Talking to kids these days – 3 ways to write for social media

As an interesting followup to Jason Sem’s post last week, The “Adholics” copywriter Josh Anderson has decided to throw some of his thoughts on Social Media into the mix.

Hope you enjoy!

Talking to kids these days – 3 ways to write for social media

By Josh Anderson

Copywriter, The Adholics

It’s a social media world out there, and companies are just living in it. If they want to reach their customers, they need to figure out ways to reach them through Facebook, Twitter, the blogosphere, not to mention a multitude of other channels. And they need to take advantage of this crucial brand building opportunity starting today.

But what if your company is ready to jump in? How do you actually begin implementing your plan? Are there rules to being social?

In the immortal words of Captain Jack Sparrow, “They’re not rules, they’re more like guidelines.” Interacting through social media doesn’t come with an instruction manual, but there are three do’s and don’ts to keep in mind.

1. More spit, less shine

Too often companies treat social networking like traditional media. Problem is consumers are much savvier these days when it comes to mass communications. They can see an ad coming a mile away. And now thanks to Doritos, they’re actually making their own and running them during the Super Bowl.

As a copywriter, it pains me to say it: If your company is going to be on social media sites, you need to leave some of those rough edges on your messages. Remember, you’re having a conversation and building relationships. When was the last time a coworker met you at the water cooler and recited five reasons why she prefers Culligan over the leading brand?

That’s not to say you shouldn’t have a good idea of what you’re going to say before you post it. But if you want to develop lasting relationships with consumers through social media, remember to KISS (keep it simple, stupid).

2. Leave ROI out of it

Let’s not kid ourselves companies consider tweeting, Facebooking or YouTubing to make money. But this isn’t the place where your call to action results in immediate reaction.

Social media is a branding venture based on consumer loyalty. You should focus on the interaction you’re having with your customers. The day you start overtly driving customers to 800-numbers is the day your company starts losing followers. Build up to it over time. Sprinkle deals in here and there. Don’t push too hard, too soon.

Besides, social media is cheap to produce. It’s not like you’re pumping thousands of dollars in to it. So take the time to genuinely interact with your customers and don’t worry about the return on investment. If you build it (the relationship), they will come (the Benjamins).

3. Be active

While we’re on the subject of money, it’s worth noting that social media is a perfect outlet for many companies who need or want to report quarterly results. But for every spread sheet of numbers you post, you should consider posting 57 messages about people.

Some consumers enjoy numbers. But most are interested in who you are as a company. They want to know what you stand for, both as an employer and within your community. So tell them. Often. And use a variety of methods.

Share quick updates about your food drive. Link to your president’s blog entries detailing why your company is an expert in the field of widgets. Post short videos documenting your latest product innovation. And make sure to contribute at least two times a week.

Sound simple enough? It is. And you’ll be impressed at how quickly the kids start listening to what you have to say. For more tips on how to utilize social media, contact The Adholics. Or just follow us on one of our 12 channels.

Thanks for the post Mr. Anderson!

Cheers,

Joshua Fedie

The “Adholics”
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