Additional Information
Book Details
Abstract
Engaging with customers through social media is essential for businesses in this day and age. Writing for social media can be difficult to get right and even big brands can get it very wrong.
This book walks you through how to deliver maximum benefit for your business through your social media writing. Topics include how to develop an online persona, how to tailor your messages across different social media platforms, how to appeal to your audience, and how to use social media tools.
Carrie Marshall is an author and freelance journalist, columnist, copywriter and scriptwriter. She writes features, news and tutorials about technology and has been published in many industry magazines including 'PC Plus', 'Digital Home' and 'What Laptop'. Since 2003, Carrie has also regularly spoken on technology and social media on BBC radio.
'An excellent read covering the current key components and chock full of useful advice.’
Mick Phythian MBCS CITP
Engaging with customers through social media is essential for businesses in this day and age. Writing for social media is different to standard business writing and it can be difficult to get right. Even big brands can get it very wrong.
This book walks you through how to deliver maximum benefit for your business through your social media writing. Topics include how to develop a consistent online persona, how to tailor your messages across different social media platforms, how to appeal to your core audience, and useful tools to help you craft and monitor your posts. The dark side of social media is also explored, with examples of social media writing gone wrong, tips on how this can be avoided and advice on how best to handle online criticism.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| CONTENTS | v | ||
| AUTHOR | ix | ||
| PREFACE | x | ||
| 1 WHAT IS SOCIAL MEDIA? | 1 | ||
| WHAT DO BUSINESSES DO ON SOCIAL MEDIA? | 1 | ||
| CH-CH-CH CHANGES | 2 | ||
| HOW TO BECOME A SOCIAL MEDIA MOGUL | 3 | ||
| SOCIAL MEDIA: THE SKILLS THAT MATTER | 3 | ||
| KEY TAKEAWAYS | 4 | ||
| 2 KNOW WHAT YOU WANT TO ACHIEVE | 5 | ||
| SMART THINKING | 5 | ||
| FIND THE WHY | 6 | ||
| CURB YOUR ENTHUSIASM | 7 | ||
| KEY TAKEAWAYS | 7 | ||
| 3 DIFFERENT STROKES FOR DIFFERENT FOLKS | 8 | ||
| WHO’S ON FACEBOOK? | 9 | ||
| WHO’S ON LINKEDIN? | 10 | ||
| WHO’S ON INSTAGRAM? | 10 | ||
| WHO’S ON TWITTER? | 11 | ||
| WHO’S ON PINTEREST? | 11 | ||
| WHO USES INSTANT MESSAGING APPS? | 12 | ||
| WHO’S ON SNAPCHAT? | 12 | ||
| WHO’S DOING IT EVERY DAY? | 12 | ||
| Don’t FORGET THE FOCUSED SITES | 13 | ||
| KEY TAKEAWAYS | 14 | ||
| 4 WHO ARE YOU? | 15 | ||
| PICKING YOUR PERSONA | 16 | ||
| THE PILLARS OF A BRAND PERSONA | 17 | ||
| BE CONSISTENT, BUT BE SENSIBLE | 19 | ||
| KEY TAKEAWAYS | 20 | ||
| 5 BIG IDEAS IN SMALL SPACES | 21 | ||
| WHAT YOU CAN POST VS WHAT YOU SHOULD POST ON FACEBOOK, LINKEDIN AND TWITTER | 22 | ||
| CHARACTER AND HASHTAG LIMITS ON OTHER SOCIAL PLATFORMS | 23 | ||
| KEY TAKEAWAYS | 24 | ||
| 6 HOW TO WRITE FOR SOCIAL MEDIA ON FACEBOOK, LINKEDIN, TWITTER AND THE REST | 25 | ||
| HOW TO WRITE FOR EVERY SOCIAL NETWORK | 25 | ||
| THINGS TO THINK ABOUT WHEN YOU’RE WRITING FOR FACEBOOK | 30 | ||
| THINGS TO THINK ABOUT WHEN YOU’RE WRITING FOR LINKEDIN | 32 | ||
| THINGS TO THINK ABOUT WHEN YOU’RE WRITING FOR TWITTER | 33 | ||
| KEY TAKEAWAYS | 34 | ||
| 7 HOW TO WRITE THINGS PEOPLE WANT TO SHARE | 35 | ||
| ELEVEN AND A HALF WAYS TO CREATE CONTENT PEOPLE WILL SHARE | 35 | ||
| KEY TAKEAWAYS | 41 | ||
| 8 READY! FIRE! AIM! THIRTEEN MISTAKES TO AVOID WHEN CREATING SOCIAL MEDIA CONTENT | 42 | ||
| 1 NOT HAVING A PLAN | 42 | ||
| 2 TRYING TO BE FUNNY WHEN YOU’RE NOT FUNNY | 42 | ||
| 3 EXCESSIVE SELF-PROMOTION | 43 | ||
| 4 SPAMMING | 43 | ||
| 5 ONE-WAY COMMUNICATION | 43 | ||
| 6 THINKING ONE SIZE FITS ALL | 43 | ||
| 7 DOING TOO MUCH IN TOO MANY PLACES | 43 | ||
| 8 IRRELEVANT CONTENT | 44 | ||
| 9 LOW VALUE CONTENT | 44 | ||
| 10 POSTING TOO FREQUENTLY | 44 | ||
| 11 POSTING TOO RARELY | 44 | ||
| 12 CAUSING OFFENCE | 44 | ||
| 13 USING SOCIAL MEDIA SOLELY FOR MARKETING | 45 | ||
| KEY TAKEAWAYS | 45 | ||
| 9 TIMING IS EVERYTHING: WHEN TO POST TO SOCIAL MEDIA | 46 | ||
| AUSPICIOUS TIMES FOR FACEBOOK | 46 | ||
| AUSPICIOUS TIMES FOR TWITTER | 47 | ||
| AUSPICIOUS TIMES FOR INSTAGRAM | 47 | ||
| AUSPICIOUS TIMES FOR LINKEDIN | 48 | ||
| AUSPICIOUS TIMES FOR OTHER FORMS OF SOCIAL MEDIA | 48 | ||
| THE IMPORTANCE OF KNOWING YOUR AUDIENCE | 48 | ||
| 10 EVERYONE’S OFFENDED: WHEN BUSINESSES’ SOCIAL MEDIA POSTS GO BADLY WRONG | 50 | ||
| 1 KEURIG (COFFEE MACHINES) | 50 | ||
| 2 H&M (RETAIL) | 51 | ||
| 3 AMERICAN APPAREL (RETAIL) | 51 | ||
| 4 US AIRWAYS (TRANSPORTATION) | 51 | ||
| 5 MIRACLE MATTRESS (BEDDING) | 52 | ||
| KEY TAKEAWAYS | 53 | ||
| 11 DO NOT FEED THE TROLLS: HOW TO HANDLE ONLINE UNPLEASANTNESS | 54 | ||
| THE UNHAPPY CUSTOMER | 54 | ||
| THE CRITIC | 55 | ||
| THE PRANKSTER | 56 | ||
| CAMPAIGNERS FOR A PARTICULAR CAUSE | 56 | ||
| TROLLS | 57 | ||
| KEY TAKEAWAYS | 57 | ||
| 12 TOOLS OF THE TRADE: FROM APPS TO ANALYTICS | 59 | ||
| POST SCHEDULERS | 59 | ||
| ANALYTICS | 59 | ||
| SOCIAL MEDIA DASHBOARDS | 60 | ||
| KEY TAKEAWAYS | 49 | ||
| AFTERWORD | 62 | ||
| APPENDIX: THE TOP ELEVEN SOCIAL NETWORKS PEOPLE ARE ACTUALLY USING | 64 | ||
| REFERENCES | 68 | ||
| INDEX | 71 |