As the Digital Marketing Assistant for Tuna Traffic, one of the most rewarding parts of my job is coming up with captivating content and reaping the fruits of my labor. Social Media has become increasingly competitive over the past few years. With a plethora of distractions on the internet, great content creation and captivating high-quality images are a must. When you only have a few seconds to capture a user’s attention, you need to come up with something clever, cute or informative.
Here are 5 tips to help your brand stand out socially in a somewhat saturated market.
1. Find Your Brand’s Voice
One of the most difficult challenges a Social Media Manager is faced with today is developing copy that accurately conveys a business’s tone and voice. Every brand has what I like to call an “invisible personality.” A very obvious example of a business with “tude” would be Ed Debevic’s. Ed’s is an old-fashioned diner, known for their sassy staff who literally pride themselves on snarky remarks.
Image From: Ed Debevic’s Chicago
This invisible personality may also be referred to as a brand voice. Each client will have a very different voice to capture. There’s a lot to consider then identifying and developing a brand voice. This infographic does a nice job breaking it down into categories.
Image From: Buffer Blog
I like to think of a client’s brand voice as my alter ego, a la Dr. Jekyll and Mr. Hyde. In the span of one morning, you may be posting using an edgy or risqué voice for your sassy restaurant client, and be posting for a sports training complex, harnessing your inner Chris Berman. Our Tuna Traffic voice is a compilation of our entire team. It’s smart and cutting edge with a little tech geeky thrown in, balanced with some quirky, clever, rather relatable good humor.
Learn more about brand voice here: How to Find Your Brand’s Voice
2. Pick Your Platform
Each social media platform has a different consumer, which you need to understand and fashion to fit your needs. It’s important to determine what platforms are being used, and how well they are working for a desired industry. By focusing your energy on platforms that matter to the end user (a.k.a. the consumer) and eliminating platforms that are irrelevant; you deliver messages that are not only engaging but productive. For example, if you’re promoting heavy duty automotive parts for Al’s Auto, you might be missing your mark if you post to Pinterest. For Tuna Traffic, I find that Facebook, Twitter. and LinkedIn hit our target market.
3. Short and Sweet
As for the actual writing, that can be more challenging than one might think. You’ve got 140 characters or less to do your magic. Ideal character counts are miniscule. Make every word count. And don’t underestimate the power of a well-placed emoji. Emojis may not simplify your story, but they can beautifully convey the feeling, whether that’s teasing or sincerity or something else, that is hard to grasp with text alone. There aren’t many hard, fast emoji rules since trends change quickly, but here’s some I follow:
Use emojis to enhance and not interrupt. Place an emoji at the end of complete thoughts. ? If an emoji pops up in the middle of a thought, it pulls the reader away to decipher what it means, rather than as a suitable ending to your message.
If you’re using multiple emojis ?, put the stance (or face) first, followed by the additional emojis that reflect that stance. ? If you want to read up on all things emoji, check out the Stanford doctorial thesis written by Tyler Schnoebelen.
Image From: Buffer Blog
4. Think Back to Middle School English Class
Remember that 7th-grade English teacher who harped on you for your poor grammar, punctuation and spelling? As much as I hate to admit it, she was right. Good grammar, punctuation and spelling are all extremely important when it comes to SMM copywriting.
Hubspot has done a nice job listing some common social media grammar mistakes.
Here are some additional quick pointers:
- Read your posts out loud. It’s amazing how many simple mistakes you’ll catch, or realize how awkward something actually sounds.
- Use short versions of words. u, r, 2, b4, etc. when you need to save on characters.
- Use grammar checking tools. Some of my favorites are Ginger and Grammarly.
- Check the spelling or your hashtags. Spell out the words in the hashtag first, and then spell check the #Tagged Word before joining the words. If you spell your #TagggedWord wrong, no one will be able to find your message. Oops, #Tagged only has 2 g’s.
- Never underestimate the power of emojis to help you convey emotion. ? ? ? Sometimes people can misconstrue what you’re trying to say. Nobody writes all in caps because this is translated as you are SCREAMING. Sometimes a nice 🙂 can break up the “unknown” possibility of mistaken attitude.
5. Never Stop Learning
Start a daily writing habit. Blog, review on Yelp, or maybe keep a personal journal.
Subscribe to daily grammar tips, such as Daily Writing Tips. Listen to podcasts. I’m a fan of Grammar Girl. Sign up for writing courses, like those found on Coursera. The old saying “Practice makes perfect” stands true. The more writing that you do, the better writer you will become.
Get Out There and Be Social
These 5 tips will get you well on your way to social superiority. Along the way, if you’re looking for some help to get there faster, better and easier, give me a holler. I’d love to chat.