Writing for Social Media

According to hootsuite.com, 3.196 billion people now use social media. As a result, it is important that what you write on social media accurately represents your brand. As a social media specialist, here are a few of my top tricks:

1. Get social

Interact with your audience. Don’t let the conversation be one-sided. This can be as simple as ‘liking’ comments, but it could also be replying to comments, answering messages, responding to questions. Don’t let those who interact with your brand feel like they’re simply talking to a business; make each interaction personal. After all, this is social media.

1b: Engage

This also means creating engaging content that invites people to respond. People are what’s important, and getting them to engage with your brand is the most effective way to spread awareness and reach.

2. Know your audience/business

In order to interact with your audience effectively, it’s important to know the group of people your business/brand is targeting. The demographic of your audience will affect the way you communicate with them and will affect the voice and tone you adopt. For example, a church will adopt a different tone than a fast food company. A fast food company will adopt a different tone than a government agency. The audience drives the tone.

3. It’s all in the bio

First impressions are important. Bios, especially on Twitter, are potential consumers first insight into who you are. They also inform the audience of the tone one can expect to see on Twitter. For example, the fast food company Wendy’s Twitter bio reads: “We like our tweets the same way we like to make hamburgers: better than anyone expects from a fast food joint,” and it is perhaps most well-known for its interactions with customers and other fast food companies. It creates engaging posts by using its personality.

4. Be consistent

Be consistent with how often you post and the voice you use. Having too many different voices on social media affects your brand’s credibility, while not posting enough discourages engagement while posting too much crowds newsfeeds. Create a posting schedule that way you know when to post which content. Prescheduling content also helps. Apps such as Buffer and Hootsuite allow you to schedule posts for Facebook, Instagram, Twitter, and other social media platforms ahead of time. Buffer also allows you to customize the content for each platform.

4b: Create a style guide

If you can’t have just one person in charge of your social media, create a social media style guide, or, at the very least, some general guidelines on what you want your voice to be.

For example, “Professional, personal, no sass.”

5. Optimize content for each platform

Optimizing content for each platform is key. What works on Facebook does not work on Instagram and Twitter. Not only are the demographics across each platform different, but the type of content that works on each is different. For example, photos work best on Instagram and Twitter. Sharing links works best on Facebook and Twitter. Twitter is best for continuing discussions. Instagram is best for photo sharing. And Facebook is best for expanding the reach of your business.


With the constant evolution of social media, the ability to quickly adapt is crucial. What works one day might not work the next. As a result, staying up-to-date on current trends is very important when using social media to market your business. How you, as the marketer, write on social media is important.


I'm a music lover, reader, writer, lover of words, and hopeless romantic.I believe in magic.I wish my life were a Jane Austen novel.

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