Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Copywriting For Social Media
Posted on June 9th 2010
One of my big regrets in my time in the advertising agency world is that I never seemed to have enough time to figure out a good way to talk to the creatives at my former agency about social media. My door was always open, but I was covered up with projects, as were they. So when it came time to look at the social media concepts for our clients, most of the eyes looked my way.
I've always maintained that advertising creatives are far better than me for coming up with the “big idea.” It's kind of what they're trained to do. Sure, I've been able to produce a few of my own through the years, but leaving your winning social media concepts up to one guy's (or gal's) brain isn't a sustainable approach. Even as my staff grew, we were PR folks, SEO folks and technology folks. We weren't creative concept folks.
Still, there was (and I assume still is) a disconnect in a lot of advertising creatives (art directors and copywriters) and the world of social media. Some have made the transition. Still others are still finding their way.
One of my former creative colleagues emailed me recently and asked my take on copywriting for social media. Below is a more polished version of my response. See if it holds true for you and your experiences, then add your own thoughts in the comments:
Copywriting for social media is an interesting and deep topic because there are so many different channels, mechanisms and purposes. It's almost like you have to learn a separate business … there's the ad business … there's PR … there's social. Each slightly different.
Get to know copywriting for SEO. It's not just about great prose on the web, it's about keyword-enriched prose that helps you win search. I've read that 85% of the time someone opens a browser, they search. It drives almost everything that happens online. As a copywriter, you have to know it. For a good starting point, see SEOBook.com, TopRankBlog.com, Copyblogger.com or just Google “Copywriting for SEO” and see what comes up.
Think In 140 Characters
Think of Facebook Wall Posts, Twitter Messages, YouTube descriptions and short email-like messages as your new canvases. Instead of five words on an outdoor board that compels people to call for a certain yummy bourbon, you've got 140 characters (more or less) to make someone:
D) All of the above
The point here is to know when your messages do any of those four, it's not just that one person communicating to the brand, but often, everyone in their network sees it, too. It would be as if we had a recording of a customer screaming into the voice mail, “I effin' love you!” and we played it back to the whole world. Only we don't have to do the work and it doesn't cost anything.
Think Two-Way Communications … Or More
Keep in mind that messages are two-way now. Compelling communications is no longer just “This product rocks. Buy it and you'll be sexier.” The consumer gets to respond and to that they'll likely say, “Bullshit!” So your message has to be more human … “We're here to hang out with you. If you want to talk about your car repairs, we know a thing or two about that, but we're just chillin'.” Obviously, you've got to push people harder than that, but you need to be honest enough with them so they don't say, “Bullshit!”
And don't forget that it's more than a dialogue. You can talk to them. They can talk to you. But you can also watch them talking to each other. That's powerful.
Sometimes It's Not The Writing
The most compelling social media executions are not copywritten at all. Or they certainly don't appear to be. See BlendTek's videos. As you create ideas, concepts and so on, think about taking the human with the brand or someone who can be the brand's human, and put them in a natural environment that lets them show off the product and show how cool, smart or helpful the company is. The more “real” and not staged these types of events can be, the more people will respond to it.
Creatives Are Still The Rock Stars
Even social media stuff needs a creative's touch. Compelling presentations, viral videos, dynamite websites, etc., they still pop more with trained creative minds behind them. If guys like me are left to come up with all the home run ideas, we're going to be hitting far more singles and doubles than we'd like. I've got a long ball or two in me, but I'm far better suited to tell creatives what the environment is like and the tools can do. The genius is more likely to come from them wrapping their brains around that than me forcing myself to be outside my box.
So, what did I miss? The comments are yours.