Teaching powerpoint on writing for social media.

1. @Buffyandrews
Buffy Andrews
Writing for social media
Social Media

2. Keep in mind
Social media is about engagement
It’s not a one-way conversation (That’s called broadcasting.)
Divide your time on social media in thirds.
1/3 engaging (retweets, replies, responding)
1/3 promoting (sharing links to stories, videos, etc.)
1/3 being yourself (have voice/show personality)
@Buffy Andrews

3. Examples of short writing
Tweets
Headlines
Captions
Blurbs
Blog posts
Text messages
Facebook posts
Lists
Fortune cookie fortunes
Sonnets

4. Writing short
Focus. Zero in. What’s the most important piece of
information to share?
Ask yourself, what information can I leave out?
Tighten. Eliminate needless words
Cut weaker elements: adverbs, passive constructions,
prepositional phrases, etc.
The shorter the sentence the greater the value of each word
More powerful the message, the shorter the sentence (I do.)

5. Writing short
Put most important word at the end of the sentence ie. In
Macbeth, the messenger says: “The queen, my lord, is dead.”
Book opening: The bastard was dead.
Revise, polish, proofread
Good reporting critical for short writing success
It takes more time not less to write something good and
short
 Donald Murray: Brevity comes from selection and not
compression

6. People want social
People want to be social wherever they consume their media
Means you must fold a social element into your creative
Adding social layer immediately increases its effectiveness
Great marketing is all about telling your story in such a way
that it compels people to buy what you are selling (whether
it’s a story, a product, a service etc.)
If you want to connect with people while they’re consuming
their entertainment you have to be their entertainment

7. What makes a great story
It creates an emotion that consumers want to do what you
ask them to do.
Call to action: Book a flight, read a story, buy your product,
donate to your cause…
You not only have to lead the horse to water but you must
have him drink it as well.

8. It’s a science
Social media storytelling requires experimentation. Try
something and see if it works. Look at the metrics. If it’s not
working, stop doing it and try something else.
You must respond to the results.
Success on social media boils down to three things:
Understanding the nuances of the platforms, having a distinct
voice, and driving your business goals

9. Pay attention to platform
Learn each platform’s native ways. Just don’t throw content
up there hoping it will stick. A text heavy post is not going to
work on Pinterest where it’s all about visuals.
Content you share on a particular platform must look the
same, sound the same and provide value and emotional
benefits people coming to that particular platform are
seeking.

10. Facebook
Buffy Andrews

11. Understanding Facebook
72% of online American adults log on daily, including 44%
who do so several times a day
Facebook wants people to find relevant, fun, useful content.
Mean you must create relevant, fun and useful content.
You must create content that people interact with, whether
that’s liking it, leaving a comment or sharing the post.
The most shared content on Facebook is content that elicits
an emotion (happy, sad, angry are the top three)
Facebook’s priority is the consumer, not the marketer.
Create great content that gets people to engage and
Facebook will allow you to share that content with more
people.

12. Facebook tips
Schedule for engagement. Early morning, lunch, late
afternoon, late night.
Use photos: Images receive 37 percent more interactions
Use hashtag: For search purposes
If reader asks question on Facebook, answer it. Engage!
Only one call to action per post.
Ask yourself before posting, if I saw this would I share it?
BuffyAndrews

13. Ask yourself
Is text too long?
Is relevant, fun and useful content?
Is photo striking and high quality?
No more than 1 call to action?
Does the post offer new knowledge?
Would I share this if I saw it in my Facebook feed?

14. Twitter
@Buffy Andrews

15. Understanding Twitter
Every second, on average, around 6,000 tweets are tweeted
on Twitter , which corresponds to over 350,000 tweets sent
per minute, 500 million tweets per day and around 200
billion tweets per year.
Currency = News and information
Skews hip and urban
37% of adults 18-29, 25% of adults 30-49, 12% of adults 50-
64
88% of Twitter users are on mobile
You MUST listen. Far better to listen, find out what’s
trending, and bring yourself to the people.
Creating real-time micro-content is BIG job

16. Twitter tips
Tweets not all about you (called birdiebragging)
Have something interesting to say. Add value.
Find and follow people who share your interest
Join the conversation. Engage
Retweet, reply and promote others
‘Steal’ followers from other accounts
Use hashtags to find people with shared interests
Pay attention/take advantage of trending topics and hashtags.
BuffyAndrews

17. Ride trending hashtag wave

18. Ride trending hashtag wave

19. Ride trending hashtag wave
Pure gold when you can ride trending hashtag!

20. Ride trending hashtag wave
I incorporated two trending hashtags into one post here!

21. Ask yourself
Is attached image high quality?
Is post to the point?
Is voice authentic?
Will content resonate with Twitter audience

22. Google+
BuffyAndrews

23. Google+: Everyday uses
Similar to Facebook but with advantage of SEO juice
BuffyAndrews

24. SEO juice
Google gives preference to
its own products, so having
Google+ account influences
your search rankings

25. Some concluding thoughts
It’s all about effort. David beat Goliath who was much
stronger and bigger. A small business can beat a big business
if the effort is there.
 Key to social marketing is creating quality micro-content
Show people you care. Be funny. Entertaining. You build
loyalty when they believe you care about them both as a
customer and as an individual.

26. Keep learning!

27. Training modules available
A Journo’s Toolbox
Interactive tools
Verification
SEO Tips
Digital Content Marketing
Storytelling Tools
Curation Tools
Cool Tools
Pinterest
Blogging

28. Check Linkedin posts
Content must have social layer
Good content evokes strong emotion in consumers
#Ridetrendinghashtags
Making and adding a GIF to Facebook
Why being too much in a hurry can wreck your social media gam
Creating interactive content that connects

29. Follow me
Buffy Andrews
• Buffy’s World:
http://www.yorkblog.com/buffy/
• Buffy’s Write Zone:
http://buffyswritezone.blogspot.com/
• Author website:
www.authorbuffyandrews.com
• Twitter: https://
twitter.com/Buffyandrews
• Facebook: https://
www.facebook.com/buffy.andrews
• Google+:
https://plus.google.com/u/0/1026469362
36475852585/posts

30. Follow me
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Linkedin: http://www.linkedin.com/profile/view?
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Goodreads:
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andrews
Buffy Andrews

31. Contact
Buffy Andrews
Assistant Managing
Editor
Social
Media/Engagement
York Daily Record
Email: Buffy@ydrcom
Phone: 717-771-2052
Buffy Andrews