Social Media Strategies

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For communicators, there are social media communication strategies that must be used when posting online. These communication strategies include sharing long-form content on digital platforms, sharing short-form content on digital platforms, and establishing a brand's unique voice through this content. Using these strategies will aid in effectively communicating a brand's message.

Long-form content is content that is approximately 1,000 to 3,000 words and is meant to connect with its audience by informing them on a topic. According to Storm, long-form content goes “beyond the surface-level information” and “covers multiple aspects of a topic to provide a comprehensive understanding” (2021). Long-form content includes creating informative guides, articles, and tutorials. This content can be linked in posts to social media pages with a short description of what the content includes. YouTube, a global long-form video platform, can also be used to create content that further communicates a brand's message.


Short-form content is content that is approximately less than 1,000 words, and is quick, to the point, and absorbable. Short-form content can be made through blog posts, infographics, and press releases. These posts can be shared on social media pages in posts with short descriptions of what the content includes when applicable. Short-form content can also be created through social media posts on global platforms like Instagram, Facebook, LinkedIn, Twitter, and TikTok. These posts would typically include a caption and photo when posted on Instagram, Facebook, LinkedIn, and Twitter, while TikTok posts would be a short-form video accompanied by a caption.


The voice is an important aspect of effective communication because it’s the foundation for the company’s relationship with current and potential customers. Communicators will differentiate brands by forging “a separate and unique identity and creating an enduring and memorable brand” (Handley & Chapman, 2012). The content will contain a “tone that immediately expresses our company’s specialness and our unique point of view” (Handley & Chapman, 2012). Communicators will use digital platforms to share the brand's “mission, values, and philosophy” by speaking “in a conversational tone, with personality, empathy, and true emotion” (Handley & Chapman, 2012). Adding personality and appropriate humor will lead to more engagement from followers and viewers.


References

Handley, A., & Chapman, C. C. (2012). Content rules: How to create killer blogs, podcasts, videos, eBooks, webinars (and more) that engage customers and ignite your business (2nd ed.). Hoboken, NJ: Wiley.

Storm, M. (2022, May 4). What is long-form content?: A guide to long-form writing. WebFX. Retrieved from https://www.webfx.com/blog/marketing/what-is-long-form-content/

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