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Social networks are platforms for personal connection and dialogue, a reality that has proved challenging for many companies that are not used to speaking to their customers in conversational tones. As companies have established profiles on Facebook, Twitter and other social channels, many have had to develop their brand voices anew.
Mashable spoke with the figures behind some of the most compelling voices on Twitter. (Since I primarily follow media and fashion brands and their teams, my sample is a bit skewed — forgive me.) Each has taken a different path to identifying and relaying the brand voice on social networks. Some, like fashion designer and CEO Tory Burch, speak directly on behalf of their brands. Others, like DKNY and Kate Spade, have developed semi-fictional personalities that speak to the best of their brands’ traits, while still others, including Esquire and Lucky magazines, have adapted their existing, “all-encompassing” editorial tones to social channels. Read more…How 5 Top Brands Crafted Their Social Media Voices by Charles