2. Keep in mind
Social media is about engagement
It’s not a one-way conversation (That’s called broadcasting.)
Divide your time on social media in thirds.
1/3 engaging (retweets, replies, responding)
1/3 promoting (sharing links to stories, videos, etc.)
1/3 being yourself (have voice/show personality)
@Buffy Andrews
3. Examples of short writing
Tweets
Headlines
Captions
Blurbs
Blog posts
Text messages
Facebook posts
Lists
Fortune cookie fortunes
Sonnets
4. Writing short
Focus. Zero in. What’s the most important piece of
information to share?
Ask yourself, what information can I leave out?
Tighten. Eliminate needless words
Cut weaker elements: adverbs, passive constructions,
prepositional phrases, etc.
The shorter the sentence the greater the value of each word
More powerful the message, the shorter the sentence (I do.)
5. Writing short
Put most important word at the end of the sentence ie. In
Macbeth, the messenger says: “The queen, my lord, is dead.”
Book opening: The bastard was dead.
Revise, polish, proofread
Good reporting critical for short writing success
It takes more time not less to write something good and
short
Donald Murray: Brevity comes from selection and not
compression
6. People want social
People want to be social wherever they consume their media
Means you must fold a social element into your creative
Adding social layer immediately increases its effectiveness
Great marketing is all about telling your story in such a way
that it compels people to buy what you are selling (whether
it’s a story, a product, a service etc.)
If you want to connect with people while they’re consuming
their entertainment you have to be their entertainment
7. What makes a great story
It creates an emotion that consumers want to do what you
ask them to do.
Call to action: Book a flight, read a story, buy your product,
donate to your cause…
You not only have to lead the horse to water but you must
have him drink it as well.
8. It’s a science
Social media storytelling requires experimentation. Try
something and see if it works. Look at the metrics. If it’s not
working, stop doing it and try something else.
You must respond to the results.
Success on social media boils down to three things:
Understanding the nuances of the platforms, having a distinct
voice, and driving your business goals
9. Pay attention to platform
Learn each platform’s native ways. Just don’t throw content
up there hoping it will stick. A text heavy post is not going to
work on Pinterest where it’s all about visuals.
Content you share on a particular platform must look the
same, sound the same and provide value and emotional
benefits people coming to that particular platform are
seeking.
11. Understanding Facebook
72% of online American adults log on daily, including 44%
who do so several times a day
Facebook wants people to find relevant, fun, useful content.
Mean you must create relevant, fun and useful content.
You must create content that people interact with, whether
that’s liking it, leaving a comment or sharing the post.
The most shared content on Facebook is content that elicits
an emotion (happy, sad, angry are the top three)
Facebook’s priority is the consumer, not the marketer.
Create great content that gets people to engage and
Facebook will allow you to share that content with more
people.
12. Facebook tips
Schedule for engagement. Early morning, lunch, late
afternoon, late night.
Use photos: Images receive 37 percent more interactions
Use hashtag: For search purposes
If reader asks question on Facebook, answer it. Engage!
Only one call to action per post.
Ask yourself before posting, if I saw this would I share it?
BuffyAndrews
13. Ask yourself
Is text too long?
Is relevant, fun and useful content?
Is photo striking and high quality?
No more than 1 call to action?
Does the post offer new knowledge?
Would I share this if I saw it in my Facebook feed?
15. Understanding Twitter
Every second, on average, around 6,000 tweets are tweeted
on Twitter , which corresponds to over 350,000 tweets sent
per minute, 500 million tweets per day and around 200
billion tweets per year.
Currency = News and information
Skews hip and urban
37% of adults 18-29, 25% of adults 30-49, 12% of adults 50-
64
88% of Twitter users are on mobile
You MUST listen. Far better to listen, find out what’s
trending, and bring yourself to the people.
Creating real-time micro-content is BIG job
16. Twitter tips
Tweets not all about you (called birdiebragging)
Have something interesting to say. Add value.
Find and follow people who share your interest
Join the conversation. Engage
Retweet, reply and promote others
‘Steal’ followers from other accounts
Use hashtags to find people with shared interests
Pay attention/take advantage of trending topics and hashtags.
BuffyAndrews
24. SEO juice
Google gives preference to
its own products, so having
Google+ account influences
your search rankings
25. Some concluding thoughts
It’s all about effort. David beat Goliath who was much
stronger and bigger. A small business can beat a big business
if the effort is there.
Key to social marketing is creating quality micro-content
Show people you care. Be funny. Entertaining. You build
loyalty when they believe you care about them both as a
customer and as an individual.
28. Check Linkedin posts
Content must have social layer
Good content evokes strong emotion in consumers
#Ridetrendinghashtags
Making and adding a GIF to Facebook
Why being too much in a hurry can wreck your social media gam
Creating interactive content that connects