In the age of social media, it's become more imperative than ever that companies of all sizes craft a particular voice to use when engaging in digital networking. This is because popular platforms like Facebook and Twitter can have an outsized impact on the overall marketing efforts of a company, regardless of the particular internet marketing solutions they are employing. 

Over the course of today's article, we're going to look at how having the right social media voice can create benefits for a business. This is not to say that a given social media initiative will have an effect, good or bad, on things like sales or customer interest, but rather that social media is an important tool when used correctly at the right time.

Some dismiss the influence of the chatter of the internet, but like it or not, those are customers out there. So when developing a social media strategy, you need to use the same kind of insights you would if you were talking to a reporter in an official capacity or making a statement as a company. That doesn't mean that you can't express light-heartedness – on the contrary, engaging with customers in fun and interesting ways can drive support and potential business. But at the end of the day, a company needs consistency and and professionalism when crafting a social voice.

As well, it means being aware of – and contributing to – the give and take of social networks. Because a social network, like Twitter for example, is a series of actions between a broad mass of users, businesses need to give as much as they take, as it were. This means sharing posts, posting photos, making comments, retweeting, etc. It's essential for companies to contribute to the broader conversation. 

It should be noted that companies don't need to jump into the deep end of social media marketing. Put more simply, businesses shouldn't feel compelled to suddenly blast off dozens of tweets or spend hours carefully crafting a Facebook page. Like content, social media marketing should exist as an organic function of the organization's overall consumer outreach initiatives.