1. Define Your Voice
Writing for social media is its own discipline and different from traditional writing: it is more like writing a story, a story that you want people to share with their friends and so on and so on. Defining your voice is the combination of knowing what you want to say and how you want to say it. Your knowledge, interests, and personality will only add value to the story. Plus, telling a story in your own way is what will create a unique and authentic connection with readers. One way to define your voice is to stop writing the way you think you should--you know, the way your English teacher told you to write--and start writing the way you think and speak. The words should fit you and be easy to read aloud.
2. Hook Your Audience from the Start
In addition to easy to read aloud, social media writing should be tighter and simpler than traditional writing: the beginning of your story should hook readers fast and hard, the way a song’s hook does. Whether you love or hate Queen, you know what comes after “we are the champions” (at least if you’re older than 25). That’s right, “no time for losers.” In essence, a hook is a memorable phrase that summarizes what a song is about. Think of a title and an opening line as your story’s hook. And don’t worry that you’re giving away the best part. Knowing what to expect won’t ruin your story for readers. It will prime them for what’s next and introduce your main point.
3. Construct Clear, Compelling Copy
Speaking of your main point, get to it quickly and clearly. While using a string of straightforward, declarative sentences is too abrupt for traditional writing, it is perfect for social media. Because unlike traditional writing, readers won’t go back to re-read or stop to think about difficult sections. Your writing has to be clear and direct the first time around: don’t be coy and promise to get to the interesting stuff later. Think of your story as a first date: put on your fancy pants and put forward your most compelling, date-worthy self. It’ll make your readers want to read your story and get to know you better. At the very least, it won’t make them regret saying yes.
Tags: best practices, social media, tips, writing
This post is included as part of a series related to social media training efforts underway at Cisco. I sat down with Mark Traphagen and Phil Buckley of Virante to ask a few specific questions around social media and how social media interacts with search engine marketing and optimization. This is the first of two parts for this interview.
What impact does Social Media have on Search Engines?
The first search engines were little more than human-fed directories. As the web took off, trying to human index it became unworkable, for obvious reasons. By far the most obvious and dramatic effect is seen in the growing personalization of search results. Since at least 2007, Google results have been influenced more and more by the searcher’s location, past search history, and how she interacts with web sites, among other factors. With Google’s introduction of Search Plus Your World in early 2011, social network influence came front and center.
Now by default if a searcher is logged in to Google while searching, her results are heavily influenced by Google contacts, including Gmail contacts and people circled on Google+. Bing has begun a similar effort incorporating a user’s Facebook friends. Larry Page and Sergey Brin, the founders of Google, revolutionized web search with their invention of the PageRank algorithm, which counts links between sites as “votes” and weighs those votes by relative authority. When the social web emerged, Google and other search engines realized that social interactions online could provide a new source of signals, a way to diversify the signal set and augment or confirm the signals being sent by links. Since then, they have been slowly increasing the amount of effect that social signals have on search results.
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Tags: #smtraining, ciscosmt, search engine optimization, Social Media Strategy
Have you been doing your Twitter homework?
Educators are using social media to share their lesson plans and get new ideas. If your favorite teacher is not already doing this, help them set up their Twitter account: description, photos; first tweet.
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Tags: education, social media, twitter
Every year, BtoB’s Social Media Marketing Awards are rewarded to companies that exhibit excellence with an innovative social media marketing campaign or initiative for a number of different award categories including Best Use of Twitter, Best Use of Facebook, Best Use of Mobile and more. A few days ago, BtoB revealed the lucky winners and runners-up of this year’s awards.
I’m proud to announce that Cisco Systems was honored with a few different winning titles. The Cisco Global Mobile Events App and the Social Media Training & Certification Program won within the “Best Use of Mobile” and “Best Closed Community” categories, respectively, while the Cisco Systems Facebook page was deemed runner-up for “Best Use of Facebook.”
Congratulations to all winners who will be recognized and presented with awards during BtoB’s Digital Edge Live conference to be held in San Francisco, CA on March 20, 2013. In the meantime, you can check out the complete list of 2013 BtoB Social Media Marketing Award winners for each of the various categories.
Tags: BtoB, cisco global mobile events app, facebook, social media awards, social media marketing, social media training and certification program
The other day I was reading an article about “Cognitive Dissonance: Why Social Sharing Creates Employee Advocates”. Intuitively you would suspect that “employee sharing can influence your employees to love your company more” but I’m always thrilled to see research, data and science to support these theories. Thank you, Psychology!
If you’re still skeptical about why employee enablement in social media matters, consider these factoids:
(1) 41% of people believe conversations with company employees to be the most credible specialist sources of information.
(2) There are over 10 million social mentions of the Fortune 100 each month…With Twitter generating the most amount of chatter.
(3) 56% of customer tweets to companies are being ignored.
(4) 70% of brands ignore Read More »
Tags: activate, advocacy, ambassadors, amplification, authentic social media, employees, Executives, how to, marketing, scaling social media, social media, training, viral, WOM