Social media is a unique way of communicating with your audience. Just as copywriting has a different style and tone for printed materials to that of the web, so too should copywriting have its own set of guidelines for use in social media. There are a number of factors to consider when writing posts for social media:
1) Keep It Short
Perhaps the most obvious principle is that you need to keep your copy for social media short. This needn’t be a disadvantage. Short, punchy copy is always a winner – communicating what you need to say without waffling on. Twitter has a capacity for only 140 characters, so it’s good practice to try and fit within this limit or shorter if you want to make it easier for people to ‘Retweet’. Write what you have to say, review it thoroughly and remove any unnecessary words or fillers.
2) Spelling, Grammar and Punctuation
Despite the copy being shorter, good English is still essential. Sloppy copy within a post, update or share can make your business look unprofessional and careless. It may even have a negative impact on how your followers interact and engage with you. So check and check again before posting!
3) Form a Dialogue
Social media is not the place to be actively promoting or blowing your own trumpet. Posts need to sound personal and not self-promoting. If you wouldn’t post it on your own social media page then don’t do it on your business page! Gone are the days when companies told customers what they were about and expected them to believe it. Now customers can positively give their feedback and talk about you, so don’t patronise or overly sell to them. Instead encourage feedback or responses. For example, “What do you think of our new spring product range?”
4) Develop a Voice
Develop a voice that suits your brand. It could be serious, fun, creative, etc. Your voice should fit with your brand image and should not conflict with the voice from other mediums.
5) Consider Your Goals and Be Active
Before you write a post, consider what your goals are. Do you want to gain more website traffic? Are you aiming for some shares? Do you want to initiate comments? Don’t be afraid to ask for action or use strong action verbs to get your followers to do something. Here are some examples to do this:
“Watch this video to….”, “Do you prefer X or Y?”, “Click Like if…..”
6) Be Creative
Use a variety of posts to create interest and engagement. Make use of videos, links to blogs, competitions, thought provoking comments, etc. Be creative with the wording of your posts too. For example, instead of posting “Here are 5 tips for website design”, say “For tips on website design, click here”.
Use keywords and phrases in your posts and link to your website and you’ve got ‘social links’ – just the thing you need as part of your search engine optimisation campaign. Just remember to not overdo it and stuff your posts with keywords or your followers will smell a rat!
8) Have Fun!
Spend time engaging with others which will benefit the exposure of your brand. If you’re enjoying the experience rather than promoting a hard sell, then this will come across in your messages. Potential customers want to engage with a brand that is having fun rather than pushing products or services at them.
Copywriting for social media, just like website copywriting or copywriting for printed materials, takes time and resource. If you need help from skilled copywriters with knowledge in all these areas, get in touch.