ACM 2113

CREATIVE MEDIA WRITING

Writing for Social Media
Social Media Defined

Set of digital tools that allow for the creation and A channel is a delivery system for a communication
sharing of messages in a way that builds collaboration medium
and/or relationships
Facebook, Twitter, Tumblr, Instagram, Pinterest, Yelp, Foursquare
Unique features to deliver messages
 Daily Use of Social Media (professionally)

■ Influencer’s use and statements

– Ustaz Ebit Lew (Facebook: 2.6m followers)

■ Organization use social media campaigns in the following

fields:
– Journalism
– Public relations
– Advertising
Social Media: Facebook
Length: Posts can be up to 60 000 characters (including spaces).

Access to more information: Hyperlink to a Web page, photo, or video and generate comments,
opinions from other Facebook users

• Include information available through other social media channel

Call to action: Invite followers to do something such as watch party, rsvp an event.

Standout Feature:
Live streaming video + posts + comments + emoticons + watch party

• Astro Awani (3.4m followers)

https://www.statista.com/statistics/269304/internationa
l-brands-on-facebook-by-number-of-fans/
 Social Media: Twitter
Length: Tweets were initially of 140 characters but extended to 280 characters in 2017.

Access to more information: Include a hyperlink to a website, use of thread and retweet (rt),

Call to action: Start the tweet with a verb if possible: Use watch, read, learn, etc.

Mentions: Use the “@“ symbol in front name in your post to automatically create a link and
display the post on the partner’s profile.
Standout Feature: Hashtags & Trending - turns a word into a topic, and when a certain topic
picks a momentum leads to Trending. Trendings are categorized into global or regional
trendings.
• Astro Awani - 2.1m followers
https://www.statista.com/statistics/273172/twitter-
accounts-with-the-most-followers-worldwide/
 Social Media: Instagram

Bio: 150-character maximum; Captions: No word limit

Content are mostly photos = Influenced resurgence in photography. Most celebrities and
influencers use Instagram. Thus, enables direct communication between the artist and the fans and
followers (breaking traditional practice of reading about artist in newspaper or magazine)

Overtime, added feature like IG stories, filters, live streaming, IGTV.

Standout Feature: Visual and text content + filters + Stickers – Vote: Yes/No, Good/Bad + IGTV.
Share content across multiplatform.

• Astro Awani (1m followers)

https://www.statista.com/statistics/421169/most-
followers-instagram/
JOURNALISM – WORLD
ECONOMIC FORUM
PUBLIC RELATION
ADVERTISING
Social Media Coordinator

Leads a team of media writers and producers Campaigns: strategies that use one or more
who develop campaigns for PR and/or social media channels to promote and build
advertising attention for an organization’s brand
 ■ Short statements that explain exactly what you
want to achieve (meet the needs of the client)
with messages placed in social media channels
■ Specific

Social Media ■
■
Measureable
Attainable
Objectives ■ Relevant
■ Time-bound
Planning ■
–
Apply the Professional Strategy Triangle
Situation
Social Media –
–
Objectives
Audience
Campaigns ■ Demographics, psychographics, and lifestyle elements
– Types of messages and channels
 ■ Attainable means feasible and takes into

Making Plans –
account your client’s current market situation.
Take into account the time your staff has

Attainable
available to post, interact, and measure.
– Take into account a realistic approach to how
the audience will react to the messages.
 Making Plans Measurable

Include measurable objectives: Measurable results are called

results you can quantify metrics
Likes, comments, and shares Quantifiable results
Number of likes, shares, etc.
Relevant Objectives

Specify results that fit the Relevance determined by For example, lots of video Time-bound objectives
client’s needs. the content you will post to post? YouTube makes add due dates to the
and on which channels. sense. specificity.
Social Media Content Plan

Specify the frequency of posts Content calendar Includes three types of content:

Original content updates

• Written and produced by the team
• Short update messages on Facebook,
Twitter, and Instagram
• Include visual element
 Original feature content

• Length depends on channel, 100–250 words

• Blogs are longer
• Include pictures and video
Social Media
Content Plan Curated content

• Distributed/linked from found material

• Planned or unplanned
• Music releases or sports updates
• https://www.instagram.com/asma.nasa/
Formatting Your Plan

Section 1: Content ratio and Section 2: Describe what the Section 3: Detailed explanation of
rationale original content updates will curated content you intend to
cover. repost and how frequently
 Formatting Your Plan

Section 4: Explains the

Section 5: Content
promotional content you
calendar spreadsheet
plan for feature content
Social Media Audit

01 02 03
Performed in the plan Review of channels Includes
stage used by your client. recommendations on
Audit is during or after how to modify which
campaign. channels are used and
how often, etc., for
one, single, unified
voice in the market
Industry Social Media Analysis

Review of social media activity of Two sections:

similar businesses in client’s industry
List of industry practitioners with social media
presence and the channels they use
Highlight of effective social media use by those in
the client’s industry
Warning!

DON’T SHARE JUST TO CHOOSE ONE OR TWO #DON’T #OVER REMEMBER: A DOUBLE EDGED
SHARE!  MEDIA AND LEARN #HASHTAG INTERACTIONS-ONCE SWORD. USE IT
PROPERLY HOW TO YOU STOP TALKING AT CAREFULLY.
WORK WITH IT YOUR AUDIENCE, AND
BEGIN ENGAGING WITH
THEM YOU’LL BECOME
MUCH MORE VALUABLE
IN THEIR MINDS.
THANK YOU