Writing for Social Media: Engaging the Masses, Encouraging Customer Loyalty

Marketing Institute of Singapore (MIS)

Course introduction

Organisations are increasingly leveraging on social media to either supplement or, in some cases, replace traditional media as a means to reach out to existing and potential customers. These organisations view social media such as blogs, Facebook pages and Twitter feeds as cost-effective alternatives that seem more personable to their target audience. But one of the problems encountered after implementation is: what's next? One misconception is that once the social media platform is set up, the target audience will automatically visit the site. A challenge would be creating an environment that's attention-getting, constantly updated, engaging, personal and even fun! This friendly feel is often due to the way the message is conveyed and how the audience is addressed. Then the question arises: How does the social media writer address the faceless masses that make up its audience? Many organisations launch social media offerings but few truly succeed in establishing a loyal base of customers. This course will help you work towards creating and maintaining a steady stream of existing and potential customers who keep coming back for more. *Note: a laptop is essential for this course as participants will be expected to log on to FaceBook and Twitter to post entries as well as write short articles for blogs etc.

Target Audience

Marketing Communications and Corporate Communications personnel as well as stakeholders and appointed bloggers, writers, media creators of the organisations’ social media platforms will find this course a helpful introduction to the challenges of writing for the faceless masses – web users who are also their customers or potential customers.

Course Outline

  • The difference between Print, Speech and Social Media
  • Purpose, Audience, Content
  • Broadcasting your message vs. Addressing your audience
  • Engaging Your Audience: Give them a reason to hang around your FaceBook group
  • Creating a buzz: Is your Twitter tweet worth tweeting about?
  • Your organisation’s online persona: Not just a faceless entity
  • Your audience’s online personae: Not just the nameless masses
  • Writing style: Clarity, Conciseness and Correctness
  • Clarity: don’t make your audience think too much
  • Conciseness: Using simple sentence structures, LIB method to create scannable text
  • Correctness: simplifying information flow, verifying facts, proofreading
  • Grammar: does it go out the window when it comes to Social Media?

Available Course Sessions

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Trainer Profile

Gael Lee

Gael Lee conducts training in communications skills for tertiary students and working adults. A book editor and copywriter by profession, Gael has worked in the book publishing industry for a decade before setting up her own copywriting/training business. Her clients range from public service agencies and banks to interior design companies.

Gael holds a Master of Arts Degree (Language Studies) awarded by the National University of Singapore. As a copywriter, Gael has worked on numerous projects including copy for companies in the travel and leisure, food, delivery, finance and medical industries. She has worked with government agencies, private companies and ad agencies. Her work spans annual reports, print ads, flyers, catalogues, DMs, articles in magazines and newsletters, web content, press releases and e-mail blasts.

A corporate trainer specialising in written communications, Gael has conducted several workshops including Business Writing, Writing for the Web, E-mail Writing and Copywriting.