The tone principle is not what you say, but how you say it. In general, tone is within certain limits, where a conversational tone is better received by social media audiences than formal business marketing jargon. There are three approaches to tone that should be applied in certain interactions. these approaches are formal, casual, and authentic. When addressing specific audiences through social media it is important to know which approach is appropriate. If the right approach is not used the message intended for the audience may be too vague or too casual. Therefore tone is simply knowledge of the way your audience communicate to address them appropriately.
How do you gain awareness of your audiences conversational tone? The listening principle must be applied before implementing the tone principle. The listening principle is a form of research that can be used to gain the necessary information to effectively serve your audience. Not only should your content be useful, but you must present content to audience in an authentic manner. Sincerity is all apart of effectively conversing with your audience. Personally I prefer using products I can relate too. The product not only has to be useful to me but needs the proper presentation to peak my interest in the product. If the product lacks authenticity then I will not give the product the time of day. I hate feeling of the use car salesman pitch. Some people will not give a great product a chance if they feel like their being sold rather than engaged.