This is a basics 101 article on the five things to consider when you’re writing for your company’s social media accounts. Writing is a skill that can be developed and writing for social media is a specialized niche.
1. Think About Your Audience
When writing for social media, what you write and how you write it is going to depend on who your audience is. Usually, 100% marketing copy only for posts will not go far on social media, especially for a small business.
When you’re speaking to your audience and making no motions to engage them, you lose the social part of marketing. In this same sense, if you’re a snack company, you wouldn’t only talk about the chips you sell. You’d also talk about the crackers and how you made the cookies.
For a coffee business, audiences will vary. Research who your audience is first (guide and template here
). Then tailor your posts to reflect either the current distribution or what you want the distribution to be. A cafe would likely talk to current and potential consumers while a wholesale roaster would focus on talking to cafes and restaurants.
Ona makes bags for photographers. In this post
, they show what one photographer carries in their bag. The message is aimed directly at photographers and has an underlying one of “Look how much one of our bags can hold” without directly saying so.