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Guest Post written by Stuart Cooke, Digital Marketing Manager at

Believe it or not, a successful social media strategy is achieved with one core element, and that is excellent social media writing skills. As a business, it can be tricky to navigate writing for social media. It’s all too easy to come off as a sales robot, when instead you should be writing with the intention of making the reader feel something, learn something, or take action. But how do you do it? In this post, we’re detailing some important tips to take note of.

  1. Hone your brand voice

First and foremost, to start writing for social media you must hone your brand voice. Who is your target audience? Who are you actually speaking to? What is an appropriate tone for them? And what are your brand’s values? What do you stand for, and what kind of message do you hope to get across? You should take all of this into consideration every time you craft a post on one of your social platforms. This is also where we tell you to ditch the tedious jargon, because jargon and business terms say little, and actually require much more work on your readers part. They have to make the effort to read between the lines to understand the message you are trying to convey, and why would they do that when they can just go elsewhere? Even if your brand is serious and corporate, softening your tone and making it more casual across your social platforms will resonate with a much wider audience.

  1. Adjust your tone for each platform

If you manage multiple social platforms for your business, it’s important to be aware just how differently each one works, especially in terms of the tone of voice that will best resonate with the types of users on the platform. For example, what works in LinkedIn, which is made up of mostly professional users, may not necessary be received in the same way as a more casual and less professional platform such as Facebook, Instagram or Twitter. Don’t make the mistake of simply sharing the same message across all of your platforms for the sake of posting something, instead, understand that each platform should be approached differently.

  1. Be personal

To put it bluntly, addressing your readers from a high corporate tower just isn’t going to cut it. If you are trying to build meaningful connections and boost engagement, you must write to the reader, in a personal way, as though you are speaking directly to them. Not only that, but (and, this one stings, sorry) nine times out of ten, your reader doesn’t care much for what you’re doing. What they really care about is what they can get from you, or how your product or service can benefit them. If you can craft words that paint a picture to show your reader how their life will improve when they choose you, then you’ve hit the nail on the head.

  1. Write with a purpose

One thing to keep in mind at all times is that when you are writing for social media for your business, you are writing with a purpose. Underneath it all, the number one goal with your social media strategy is to get your product or service out there in front of the eyes of your target audience, and ultimately, your intention with each social post is to generate leads. Does this mean that you should constantly churn out robotic, overly promotional posts? Absolutely not. However, you do still want your readers to take action, in some shape of form, whether it’s to learn, to discuss, to share, to buy – you want them to engage with your brand. Each time you craft a social media post, remind yourself of the purpose behind it.

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