Writing for Social Media

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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.

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  • Writing for Social Media

    1. 1. Writing for Social Media Jenni Izzo Costa DeVault Senior Account Executive @jenniizzo
    2. 2. 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
    3. 3. INTEGRATED SERVICES• Marketing• PR• Advertising• Graphic design• Web design• Social media
    4. 4. INTEGRATED SERVICES• Marketing• PR• Advertising• Graphic design• Web design• Social media
    5. 5. INDUSTRY EXPERTISE• Professional services • Nonprofit• Restaurant/food/ • Retirement living hospitality • Technology• Financial services • Energy/public utilities• Real estate and • Education development
    6. 6. @jenniizzo• Central Florida native• Drexel University graduate• PR and social media for Costa DeVault
    7. 7. 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
    8. 8. 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.
    9. 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. 10. 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)
    11. 11. 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”
    12. 12. 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”
    13. 13. 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
    14. 14. 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
    15. 15. 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
    16. 16. 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!)
    17. 17. SOUTHWEST AIR
    18. 18. SOUTHWEST AIR
    19. 19. DKNY
    20. 20. DKNY
    21. 21. DKNY
    22. 22. OCEAN SPRAY
    23. 23. OCEAN SPRAYWere excited to announce that TOMORROW,we will debut the first-ever pop-up restaurantinside a cranberry bog in Rockefeller Center! Ifyoure in the NYC area, come check it out!Otherwise, be sure to tune in for our liveUstream event at 1pm in which Chef Ming Tsaiwill be answering YOUR questions aboutcooking with cranberries live from the bog!
    24. 24. OCEAN SPRAY
    25. 25. McDONALD’S
    26. 26. McDONALD’S
    27. 27. McDONALD’S McDonald’s Asian SaladSavor the unique colorful combination of an exoticvegetable blend and crisp greens. Topped with ournew, juicy, white meat chicken breast filet, dizzledwith an orange-glaze. Accompanied by Newman’sOwn low-fat sesame ginger dressing, made withnatural ingredients. Perfectly balanced bliss, backfor a short time. Rediscover delicious harmony.
    28. 28. TRIVIA TIME
    29. 29. TRIVIA TIME• What are the 3 C’s?• First one to tweet the answer to @jenniizzo wins a prize!
    30. 30. QUESTIONS?
    31. 31. QUESTIONS? Jenni Izzo Costa DeVault Senior Account Executive @jenniizzojenniferizzo@costadevault.com www.costadevault.com/blog

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