@Buffyandrews Buffy Andrews Writing for social media Social Media
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@Buffyandrews
Buffy Andrews
Writing for social mediaSocial Media
Keep in mindSocial media is about engagementIt’s not a one-way conversation (That’s called broadcasting.)Divide your time on social media in thirds.
1/3 engaging (retweets, replies, responding)1/3 promoting (sharing links to stories, videos, etc.)1/3 being yourself (have voice/show personality)
@Buffy Andrews
Examples of short writingTweetsHeadlinesCaptionsBlurbsBlog postsText messagesFacebook posts ListsFortune cookie fortunesSonnets
Writing shortFocus. Zero in. What’s the most important piece of
information to share?Ask yourself, what information can I leave out?Tighten. Eliminate needless wordsCut weaker elements: adverbs, passive constructions,
prepositional phrases, etc.The shorter the sentence the greater the value of each wordMore powerful the message, the shorter the sentence (I do.)
Writing shortPut most important word at the end of the sentence ie. In Macbeth, the messenger says: “The queen, my lord, is dead.”
Book opening: The bastard was dead. Revise, polish, proofreadGood reporting critical for short writing success It takes more time not less to write something good and
short Donald Murray: Brevity comes from selection and not
compression
People want socialPeople want to be social wherever they consume their media Means you must fold a social element into your creativeAdding social layer immediately increases its effectivenessGreat marketing is all about telling your story in such a way
that it compels people to buy what you are selling (whether it’s a story, a product, a service etc.)
If you want to connect with people while they’re consuming their entertainment you have to be their entertainment
What makes a great storyIt creates an emotion that consumers want to do what you
ask them to do. Call to action: Book a flight, read a story, buy your product,
donate to your cause… You not only have to lead the horse to water but you must
have him drink it as well.
It’s a scienceSocial media storytelling requires experimentation. Try
something and see if it works. Look at the metrics. If it’s not working, stop doing it and try something else.
You must respond to the results. Success on social media boils down to three things:
Understanding the nuances of the platforms, having a distinct voice, and driving your business goals
Pay attention to platformLearn each platform’s native ways. Just don’t throw content
up there hoping it will stick. A text heavy post is not going to work on Pinterest where it’s all about visuals.
Content you share on a particular platform must look the same, sound the same and provide value and emotional benefits people coming to that particular platform are seeking.
Buffy Andrews
Understanding Facebook 72% of online American adults log on daily, including 44%
who do so several times a day Facebook wants people to find relevant, fun, useful content. Mean you must create relevant, fun and useful content. You must create content that people interact with, whether
that’s liking it, leaving a comment or sharing the post. The most shared content on Facebook is content that elicits
an emotion (happy, sad, angry are the top three)Facebook’s priority is the consumer, not the marketer.
Create great content that gets people to engage and Facebook will allow you to share that content with more people.
Facebook tipsSchedule for engagement. Early morning, lunch, late
afternoon, late night. Use photos: Images receive 37 percent more interactionsUse hashtag: For search purposesIf reader asks question on Facebook, answer it. Engage! Only one call to action per post.Ask yourself before posting, if I saw this would I share it?
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Ask yourselfIs text too long?Is relevant, fun and useful content?Is photo striking and high quality?No more than 1 call to action?Does the post offer new knowledge?Would I share this if I saw it in my Facebook feed?
@Buffy Andrews
Understanding TwitterEvery second, on average, around 6,000 tweets are tweeted
on Twitter , which corresponds to over 350,000 tweets sent per minute, 500 million tweets per day and around 200 billion tweets per year.
Currency = News and informationSkews hip and urban37% of adults 18-29, 25% of adults 30-49, 12% of adults 50-
6488% of Twitter users are on mobileYou MUST listen. Far better to listen, find out what’s
trending, and bring yourself to the people. Creating real-time micro-content is BIG job
Twitter tipsTweets not all about you (called birdiebragging)Have something interesting to say. Add value.Find and follow people who share your interestJoin the conversation. EngageRetweet, reply and promote others‘Steal’ followers from other accountsUse hashtags to find people with shared interestsPay attention/take advantage of trending topics and hashtags.
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Ride trending hashtag wave
Ride trending hashtag wave
Ride trending hashtag wavePure gold when you can ride trending hashtag!
Ride trending hashtag wave I incorporated two trending hashtags into one post here!
Ask yourselfIs attached image high quality?Is post to the point?Is voice authentic?Will content resonate with Twitter audience
Google+
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Google+: Everyday usesSimilar to Facebook but with advantage of SEO juice
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SEO juiceGoogle gives preference to
its own products, so having Google+ account influences your search rankings
Some concluding thoughtsIt’s all about effort. David beat Goliath who was much
stronger and bigger. A small business can beat a big business if the effort is there.
Key to social marketing is creating quality micro-content Show people you care. Be funny. Entertaining. You build
loyalty when they believe you care about them both as a customer and as an individual.
Keep learning!
Training modules availableA Journo’s ToolboxInteractive toolsVerificationSEO TipsDigital Content MarketingStorytelling ToolsCuration ToolsCool ToolsPinterest Blogging
Check Linkedin postsContent must have social layer Good content evokes strong emotion in consumers#Ridetrendinghashtags Making and adding a GIF to FacebookWhy being too much in a hurry can wreck your social media gameCreating interactive content that connects
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Buffy Andrews
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Buffy Andrews
Contact Buffy AndrewsAssistant Managing Editor
Social Media/Engagement
York Daily Record
Email: Buffy@ydrcom
Phone: 717-771-2052
Buffy Andrews
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