This presentation shares how to use traditional writing concepts and "rules" to write effectively for social media. In addition to reviewing writing and social media fundamentals, this presentation also shares examples from DKNY and Southwest Air. For more information, please contact jenniferizzo@costadevault.com or visit www.costadevault.com.

2. Writing for Social Media
Jenni Izzo
Costa DeVault
Senior Account Executive
@jenniizzo

3. AT A GLANCE
• Founded in 1985
• Central Florida’s most award-winning agency --
the recipient of 375+ awards
• Reputation for outstanding quality, integrity,
creativity and service
• A long-standing commitment to community
• 22 employees

4. INTEGRATED SERVICES
• Marketing
• PR
• Advertising
• Graphic design
• Web design
• Social media

5. INTEGRATED SERVICES
• Marketing
• PR
• Advertising
• Graphic design
• Web design
• Social media

6. INDUSTRY EXPERTISE
• Professional services • Nonprofit
• Restaurant/food/ • Retirement living
hospitality • Technology
• Financial services • Energy/public utilities
• Real estate and • Education
development

7. @jenniizzo
• Central Florida native
• Drexel University graduate
• PR and social media for Costa DeVault

8. WRITING FUNDAMENTALS
• In many cases, the same rules you were taught
for traditional writing apply to the nontraditional
• Effective writing makes it easy for readers to
understand the message. Ideally, you want that
same message to encourage an action (whether
it’s a donation, comment, retweet or simply a
laugh).
• Three C’s: Clarity, Conciseness, Consistency

9. SOCIAL MEDIA FUNDAMENTALS
• Identify your purpose. Know what you’re
trying to accomplish. Otherwise, you won’t be
able to measure your success.
• Determine your voice -- and stay consistent.
Social media is an extension of your brand.
• Be engaged. Doing social media right means
participating.
• Stay informed. Monitor conversations to find
new followers and understand issues.

10. SOCIAL MEDIA FUNDAMENTALS
• Identify your purpose. Know what you’re
trying to accomplish. Otherwise, you won’t be
able to measure your success.
• Determine your voice -- and stay consistent.
Social media is an extension of your brand.
• Be engaged. Doing social media right means
participating.
• Stay informed. Monitor conversations to find
new followers and understand issues.

12. WRITING FOR THE MEDIUM
• Tone, style and format change drastically from one
context to the next
• Web copy ≠ press release; tweet ≠ Facebook post
• Consistency across mediums is important -- but it can
be achieved without a complete copy and paste
- Facebook pages that automatically push tweets
receive an average of 70% fewer likes and
comments (and vice versa)

13. WRITING FOR THE MEDIUM
• Know your audience ... and write with them in
mind
• The publicness associated with social media makes
it difficult to know exactly who your audience is (so
be careful!)
• Common traits of online users:
- Shorter attention span/less time
- Expect interaction
- Often “scanning”

14. CONTENT
• Yogurt vs. informational yogurt
- “Just got yogurt.”
- “Just got yogurt from Menchie’s in Winter
Park. 2-for-1 today until 9 p.m. tonight!”
• Tweeting blog posts
- “Writing for the medium http://bit.ly/xyz”
- “Had no idea that copying and pasting tweet
to FB was so taboo! http://bit.ly/xyz”

15. REVIEW AND REVISE
• You wouldn’t send an important/public email
without reviewing ... and the same goes for social
media
• Just like what you say in person, what you post
online speaks to your credibility
• Due to the “instant gratification” format of social
media, someone is bound to read your post the
second it is sent -- be sure it’s what you want
shared

16. TWITTER
• Make every word count (you only have so
many!) -- eliminate wordiness, redundancies,
empty phrases
• Shorthand is expected, but be sure not to
sacrifice grammar for space
• Easiest to find in a Google search

17. FACEBOOK
• Character limit is 5,000 ... but messages should still
be clear and concise
• Use photos
• Link to other pages/users
• When sharing links, try to add some commentary
• Stay consistent with your voice ... don’t assume that
TMI is more appropriate here, simply because of the
medium

18. BLOGGING
• Use meaningful headings and sub-headings (On
average, 8/10 read a headline, 2/10 will read the rest)
• Use bulleted lists, where possible
• Highlight keywords
• Use pictures
• Ask questions
• Link to relevant information (good for readers, better for
your SEO purposes!)

19. SOUTHWEST AIR

20. SOUTHWEST AIR

21. DKNY

22. DKNY

23. DKNY

24. OCEAN SPRAY

25. OCEAN SPRAY
Were excited to announce that TOMORROW,
we will debut the first-ever pop-up restaurant
inside a cranberry bog in Rockefeller Center! If
you're in the NYC area, come check it out!
Otherwise, be sure to tune in for our live
Ustream event at 1pm in which Chef Ming Tsai
will be answering YOUR questions about
cooking with cranberries live from the bog!

26. OCEAN SPRAY

27. McDONALD’S

28. McDONALD’S

29. McDONALD’S
McDonald’s Asian Salad
Savor the unique colorful combination of an exotic
vegetable blend and crisp greens. Topped with our
new, juicy, white meat chicken breast filet, dizzled
with an orange-glaze. Accompanied by Newman’s
Own low-fat sesame ginger dressing, made with
natural ingredients. Perfectly balanced bliss, back
for a short time.
Rediscover delicious harmony.

30. TRIVIA TIME

31. TRIVIA TIME
• What are the 3 C’s?
• First one to tweet the answer to @jenniizzo
wins a prize!

32. QUESTIONS?

33. QUESTIONS?
Jenni Izzo
Costa DeVault
Senior Account Executive
@jenniizzo
jenniferizzo@costadevault.com
www.costadevault.com/blog