{"id":88048,"date":"2022-12-28T13:01:00","date_gmt":"2022-12-28T17:01:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=88048"},"modified":"2023-01-02T16:05:06","modified_gmt":"2023-01-02T20:05:06","slug":"writing-for-social-media","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/writing-for-social-media\/","title":{"rendered":"Writing for Social Media: Keep Your Voice &#038; Change Your Tone"},"content":{"rendered":"\n<p>What tone should you use in social media posts? Should you take a stand on social issues?<\/p>\n\n\n\n<p>In <em>Everybody Writes<\/em>, Ann Handley offers a comprehensive guide to improving your writing and reaching your audience. When it comes to writing for social media, she discusses how to keep your brand voice consistent while adapting your tone.<\/p>\n\n\n\n<p>Keep reading for Handley&#8217;s tips as well as some advice about commenting on social causes.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Writing for Social Media<\/h2>\n\n\n\n<p>Handley emphasizes that the business content you create will vary depending on the format and your intention as a writer. The writing you\u2019ll use in emails to bosses and colleagues will have different rules than writing an email to your customers, writing for social media, or writing a script for a video.<\/p>\n\n\n\n<p>Handley recommends keeping your brand voice consistent. However, your <em>tone<\/em> may need to shift to match what you\u2019re writing. If you\u2019ve established a cheeky and irreverent brand voice on your website, for example, you would still want to avoid cracking jokes when responding to a customer complaint. If you have a laid-back and easygoing voice on your social media, you should still include a strong call to action in an email newsletter.<\/p>\n\n\n\n<p>Writing for social media requires a new and different type of writing, writes Handley. The point of social media is connection, so you\u2019ll want to take on a tone that\u2019s inviting and friendly, even if your voice on your website or in your emails is more formal and detached. Use your social media profile to establish your public image and <a href=\"https:\/\/www.shortform.com\/blog\/connect-with-customers\/\">connect with your customers<\/a> in a personalized way.<\/p>\n\n\n\n<p>(Shortform note: In addition to personalized interaction, <a href=\"https:\/\/www.indeed.com\/career-advice\/career-development\/managing-social-media-for-companies\" target=\"_blank\" rel=\"noreferrer noopener\">social media lets companies reach customers on a potentially massive scale<\/a>. This makes social media a great opportunity for brands, <a href=\"https:\/\/www.corporatecomplianceinsights.com\/social-business-means-risk-profile\/\" target=\"_blank\" rel=\"noreferrer noopener\">but it does come with certain risks<\/a>. The scale of social media can cause just a few bad posts to damage your brand\u2019s reputation, and posting sensitive information about your company\u2019s inner workings or practices can lead to information breaches or endangering employee safety.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-commenting-on-social-causes\">Commenting on Social Causes<\/h3>\n\n\n\n<p>According to Handley, research suggests that consumers respond well to brands that take a stand on social issues. However, you should always approach these topics with awareness and sensitivity\u2014otherwise, you may accidentally harm your brand if readers don\u2019t interpret your post the way you intended, or if your brand doesn\u2019t work toward solving those issues in practice.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Unexpected Viral Responses to Burger King\u2019s Tweet<\/strong><br><br>A well-intentioned post about a social cause can have devastating effects if it\u2019s not executed properly\u2014which can happen if, for example, your audience reacts in a way that supports the opposite of your intended message. In 2021, <a href=\"https:\/\/globalnews.ca\/news\/7683800\/burger-king-womens-day-kitchen-tweet\/\" target=\"_blank\" rel=\"noreferrer noopener\">Burger King received massive backlash in response to a tweet they posted on International Women\u2019s Day that said \u201cWomen belong in the kitchen.\u201d<\/a><br><br>Though they posted follow-up comments on the tweet explaining that they were trying to <a href=\"https:\/\/www.shortform.com\/blog\/grab-attention\/\">draw attention<\/a> to the lack of female representation in the culinary industry, the first tweet is the one that got the most engagement. This created an environment in which many commenters felt comfortable posting misogynistic comments in unironic support of Burger King\u2019s tone-deaf message. Before posting, consider whether your message may be misinterpreted or hijacked by people looking to offend.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>What tone should you use in social media posts? Should you take a stand on social issues? In Everybody Writes, Ann Handley offers a comprehensive guide to improving your writing and reaching your audience. When it comes to writing for social media, she discusses how to keep your brand voice consistent while adapting your tone. Keep reading for Handley&#8217;s tips as well as some advice about commenting on social causes.<\/p>\n","protected":false},"author":9,"featured_media":88054,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,34,104],"tags":[845],"class_list":["post-88048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-communication","category-marketing","tag-everybody-writes","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Writing for Social Media: Keep Your Voice &amp; Change Your Tone - Shortform Books<\/title>\n<meta name=\"description\" content=\"Writing for social media? 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