Writing Effectively Writing Effectively for the for the

Social Media Social Media EnvironmentEnvironment

M. Lisa Forner, MAM. Lisa Forner, MA

Does this look familiar?Does this look familiar?

(Email sent within a company department) since i've been handling this issue for a while

between the Dept heads and TVL, is that in regards to Hardware and Software installs in the future,this will be submitted,not by helpdesk tickets, but by the correct paperwork submitted by the Dept heads to TVL only and so, all requests to the helpdesk, in this regard, will be redirected to follow this method of submittal per TVL. Forms will be provided and i believe David B plans on addressing this in todays I.T meeting.

IntroductionIntroduction

Effective writing is about getting your message Effective writing is about getting your message across across andand appearing credible, professional, appearing credible, professional, likeable.likeable.

Good writing – is it devalued? Out of style?Good writing – is it devalued? Out of style?

No. It is even more important in social media No. It is even more important in social media where much of the communication is in writing.where much of the communication is in writing.

Today I’ll share some general tips for writing Today I’ll share some general tips for writing effectively online: web sites, blogs, email, and effectively online: web sites, blogs, email, and social networking sites.social networking sites.

IntroductionIntroduction

What is What is effective writing?effective writing?

Effective writing Effective writing makes it easy for readers makes it easy for readers to understand your message and, usually, to understand your message and, usually, take some form of action.take some form of action.

Based on the three Cs: Based on the three Cs: ClarityClarity (readability)(readability) ConcisenessConciseness (efficiency)(efficiency) ConsistencyConsistency (predictability)(predictability)

Tip #1Tip #1

1. Consider your audience.1. Consider your audience.

The reader is number 1!The reader is number 1!

Write with them in mind, from their point of Write with them in mind, from their point of view (WIIFM). Picture them while you write.view (WIIFM). Picture them while you write.

What do you need to know about them?What do you need to know about them? Who are they?Who are they? What do they know already?What do they know already? What do they expect/want to know?What do they expect/want to know? Are your language and tone appropriate?Are your language and tone appropriate?

Consider Your Audience Consider Your Audience

Other issues about your online readers and Other issues about your online readers and the environment:the environment:

Experience Experience time constraintstime constraints

Have Have less attention span less attention span onlineonline

More More interactiveinteractive than passive medium than passive medium

More More intentionalintentional reading; “on a mission” reading; “on a mission”

Often Often scanningscanning rather than reading word- rather than reading word-for-wordfor-word

Tip #2Tip #2

2. Don’t “barf” on your reader. 2. Don’t “barf” on your reader.

Your writing may be the only vehicle you Your writing may be the only vehicle you have to connect with the readers. No voice, have to connect with the readers. No voice, physical presence (unless have video). physical presence (unless have video).

Each time you write something, you touch Each time you write something, you touch the reader and make an impression. What do the reader and make an impression. What do you want that to be?you want that to be?

““Barfing” can be confusing and seen as Barfing” can be confusing and seen as disrespectful. disrespectful.

Don’t “Barf” on Your ReaderDon’t “Barf” on Your Reader

Instead: Be more thoughtful, thorough in Instead: Be more thoughtful, thorough in your approach.your approach.

Keep in mind their time constraints, “TMI.”Keep in mind their time constraints, “TMI.”

““Barfing” is a good way to start your Barfing” is a good way to start your writing but should be “cleaned up” before writing but should be “cleaned up” before it gets to the reader.it gets to the reader.

Tip #3Tip #3

3. Format for an electronic medium.3. Format for an electronic medium.

Remember the characteristics of the Remember the characteristics of the medium and the readers: harder to read medium and the readers: harder to read on screen, shorter attention span, on screen, shorter attention span, interactive nature, reader “on a mission.”interactive nature, reader “on a mission.”

““A wall of text is deadly for an interactive A wall of text is deadly for an interactive experience. Intimidating. Boring. Painful to experience. Intimidating. Boring. Painful to read.” read.”

Dr. Jakob Nielsen, principal, Dr. Jakob Nielsen, principal, Nielsen Norman GroupNielsen Norman Group

Format for Electronic MediaFormat for Electronic Media

Some guidelines:Some guidelines:

Write meaningful Write meaningful headingsheadings and and sub-sub-headingsheadings (not "clever" ones). (not "clever" ones).

Use bulleted Use bulleted lists. lists.

Highlight Highlight keywordskeywords through hypertext through hypertext links, typeface variations, and color.links, typeface variations, and color.

Use white space!Use white space!

Format for Electronic MediaFormat for Electronic Media

Write Write shortshort paragraphs, with paragraphs, with one idea one idea per per paragraph.paragraph.

Write using the Write using the inverted pyramid inverted pyramid (start (start with conclusion).with conclusion).

Be Be consistentconsistent in formatting, design, word in formatting, design, word usage, etc. usage, etc.

Tip #4Tip #4

4. Watch Your Language 4. Watch Your Language (content, tone)(content, tone)..

ContentContent Be aware of the words you are using for Be aware of the words you are using for

SEO; imbed key words and phrases.SEO; imbed key words and phrases.

Use a simple writing style (Plain English).Use a simple writing style (Plain English).

Use active verbs, active voice, positive Use active verbs, active voice, positive statements.statements.

Watch Your LanguageWatch Your Language

Make good word choices: appropriate? Make good word choices: appropriate? Expressive? Expressive?

Make every word count—eliminate Make every word count—eliminate wordiness, redundancies, empty phrases wordiness, redundancies, empty phrases (more concise and clear).(more concise and clear).

Choose de-fluffed language devoid of Choose de-fluffed language devoid of “marketese.”“marketese.”

Watch Your LanguageWatch Your Language

““It goes without saying that we must It goes without saying that we must prioritize our paradigms with an end prioritize our paradigms with an end to leveraging the value-added to leveraging the value-added synergy to our best advantage…For synergy to our best advantage…For continued success moving forward, continued success moving forward, we must downsize our liabilities, we must downsize our liabilities, upsize our skill sets, and supersize upsize our skill sets, and supersize our viable alternatives.”our viable alternatives.”

Watch Your LanguageWatch Your Language

ToneTone Comes from word choices and use (or overuse) Comes from word choices and use (or overuse)

of punctuation.of punctuation.

Social media is less corporate and stuffy. Social media is less corporate and stuffy. Continuum goes from casual to professional. Continuum goes from casual to professional. (Again, it’s how people are going to get to (Again, it’s how people are going to get to know you, to want to do business with you.)know you, to want to do business with you.)

Who is your reader? What is your relationship Who is your reader? What is your relationship with them? Reflect it in tone.with them? Reflect it in tone.

Let your personality come through.Let your personality come through.

Review and ReviseReview and Revise

5. Don’t hit the “send” button too soon.5. Don’t hit the “send” button too soon.

Before you hit “send” or “exit,” read what Before you hit “send” or “exit,” read what you wrote.you wrote.

Proofread; grammar, spelling, and Proofread; grammar, spelling, and punctuation are important for readability and punctuation are important for readability and your reputation.your reputation.

Look at readability. Is it clear, concise, and Look at readability. Is it clear, concise, and consistent? Does the formatting fit the consistent? Does the formatting fit the medium?medium?

Read it as if you are the intended audience.Read it as if you are the intended audience.

Questions?Questions?

Resources:Resources: www.360writingtools.comwww.360writingtools.com http://sethgodin.typepad.com/http://sethgodin.typepad.com/

seths_blogseths_blog http://www.useit.com/alertboxhttp://www.useit.com/alertbox