Write To Get Read and Move Your Fans

One of the topics of this blog that gets the most hits is “No One Reads Online,” which has to do with how people just don’t read word-for-word on the web.

They scan.

Their eyes … your eyes, too … will most likely land on certain eye-catching parts of the page due to where something is located, how it looks, and the emotional appeal it has for the person doing the beholding.

However … too many radio stations write social media posts as if they’re writing a very typical jock liner.  Unfortunately, no one sits there and reads three or four lines of copy on Facebook.

Your readers will glance at what you wrote.  First, they’ll make a totally unconscious decision about whether it’s worth reading.  They may, equally as unconsciously, glance at your copy to see if any words that are particularly meaningful to them jump out.

If you are lucky, they might commit to seeing what you are talking about.  They might read what you wrote word-for-word, but probably not.  Even if they decide they’re going to learn what you’re writing about, they may let their eyes race down each line, or they may sort of “swim around” it, letting their eyes alight on whatever catches their attention in your paragraph to help them decide just how interested they really are.

So, the simpler and punchier, the better.  Plus, the more often you can link to something online as a payoff, the more likely you are to get a successful outcome for your post.

Put your social media posts to this test:  can you just glance at what you write and get the jist of it?

Here’s a list of do’s and don’ts for writing radio social media:

DO …..

Keep your posts short.  One sentence is better than two or three.

Get right to the point, and use plain, powerful, punchy language that gets attention and action.

Use a link (and its associated pic) to draw attention on Facebook.

Put up a brief post often if it’s important (every several hours), instead of telling a lot in one post.

Stick to the basic rules of spelling and grammar.  That makes your stuff easier to scan and get meaning from.  Even if you talk a certain way on the radio, that doesn’t mean you should talk that way when you write.

DON’T …..

Just copy and paste your promo liners onto Facebook and Twitter.  Edit them.  Cut them down to one sentence if you can.

Start with a name.  “Hi, it’s Joe Jock” probably stops people dead in their tracks more than it helps.  If you feel the need to sign your Facebook posts, end it with: @your name.  Using the @ will allow people to click on your name and see your profile.

Start with a question.  Get right to to the point!  “Do you want to win a big vacation?” just gets in the way of “Click here to register to win a trip to Las Vegas.”

Learn more about how to use social media for radio brands when you join our Facebook page, or contact me to discuss your particular situation!


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