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3 Steps to Master Social-Media Copy

Writing is never an easy thing.

Just look at Goethe, who spent 40 plus years writing Faust 1,2. Thankfully, your copy for your social media campaign doesn’t have to be quite as memorable and esoteric! Nonetheless, there are definitely some DOs and DON’Ts to developing a successful social media campaign.



Like anything you do in your life, you want to make sure that the content you produce is actually good. This mean, yes, paying your dues, studying up on all that drudgery, and learning about your product and demographics in order to to be successful. Raph Koster’s post on Gamasutra is incredibly helpful to learn how to do this.

The good thing is that you’re already an expert at research. I mean your entire time at grad school was practically spent doing research. and, just like back then, you need to find out as much as you can from various sources. Let’s say your project is to increase your audience through an aggressive Twitter campaign.

Research your audience—

    1. If your company is for a wide audience then consider that
    2. Go to websites that your audience might also go to. For example, let’s say that your working for a start up glasses company. If their audience consists of young professionals, go to various fashion blogs, r/malefashionadvice, etc.

Research How To’s

  1. Like what you’re reading right now, how to posts are a great way to learn how to begin a campaign. The Indie Wolverine has a great post about how to launch a successful Kickstarter campaign
  2. Reach out to authors that you found particularly helpful, and ask them for more insight or tips. Remember, everybody wants to be told that they were helpful to somebody else.
  3. Sometimes the comment sections are the best places to get great information. And, if you aren’t able to find the greatest advice there, you’ll probably get a few laughs in.

Don’t be afraid to ask for help—

  1. Go to forums like reddit and search through the FAQ
  2. Ask for help, you’d be surprised how often people want to help


 Ah, the elusive word “style.” Nobody seems to really know how to define it, but we know when we see good style, and we definitely know when we see bad style. But don’t worry, there are 3 simple things to keep in mind that will definitely help you consistently write with the appropriate style.

What type of campaign—

  1. If the campaign is meant to spread the word of your app, game, company, or whatever, you definitely will have to write in a more entertaining way. The point of your prose here will be to generate excitement for your product. A big part that people tend to forget is to have a good call to action! People need to know what to do after going to your website. The Indie Gamer Girl talks in depth about this here.
  2. If you already have some hype and an audience behind your product, you are at the stage of wanting to get your audience to actively participate with you. Your prose will focus much more on getting users to participate:
    • Ask them questions
    • Post polls and get their responses
    • Refer to previous posts or responses



  1. Just like anything, you need your prose to reflect your audience. If a bunch of 20 somethings are reading your articles, your style is going to be completely different than if you were writing for grandma and grandpa
  2. Decide if you want to write conversationally, technically, or a combination of both. This is very important, and like everything quite subjective. For me, I like to keep a healthy blend of both.
  3. If you have a copy style guide, refer to it. If you don’t, perhaps start to develop one.


  1. Are you trying to inform your audience about upcoming products, or trying to produce original content to keep them
  2. Always keep in mind how many people you are trying to reach. For example, as I interned at a start up, my goal was to reach current users. I was not trying to garner people outside of those that already had the app. Therefore, my writing was specifically catered for them, and my goal was simply to inform them about more information.



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