Digital Age: Week 7

LCH2337: Communication in the Digital Age - Social Media Writing

Principles of Effective Social Media Writing

  • Social media is most effective when the content relates to a particular interest or desire of a specific group of people.

  • Due to the daily influx of messages from multiple sources, it is crucial to make messages ____________. This prompts audience interaction and engagement.

  • The four main principles of effective social media writing are:

    • Relevant

    • Useful

    • Interesting

1. Relevant

  • Relevant content prompts thoughts like “This matters to me.”

  • Sources of relevancy:

    • Time

    • Geography

    • Audience

    • Interest

Examples of Relevant Information:

  • Time:

    • "Rise and shine! Start your Monday with a productivity boost—here are three quick tips to kickstart your week."

    • "Planning your next adventure? Check out these must-visit destinations trending this summer holiday!"

  • Geography:

    • "Attention Hong Kong foodies! Check out the top-rated burger spots in town—did your favorite make the list?"

    • "Chicago locals! The first snowfall is here—check out the coziest cafes to warm up with a hot drink this season."

  • Audience:

    • "Hey college students! Struggling to stay productive while studying? Here are three game-changing hacks to boost your focus!"

    • "Busy parents! Need quick and easy meal ideas for your little ones? Here are three nutritious recipes ready in under 20 minutes!"

  • Interest:

    • "Calling all book lovers! Here are the top 5 must-read novels this month—perfect for your next cozy reading session."

    • "Love photography? Here are five simple tips to capture stunning sunset shots with your phone!"

2. Easy to Understand and Share

  • Messages in social media channels compete for readers’ attention; ease of understanding and sharing is paramount.

  • Strategies to ensure messages are easy to understand:

    • Place relevant information at the beginning of your post (e.g., asking a question).

    • Use fewer characters than the allowed limit to facilitate sharing.

    • Keep messages concise yet relevant.

    • Ensure clarity for a quick grasp—test your message on a cold reader.

    • Provide sufficient context, allowing the message to stand alone.

Examples of Easy-to-Share Messages:

  • Good Example:

    • "10 tips for keeping your independence when suffering from memory loss, Alzheimer's, or dementia: go.usa.gov/XYZ"

    • (111 characters—room for retweet or hashtag)

  • Weak Example:

    • "We're offering you 10 practical tips for keeping your independence when you suffer from memory loss, Alzheimer's, or dementia: go.usa.gov/XYZ"

    • (140 characters—requires editing for conciseness)

3. Friendly, Conversational, Engaging

  • Social media content typically has a friendly tone, making it social and engaging.

  • To achieve a balanced, conversational tone:

    • Use contractions (e.g., can’t, don’t, haven’t).

    • Write in the first or second person (e.g., I, we, you).

    • Avoid colloquial language (e.g., y’all, ain’t, you guys).

    • Avoid trendy abbreviations (e.g., UR for "you are").

Examples of Friendly Tone:

  • Good Example:

    • "Thanks to our followers, new and old. You are one of the 100,000 followers using our info to make healthier lifestyle decisions. Thanks for coming back and letting us know what we can do better."

  • Weak Example:

    • "CDC has reached the 100,000 follower milestone. With 100,000 fans, CDC is reaching more people to help them make healthier lifestyle decisions."

Additional Tone Examples:

  • Friendly Tone:

    • "Start your day with a little joy—your favorite coffee is waiting for you! What’s your go-to brew?"

  • Not-So-Friendly Tone:

    • "If you don’t start your day with good coffee, you’re doing it wrong."

4. Action-Oriented

  • Use social media tools to build awareness and direct readers to more information or action.

  • Messages should have a call-to-action (CTA), encouraging readers to take the next step.

  • Ways to make messages actionable:

    • Use action verbs (e.g., “learn,” “watch,” or “join”).

    • Include links to content that offers additional details or provide contact options (no personal email addresses).

    • Use ALL CAPS sparingly for emphasis only.

Examples of Action-Oriented Messages:

  • Good Example:

    • "Help ease itching from mosquito bites: wash the bitten area, rub gently with ice, or apply anti-itch cream."

  • Weak Example:

    • "When bitten by a mosquito, washing the area can be helpful. Using an ice cube or itch cream to put on the bite might help ease the itch."

  • Additional Action-Oriented Examples:

    • "Try our new caramel latte today—swing by and grab yours!"

    • "Peel into a healthy day—grab a fresh, juicy orange now!"

In-Class Activities

  • The LCH2337 class is organizing a Spring Festival Celebration and invites different classes and teachers to participate.

    • Social media managers need to draft a Facebook post inviting everyone to the event in paragraph form (up to 100 words).

Event Details:

  • Event: LCH2337 Spring Festival Celebration

  • Date: Feb 3

  • Location: Room S114

  • Highlights:

    • Traditional Delicacies (dumplings, spring rolls, Tang Yuan…)

    • Live Cultural Performances (erhu, lion dance)

    • Lucky Draw

  • Tags: #SpringFestival #CelebrateTogether #LCH2337

Other Important Tips for Social Media Writing

  • Write conversationally.

  • Use simple and short sentences.

  • Repeat keywords.

  • Use present tense.

  • Use attribution at the start.

  • Use quotations.

Write Conversationally

  • Write as you speak.

  • Use simple, short sentences.

  • Incorporate active voice and action verbs.

  • Use contractions freely.

Sentence Structure

  • Employ traditional subject-verb-object format.

  • Keep subjects close to verbs; avoid long separations of subjects and predicates (e.g., "John Jones, a resident of the Fourth Ward who was elected mayor of Riverdale last month, will present his acceptance speech today").

Handling Names

  • Start stories familiar to listeners before introducing new unfamiliar names (e.g., "An Australian won the world kissing championship last night. Joe Smith said… ").

  • Even familiar names should be preceded with job titles for clarity.

Repeat Keywords

  • Reiterate keywords/phrases throughout content.

  • Avoid foreign terms and phrases when possible.

  • Utilize proper names instead of pronouns to enhance clarity.

Usage of Present Tense

  • Broadcast media emphasizes timeliness, leading to more frequent present tense usage in broadcast news compared to print news.

  • Present tense conveys immediacy, such as in the sentence, "Police are still investigating an accident in which a car rolled off a bridge and into a river."

  • A caution: the use of present tense should not be forced.

Example Discussion on Social Media Post

  • Critique:

    • "In past times, our coffee establishment had sold most finest…" (grammatical errors, wordiness).

    • Misses urgent calls to action and clarity.

    • Changes promoting urgency should be made for better engagement.

Structure of Social Media Post

  1. Title: Clear, engaging, and relevant; helps users decide whether to continue reading.

    • Example: "5 Secrets to the Juiciest Burger Ever!"

  2. Hook: Appears in the first 1-2 sentences; grabs attention through intriguing or relatable content.

    • Example: "Did you know 80% of people prefer homemade burgers over fast food?"

  3. Main Content (Body): Elucidates valuable information using short sentences and easy-to-read language; includes key features, problem-solving content, behind-the-scenes info, and customer experience recommendations.

    • Example: "Our HKCC Burger is made with 100% organic beef, topped with the freshest veggies, and served on a buttery toasted bun."

  4. Call-to-Action (CTA): Instructs what the audience should do next, increases engagement and spread; must be clear and engaging.

    • Example: "Tag a friend who NEEDS to try this burger!"

Complete Social Media Post Example

  • Title: "The Burger That’s Breaking the Internet!"

  • Hook: "Would you believe this burger has ZERO additives and still tastes amazing?"

  • Body: "Our HKCC Burger is made with fresh, organic ingredients, cooked to perfection. Juicy, flavorful, and absolutely satisfying!"

  • Call to Action: "Who’s craving one right now? Comment ‘EAT’ below!"

Discussion Questions

  1. How does social media help students prepare for the DSE exam?

  2. How can students balance social media and studying effectively?

  3. Should more students share their academic experiences on social media?

  4. If you were to start a study channel, what topics would you want to share?

An example of a social media writing:

Title: "Join Us for the LCH2337 Spring Festival Celebration!"
Hook: "Spring is in the air, and we're excited to celebrate with you!"
Body: "Come join us for a fun-filled afternoon at the LCH2337 Spring Festival Celebration on February 3rd in Room S114! Indulge in traditional delicacies, enjoy live cultural performances, and participate in our lucky draw. Bring your friends and family to make beautiful memories together!"
Call to Action: "Mark your calendars and spread the word! Tag someone you want to bring along and let’s celebrate together! #SpringFestival #CelebrateTogether #LCH2337"

Same, but more concise:

Title: "LCH2337 Spring Festival Celebration!"

Hook: "Spring is here, and we can’t wait to celebrate!"

Body: "Join us on February 3rd in Room S114 for delicious traditional dishes, live performances, and a lucky draw!"

Call to Action: "Save the date and tag a friend to join the fun! #SpringFestival #LCH2337"