Social Media

5 Tips For Writing Great Social Media Content

By Megan Visanska-Hartwick | On August 21, 2014

Writing on behalf of a brand is an important part of a PR pros job – and is a critical skill to master. Whether it’s a pitch, byline or press release, we’re expected to take a our client’s message and transform it into valuable  content that can be adapted to fit almost any medium. However, does that protocol change when you need to fit your message into a 140 character tweet or easy-to-read Facebook post?

Social media is a vital aspect of any PR campaign and the key to success is the producing an actionable message that can be easily consumed by the target audience.  While you must consider the many factors relevant to social content writing (tone, topics, audience, multi-media components, ect.) in order to succeed, above all, be sure that your client’s message and voice is clear. If you can accomplish this, you’ll be able to produce catchy and informative social media content on behalf of your clients, that ultimiately bring value to their business.

Here are an additional five tips to get you started on crafting great social media content for your clients:

  1. Understand your client’s business. The first step to writing great social media content is understanding what your client does. This doesn’t just mean an overview of products and services, but truly getting into the nitty gritty of their business. As with any piece of writing, the better you understand the topic, the easier it will be to produce quality content. Not only that, but you will be able to create content that addresses specific details of your client’s business and interact with the target audience on a higher level.
  2. Use what you’ve got. More often than not, your client has a ton of already developed material that’s perfect to share socially. Whether it’s a video, an infographic or a case study, be sure to ask your client to share any collateral that has been approved to share. These materials are known to garner more  and higher quality engagement on social media and help differentiate the content you’re writing
  3. Develop a list of commonly used hashtags. Hashtags help elevate your content by allowing your client to become active in ongoing social conversations. Come up with 10-15 hashtags to include in content on a regular basis and share with your client for approval. The hashtags should relate to the industry your client is in and also be commonly used (you can use tools like Topsy.com to check this). This process is an easy way to understand how the industry discusses certain topics on social channels.
  4. Write for your audience. Part of writing great social media content is identifying who you’re writing for. Is your audience purely consumer? Are they business owners? Where are they located? Answering these types of questions can help inform your content strategy and ensure you’re writing content that your audience cares about.
  5. K.I.S.S.  An old classic – keep it simple, stupid. Sometimes the best tweets are the least complicated ones. If you’re struggling get your post to to make a clear point, utilize the content that’s already written. Pull from an article title or a webpage description and add a call to action to direct the reader to more information. Not every Facebook post needs to be a novel – you just need to get your message across as simply as you can.

Implementing these five tips will put you on the path to greatness when it comes to creating social media content. Already run a thriving social media campaign for your client? Share your secrets for writing great social media content!

Megan Visanska-Hartwick

Megan is an Account Executive at Affect, where she focuses on combining traditional practices and new media initiatives to provide successful public relations for her clients. Megan is currently working on a variety of accounts at Affect that utilize her skills in PR, social media and marketing including Con Edison, Caron Treatment Centers and IDT911. Before joining the team at Affect, Megan held internships in a variety of fields, and worked on social media campaigns for authors at Sterling Publishing as well as a student-run campaign for a non-profit called SparkBoom.