social media - pr news...md anderson social media persona all md anderson social media accounts run...
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13 tips for influential writing
Megan Maisel, director, Integrated Media Communications UT MD Anderson Cancer Center
@MDAndersonNews @MMaisel
Social Media:
#prwriting
The University of Texas MD Anderson Cancer Center
#prwriting
#prwriting
Do these 5 things before you write
Social Media:
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@MMaisel @MDAndersonNews
1 Define audience(s), standardize voice across platforms
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@MMaisel @MDAndersonNews
MD Anderson Social Media Persona All MD Anderson social media accounts run through the Integrated Media team should use the persona of a 40-year-old woman. This means all posts and responses through social media accounts should sound like they are coming from someone who is: • An expert • Using the word “we” instead of “I” • Motherly and compassionate • Empathetic and acknowledges what the person is saying or feeling • A cheerleader • Sincere • Helpful • Resourceful • Someone who avoids jargon, lingo and emoticons • Uses abbreviations only when necessary or appropriate • Follows MD Anderson’s editorial style
Clean your house 2
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@MMaisel @MDAndersonNews
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3 Develop separate strategy for each
platform
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Engage 4
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@MMaisel @MDAndersonNews
• There for your audience when it needs you
• Responding to posts/messages/tweets
• Asking questions of your audience
• Using audience feedback to create original content
• Interacting with journalists
• Establishing long-term relationships
Are you … ? #prwriting
5 Measure, and be
prepared to quickly make changes
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@MMaisel @MDAndersonNews
• Social media changes quickly and frequently; what worked 3 months ago might not be working now
• Stay on top of industry news
• Look at metrics frequently to observe changes, trends
• Reach, engagement
• Clicks
• Traffic to website
• Social sharing
• Rate of growth
Measure #prwriting
Social Media: Influential writing
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@MMaisel @MDAndersonNews
6 Find the
people stories
@MMaisel @MDAndersonNews
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7 Pretend you’re a radio announcer
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@MMaisel @MDAndersonNews
Game the algorithm 8
@MMaisel @MDAndersonNews
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One story, different ways #prwriting
9 Have clear
calls to action
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@MMaisel @MDAndersonNews
Clear calls to action #prwriting
Make it shareable 10
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@MMaisel @MDAndersonNews
Is it something you would share? #prwriting
#prwriting Is it something you would share?
#prwriting Is it something you would share?
#prwriting Is it something you would share?
11 Write for search
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12 Take inspiration from
magazines
@MMaisel @MDAndersonNews
Tweets are magazine headlines #prwriting
A sense of excitement #prwriting
Pulled quotes #prwriting
Show some personality
13 #prwriting
@MMaisel @MDAndersonNews
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• Create a brand voice for social
• Get your accounts in order
• One size doesn’t fit all
• Interactions can lead to content
• Read everything out loud
• Sell one story several ways
• Have clear calls to action
• Work ahead for shareable content
Takeaways #prwriting
• Write and use hashtags for search
• Write tweets like magazine headlines
• Use posts to show organizational personality, what’s behind the scenes
• Look at your insights for trends and adjust your strategy accordingly
Takeaways #prwriting
@MMaisel @MDAndersonNews
#prwriting