The Secret of Copywriting for Social Media Marketing

Overview:
The audiences differ for Facebook, LinkedIn and Twitter. Therefore, the tone and style of your copywriting should differ as well. Here are some helpful tips to keep in mind ...

Nearly every business owner or chief marketing officer accepts the importance and influence of social media. It seems we can’t read an online article without someone telling us that if we’re not taking advantage of social media then our business will remain in the Dark Ages. If I were to believe everything I’ve read, I’d have to assume that without Twitter or Facebook, the typical business is literally doomed to failure. That’s hype, of course, but there is an element of truth, and for some businesses it may actually be true in the long run.

Fortunately, copywriting for social media is not difficult, although it differs from traditional media. Regardless of which social media service you use, honing your copywriting style for social media is a must.

The top three social media sites are Facebook, Twitter, and LinkedIn, so developing an appropriate copywriting style for each is important. For example, when it comes to peer-to-peer business relationships, LinkedIn is more relevant than Facebook or Twitter. Most people find that LinkedIn is a networking tool better suited to building professional relationships than gaining potential customers, requiring a different style than for other social media.

Facebook has “Pages,” which a business uses to transmit copy and information to Facebook users who “like” that particular page. The copy may include a link to another website, or the copy can actually be on the Facebook Page itself.

For Facebook copywriting to be effective, it should be highly engaging and relevant to the business posting it. For example, a plumbing company might post helpful tips on preventing pipes from freezing. This may cause visitors to the Page to “like” the posting. However, a plumbing company posting a recipe for a really good bundt cake may be perceived as a waste of time and “spammy”, resulting in a declining following. Make sure your copywriting pertains to your business, or to things that people who need your services may be interested in, even if you don’t offer them yourself.

Twitter, on the other hand, is more of a “link” social network. Twitter posts, or “tweets” are limited to 140 characters (not words — characters!), which takes copywriting to a whole new micro-level. This is about the length of two very short sentences. In most cases, businesses that use Twitter will simply post a quick sentence and then link that tweet to an external website. Whereas Facebook can be self-contained with the information that a business presents, Twitter is more of a “headline” portal, having a user post an interesting topic, along with a link to the actual article. Naturally, copywriting for Facebook requires more effort than simply posting a quick tweet. To gain real traction, take the time to develop highly compelling titles.

LinkedIn is used by social media marketers to keep abreast of current trends and topics, as well as to build network connections with peers. Like Facebook, LinkedIn posts can also be self-contained, but LinkedIn does not have Facebook’s massive general audience. Therefore, most of your LinkedIn copywriting will have more of a focused, business-related tone.

When it comes to the copywriting on various forms of social media platforms, the information should be interesting, clever, and informative, and never a hard sell. Humorous, provocative, or tongue-in-cheek material generally works far better than the direct “advertising” approach common to tradtional media like TV, radio, and print. The key to creating the best copywriting for any of the big 3 social media outlets is to refrain from coming on strong. There’s a reason it’s called SOCIAL media, after all.

By keeping things light but informative, businesses can develop a social media following that carries over into the brick-and-mortar world, resulting in true sales growth and increased brand awareness.

Need help with your social media strategy or your copywriting efforts? Contact us for a free initial consultation for qualified organizations.