Sometimes It’s Both: Writing for the Social Web

• Sep 14th, 2009
• Posted by Ron Schott
• Posted in Social Media, Spring Creek Group, Tips & Tricks

You’ve heard that it’s not what you say, but how you say it that triggers that “buy” part of someone’s brain. In a world where everything you say is broadcast to your network and beyond, the importance of the actual words is shining through as those messages fall into the streams of those who might not know you and your style.

Sarcasm has been at war with the Web since the ICQ days. I can’t tell you how many times I’ve typed something that sounded perfect in my head, only to realize that the recipient wouldn’t get the point because I said it sarcastically. Here are five tips to writing well for the social Web that will help you avoid the sarcasm void and other missteps along the way:

Write Well – I usually lead with this tip when people ask about blogging, because I’m a journalist at heart. Writing well means using correct spelling, punctuation, and grammar – regardless of if it’s a tweet, blog post, or Facebook update.  I cringe whenever I see a post from a C-level executive containing spelling errors.  Yes, space can be limiting, but sacrifice filler before you sacrifice readability.   When I write something that is too long, I take out all the fluff before I start abbreviating.

Avoid Hyperbole – The Web is one of the most skeptical environments you’ll find, other than walking into a skeptics convention wearing your “We Landed on the Moon” t-shirt.  Being honest in your writing will go a long way in convincing the public of your message.  Avoid things like “HUGE NEWS” and simply linking to your Facebook profile (if not for honesty’s sake, at least because UNNECESSARY CAPITALIZATION IS ANNOYING).  Web users are savvy and will take the time to dig for the truth.

Use Your Inside Voice – While the Web can seem like a shouting match, it’s not always a place where the team with the bullhorn wins.  Just like that crying baby on the plane from Seattle to San Francisco, eventually people learn to tune it out. Know your audience and speak to them, the others will come along.

Do Things by the (Style) Book – I’ve professed my love of all things Associated Press before, but if you’re looking to get your tweet, post, or any other sort of Web-based communication picked up by anyone with access to a teleprompter or major news network Website, you’re going to want to make it easy on them.  By knowing little things like AP abbreviations for states , or which schools are actually in the Ivy League (challenge: see if you can name them), reporters and those holding the velvet rope back will be more inclined to let you and your message through.

Choose Your Words Carefully – Once your tweet, blog post, Facebook update, or any number of other forms of communication hit the Web, they’re out there. At that point you can only wait and see if the words you crafted are received and interpreted as you intended. So choose your words carefully– not only because you’re dealing with limited time and space, but also because you only get one chance to write and share a piece.

Have any other tips for writing for the social Web? Let us know.