It’s a fact: Social media is constantly evolving. And with these changes come the difficulties of reaching and engaging with your audience. Even with well-thought strategies and laid out plans, it’s still important to create content that identifies with your audience and encourages them to take action. That’s where social media writers come in.
They’re responsible for attracting readers to social media posts, crafting write-ups that speak to your followers, and getting people to know more about your brand. They’re also tasked to come up with content that upholds your company’s voice and values while also resonating with your intended audience.
To help you understand what makes an effective and successful social media writer, here are 11 things you should know.
11 Things Every Social Media Writer Needs to Know
1. Do Your Research and Plan Ahead
The main goal of social media posts is not just to be seen but to keep the audience interested and engaged. As a social media writer, part of your role is to define your audience specifically, get to know who they are, and understand what they like.
Start with their demographics and identify their interests, lifestyles, and values. Determine what they care about, what they want, and what their needs and goals are. Pick a challenge that’s significant to them and develop content that will provide solutions. This way, they can envision how important your product or service is.
Once you know who you’re talking to, it’s essential to plan how you’ll come up with posts that are worthy of people’s time. With a social media calendar (eClincher can help you with this!), you can plot your content type in advance, schedule your posts, organize your files, and set rules to fit your audience’s requirements.
Remember: The more you know about them, the easier it’ll be for you to write relevant content. And the more relevant your posts, the more success you’ll have.
2. Speak Your Audience’s Language
To connect with your followers on a deeper level, you should be familiar with the words and language that they use. This will show that you truly understand your audience, and it’ll help you better communicate and gain their trust.
Adjust your tone to make it more relatable and avoid lengthy sentences or technical business terms. Your objective is to build connections and garner engagement, not to sound super fancy and smart. It’s best to use personal pronouns like we or you in your posts. Make sure to write as though you’re talking directly to the fans and tailor your speaking style to each social platform.
It also helps to find a copywriting formula that suits your brand and audience so you can determine the right balance between personal and professional.
Fitness guru Katie Crewe does an amazing job really connecting with her followers by using their language.
3. Master Click-Worthy Titles and Great Captions
Titles make or break your entire content. Since they’re the first things people see when browsing, your titles should be catchy and compelling enough for them to check out your work. Click-worthy headlines are unique and creative, even intriguing and mysterious, to make the audience want to read and share your content.
Titles should clearly communicate what the post is about along with its value and benefit to the readers. Make it interesting without giving away too many details. But be careful of writing clickbait, where your titles overpromise and posts under-deliver.
Great captions are punchy and informative at the same. With a few impactful words that are specific to your audience and brand, these should summarize what you offer and grab people’s attention instantly. Captions don’t have to be long explanations. Rather, these can be short descriptions about the photo with a corresponding brand hashtag or link to your blog, website, or product page.
Samsung Mobile USA does this very well:
4. Be Positive and Upbeat
As a social media writer, you have to leave your audience enthusiastic and inspired by your content. That’s why it’s important to use positive and upbeat tones in your posts. From headlines and captions to updates and whole write-ups, be sure to use exciting and encouraging words that can move your audience.
Check out how Nike Women perfects this:
If you’re sharing your opinion or taking a stand, remember that you’re still carrying your company’s name so you must keep it professional. Avoid shedding a bad light on your page or criticizing any person or business publicly. Part of your job is to stay cool and calm amidst any negativity that may surround your brand as you wouldn’t want to risk the trust and credibility that you’ve built.
5. Keep it Short and Sweet
An effective social media writer knows that if you want to keep your audience’s attention, you have to write concisely and get straight to the point. Great content doesn’t have to be long paragraphs of deep reflections, case studies, and pasted stories. Instead, these posts are easy to read and understand with only about two to three sentences per paragraph.
Consider using lists or bullets so readers can conveniently scan through your post. Separate sections with descriptive headings so your audience knows what to expect and can come away with key points from each part. Avoid using fillers and ensure that each sentence you write is relevant to the entire post.
6. Mind Your Spelling and Grammar
Social media is a place full of shortcuts and slang. And that’s completely understandable (following our last point). However, bear in mind that poor spelling and grammar may reflect badly on your brand. It may give off the impression that your business is unprofessional or not at its top form.
A good social media writer doesn’t have to be a spelling bee champion or grammar guru. Just make sure that you use the right spelling and grammar reflective of your brand, audience, and the message you’re trying to convey. Take time to read through your content before posting and don’t rely heavily on check tools. Also, consult a native speaker if you’re using a different language in your posts as some translation tools may not be accurate.
7. Use Supporting References
If you’re going to offer data and statistics, make sure that you’re able to back these with reliable sources. This shows that you’ve done adequate research, you’re clear about where you got your information, and you know what you’re talking about. Using good sources adds more credibility and truthfulness to the points you’re trying to make.
Bonus: Citing sources in your posts slowly grows your SEO as readers are able to find your content through these keywords or websites.
8. Include Photos and Videos — and Make Sure They’re Legal!
Great writing is best paired with quality photos and compelling videos as these posts typically perform a lot better than those without. This is because visual content is more engaging, tells a story quicker, and enables you to connect with your audience on a deeper level. Including relevant photos and videos not only makes your content more appealing, but it also makes it less intimidating than text-only posts.
Note that it’s important to optimize your visual content for the platform that you’re posting it on to ensure that you maximize your online presence. Also, make sure that the photos and videos you include are copyright-free and legal to use. You can source your content from Creative Commons sites, and always give credit where credit is due. Using images, videos, or music that you’re not allowed to (or using it without properly crediting the creator) can get you in serious trouble.
9. Mind the Comments and Write Thoughtful Replies
To be a successful social media writer, you have to engage with your brand’s community and provide excellent customer service. Your job includes:
- Constructing on-point replies to fans’ comments and messages.
- Developing, responding, and maintaining conversations within your circle.
- Answering brand questions.
- Communicating with advocates and followers.
Remember to align with your social media team on how to engage with your audience in the same tone and style. Again, regardless of any mean or rude comments you may get, make sure that your replies are positive, polite, professional, and informative.
10. End With a Bang
Of course, you want to close out strong. And to do this, you have to leave your readers with something to think about or work on.
To be an effective social media writer, you must be able to use your conclusion to define a resolution to the problem presented or clearly summarize all important points. You should present a powerful call-to-action (CTA) that will encourage your audience to move or do something.
Here are some CTA ideas that will help prompt your followers to take action:
- Ask them to like or share your post.
- Direct them to your other content or lead them to a landing page.
- Get them to subscribe to your newsletter or email list.
- Move them to join your community.
Athlete Camille Leblanc-Bazinet is great about using CTAs to promote her programming.
11. Review. Edit. Proofread.
Before posting or uploading any content, take the time to go through it several times to check for possible errors or mistakes. Fresh eyes also offer a fresh perspective, so you may want to consult with a colleague when reviewing and editing your work.
When proofreading, you can read your post aloud to help force your brain to look at things from a different view. You may also want to print your posts off and come back to it a while later so you have time to reset.
Being an outstanding and successful social media writer takes time, especially with the ever-changing state of social media. Though you may not yet perfect all of these 11 things that you need to know, it pays to take each step to heart — one at a time. With consistent practice, hands-on experience, and formal training, you’re well on your way to becoming a valuable asset who will bridge your company and your audience through impactful words.
And while you’re working on that, eClincher can help you excel in all your social media management needs. Contact us and start your free trial today.