Are you active on Facebook, LinkedIn, X or Instagram? If you want your content to shine, it’s not enough to simply publish it at the right time, deliver a relevant message or use a catchy title. It must also be written well.
Whatever the objectives of your post, whether information sharing or product promotion, keep these tips in mind.
1. Respect grammar rules
Although social media can be used for more informal exchanges, you can’t afford to neglect good English grammar. Typos, spelling mistakes and syntax errors aren’t only unsightly, they can damage your credibility.
Here are a few accepted informalities:
- Spacing. Non-breaking spaces link elements so they don’t end up on two different lines. These are sometimes impossible to use on social media. When a non-breaking space is required, it’s better not to put any space at all (e.g., “15cm” instead of “15 cm”)
- Numbers. Typically, we recommend spelling out numbers under 10, and never starting a sentence with a number. However, on social media, you can forget these rules to keep your message short and snappy. Also, remember to use the words “million” and “billion” instead of writing a long series of zeros.
2. Use affirmative sentences and the active voice
Short and direct, active (positive) sentences let you get straight to the point using very few characters. For example, it’s better to use the positive phrase “Register now!” instead of the negative phrase “Don’t delay!”
The active voice offers a more dynamic tone, which is just what you’re looking for on social media. For example, it’s better to say, “You’ll receive an email to confirm your registration” rather than “An email will be sent to you to confirm your registration.”
3. Avoid using text-style language
Keep informal chat and text-style writing for friends, family and notes. Try to avoid:
- Abbreviating words (e.g., “til” for “until”)
- Writing out sounds (e.g., “gr8” for “great” or “l8r” for “later”)
- Using unofficial acronyms (e.g. “LMK” for “let me know” or “BTW” for “by the way”)
4. Use acronyms and abbreviations sparingly
Keeping things short and sweet is ideal on social media. Therefore, abbreviations and acronyms are perfectly acceptable, as long as you use discretion. Overuse of abbreviated words can affect the clarity of your message. Plus, not everyone is familiar with the latest jargon.
5. Use upper-case letters wisely
Think it’s a good idea to use all capital letters to grab your reader’s attention? Think again. Writing with the caps lock on can make your message seem aggressive and affect its readability. Going easy on capitalization is best as a rule, but using it at the beginning of a post can be an effective way to emphasize an important group of words. For example, you could write “UPDATE: 100 new tickets on sale at 10 a.m.!”
6. Adapt your tone for the context
Tailor your language to your audience and the post’s context, using local expressions and colloquialisms when it suits your desired clientele. For example, the word “resto” is a perfectly acceptable way to say “restaurant.” Similarly, using “you” and “we” to talk directly to your customers is ideal. However, if you adopt a more conversational tone, take care not to indulge in so much slang that you compromise clarity or alienate readers.
7. Proofread or have someone proofread for you
Always review your content before publishing it or replying to comments. Just because you respond quickly, or even instantly, doesn’t mean you can do it any old way!
To find out more about best practices for writing on social media, check out the Canada.ca Content Style Guide.
If you need a helping hand to write your posts, call on our talented team!