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Writing for Social Media: Engagement Strategies for Content Managers


Published on Eric Melin from Spiral16 -- a social media and online monitoring software and services company -- outlines the best strategies for companies to build awareness and trust through social media. This presentation contains statistics and tactics for engaging on Twitter, as well as content ideas for blogging and important, specific advice on making sure that your message reaches the right people at the right time -- maximum relevancy.

All of these strategies can be applied across multiple social media platforms, although much of the talk has specific tips specifically for Twitter, since the bar to engaging strategically on that platform can be unusually high.

Published in: Marketing
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Writing for Social Media: Engagement Strategies for Content Managers

  1. 1. Writing for Social Media Eric Melin @SceneStealrEric @Spiral16
  2. 2. Why Use Social Media? Engaging regularly through social media can: • Increase awareness • Build trust and loyalty • Increase web traffic • Build relationships • Help stay up on trends • Help generate content ideas 2/19/2014 2
  3. 3. Before You Start • Identify your target audience • Demographics, needs, wants • Find out where they live online • Websites, social channels • Choose which channels to focus on • List your goal(s) • Figure out time/budget constraints 2/19/2014 3
  4. 4. Hitting the Relevancy Bullseye 2/19/2014 4
  5. 5. Hitting the Relevancy Bullseye Time-relevant – holidays, newsjacking, trending, seasonal 2/19/2014 5
  6. 6. Hitting the Relevancy Bullseye • Geography-relevant – include geography if that is key 6
  7. 7. Hitting the Relevancy Bullseye • Audience/interest-relevant – identify, speak to them in as few words as possible 2/19/2014 7
  8. 8. Hitting the Relevancy Bullseye • Helpful/useful-relevant – tips, resources 2/19/2014 8
  9. 9. Twitter Tactics Follow people and organizations that are interesting to you/your audience. Your Twitter account will become a real-time news feed of the issues and topics you care about. This is content that you can share. Make sure it’s something your audience cares about. 2/19/2014 9
  10. 10. Twitter Tactics 60% of content should be from other sources, always with full credit 30% should be conversation, thank yous, adding your opinion 10% should be your own content. Some say 70/20/10 – either way, you get the idea! 2/19/2014 10
  11. 11. Twitter Tactics Remember to @ people and give them credit (via @username) when sharing links. Compliment the source, ask a question, or add discussion. If @ is the 1st character of your tweet, only that person will see it, so if not a direct response, use “.@” 2/19/2014 11
  12. 12. Twitter Tactics Follow local and cause-related hashtags and join in on the conversation. Create your own hashtag for your events. #activism #advocacy #causes #charity #charitytuesday #csr – corporate social responsibility #donate #fundraising #ngo – nongovernmental organization #nonprofit #nonprofits #npcons – nonprofit consultants #nptech – nonprofit tech #philanthropy #sm4sg – social media for social good #socent – social entrepreneur or social enterprise #socialgood #video4change #volunteer #volunteers CHATS #nptalk – nonprofit talk #ynpchat – young nonprofit professionals #npcons – nonprofit consultants #socentchant – social entrepreneurs #smNPchat – small nonprofits #EWBUSA2013 2/19/2014 12
  13. 13. Twitter Tactics Live tweet during events. Follow others using the hashtag. Meeting people in the real world and following them on Twitter can cement relationships. 2/19/2014 13
  14. 14. Twitter Tactics Establish your “voice.” Be authentic and friendly. Use plain-spoken language, not industry jargon. Ask questions. Answer others. Retweet and favorite. 2/19/2014 14
  15. 15. A Good Tweet • Is 120 characters or under – use numbers, eliminate non-essential characters, maximize ease of reading • Uses a link shortener • Includes a hashtag or two to expand reach (research for the optimal one) • Includes an image • Includes a link 2/19/2014 15
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  18. 18. Statistics • Tweets using Twitter’s uploader are 94% more likely to be retweeted • Tweets with hashtags are twice as likely to be retweeted, but only up to two • 70% of RTs contain a link • Tweets asking for retweets are 40-50% more likely to be retweeted http:// 2/19/2014 18
  19. 19. Statistics Frequency • Trial and error – find the frequency your audience responds to best • Look at competitors Timing • Response rates are highest between lunch – end of work day • Take time zones into consideration • Take industry into consideration • Trial and error 2/19/2014 19
  20. 20. Look at Twitter Analytics Tells you • How many clicks the link has received from Twitter • How many favorites • Retweets • Replies • Special box for tweets with more than 2X the normal reach Also gives you a monthly timeline for mentions, follows, unfollows. 2/19/2014 20
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  22. 22. Become an Expert Branden Hampton, @Notebook = 40 percent more engagement than any other brand: “The secret to success as a business on Twitter is conveying the industry’s message, not your business’. When your followers learn that you’re an industry expert, they’ll trust your business when they look for a product in that industry.” “A jeweler, for example, shouldn’t tweet all day about their latest collections or newest diamonds. Instead, they should tweet checklists for brides, awesome proposal videos and tips on handling wedding stress. Their followers will see them as an expert, and are more likely to trust – and purchase from – them when they’re ready to take the plunge.” 2/19/2014 22
  23. 23. Blogging Subjects How-tos Tips/resources/whitepapers Infographics Research/reports/surveys Trends Different verticals Personal reflections and how they relate to the bigger picture • Tangentially related fun stuff • • • • • • • 2/19/2014 23
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  25. 25. Headlines A catchy headline is the top influencer on Americans' likelihood to read an online or print article in full (54%) – Harris Interactive “It’s not just about finding great stories. You also need to choose a compelling angle and write a great headline.” “If something can be sensationalized in a certain way to provoke a certain feeling in the reader that tends to do the best.” - Neetzan Zimmerman, authored 9 of Top 10 Gawker posts from 2013 • Appeal to human interest; inspire • Evoke primal emotion 2/19/2014 “Study data and improve!” 25
  26. 26. Humor Funny posts and pictures of animals are the most popular Facebook posts on the planet. Just make sure your post fits in somehow with your mission/story. 2/19/2014 26
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  28. 28. Questions? 2/19/2014 28
  29. 29. Thanks! @SceneStealrEric @Spiral16