It’s a mistake to think of social media as a separate entity, with its own rules, isolated from the rest of your brand.
Whatever your market, and whichever the channel, social media is most powerful when it’s aligned to the rest of your marketing activity. Mixed in as an omnichannel approach, this gives you a consistent tone of voice and a consolidated message.
Don’t forget — your audience may encounter your brand several times before they interact. A joined-up approach gives them the confidence that different people in your organisation communicate.