Excerpt from this article:
If I want to have a strong brand narrative, my “voice” has to be consistent across all distribution channels. So, yes, that does mean captioning Instagram photos of us with “If I had a time machine I would change everything. EVERYTHING.” And yes, that does mean that when I check into our favorite restaurant on Facebook the caption is just that straight-line-mouth emoticon. And, yes again, that even means pinning cross-stitch patterns that say STARING INTO THE ENDLESS BLACK VOID on my Pinterest page. That’s just strong brand equity common sense.