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5 Tips for Writing for Social Media

September was an interesting month. My keynote talk at Access went well and I've been thinking of how
Coffee Marketing
5 Tips for Writing for Social Media
By Jenn Chen • Issue #59 • View online
September was an interesting month. My keynote talk at Access went well and I’ve been thinking of how to repurpose some of the content into a digital course. I ate a ton of food in Texas & refilled my coffee family bonding time needs.
This is a reminder that it’s not too early to plan for holiday sales, increased advertising costs, and plan for 2019 Q1.
– Jenn

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.

Facebook reported a data breach last week. As long as the group allows for it, Facebook Pages can now join members-only groups.
Twitter said they’ll be collecting community feedback for new policy changes. It is also going to offer a chronological timeline again.
Instagram’s cofounders left the company/Facebook. The network is testing several new features: separate hashtag selection in a post, geo-fencing, resharing someone else’s highlights as a sticker, and a new quiz sticker.
How to Communicate with Your Customers Effectively on All Your Distribution Channels
Dos and Don'ts for Google MyBusiness | How to Get Your Listing to the Top
Instagram Feed vs Instagram Stories: Which is Best? (a $1,000 Experiment)
How Brands Can Use Story To Inspire Social Change
 The Daily Life of Madagascar’s Coffee Vendors
Friday's news cycle was pretty awful, so I ended up going to the plant store to buy pots. I bought zero pots and instead bought this red prayer plant (red/purple underside). It folds its leaves up at night!
Friday's news cycle was pretty awful, so I ended up going to the plant store to buy pots. I bought zero pots and instead bought this red prayer plant (red/purple underside). It folds its leaves up at night!
If you'd like to work together on writing, photography, or marketing consulting, click through above.
If you'd like to work together on writing, photography, or marketing consulting, click through above.
What'd you think?
Feedback, questions, or fist bumps 👊 – send them my way by hitting the reply button. Also happy with the 👍 at the end. Or find me on the social networks @thejennchen. 
Did you enjoy this issue?
Jenn Chen

Thoughts on digital marketing as they intersect at specialty coffee, social media, writing, photography & social issues. 2x a month on Wednesdays. @thejennchen | https://jennchen.com

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