Page 78 - How to write effective business English your guide to excellent professional communication by Fiona Talbot

Telling your story through social media 67

Your checklist for action

● ● How do you plan to write for social media? What are your
objectives? Which channels will you use?

● ● How are you going to communicate your personality, as well as
your values?

● ● Design writing that is discoverable by and relevant to your
target audience.

● ● Be social when you write; get involved and maintain interaction,
so that you create a following/community and benefit from
loyal brand advocates.

● ● Don’t see social media writing as an inferior form of business
communication; be professional and mind your and others’
reputation. Mistakes can rapidly go viral.
● ● Check that everyone in your company, as well as in any outside
agency you hire, understands how to project your voice:
sometimes personal, always corporate.
● ● Keep up with emerging channels; tailor your writing and
formatting for readers’ business and cultural expectations.

● ● Analyse the language used in posts that work (these can be
others’ posts, not just your own); adapt your vocabulary and
understand that language evolves.

● ● Ensure that your message is consistent across all your
communication channels.

● ● Use the word power skills writing system as it will continue to
work across emerging channels too.