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Writing for Social Media: Facebook

   |   MBO Partners   |   September 13, 2017

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Social media networks offer numerous benefits for independent consultants. These platforms provide an effective and economical way to help you reach hundreds or even thousands of valuable users, from current and prospective clients to industry leaders and invaluable networking contacts.

However, writing for social media is unlike more traditional forms of marketing writing; it’s more conversational than declarative, more friendly than formal, and more social than promotional. Writing for social media requires certain considerations and strategies in order to be effective. Follow these five tips to become a more effective writer on Facebook.

Facebook’s dominance in the world of social medial makes it a popular platform for businesses and independent consultants to connect with fans and followers online. However, there’s more to Facebook than simply creating a profile or business page. Finding success on Facebook requires thoughtful, well-written content that combines social interaction with increased brand connection.

1. Limit Your Length

Although Facebook post lengths are practically unlimited, the average social media user’s attention span is not. Long, rambling posts may cause you to quickly lose readers or risk them skipping your posts entirely. By keeping your posts short, punchy, and to the point, your followers will be more likely to read them, comment on them, and share them with their own networks.

2. Maintain a Level of Professionalism

To an extent, your Facebook page should represent your—and your consultancy’s—personality. With this in mind, humor and mild slang terminology might be appropriate in some cases, such as when you’re trying to reach a young, creative target audience. However, keep in mind that you are still representing yourself as a professional, so prioritize proper spelling, grammar, and punctuation.

3. Engage Readers

Your followers subscribe to your Facebook page in part because they want to know what you have to say. But a one-sided conversation can get boring after a while. Craft your posts so that they engage your followers and encourage them to interact with you. One effective tactic is to ask questions or encourage your followers to share their own stories. Through your writing, make your followers feel that you truly care about what they think and about what they are interested in.

4. Be Consistent

When crafting Facebook posts, be sure to keep your personal brand in mind. Think about your brand voice, your mission statement, and the audience you’re trying to reach, and ensure those elements are visible in your messaging. You want your followers to be able to easily recognize your business whether they are looking at your personal website, reading a blog post, or scrolling through their Facebook feed. Be sure to post on a regular basis as well—whether you post once a day or three times a week, maintaining consistency helps create an expectation among your fans that they can look forward to content from you on specific days of the week.

5. Get Visual

Data shows that Facebook posts with images have 2.3 times more engagement than those without. Social media platforms were built to be very visual, so if there is a photo, graphic, or video that compliments your post, be sure to include it. Whatever visual imagery you choose, just make sure it is relevant to the content of your post.

MBO Partners