Writing for Social Media

Overview

• Social media strategy
• Social media policy
• Key messages
• Editorial judgement
• Using humor in your writing

Social Media Strategy

Social Media Strategy

• Goals
• 5Ws + H on channels
• Brand guidelines
• Social media policies
• Competitive & SWOT analysis
• How to measure success

Message Mapping

Message Mapping

• Focus your efforts
• Clear and versatile talking points
• Two components: key messages and supporting facts
• Different social media audiences may require different key messages - lay it out in the strategy
• Especially helpful in a crisis

Social Media Policy

Social Media Policy

• Living document that covers organizational social media use (personal & professional)
• It's important: it prepares brands
• Includes roles and responsibilities, what to do when things happen, security protocols, rules of conduct, guidance on personal social media, etc.

Editorial Judgement

Editing is an exercise in selection and judgement:
what to put in and
- just as important -
what to leave out.

What's okay to post and what's not?

Who should decide what's okay to post?

What are the rules?

Any questions?

Using Humor in Social Media

"As a communications tool, effective use of humor can humanize you, cementing your bond with readers. It can also help your work stand out in a crowded market."

- Leigh Ann Jasheway

PLOSIVES

RULE OF 3

COMPARISON

TWISTED CLICHE

ASIDES

EXAGGERATION

BETTER WORDS

BE CAREFUL