So your company decided that it’s about time to start engaging with an audience on social media. That probably means you’re going to run some social advertising (Facebook Ads, anyone?) and establish a brand presence on Instagram, Facebook, LinkedIn, Twitter, and maybe even some other social media networks.

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Let’s be honest, there are so many platforms with different length and tone requirements that it can be hard to figure out where to start when it comes to writing social copy. Luckily, we’ve got some best practices you can follow to get you started. Here are seven ways to write more likable—or more shareable, more heart-able, more tweetable—social copy:

  1. Create brand guidelines for social media copywriting
  2. Establish a goal for each social post
  3. Write for the audience on each social platform
  4. Encourage engagement
  5. Complement the visual with relevant copy
  6. Use hashtags and emojis wisely
  7. Stay on top of social media trends

Let’s get started.

1. Create brand guidelines for social media copy

First and foremost, you need to decide who your brand wants to be on social media. While this may seem simple, it can get more complicated than you’d initially expect. For instance, do you want to have the same voice on social as you do on your website? In local advertising or email marketing? What about out-of-home advertising campaigns?

Social media provides a unique opportunity to show off the fun side of your brand, whether that is…

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