When time is short or you’re asked to get something out quickly, writing social media posts can easily become a task that’s rushed. However, taking a little bit of time to think a few things through before posting will help make your posts more effective in the long run. Spending longer on one post is often better than rushing out three or four.
Below are a few things to ask yourself as you write your post.
Why are you posting?
What do you want the post to achieve? You could be hoping to raise awareness of a particular issue, explain a policy area, or build relationships with your followers. There are lots of possibilities but being clear in your own mind about why you’re posting will help you write better copy.
Is there an action you want people to take next?
This could be signing a petition, reading a blog post, donating, or getting involved in some way. Not all posts need to have a call to action but if you have one make sure it’s really clear so that your supporters know what you want them to do next.
Who do you want to talk to?
Think about the different audiences you want to reach and what messages will resonate with them. Don’t try and talk to everyone in one post, you might need several to reach everyone. Think about adapting the message for different platforms – for example, a professional audience on LinkedIn and members of your local Facebook group might respond better to different slants on the same material.
Stop the scroll
Taking the time to choose an interesting image or create a useful graphic will help grab people’s attention.
FOMO
Fear of missing out is real when it comes to social media but you don’t need to jump on every trend, hashtag, awareness day or popular meme. Think about which ones align with your organisation’s work and values, as well as which will resonate with your audiences. Decide what not to do as well as what to do!
Last checks
Check your spelling, look for any errors, and make sure you’re using the right hashtags if appropriate. Reading your copy out loud is a great way to spot clunky sentences or things that don’t quite make sense.
Sometimes quick is good
There are times when quick, off the cuff posts can work really well. They might be reacting to breaking news or be more light hearted but they are a chance to connect with your supporters in a way that feels more immediate. You can always follow up with something more considered later. It’s still worth taking a moment to proofread them though!
One simple prompt you can use
Before you start writing your social media copy ask ‘how can I use this post to best connect with our audience?’
Ways I can help you
- My sharpening social media copy fixed price package is for groups who would like to improve their copywriting skills.
- I provide copywriting and editorial support to help make your short and long form writing as effective as possible.
Shelly Dennison 