Why getting the ‘temperature’ right for your audience is key

If you work in an office you will be familiar with ‘The Battle of the Thermostat’.

There’s always that one person who wears shorts all year round. And their polar opposite who keeps a woolly jumper on standby at all times, even in the summer. ?

Not wanting to turn this into a battle of the sexes, but chances are your shorts-wearer is a man and your hot-water-bottle-hugger, a woman.

And now it’s official. A recent study suggests that women work better in warm offices and men work best when it’s cold.

The German study, published in Plos One journal, found that women performed better at both maths and verbal tasks when the temperature went up one degree.

While men needed a one-degree decrease for increased output.

The study also found that the increase in women’s performance in warmer temperatures was “significantly larger” than the decrease in male performance.

In short, ladies you now have a license to crank up the heat!

It’s a bit like social media marketing. If you get the temperature wrong, it’s not going to perform well.

Using the right tone and voice are not only important in attracting the right audience, but they also bring authenticity to your brand.

Think of ‘voice’ like your brand’s personality, for instance, the adjectives you use to describe who you are and what you do. ‘Tone’ is how you apply that voice, which can differ across social media platforms.

LinkedIn calls for a more formal tone, while Facebook and Instagram content is more short and punchy.

Some things to think about when identifying your voice:

 What are your values?
 What are your points of difference?
 What voice and tone does your audience use?
 What do you want to achieve on social media?

Social media is a great tool for building connections, trust and rapport. The language you use – and how you use it – tells people who you are and what you stand for. And if their values align with yours, they are much more likely to engage with your brand.

Much like a thermostat, if you aren’t attracting the right audience, you might need to dial your voice and/or tone up and down until you find your sweet spot.

Here at Likeable Lab, we are shapeshifters when it comes to wordsmithing. We can help you identify your voice, and then take on that voice for your social media content.

But we have to confess, we’re yet to find a happy medium where the office temperature is concerned. The battle of the thermostat continues …

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