Summary: Online readers cherry pick information from content, so in order to increase your social reach, make your posts easy to share and understand. Using summaries, scannable chunks of content and shareable quotes can make this easier. I hate to admit it – but I’m reading less. As a card carrying book geek, it pains me to say it. But at least I’m not alone. We’re all reading less, and it’s not for lack of opportunity. There are more opportunities than ever before to get information that we need, and as a result we’re running through it like a kid …
read moreCourtney Ramirez
This monthly Social Media Writing column is contributed by Courtney Ramirez. Courtney is a content marketing consultant and SEO Copywriter. As the director of content marketing strategy for Endurance Marketing, she helps transform B2B brands from boring to breakthrough with strategic, social-focused content. Courtney on Google+
Courtney Ramirez's Posts
For years marketers have attempted to understand their target audience and create messages that speak directly to them. Focus groups, psychographic profiling, surveys and more have been used to get into customers’ heads for decades. And they still are today. But thanks to social media it’s even easier to become a “spy” and understand who you’re selling to. Cracking the nut of what makes your customers tick can be as easy a tracking a few key terms and listening in to the social chatter that’s already going on in your industry. Being a spy can help your marketing …
read more
In the last column I covered some of the basic differences between Google Plus and other social platforms – namely, post length, formatting, targeted publishing and keyword usage. Now it’s time to get advanced. Getting active on Google+ is an advanced marketing move to begin with. It’s not just a social network – it’s a social layer on the entire online experience. So what constitutes an “advanced” approach to Google Plus writing? The basic mechanics of Google Plus are what sets it apart from other social media platforms. But it’s what you do with those basic tools and best practices …
read more
My worlds are finally colliding. This week, as I prepared to write this post, one of my local friends and Facebook contacts asked a question about Google+. Specifically, she wondered if the platform was worth her time as a homeschool podcaster since she noticed a lot of active groups in her niche. I answered with a resounding yes! And I’m willing to bet there are more dyed in the wool Facebook users just like her that will be making the switch over to Google Plus in the coming months. As marketers, we need to be prepared to write for and …
read more
When I was eleven, I wrote a mystery story and sold it for a quarter a copy on the playground. Even back then I knew that writing didn’t happen in a vacuum. I used my classmate’s names as characters, and cleared about $9.50 before the recess monitor cut it short. I knew my audience, and played to them. The work I do as a content marketer is no different. There’s an audience involved, and I have to play to the audience. You do too because that audience has even more power these days. Social media has transformed web writing – …
read more
In previous months, we’ve taken a look at general tips for different platforms, and gone over Twitter 101 writing strategies. Now it’s Facebook’s turn to come under the microscope. With a longer character length, photo sharing capabilities and more, Facebook offers a lot of opportunities for brands to reach out and connect with their audience members. Here’s how to write updates with impact. Keep Your Tone Friendly and Positive – Or Not? We all know that social media is a friendly marketing medium – but does sentiment really effect engagement? Turns out it does! According to Dan Zarella’s social media …
read more
Engagement is an essential social media goal. In a survey from Awareness, 78% of respondents indicated that engagement is their top priority for social media marketing, second only to revenue generation at 51%. If you’re involved in social media, your goals are likely very similar. You know that building your connections on social media, facilitating conversations and responding to your audience is key to making social media marketing work. Wouldn’t it be great to know exactly when, where and what to share on social media to reach your marketing goals? I would love to be able to show you an …
read more
In last month’s social media writing column, we took a look at perfecting your message for each of the “Big 3” social networks. Now it’s time to turn our attention toward Twitter. Twitter has been called many things – from a waste of time to an online cocktail party. No matter your personal feelings about the platform, the fact remains that it’s an excellent way to target and connect with potential buyers. Here are the Twitter basics that you need to make the most of the platform – and avoid any snafus. Character Length If you ever had to come …
read more
Great writing can connect with your audience, so it’s only natural that you should be gearing your updates toward the audiences on your social media platforms. Even though Facebook, LinkedIn and Twitter tend to get lumped into the same general category of marketing, they are actually quite different. The audiences and the platforms call for slightly different types of writing. This is one of the biggest reasons to avoid posting the same updates across the board. Marketers like to save time but crafting one update for Facebook, LinkedIn and Twitter can make your social media marketing efforts fall flat. Does …
read more
As a writing specialty, social media writing is just coming into its own. Social media writing is a bit of a hybrid – part copywriting, part communication tool – so the rules aren’t hard and fast. Social media writing isn’t an exact science – but there are some clear guidelines for what to avoid. Developing an approach that avoids these mistakes, and gets your message across is something that an outsourced social media writing team can help you with. Whether you’re outsourcing social updates, blog posts or a combination of the two, here’s what to avoid. Social Media Writing Cardinal …
read more
On the surface, social media writing is a piece of cake. Compared to white papers or web copy, creating social media updates and content to share seems like a relatively easy task. So easy, in fact, that you may try to handle all of your social media writing in house – or pay an intern to craft your updates. Not only does this put your social media presence at risk, but it turns a potentially thriving marketing channel into a dud. Social media writing services aren’t created equally – and not all writers have great social content potential. There are …
read more
Your organization is making an impression on social media – and that impression is directly affecting your brand. So how are you doing? Is your Twitter feed speaking a different language with your website? Does your Facebook presence sound like it’s been hacked? Your brand is not created – it’s cultivated. And that cultivation happens at a micro-level with your social media updates. The voice you write in, the words you choose and the content you share all build an impression. Extending your existing brand into social media is a matter of understanding your brand and using the right writing …
read more
In previous posts I’ve shared strategies and methodologies behind outsourcing social media marketing. While social media purists would decry the term “outsourcing” being used anywhere near the social web, managing social full time and in house isn’t always a good fit for companies. That’s why social media services are one of the fastest growing sectors in the web marketing field. According to the “2012 State of Social Media Marketing Industry Report,” the outsourcing of social doubled between 2010 and 2011, and is likely to reach 32% by the end of 2012. The top choice for outsourcing social was design and …
read more
Outsourcing business development tasks is nerve-wracking to begin with – but when it comes to social media management there’s even more at stake. While web design can be tweaked after the fact and copywriting can be refined before it’s published, Twitter updates and Facebook posts are there for a lifetime. The first step to outsourcing social media is defining your needs. Social media management can come in so many different varieties and combinations, so you really need to know what you’re looking for in order to find the best solution. The term “social media manager” can be used in so …
read more
Coming to the decision to outsource social media isn’t easy. But once your organization decides it’s the right move in order to maintain consistency and grow your presence online, there’s a lot you can do to confidently get the help that your company needs. When you pay attention to these four areas, you’ll experience better results with outsourced social media and help your outsourcing team provide you with great service. Establish Benchmarks and Know Where You’re Coming From Before your company even begins looking for outsourcing solutions, you need to take a clear look at your current social presence and …
read more
Outsourcing training and strategy is a safe bet when you want to implement social media marketing with your company. Rather than give the reins over to an outside resource, it’s a much better choice to stick with your in house team members and let them be guided by a social marketing expert. Your in house team will need to be trained in not only the basics but the more advanced aspects of social media management. If you’re using multiple marketing platforms (Twitter, Facebook and Google+ for example), they will need to understand the strategy, approach and experience that your organization …
read more
Although social media enthusiasts would be quick to encourage you to outsource social media as soon as possible, that type of investment doesn’t always fit within your organization’s budget. Like most marketing activities, timing the outsourcing of your social efforts just right will improve your results. Any of the following opportunities are perfect times to explore this outsourcing for your company. You’re just getting started with a social program. If your company has barely established a social presence or is just beginning to consider participating with your clients on Facebook, LinkedIn or Twitter, time with a social media consultant can …
read more
Smart marketing puts your message right in front of your audience. With millions of people participating in social media each day, using social media platforms to market your business can be a smart move. If you’re warming up to the idea of social media and see it as a legitimate strategy, a logical step is to embrace it and find a team member or a trusted outsourcing provider to build up your social presence. But before you sign over your social presence to an outside provider, it’s important to ask whether social media should be outsourced and, if so, how …
read more
