We all know by now how important social media mastery is to business. No matter whether you have a bricks and mortar or an online business.
If you have an online component to your business (which you should!) social signals count. To make an impact on social media, you need to be able to write good social media posts.
Since all of us have been spending time on Facebook, Pinterest and other social media platforms, one would think that writing good social media posts would be easy.
Unfortunately in the real world, this is not the case at all.
Do You Have a Social Media Strategy?
Let’s look at the cases of Daniel and Scott.
Case Daniel: Daniel runs an auditing firm. Competition for this kind of business is high and his marketing manager told him that, as CEO, he needs to engage on social media.
He needs to write some good social media posts. So Daniel immediately jumps online, opens a Facebook page, Twitter account, etc, etc.
He starts posting things like ‘do you need an audit for your firm?’ and ‘let us do your taxes’. The result? Crickets… no engagement from any followers.
Why did this happen to Daniel? Not only did he write boring, self-promoting posts. What engagement did he think he was going to get?
Did he really think that his hundreds of Facebook followers (likes which he bought from a company and don’t represent his real audience) were going to jump online and write ‘yes, please come audit my firm immediately and I will pay you thousands of dollars’?
Case Scott: Scott owns a hardware store. Being a very jovial guy, he decides to invite his 200 friends on Facebook to like his new Facebook page. Of course they do! They all like Scott, don’t they?
It doesn’t take long for Scott’s business page to turn into an extension of his normal profile. He posts jokes and memes and viral videos he finds on YouTube.
There are new likes on his social media posts every day and soon his Facebook following grows to more than 2000.
Everybody is very excited when he tells them he’s becoming a father and laughs with him when he tells about the odyssey of the first diaper.
However, what Scott doesn’t tell anyone, is how he twists and turns at night because his house is in foreclosure. His business is about to close its doors.
Both Daniel and Scott have gone about engaging on social media in the wrong way.
Both needed to write good social media posts in order to engage with followers and drive traffic to their websites, ultimately growing their businesses. Both failed.
Daniel made every post a call to action, and a weak one at that. People are bombarded by sales messages all day.
Their brains don’t even register a blatant call to action on social media any more. A blatant call to action does not constitute a good social media post.
Scott, although he built a huge following and got a lot of engagement, failed in the purpose of his social media efforts.
His followers loved him but never made the connection between social engagement and supporting his business. In fact, very few even knew that he sold hammers and nails.
They just enjoyed the entertainment.
What is a Good Social Media Post?
Good social media posts serve a purpose.
What distinguishes good social media posts from bad ones, are the level at which they accomplish their purpose.
When you are on social media for business, the purpose is almost always to eventually help you make more money. You get people to engage with you on social media by writing good, engaging posts.
Through this they should not only get to know you better but also your business. If it doesn’t eventually turn into sales, your social media posts have failed.
Good social media posts will get you more followers, drive more of your followers to your website and eventually persuade them to buy whatever it is you are selling.
If it doesn’t do that, you need to rethink your strategy.
How Do I Write Good Social Media Posts?
Determine your goal
It’s important to know why you are on social media. It probably isn’t because you’re bored and need someone to talk to until you see your next client.
If it is to drive traffic to your company’s website or blog, adjust your strategy to do this. If it’s to sell more of a specific product, then align your strategy with your product.
Listen to your audience
On social media it is easy to see who your audience is. Listen to what they are saying, have a look at their likes and dislikes.
In order to write good social media posts, you need to adjust what you are posting to what they want to see and hear, while keeping your goal in mind.
Create quality, original content
Posting links from articles or blogs from time to time is good. However, you’re not their Feedly reader. Your audience wants to know what you have to say on a certain topic.
In order to establish yourself as an authority in your niche, you need to let them know your own thoughts as well. So when you do post links, at least add your own opinion about it.
Always be relevant
Scott posting about his baby’s diaper could have been turned into a good social media post that was in line with his strategy.
If he didn’t just make his audience laugh but also worked in that he used the deodorizer he sells in his store to drive away the smell, he may have at least made some sales too.
Make sure that your posts are relevant to your business. Nobody wants to say goodnight to their hardware salesman or auditor on social media every night.
Leave that for your friends on your personal profile if you really feel the urge to say goodnight to Johnboy!
Consider the tone you are using
In Scott’s store everyone wears a shirt with the company’s logo on it.
Daniel has to wear a suit to work every day. However, on casual Fridays, they all come to work in jeans and t-shirts. But this doesn’t mean that they hang on each other and make chit-chat about football all day.
They are still there to work.
Social media is like the casual Friday of your online business. It may be less formal than your website but you still need to remain professional.
Make sure the quality of your writing is as good as on your website. Good social media posts are important to reflect the professionalism of your business.
Using profanity, racial or religious slurs or sending private messages just because your follower has a cute profile picture, is a big NO!
Learning to write engaging, goal oriented posts takes time and practice. If you stick to the guidelines above and take time to think about your strategy, you will be writing good social media posts in no time.
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