Page 68 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

Telling your story through social media 57

offer something to attract visitors to your page and get them to hit
‘Like’ – a visible approval of a product or service.
Writing tips to help are:

● ● Be authentic, let readers see your personality, on a professional
basis.

● ● Keep personal comments for your personal accounts, have a
corporate policy for Facebook, Instagram posts, etc.

● ● Ask fans/‘likers’ for feedback on your product/services via
questions in posts, or links to surveys.

● ● Post good news on your business: sector-specific general updates;
insightful, people-based anecdotes about your organization;
only use humour that will work for your audience/culture.

● ● Share YouTube video clips and other visuals, of general interest
as well as about your business.

● ● Reply to comments. Thank people for positive comments and
post promptly with your viewpoint, to counter any negative
comments.
Many of you will have passed on a positive message about a com-
pany to others and, in a sense, become an unpaid advocate of their
brand. Take a look at the language they used that engaged your
interest. It’s a fascinating exercise that can help your writing.

Twitter

Twitter is a real-time information network where you simply find
the accounts you find most compelling and follow the conversations.
Each short burst of information is called a tweet. Limited to 280
characters, it’s about expressing key points concisely. Photos, video
and other links can add to the story.
Tips for businesses writing on Twitter include the tips I’ve given
for Facebook, as well as:

● ● Algorithms prove that content that’s helpful gets found and
shared. So write tips/hacks on things that work or problems to