Page 70 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

Telling your story through social media 59

1 There’s little doubt about it, it feels rather good that my business
writing book appears to be useful as it’s selling.
2 Woohoo, so pleased: my book is in the #businesswriting charts
because it helps! Thank you so much! #lovemyreaders

But if the style is too effusive for your target audience, don’t use it.
Use your judgement – and, as I mention throughout, it’s a must to
have a policy on language that’s off limits, eg expletives or reli-
gious/political/sexist/racist comments.
Remember also that people use Twitter to make immediate
complaints. If your company is involved, be sure to monitor for
them and deal with them quickly. Others will be watching how you
deal with this too.
Don’t forget, the various platforms actively want you to use
them. Take advantage of their specific tips on what works best at
any given time. Twitter Business for example, currently offers a
Twitter Content Strategy to help you write what they consider
compelling posts optimized for their platform.

Newsletters, blogs, vlogs or microblog posts

Newsletters and blogs read like articles and inform. Whilst printed
newsletters and other material have to explain background within
the articles themselves, online newsletters, blogs, vlogs (video
logs) or microblogs (such as Twitter posts) can easily refer to de-
tailed information elsewhere online. Post regularly to keep mate-
rial fresh and build up a readership that you hope will be loyal
advocates.
Keep your paragraphs shorter than in print (some recommend
four sentences maximum). As reading on a computer screen can be
tiring, and reading on mobile devices can be ‘on the go’, you need to
‘grab eyeballs’ so people do read. Invite questions and comments
(and add reply buttons) – as long as you plan to respond to these.
Get involved with others’ blogs too. Be discoverable and maintain
visibility.