Writing for Social Media In Business DTCC November 2014 (1)
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@LisaL.Flowers Strategist | Marketer | Advocate @LisaLFlowers ~ [email protected] ~ November 22, 2014 Writing for Social Media in Business
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Transcript of Writing for Social Media In Business DTCC November 2014 (1)
@LisaL.FlowersStrategist | Marketer | Advocate
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing for Social Media in Business
Agenda
HousekeepingIntroductions
Name, company, goals, 3 thingsWhy Is It Different?First StepsWriting for a Blog, Facebook, and TwitterTypes of ContentEditorial CalendarWhat Am I Going To Write?Recap
3 thingsNext steps
@LisaLFlowers ~ [email protected] ~ November 22, 2014
@LisaLFlowers ~ [email protected] ~ November 22, 2014
@LisaLFlowers
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Marketing, business development and public speaking – 25+ years
Teaching, tutoring and mentoring – 15+ years
Social media and business coaching – 5+ years
Lifelong learner, volunteer, and advocateGlobal – Malaysia and Nigeria
Writing for the Web Is Different
@LisaLFlowers ~ [email protected] ~ November 22, 2014
“We have less time to grab attention on the web. Web writing is quicker, more succinct, right to the point.” @Kevanlee
“Writing for the web: Solve people’s problems, answer their questions, and entertain while doing so.” @Kmullett
“Writing for the web means really knowing your customers. Focus on their interests/needs. Less ‘corporate speak.'” @CathyWebSavvyPR
https://blog.bufferapp.com/web-writing-tips
First Steps
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Identify your target audience and understand them.
Determine your objective.Select the appropriate channel for your
message.Decide upfront how much time and effort you
CAN and WILL invest.
Easy to Understand and Share
Put relevant, intriguing information at the beginning of your post. Can you ask a question?
Use fewer characters than allowed to make sharing easy.
Keep messages short but relevant.Test your message on a cold reader. Could
someone “get it” in less than 2 seconds?Provide enough context so your message can
stand alone.
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Decide Which 3
@LisaLFlowers or [email protected] ~ November 22, 2014
Website/blog – Must haveFacebookTwitterLinkedIn
Writing for a Blog
“Write on Day One, edit on Day Two, publish on Day Three. (Translation: Give your blogposts time to simmer.)” @KevanLee
“…write for yourself & be true to that as well.” @TheNameIsCasie
“Consistently deliver high quality content and promote to a relevant audience.” @IanCleary
“Always focus on how you can help people” @MeghanMHall
“Used an Editorial Calendar – If you don’t have one you will struggle with consistency, variety etc” @IanCleary
https://blog.bufferapp.com/web-writing-tips
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing for a Blog
Headlines Succinct and compelling 4 Ways, 7 Reasons, How To… Ask someone what they think
Images Original if possible
Always get permission and/or give credit Canva Free images
https://blog.bufferapp.com/free-image-sources-list?utm_campaign=weekly_digest
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing for a Blog
1 post = Many Write it well Include an image Bitly or Tiny URL Nuggets Include a CTA Examples:
http://socialtriggers.com/perfect-blog-post/ http://www.wordstream.com/blog/ws/2014/07/17/headline
-writing# Use as an example
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing for a Blog
Types of posts Informational Instructional ‘Problem’ posts Case studies Recognition Reviews
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing for Facebook
Profiles and Pages Individuals - status updates, pictures, videos, and links for
others to view. Public-facing pages (nonprofit organizations, businesses,
and government agencies) with profiles designed for the public.
Length Can be rather long, but shouldn’t be
Content Consumer-friendly, action-oriented messaging Should be interesting and compelling and include a specific
call to action. Should include one link to a Web page, photo, or captioned
video.http://www.cdc.gov/socialmedia/tools/guidelines/guideforwriting.html
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing for Facebook
Tone Naturally casual but professional Use a consumer-friendly voice If directed to lay people, avoid or define jargon.
Tagging Add @symbol in front of it. Will automatically create a link and display the post
on the person’s page
http://www.cdc.gov/socialmedia/tools/guidelines/guideforwriting.html
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing for Twitter
Length Up to 140 characters jncluding spaces and punctuation Leave room to allow for other text to be added when the tweet is
retweeted Bitly, TinyURL
Abbreviations Try to write w/o abbreviations If you must, use standard abbreviations
Info for information & for and 1PM for 1 p.m. RT for retweet Pls for please
Hyperlinks Try to always include a link, because you want them to take an action
http://www.cdc.gov/socialmedia/tools/guidelines/guideforwriting.html@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing for Twitter
Tone Reader-friendly and action-oriented. Ask a question, highlight a statistic, or provide a
specific call to actionMentions
MT – you mention another person Put the @symbol in front of the username in a msg
Hashtags Similar to a mention, a hashtag is created
automatically when you put the # symbol before a word. Using a hashtag enables other people to join in a larger conversation on a topic or find information quickly.http://www.cdc.gov/socialmedia/tools/guidelines/guideforwriting.html
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Curate and Create
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Curate content Sharing a post on TwitterOR Doing an article curation (an article someone else
wrote) Adding content and/or images and thenwriting new content around the original article
A curater adds their own insight, links that make it deeper, adding another layer of information. - @JanLGordon
Create
Types of Content
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Animated gifs Article Ask fans a question Blog posts Book reviews Case study Cheatsheets Checklists Client story or testimonial Comics or cartoons Company news Customer service questions eBook FAQs
Guest postGuidesHistory of company or industryHow-to articleImagesIndustry news updateInfographicsInterviewsLink or resource pagesListsNational holidayOpinion posts
More Types of Content
PodcastPress releaseProduct reviewsReply to commentsResearchResearch reportResources or Link
ListsReviewsShare a blog post
Share a fan’s photoSurvey (ask)Survey (responses)SurveysTo-DosTutorialsUpcoming eventsVendor story or
testimonialVideos
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Editorial Calendar
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Dollar TreeDon’t reinvent the wheelArmy, Navy, Air Force, MarinesKeep it simpleExamples
http://www.pinterest.com/scrappinmichele/editorial-calendar/
http://bit.ly/1HxiPQJ http://bit.ly/1uOse1h
What Am I Going To Say?
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Writing prompts http://www.pinterest.com/search/pins/?
rs=ac&len=2&q=writing+prompts&term_meta%5B%5D=writing%7Cautocomplete%7C0&term_meta%5B%5D=prompts%7Cautocomplete%7C0
Brainstorming exercise on content or writing a blog post
@LisaLFlowers ~ [email protected] ~ November 22, 2014
@LisaLFlowers ~ [email protected] ~ November 22, 2014
Thank you!
@LisaLFlowersFacebook / LinkedIn / Twitter / Pinterest /Skype
Instagram – LisaLFlowers1www.LisaLFlowers.com
or www.FlowersMediaMatters.comLFlowersFlowers@FlowersMediaMatters.com
703-862-8743
