Twitter, Facebook, Instagram, TikTok, and blogs all have their own rules, etiquette, and strategies to acquire more followers, likes, and comments. One only needs to scroll to find someone who has not yet tapped in to their fullest social media potential. But everyone’s goals are different! Harnessing the most effective social media practices requires skills and strategy. Social media has quickly become a field that requires extra education to master. Long gone are the days of businesses “winging it” online. Certain businesses such as Taco Bell and Target have even garnered attention on social media for their memorable responses to potential customers. There are many ways to leverage these tools for your professional goals, but it’s important to first get familiar with some best practices for writing social media posts for business.

Learn what makes each platform unique

Twitter. Social media platforms function as their own societies, acting as microcosms to the real world. If you’re using Twitter, tweets should be short, quirky, and concise. Pictures are welcome, but no more than one, and the funnier, the better.

Facebook. Meanwhile, Facebook posts allow for a paragraph or two with an option for your audience to continue reading a lengthier post. Users are welcome to post one to hundreds of photos by uploading a single photo or an entire album. For more exposure, tag colleagues and business partners in posts and photos alike! Facebook encourages the user to join groups with those who have similar interests, like the pages of businesses or artists, and even RSVP to events.

Instagram. Instagram is all about hashtags and pictures (after all, they’re worth a thousand words)! Photo editing is a common practice for Instagram users to make images pop. Colors are very important for Instagram, and aesthetics can make or break a company.

TikTok. Make sure to study the newest Tik Tok dances! Gen Z is fluent in Tik Tok. With one minute of content, a business could create an informational or how-to video, or rate songs on the newest Taylor Swift album.

YouTube. Is your content longer? It might be more fitting for a YouTube channel. Your business’s YouTube channel could serve as a platform where customers can find tutorials on how to best use certain products or learn how your products compare to a competitor’s.

Blogging. Another option is to make and run a blog for your business. Businesses can create a signature color scheme and themes for their content, and decide how to share information.

Be active and professional

Show your customers what you stand for by retweeting causes you support, liking posts of B2B buyers, and following others in your field to make sure you stay relevant. The possibilities for activity and engagement are endless! But be tactful: misuse of social media could cause damage to a business’s reputation that might be challenging to bounce back from.

Networking practices vary on each social media platform. When promoting a business through marketing on social media, it’s important to keep the content, professional, concise, and on-brand. Social media platforms can be used as tools to build an audience, establish credibility, and create a relationship with customers and potential customers.

Match your content to your chosen platform

Businesses should ensure that each social media post fits the tone of each platform. Not sure where your post fits in? Do some research! Find trending posts for each platform and take notes on what made them trend. Why are people drawn to certain content? What features of the post make it successful on this specific platform?

Length matters

On social media, audiences usually can’t be bothered to read paragraph after paragraph. Social media users scroll for a quick dose of dopamine, not to read an essay on the science behind your best product. Sometimes too much information can even offend your audience!

For Twitter and Instagram posts, your content doesn’t have to be longer than a sentence or two! For a Facebook post, keep it to a couple paragraphs at most. Conversely, blog post can afford a bigger word count, but make sure to keep the audience engaged throughout the post.

Video content should also be mindful of length. The content on Tik Tok is so short in comparison to the longer content available on YouTube. So if you’re using TikTok, let brevity be your friend. Your audience will thank you for it.

Use a casual business voice

To establish a casual business voice, use your brand’s corresponding expert opinion and stay in the know! Think about how your brand can stay relevant and up to date on current events related to your field. Your audience wants to know what you have to say, so enlighten them about your thoughts and stances on new ideas in your specific industry.

A brand persona helps you stand out

Don’t be afraid to get creative in establishing the brand persona. What does your business bring to the table that is unique from your competitors? Find what customers are attracted to in your business and use that to your advantage. For example, which generation is your brand targeting? Are you trendy and hip, using hashtags and common texting acronyms? Or do you use proper and thoughtful sentences to build trust with your baby boomer customer base?

Whatever your angle, keep the tone cool, but professional. Each social media platform has established different tones of expression for the users. Twitter and Tik Tok can be silly, while Facebook pages are usually professional. Instagram, meanwhile, can really go either way!

But fitting in is also important

Ultimately, you should be prepared to research and emulate the persona styles that are currently used in your field. Fitting in will make you seem familiar to an established audience and help you appeal to your online community, in turn boosting engagement, likes, comments, and shares. Social media marketing strategies determine what kind of tone on each platform will best appeal to the target audience. Is your company looking for young and flirty? Or a more serious business professional? Different verbiage will speak to different populations. Get to know your target audience, and they’ll appreciate when your brand communicates in a way that works them.

Have a call to action

Successful social media posts and blog posts alike ask the audience to do something such as like a post, comment, sign a petition, or follow an account. These asks are all calls to action. And luckily for you, there are many options for engaging your audience.

A CTA draws your audience to more of your content

A call to action is crucial, as positive engagement leads to sales. An action button, or a CTA button, guides potential customers to pages where your brand needs to garner attention. For example, perhaps a business would like potential customers to see a letter the company has written on behalf of a specific cause.

To create a call to action, the content marketing team must identity what they want their followers to do and clearly outline a path for the followers to do just that! The call to action will get the audience to interact with the business’s content, and more interaction will always lead to more revenue.

Do your homework

You want your customers to trust your business. Proper and thorough research is imperative before the post goes live. If an internet user finds inaccuracies within the post, credibility will be lost, along with any hope of a sale. This has ruined businesses, so be diligent and thorough. Don’t post without understanding exactly what you are posting. And be sure you cite your sources when necessary! Research should also include how to best collect data from your audience demographic. What is your target audience looking for? How can your business best serve them?

Your business’s content can also serve as research. Content can include a poll of which products customers prefer or a live session to answer questions about a recent announcement. Maybe ask the customers what they thought of a recent promotion. Companies should also research how similar competitor companies use social media. And whether on the Facebook or Twitter feeds or an Instagram story, marketers should research inclusive language to ensure that all potential customers feel welcome on their platform.

Online mishaps can pose major challenges

It’s all about the optimal combination of thoroughly researched content, tone, and professionalism. Should the social media posts fail to be properly researched, the company could be at risk of getting “canceled.” Cancel culture is real and your company is not automatically immune from it. Protect the company and save everyone the headache! It may take some time to research, but it’s worth it in the long run.

Engage with your audience

A business’s social media strategy should cater specifically to the target audience. This is because engagement with the target audience helps spread brand awareness. As we’ve covered, the more interactions the potential customer has with the brand, the more likely they are to make a purchase. Consider taking polls on social media to receive immediate customer feedback. You could even go live and host a giveaway!

Relationships with other businesses can expand your reach

Another option is to host a poll to see which products customers prefer. You can also hold different types of games and sweepstakes! Whatever you go with, make sure to interact with sister brands who are noncompetitors. This builds your business’s brand credibility online and the sister brand may be able to send some customers your way.

Interacting by liking, commenting upon, or sharing other posts will boost the likelihood of the company’s content being shared to similar users. So use the algorithm to your advantage. Reward customers for tagging their friends on your business’s page. Promptly answer any messaged received on the business’s platform. Trusting customers are purchasing customers and purchasing customers keep your business open.

Consistency is key

Create consistent content. A target audience likes to know what to expect! Don’t branch out into unrelated topics. This can become confusing for viewers. Be sure to keep things short, sweet, and on topic. Your brand’s followers found your landing page to seek out your niche. Give the people what they want!

Everyone loves a prize

Finally, tap into a follower’s sphere of influence by offering gifts or rewards for sharing the brand’s social media content. Identity individuals with similar likes, cause, or products. Offer them a kickback when they send customers your way. They will do the advertising for you! Many companies take advantage of ambassador programs with much success! Save money by letting the influencers do your advertising for your business.

Check spelling and grammar

Whatever your content, how you communicate leaves an instant impression on your viewers. This is why it’s crucial to avoid silly grammar mistakes such as punctuation errors or distracting random capitalization. Triple-checking never hurt anyone! A writer must establish credibility by using correct spelling and grammar. No one wants to buy from someone they don’t trust.

Spelling and grammar make a social media post seem more reliable than a post with run-on sentences, no capitalization, and a few unrecognizable or misused words. The good news is these mistakes are extremely avoidable. If you’re in a pinch, you can copy and paste your post into Pages or Microsoft Word to check your mistakes for you. Check that the writer uses vocabulary with precision; “their,” “there,” and “they’re” are all different! “It’s” is a contraction for “it is” whereas “its” is possessive. What is the difference between presume and assume? Double-check your word choices with a dictionary.

And although spellcheck can be helpful, we recommend hiring a professional proofreader to be sure to avoid any embarrassing mistakes.

Stay upbeat

As the globe still pivots in response to the pandemic, panic and confusion have been running rampant. During these unprecedented times, people are wrestling with their mental health. Morale is low for many. As the world adapts to new norms, so do social media practices. Now more than ever it’s important to stay upbeat! Let the company’s social media platform brighten someone’s day and increase engagement.

Influencers will be drawn to a personable account and followers will be grateful for a break of emotional sunlight during their average scrolling of doom and gloom. Set yourself apart from the negative.

Staying upbeat also helps social media accounts by establishing the brand’s reputation. Who doesn’t want to engage with a brand that consistently brightens their days?  Make sure to prepare social media content with positive messages and point followers to resources for healing and community building. Give back to the audience. Without them, there is no brand!

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