Twitter accounts for businesses are ones where someone bright, quick-witted and funny takes the reigns, becoming the human voice for the business.

The social commentator attributed the greatest lesson of social media to the way users publicly deal with defeat and the consequences of mistakes, largely because people respond most actively or most honestly to the truth.

“People will forgive you if you get it wrong and it’s authentic and you admit your mistake”, she said.

Caro described social media as a “completely anarchic environment” but commended its ability to give people a voice, making it a true meritocracy for many.

“What I love about the internet is how it has brought ‘out groups’ out, and they have been able to take a share of voice in a way that they could not previously.

So many members of ‘out groups’ have come roaring into prominence really incredibly quickly”, she said.

Before concluding her session on ‘come the revolution’ at PRIA’s National Conference, she asked everyone “to become more vigilant” and ensure users are aware of the lack of ability to judge what is true and what is not in terms of fact.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.