Online Publicity - Web/Social Media
Think right message, right audience, right space, right time.
- Always keep messages positive, not corrective.
- Think: successes, new benefits, actionable items, celebrated individuals.
- Avoid messages that scold or tell people what they “should” do.
What makes a good social media post?
- Highlights timeliness, relevance, notability, and uniqueness
- Poses a question (not always applicable, but can sometimes work)
- Opens with a quote (not always applicable, but can sometimes work)
- Asks for action
- For an event—post at least a week in advance
- For a recap of an event—post as quickly as possible
- Instagram: see photograph rules; use specific details
- Facebook: include photograph, include a link to click on
What makes a good blog post?
- 400 words or less
- Active headline (use present verbs), no more than 6-8 words long
- Timely, relevant to audience, notable, unique
- Entices action or more contact—what do you want your audience to do?
- For an event—post at least a week in advance
- For a recap of an event—post as quickly as possible
What makes a good photograph?
- People in action, engaged with something
- Happy people, or people seriously engaged in task/action
- 1-3 people preferred over groups (unless the scale of a crowd is the point)
- Faces, not the backs of people
- If not people, then interesting, beautiful takes on spaces that have emotional connection
- Always get the names/years of people in photo
How do you grow a social media channel?
- Post with frequency (once or twice a week on FB and Instagram, more on Twitter)
- Many posts can be written at once and schedule to go out in regular intervals
- Tag others in your posts (where logical and appropriate)
- Share and engage with other social channels with positive messages where appropriate