Writing for Facebook Tips

16 Sep

Working in an agency, we have several copywriters on staff, but for the most part I’ve been writing my own copy for Facebook. Though on a new project, I was teamed with a copywriter, which I thought was awesome, more time for me to research! It became clear that writing for Facebook isn’t writing for a print ad or video spot. I took for granted knowing the social platform’s ins and outs, habits about readers, etc.

When it became apparent I’d need to elaborate more on objectives, character counts and how readers interact, I googled it with no luck. Here in lies the reasoning for this blog post.

Understanding what each section is used for is imperative. The info tab for Facebook Pages differ depending on what type of business it was set up for. Usually there is always a place for general information or a mission statement. If you know the business like the back of your hand, this should be fairly simple to start with. Be sure to fill in all the fields. Leaving store hours blank for example is could deter customers if your competition lists their hours. Always provide a way for readers to contact you. Email or a phone number are most appropriate.

On the main page or wall tab, there is a place for a brief description about what the business is about. This needs to be keyword-rich copy, therefore, if I’m searching for a landscape company in Florida, it will be found easily. Its also beneficial to add your website and twitter name here. Facebook only allows for 222 characters including spaces for this section.

For a wall post, keep the information brief. A few sentences is enough to hold interest without a reader to get overwhelmed or annoyed, even if the information is beneficial. Readers what the information quick, they have other things like Farmville to attend to. The character limit with spaces is 420. Don’t copy and paste from a word document, Facebook has a tendency to have strange spacing issues when this is done. Once you have an active audience, asking questions is always a great way to increase engagement.

I suggesting using Facebook ads when starting a page or if participation seems to have stalled. Ads really needs their own blog post. Keep in mind the target audience. Who are we talking to, why would they care? There is a character count limit here as well. For the ad headline, 25 characters and the body copy 135 characters with spaces. Consider what would grab your audience’s attention if a viewer has a few other ads on the page and is probably updating his/her Facebook status.

I hope these tips helped. I’m sure I could go on for days about it, but some important things to remember are searchability (SEO) and quick and direct communication. Also, considering the benefit would the audience get from a post is helpful.


One Response to “Writing for Facebook Tips”

  1. Van September 16, 2010 at 9:46 am #

    Very good post. I work doing Facebook updates for my company’s various lead generation websites. It’s important to address the “What’s In It For Me”. Keep the reader engaged and promise to solve their problem, and you’ve got ’em.

    All easier said than done, naturally…

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