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Best Practices for
Effective Writing in
Social Media
Erica Nardello
Social Media Supervisor, LevLane
Writing effectively on social channels depends upon an understanding of all three
Platform, Brand, and Audience
Whether it’s Facebook’s EdgeRank, Twitter’s 140-character limit, or reddit’s community
quirks, understanding each platform...
A brand’s stage in the product lifecycle determines many of its goals and strategies. Are
you looking to drive awareness o...
Who is the audience for each channel, brand, campaign, and experience?
It’s impossible to write well for any assignment wi...
Social Media:
Who’s doing it well?
Best Practices and Kick-Ass Campaigns
Sharing real patient success stories tugs on the heartstrings, but the Rothman Institute
took it a step further to create ...
Burger King’s app, powered by Facebook friend fatigue and a nation’s love of juicy
burgers, sparked 200,000 defriendings a...
Real-time pro bono social strategy for BreastCancer.org’s Rock the Ribbon event raised
awareness for the cause and funds f...
Ben & Jerry’s used Twitter users’ un-uses characters to promote a cause close to their
hearts on World Fair Trade Day
Twit...
Promoted Tweets using Twitter Cards tied into the Parks and Recreation season finale
to spur viewers to get involved with ...
Instagram photos (and less-than-perfect grammar) promote (less-than-perfect) vintage
finds and boost sales with exclusive ...
Spotify engaged the reddit community with ads to tap into users’ expertise and
crowdsource perfect playlists for a variety...
Lowe’s created six-second Vines (in 140 characters or fewer) featuring helpful home
improvement tips, tagged with the #Low...
Social Media:
Writing Tips & Tricks
What does it take to do it well?
Social Media Writing Tips
• Context counts
• No matter where and when content appears in News
Feeds and streams, it needs ...
Social Media Writing Tips
• Real-time response to the rescue
• Some of the best and most effective social media writing
co...
“…there’s a chance we’ll have a better generation of writers than we’ve ever had
because of the social media age.”
So what?
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Best Practices for Effective Writing for Social Media

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Platform knowledge, brand awareness, and audience understanding – how do they come together in great social media writing?

Presented at the University of the Arts in Philadelphia during a class entitled "Effective Writing for Digital Content"

Published in: Social Media
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Best Practices for Effective Writing for Social Media

  1. 1. Best Practices for Effective Writing in Social Media Erica Nardello Social Media Supervisor, LevLane
  2. 2. Writing effectively on social channels depends upon an understanding of all three Platform, Brand, and Audience
  3. 3. Whether it’s Facebook’s EdgeRank, Twitter’s 140-character limit, or reddit’s community quirks, understanding each platform is critical to success before the writing even begins. Platform Understanding
  4. 4. A brand’s stage in the product lifecycle determines many of its goals and strategies. Are you looking to drive awareness or sales? What’s going to catapult the brand from being “known” to being “loved” by consumers? Brand Understanding
  5. 5. Who is the audience for each channel, brand, campaign, and experience? It’s impossible to write well for any assignment without understanding the target’s gender, age, lifestyle, income level, interests, behaviors, wants, and needs. Audience Understanding
  6. 6. Social Media: Who’s doing it well? Best Practices and Kick-Ass Campaigns
  7. 7. Sharing real patient success stories tugs on the heartstrings, but the Rothman Institute took it a step further to create a community of passionate advocates Facebook: Rothman Institute
  8. 8. Burger King’s app, powered by Facebook friend fatigue and a nation’s love of juicy burgers, sparked 200,000 defriendings and issued 20,000 free Whopper coupons Facebook: Whopper Sacrifice App
  9. 9. Real-time pro bono social strategy for BreastCancer.org’s Rock the Ribbon event raised awareness for the cause and funds for a cure with a 10-cents-per-tweet campaign Twitter: Rock the Ribbon for BreastCancer.org
  10. 10. Ben & Jerry’s used Twitter users’ un-uses characters to promote a cause close to their hearts on World Fair Trade Day Twitter: Ben & Jerry’s Fair Tweets
  11. 11. Promoted Tweets using Twitter Cards tied into the Parks and Recreation season finale to spur viewers to get involved with the real National Parks Conservation Association Twitter: National Parks News
  12. 12. Instagram photos (and less-than-perfect grammar) promote (less-than-perfect) vintage finds and boost sales with exclusive call-to-buy calls-to-action at three area locations Instagram: Jinxed Philadelphia
  13. 13. Spotify engaged the reddit community with ads to tap into users’ expertise and crowdsource perfect playlists for a variety of scenarios and sentiments reddit: Spotify
  14. 14. Lowe’s created six-second Vines (in 140 characters or fewer) featuring helpful home improvement tips, tagged with the #LowesFixInSix hashtag Vine: Lowe’s #FixInSix
  15. 15. Social Media: Writing Tips & Tricks What does it take to do it well?
  16. 16. Social Media Writing Tips • Context counts • No matter where and when content appears in News Feeds and streams, it needs to resonate with users • Hashtags keep conversations cohesive • Strategic social media writing must be shareable
  17. 17. Social Media Writing Tips • Real-time response to the rescue • Some of the best and most effective social media writing comes in response to user feedback • Shareability • Strategic social media writing must be shareable
  18. 18. “…there’s a chance we’ll have a better generation of writers than we’ve ever had because of the social media age.” So what?

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