Writing for Social Media

Lesson Outline

• Community Building & Management
• Digital Reputation Management
• Discussion: Reputation
• Influencers
• Discussion: Influencers
• Responding to Online Feedback
• Writing Sprint: Responses
• Q&A and Reflection

Community Building

Community building

• Connection
• Conversation
• Making the Ask
• Participation
• Invitation
• Creating a Platform

Community Management

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Community Management

• Monitoring
• Engaging
• Moderating
• Measuring

Reputation Management

Reputation Management

• Understanding what people say & think about your brand + ways to boost your reputation
• It's important.
• PESO model: shows the scope
• Brand monitoring & listening
• Then build in strategy, policies, and community + PR

Discussion: Reputation

Discussion Questions

• How do you know what brands to trust?
• What signals of trust do you look for in a brand?
• How do you research brands before you decide to work with them?
• What makes a brand trustworthy?

Influencers

Influencers

• Have the power to voice their thoughts and ideas to large audiences
• Microinfluencers vs. celebrities
• Brands can partner with influencers to amplify conversations around their brand
• Influencers can participate in brand communities

Influencers

• Influence: the capacity of power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc. of others
• Influencers: those who are passionate and skilled professionals who know how to communicate, engage, and create dialogue

TEDx Talk: The Future of Branding is Personal

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Discussion questions

• Do you feel that branding has really shifted to being personal?
• Have you ever thought about your personal brand? What came to mind?
• Do you see yourself in the accounts you follow on social media?

Responding to Feedback

Responding to Feedback

• Fast is best.
• Always thank them for the feedback.
• Use names and personalize responses.
• Keep emotions in check. If you can't, walk away and come back to it.
• Know when to take it offline (or to DMs).
• Avoid vague or unhelpful answers.

Responding to Positive Feedback

Responding to Positive Reviews

• Say thank you and be specific
• Use your business name and keywords in your review response
• Add a little marketing (e.g. a promotion, new feature, or behind the scenes update)
• Invite the customer to do something

Responding to Negative Feedback

Responding to Negative reviews

• Sympathize in your response and apologize. Seek resolution.
• Insert a bit of marketing (e.g. "we're known for _____ and we're sorry we missed the mark."
• Take the conversation offline.
• Don't use the business name/ keywords.
• Keep responses short & sweet.

Writing Sprint: Comment Response

IMagine You're Forever 21

• "Bought a new shirt at @forever21. Wore it once and it fell apart after one wash. Their products are GARBAGE. I want a refund!"

Writing Sprint: Review Response

Imagine You're marywood

• 1 star: "Imagine sitting in a $100,000 waiting room for 4 years hoping for your name to get called so you can leave. That's Marywood. I hate it here."

Q&A and Reflection