Guest Post : “The role of the copywriter in Social Media” by Kate Goldstone
Hi there !
Today is a very special day, because, I have a guest on my blog in English and she is from United Kingdom !
Thanks to My british blogger friend : Kate Goldstone, for her kindness in sharing this post about the role of the copywriter in social media.
The role of the copywriter in Social Media
Some business owners create all their content and marketing materials in-house. Others use a professional copywriter to create everything from blog posts to email marketing campaigns, printed direct marketing stuff to white papers and SEO-informed site pages.
But what about social media marketing itself? Do you need to hire a pro to write Tweets for you, or write posts for Facebook?
What is a copywriter’s role in social media?
Commercial writers have specific skills, quite apart from being able to string messages and arguments together with the right amount of flair, fluency and creativity. A good writer will bring things like logic and a direct marketing perspective to the party. Plus the knowledge that benefits work harder to sell than bare facts, and the ability to come up with a consistent tone of voice and personality to reflect your business accurately.
At the same time they know it isn’t all about overt selling. Successful social media marketing involves being engaging, interesting, fun, entertaining, relevant and appropriate, reacting to breaking news and trends, and above all doing people the courtesy of treating them like real human beings, not just prospects.
Tone of voice and consistency
What does your brand sound like? If your products are light hearted and casual, you don’t want to come across corporate and overly formal. If you run a funeral home you don’t want to appear disrespectful. You can never go far wrong if you stick to plain English and remember your audience is made up of human beings in all their glorious variety. That’s what copywriters do.
A good copywriter will make sure your tone of voice and personality comes across clearly and authoritatively, with charm and verve, whether you’re a children’s entertainer or sell spare parts for oil rigs. The things they say on your behalf will blend seamlessly with the style of your site, blog posts and marketing materials, so you’ll come across as consistent… which in turn will help generate trust and improve your credibility.
Being human – Less selling, more communicating
Yes, you’re harnessing social media to help you build brand equity, encourage inbound links and, with a bit of luck, make some directly-attributable sales. But you’re not there to irritate and bore people senseless by sending out an endless stream of sales-led messages, full of links and hash tags. You can do much better than that.
A copywriter will identify subjects that are likely to fascinate, inspire, provoke, reassure, amuse or inform your audience, and share them in a way that directly reflects your business’s values, aims and culture.
Direct response expertise
A writer with a direct marketing background will know exactly how to craft social media communications with direct response in mind. Whenever an action is required they’ll include calls to action. They’ll format communications so they flow logically. They will put the information in the right order, and use the right kind of words designed to drive people gently in desirable directions.
Knowing how to stand out from the crowd
So many Tweets and Facebook posts are dry and dull. A copywriter will have the confidence to build an appropriately attractive persona for your social media activities that helps your business stand head and shoulders above the crowd, attract re-Tweets and shares, inspire new fans and followers.
Building links and getting blog comments
Natural inbound links are like gold dust. Done right, social media marketing can attract inbound links to your site as people who love your content and communications share with their communities and your reach broadens. The more people see your content, the more likely that someone, somewhere will link back to it. Copywriters bear all this in mind.
The moral imperative – Is it dishonest to use a writer to ‘be’ you?
Ideally everyone on our beautiful blue planet would be able to write commercial copy with flair and je ne sais quoi. Sadly, they can’t. If you’re rubbish at writing or can write beautifully but don’t have a clue about the intricacies of marketing, it’s a natural step to hire a copywriter to promote your brand, products, services and culture to the world at large.
I would draw the line at individuals. I wouldn’t feel at all comfortable pretending to be someone else, for example an actor, politician or author, where their opinions, experience, emotions and so on inevitably come into the equation. I think if someone is in the public eye, a celebrity or well-known for any other reason, their fan base deserves the real deal.
Finding a social media marketing copywriter
My speciality is writing the content that social media links to – blog posts, landing pages, guides, white papers and so on – rather than social media marketing itself. I don’t write Twitter or Facebook posts for businesses, either. But there are plenty of writers who do. If you find someone who can handle everything I’ve talked about in this post, they’ll fit the bill.
You can reach to Kate Goldstone on these links :
Web Page : Help in the city
LinkedIn : Kate Goldstone
Twitter : @katiegoldstone1
Google + : Kate Goldstone
Image : Google Images