Copywriting In The Social Media World


As the field of Internet Marketing grows, copywriters have no choice but to adapt quickly and stay ahead of the curb. We’ve come a long way from the days of Don Draper, and I consider that a good thing! Copywriters are the Jack-of-all-trades kind of breed (or Jill-of-all-trades, in my case!) and as our own profession becomes increasingly important in the world of Internet Marketing, why not find new ways o utilize your creative talents? If you haven’t already thought about dabbling in Social Media Management, here’s your introduction. Social media is all about being catchy and interesting, a powerful weapon we already have in our tool belt. Therefore, I’ve compiled my top five tips for fusing our passion of writing with the unavoidable world of social media.

  1. Be short and sweet. If your client uses social media as a way to connect to their followers, fan boys  and consumers (as they should be) then you must approach managing their social media accounts from the perspective of the audience. Users on the other side are not corporations; they are people that are on-the-go and just checking in to see what’s newsworthy and what their friends are up to. If you’re in the habit of posting lengthy and complex posts, stop that right now! You will lose their interest quickly, or worst, they’ll just move right past your post or get rid of your feed altogether! When it comes to social media, less is more. Be minimal and your users will not only thank you for it, but they will take notice, too!
  2. Be engaging. Social media thrives one thing and one thing only: socialization! I know what you’re saying; I can’t just hear your words coming through the Internet, “Duhhhhh, Gina! Otherwise it wouldn’t be called social media!” But you’d be surprised how easily this simple fact can be overlooked when posting to various platforms. If your posts don’t ask something of the user, whether it be directly or indirectly, then the user has no reason to get involved. If you get stuck, just look for an interesting article to share and ask users for their opinions. Or, you can ask users to submit topics, articles, pictures, or anything else that’s interesting to them. Keeping your users engaged will keep them coming back time and again.
  3. Cater to the platform. Not all social networks are created equally! And while there are similarities between all of the popular platforms out there, they are different enough that you should be mindful of what you post where. For example, LinkedIn is a great network for keeping in touch with clients, old co-workers, and finding new employees. Your LinkedIn posts should be business-minded with the goal of looking professional. Facebook, on the other hand, has an audience much larger and much more diverse than LinkedIn. Therefore, your posts can very from professional to humorous, even. In general, it’s important to know which platforms fulfill what need for their users. Then, start filling those needs with relevant updates. As a side note, I’d just like to say that even though each social media platform is different, and figuring out what to post where can be time consuming and challenging, the most important thing is to just post. This takes us back to the one and only rule of social media: be social. So as long as you’re posting, you’re at least doing something right.
  4. Don’t be one-sided. I hate to sound like a broken record here, but some things are worth being revisited. Since the goal of social media is to just be social, remember that conversations are never just one entry from each party. Solid conversations involved several responses from both parties; socialization all around. I always like to stress the importance of responding to user comments, especially if you took my advice in #2 and asked a question. By responding to users, they will feel connected on a personal level and will be much more likely to come back. It’s difficult to seem friendly and inviting to your audience when you’re potentially separated by thousands of miles and millions of pieces of computer code, but by writing back to your users, those barriers can be broken.
  5.  Fill out those profiles. It’s no secret that certain aspects of social media can influence SEO rankings. For example, Google+ is quite integrated with Google’s search algorithms, especially when users are logged into their accounts while searching. Therefore, you should take all those “Description” sections a little more seriously. Not only will they help in the SEO department, but as an added bonus, they will inform users about who you are and why you’re here. As we copywriters know, content is everything and profile information should be no exception.

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