Writing for Social Media

Workshop Outline

• Introduction
• Lesson
• Breakout discussion
• Writing sprints
• Q&A
• Reflection

Introduction

Introduction

• Goal: What the message needs to do
• Audience: Who you will reach and why
• Delivery: How you will send the message
• Call to Action: The next step
• Visual: The mental picture
• Essence: How you want your audience to feel

Writing for Text-Based Social Media

Facebook

• Posts can be long (e.g. Humans of NY) or short, with short often performing well.
• Include a visual with every post to increase engagement.
• Avoid hashtags and acronyms.

Twitter

• 230 character limit.
• Post only about one topic at a time. Thread if you need to.
• Include links to more content if you have more to say/share.
• Include visuals to boost engagement.
• Hashtags should be used sparingly and only if necessary. 1-3 max.

Instagram

• Captions can be long or short.
• Emojis tend to work well.
• No more than 10 hashtags - 5 to 7 (or less) works.
• Hit "return" key a few times to create breaks in captions.
• Let the image or video be the star.

Pinterest

• Images should be the focus.
• Captions do best at about 150-300 words.
• Include relevant keywords in the description.
• Compelling headlines.
• Avoid internet slang, acronyms, hashtags, and text-speak.

Writing for Text-Based Social

• When in doubt, keep it short.
• Be authentic.
• Stay focused on goals and brand.
• Think about "evergreen" content vs. only what's timely.

Breakout Discussions

DISCUSSION QUESTIONS

• How can brands put audiences first when creating social content?
• What's the most challenging part about writing for social media?
• What's your writing process like for making social posts?

Regroup

Writing Sprints

Lesson #1: Active vs. Passive Voice

• Passive: "Our delicious teas are adored by our customers."
• Active: "Customers love our delicious teas."
• End on a desirable point to inspire action.
• Avoid weak language.
• For journalists, this could be different.

Prompt #1

• Rewrite a Twitter post caption to turn passive voice into active voice.
• Make sure it doesn't exceed 230 characters.
• Follow AP Style.

EDIT THIS POST: It was earlier demonstrated by researchers that the rate of heart attacks in adult males can be increased by high stress.

Lesson #2: Hashtag Usage

• Only use them if they matter.
• Research hashtags to find which ones fit the post best.
• Don't overuse them.
• Hashtags can encourage community and engagement when done well.

Prompt #2: Hashtags

• Write an Instagram post for the following image announcing a new album.
• Choose 5-7 hashtags relevant to the post copy and image.
• Include 1 emoji.
• Client: Emily King

Emily King: Grammy-nominated R&B/Soul Singer-Songwriter. Releasing a holiday album of original and classic holiday songs titled "Season" this December.

Lesson #3: Tell a Story

• Make your reader the hero or use a common storytelling technique to create "characters".
• Focus on human connection.
• Feel, Know, Do can apply here.

Prompt #3: Tell a Story

• Write a Facebook post that uses a storytelling technique discussed this semester.
• End your post with some kind of call to action or call for engagement.
• Client: First Descents

First Descents provides life-changing outdoor
adventures for young adults (ages 18 - 39) impacted by
cancer and other serious health conditions.

Lesson #4: Solid Headlines

• 4 U's: Unique, ultra-specific, urgency, useful
• Spark a reaction. Remember: this is a first impression - involve the reader in the content.
• Categories are common: question, benefit, how-to, list post, or generic.
• Use emotional words & power words.

Prompt #4: Headlines

• Write a Pinterest headline and caption about a new fall line of furniture.
• The headline will appear as the headline in the post and as a text overlay on the image.
• Client: Lulu and Georgia

We design and curate the best and latest in interior design, make it accessible, and keep you up-to-date on cutting-edge trends in the industry. That way, you can finally take
that #dreamroom from your Pinterest board and make it a reality.

Quick Detour: Creating & Choosing Images

Creating Images

• Make sure it's the right size for the platform.
• Should align with the same goals as your content.
• Enhance what you've written.
• Follow brand guidelines.

Choosing Images

• Make sure you have permission or that you're complying with copyright law.
• Make sure it aligns with goals and content tone.
• Be mindful of context and how it can be interpreted.
• All images should: entertain, empower, educate, entice, or help solve a problem.

Wrap Up: Q&A

Wrap Up: Reflection

Reflection

• What were your biggest takeaways from today's lesson?