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    Writing for Social Media
    Writing for Social Media
    Writing for Social Media
    Ebook144 pages1 hour

    Writing for Social Media

    By Carrie Marshall

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    About this ebook

    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.
    LanguageEnglish
    PublisherBCS, The Chartered Institute for IT
    Release dateNov 1, 2018
    ISBN9781780174525
    Writing for Social Media
    Author

    Carrie Marshall

    Carrie is a writer, broadcaster and musician from Glasgow. She’s the singer in Glaswegian rock band HAVR, a familiar voice on BBC Radio Scotland and has been a regular contributor to all kinds of magazines, newspapers and websites for more than two decades. She has written, ghost-written or co-written more than a dozen non-fiction books, a radio documentary series, and more.

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      Book preview

      Writing for Social Media - Carrie Marshall

      BCS, THE CHARTERED INSTITUTE FOR IT

      BCS, The Chartered Institute for IT, is committed to making IT good for society. We use the power of our network to bring about positive, tangible change. We champion the global IT profession and the interests of individuals, engaged in that profession, for the benefit of all.

      Exchanging IT expertise and knowledge

      The Institute fosters links between experts from industry, academia and business to promote new thinking, education and knowledge sharing.

      Supporting practitioners

      Through continuing professional development and a series of respected IT qualifications, the Institute seeks to promote professional practice tuned to the demands of business. It provides practical support and information services to its members and volunteer communities around the world.

      Setting standards and frameworks

      The Institute collaborates with government, industry and relevant bodies to establish good working practices, codes of conduct, skills frameworks and common standards. It also offers a range of consultancy services to employers to help them adopt best practice.

      Become a member

      Over 70,000 people including students, teachers, professionals and practitioners enjoy the benefits of BCS membership. These include access to an international community, invitations to roster of local and national events, career development tools and a quarterly thought-leadership magazine. Visit www.bcs.org/membership to find out more.

      Further Information

      BCS, The Chartered Institute for IT,

      First Floor, Block D,

      North Star House, North Star Avenue,

      Swindon, SN2 1FA, United Kingdom.

      T +44 (0) 1793 417 424

      F +44 (0) 1793 417 444

      (Monday to Friday, 09:00 to 17:00 UK time)

      www.bcs.org/contact

      http://shop.bcs.org/

      © BCS Learning & Development Ltd 2018

      The right of Carrie Marshall to be identified as author of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

      All rights reserved. Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted by the Copyright Designs and Patents Act 1988, no part of this publication may be reproduced, stored or transmitted in any form or by any means, except with the prior permission in writing of the publisher, or in the case of reprographic reproduction, in accordance with the terms of the licences issued by the Copyright Licensing Agency. Enquiries for permission to reproduce material outside those terms should be directed to the publisher.

      All trade marks, registered names etc. acknowledged in this publication are the property of their respective owners. BCS and the BCS logo are the registered trade marks of the British Computer Society, charity number 292786 (BCS).

      Published by BCS Learning & Development Ltd, a wholly owned subsidiary of BCS, The Chartered Institute for IT, First Floor, Block D, North Star House, North Star Avenue, Swindon, SN2 1FA, UK.

      www.bcs.org

      PDF ISBN: 978-1-78017-4518

      ePUB ISBN: 978-1-78017-4525

      Kindle ISBN: 978-1-78017-4532

      Paperback ISBN: 978-1-78017-4501

      British Cataloguing in Publication Data.

      A CIP catalogue record for this book is available at the British Library.

      Disclaimer:

      The views expressed in this book are of the author(s) and do not necessarily reflect the views of the Institute or BCS Learning & Development Ltd except where explicitly stated as such. Although every care has been taken by the authors and BCS Learning & Development Ltd in the preparation of the publication, no warranty is given by the authors or BCS Learning & Development Ltd as publisher as to the accuracy or completeness of the information contained within it and neither the authors nor BCS Learning & Development Ltd shall be responsible or liable for any loss or damage whatsoever arising by virtue of such information or any instructions or advice contained within this publication or by any of the aforementioned.

      Publisher’s acknowledgements

      Reviewers: Oliver Lindberg and Jemma Davis

      Publisher: Ian Borthwick

      Commissioning Editor: Rebecca Youé

      Production Manager: Florence Leroy

      Project Manager: Sunrise Setting Ltd

      Cover work: Alex Wright

      Picture credits: Shutterstock/Quang Ho

      Typeset by Lapiz Digital Services, Chennai, India.

      CONTENTS

      Author

      Preface

      1. WHAT IS SOCIAL MEDIA?

      What do businesses do on social media?

      Ch-ch-ch changes

      How to become a social media mogul

      Social media: the skills that matter

      Key takeaways

      2. KNOW WHAT YOU WANT TO ACHIEVE

      SMART thinking

      Find the why

      Curb your enthusiasm

      Key takeaways

      3. DIFFERENT STROKES FOR DIFFERENT FOLKS

      Who’s on Facebook?

      Who’s on LinkedIn?

      Who’s on Instagram?

      Who’s on Twitter?

      Who’s on Pinterest?

      Who uses instant messaging apps?

      Who’s on SnapChat?

      Who’s doing it every day?

      Don’t forget the focused sites

      Key takeaways

      4. WHO ARE YOU?

      Picking your persona

      The pillars of a brand persona

      Be consistent, but be sensible

      Key takeaways

      5. BIG IDEAS IN SMALL SPACES

      What you can post vs what you should post on Facebook, LinkedIn and Twitter

      Character and hashtag limits on other social platforms

      Key takeaways

      6. HOW TO WRITE FOR SOCIAL MEDIA ON FACEBOOK, LINKEDIN, TWITTER AND THE REST

      How to write for every social network

      Things to think about when you’re writing for Facebook

      Things to think about when you’re writing for LinkedIn

      Things to think about when you’re writing for Twitter

      Key takeaways

      7. HOW TO WRITE THINGS PEOPLE WANT TO SHARE

      Eleven and a half ways to create content people will share

      Key takeaways

      8. READY! FIRE! AIM! THIRTEEN MISTAKES TO AVOID WHEN CREATING SOCIAL MEDIA CONTENT

      1 Not having a plan

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