It means that you want to make sure every status, tweet, picture and post that you send off into social media world is properly reflecting your company’s image, voice and mission.
It is important for you to make sure that your company posts are three things:
1) On brand
3) Positive (for the most part)
What you did on Friday night, how much you really think Sally is cute and the noodles you made for dinner should stay in your personal account. UNLESS you are a chef/restaurant/food producer… then by all means post “foodstagrams” of those noodles.
Now don’t get us wrong- you don’t have to sound like a robot- you can have a social media voice! Just make sure it is appropriate. No swearing, street language or bad-mouthing… No personal opinions on religion or politics… no pushing for causes outside of your company’s vision. I.E. You are a vegan and that is admirable- but you work for a restaurant that serves meat products. If you push your vegetarianism, you are confusing your company audience.
Representing your brand on social media is fairly simple as long as your business has its values and image secured. If you are outsourcing your social media? It may be a good idea to have a brand document outlining who you are as a company and what you stand for so there is no confusion and misrepresentation.