3 Tips for Socializing Your StoriesJenna Silverman | Georgia Nonprofit NOW, Summer 2012
You’ve just written a great article, blog post, newsletter feature, or report and now you have to condense all those great ideas into 140 characters. How do you effectively draw readers in the noisy online world we live in?
Here are three tips to help you start writing engaging status updates:
1. State your conclusion.
Don’t be afraid to lead off with the most important take-away, so readers know exactly what they’ll get if they spend time reading your article. The more tangible and clear you are upfront about what your readers are going to learn, the faster they can connect to the content. Using numbers or statistics in headlines, Facebook updates or tweets results in higher click-thru rates.
2. Write for your readers.
Make sure your language is jargon free and audience-centric. Will someone who has never heard of your organization or doesn’t know anything about your work understand what you’re saying? Focus more on what’s helpful for your different audiences and what they’re looking for, and less on you.
Will someone who has never heard of your organization or doesn’t know anything about your work understand what you’re saying?
3. Use images on Facebook & hashtags on Twitter.
On networks like Facebook, Pinterest, and Instagram, photos always win out. Using good imagery on your blog or newsletter not only makes it more visually appealing, but also improves sharing rates. Post the same photo from your article on Facebook and use the caption to include a link back to the article to drive traffic. On Twitter and Instagram, use a hashtag (i.e. #fundraising) to connect your article to conversations already taking place. Hashtags can help you connect to others talking about similar topics, give context to the target article, or connect it to other content or campaigns your organization is already running.
Just remember that followers on Twitter are expecting something different from the people that like you on Facebook. Facebook users don’t want to see hashtags, and Twitter followers don’t want you to waste space with full URLs (so be sure to use a URL-shrinking service like bit.ly). Instead of auto-feeding those updates across all platforms, write new messages for each one. You’ll see a difference.
Jenna Silverman is marketing manager at Big Duck, a NYC based communications firm that works exclusively with nonprofits. Follow her @bigduck..