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How to Write Technical Social Media Copy

Ever wondered how to author engaging, technical social media copy? The LEWIS content team shares tips and tricks of the trade in this webinar. To listen to the recording, click here: https://www.teamlewis.com/us/events/its-already-tomorrow/webinar-how-to-write-technical-social-copy/webcast-how-to-write-technical-social-copy

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© LEWIS Communications Limited. All Rights Reserved
How to write technicalsocial copy
© LEWIS Communications Limited. All Rights Reserved
content team
Amber Kaplan
Director, Digital Content
Hannahbrozek
Senior Content Strategist
Dustinmcmanus
Copywriter
Subject matter expertise:
digital transformation,
automation, IoT
Subject matter expertise:
cybersecurity, consumer
products, HCM
Subject matter expertise:
B2B & B2C tech, AI,
voice-first technology
Iatwebinar: howto write technicalsocial copy 2
© LEWIS Communications Limited. All Rights Reserved
• Introduction to the LEWIS content team
• Basics around writing social copy
• Best practices from different social platforms
• Tailoring social copy for different strategies
• How to make very technical material pop on
social
• Q&A
Webinar overview
#IAT 3
© LEWIS Communications Limited. All Rights Reserved
• Know the audience
• Assets inform the tone
• Curb your self-promotional enthusiasm
• Summarize, then drive
• Less is more
• Use active voice
• Abide by grammar rules
• Tailor your approach based on platform
• Include a call-to-action (CTA)
• Use the tools in social media sandbox
Social copy 101
#IAT 4
© LEWIS Communications Limited. All Rights Reserved
Platform-specific copy + creative cheat sheet
Iatwebinar: howto write technicalsocial copy 5
Twitter Facebook Instagram LinkedIn Pinterest Google + YouTube
Audience B2B,
Developers
B2C,
Marketers
B2C B2B,
Executives
B2C B2B B2C,
B2B
Use case Enterprise Tech
Breaking news
eCommerce
Community
eCommerce
Behind-the-
scenes
Enterprise, Tech,
Decision Makers,
Thought
leadership
eCommerce
Education
SEO All
Character
Count
Rec: 120-140
Poss: 1-280
Rec: 140-180
Poss: 63K+
Rec: 125
Poss: 2,200
Rec: 140-200
Poss: 700
Rec: 50
Poss: 500
Rec: 120-140
Poss: unlimited
Title: 70
Des: 500
Syntax @name
.@name
#hashtag
Link: URL
@name
#hashtag
Link: URL
@name
#hashtag
Link: URL
N/A
Link: URL
#hashtag
Link: URL
+name
#hashtag
Link: URL
N/A
Link: URL
Creative
canvas +
capabilities
Photos, photo
collection, GIFs,
polls, videos
Photos, photo
collection,
GIFs, polls,
videos
Photos, photo
collection,
GIFs, videos,
Boomerang,
slow motion,
stop motion
Photos, Videos Photos Photos, photo
collection, videos
Video
© LEWIS Communications Limited. All Rights Reserved
Paid vs. organic
#IAT 6
Focus
• Engagement
• Community building
Voice + Tone
• Conversational, natural
• Clear CTAs are recommended, but not
necessary
Hashtags
• Go for it!
Handles
• For sure!
Focus
• Awareness
• Lead generation, sales
Voice + Tone
• Promotional, direct, corporate
• Include a clear CTA like “download now”
Hashtags
• Nope!
Handles
• Don’t do it!

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How to Write Technical Social Media Copy

  • 1. © LEWIS Communications Limited. All Rights Reserved How to write technicalsocial copy
  • 2. © LEWIS Communications Limited. All Rights Reserved content team Amber Kaplan Director, Digital Content Hannahbrozek Senior Content Strategist Dustinmcmanus Copywriter Subject matter expertise: digital transformation, automation, IoT Subject matter expertise: cybersecurity, consumer products, HCM Subject matter expertise: B2B & B2C tech, AI, voice-first technology Iatwebinar: howto write technicalsocial copy 2
  • 3. © LEWIS Communications Limited. All Rights Reserved • Introduction to the LEWIS content team • Basics around writing social copy • Best practices from different social platforms • Tailoring social copy for different strategies • How to make very technical material pop on social • Q&A Webinar overview #IAT 3
  • 4. © LEWIS Communications Limited. All Rights Reserved • Know the audience • Assets inform the tone • Curb your self-promotional enthusiasm • Summarize, then drive • Less is more • Use active voice • Abide by grammar rules • Tailor your approach based on platform • Include a call-to-action (CTA) • Use the tools in social media sandbox Social copy 101 #IAT 4
  • 5. © LEWIS Communications Limited. All Rights Reserved Platform-specific copy + creative cheat sheet Iatwebinar: howto write technicalsocial copy 5 Twitter Facebook Instagram LinkedIn Pinterest Google + YouTube Audience B2B, Developers B2C, Marketers B2C B2B, Executives B2C B2B B2C, B2B Use case Enterprise Tech Breaking news eCommerce Community eCommerce Behind-the- scenes Enterprise, Tech, Decision Makers, Thought leadership eCommerce Education SEO All Character Count Rec: 120-140 Poss: 1-280 Rec: 140-180 Poss: 63K+ Rec: 125 Poss: 2,200 Rec: 140-200 Poss: 700 Rec: 50 Poss: 500 Rec: 120-140 Poss: unlimited Title: 70 Des: 500 Syntax @name .@name #hashtag Link: URL @name #hashtag Link: URL @name #hashtag Link: URL N/A Link: URL #hashtag Link: URL +name #hashtag Link: URL N/A Link: URL Creative canvas + capabilities Photos, photo collection, GIFs, polls, videos Photos, photo collection, GIFs, polls, videos Photos, photo collection, GIFs, videos, Boomerang, slow motion, stop motion Photos, Videos Photos Photos, photo collection, videos Video
  • 6. © LEWIS Communications Limited. All Rights Reserved Paid vs. organic #IAT 6 Focus • Engagement • Community building Voice + Tone • Conversational, natural • Clear CTAs are recommended, but not necessary Hashtags • Go for it! Handles • For sure! Focus • Awareness • Lead generation, sales Voice + Tone • Promotional, direct, corporate • Include a clear CTA like “download now” Hashtags • Nope! Handles • Don’t do it!
  • 7. © LEWIS Communications Limited. All Rights Reserved Anatomy of a great business blog #IAT 7 Newsworthy Background “Aha moment” Hot take Research Empathy Plot twist
  • 8. © LEWIS Communications Limited. All Rights Reserved SOCIAL Copywriting on Twitter Iatwebinar: howto write technicalsocial copy 8 Quippy, fun question pop!
  • 9. © LEWIS Communications Limited. All Rights Reserved #IAT 9 Engaging, but still striking a B2B tone Hashtags work! Kick-ass graphic SOCIAL Copywriting on facebook
  • 10. © LEWIS Communications Limited. All Rights Reserved SOCIAL Copywriting on linkedin Iatwebinar: howto write technicalsocial copy 10 Droppin’ knowledge Biz-friendly CTA
  • 11. © LEWIS Communications Limited. All Rights Reserved Tell a story • Find an overarching narrative • Make the technical human and relatable • Simplify concepts Four great benchmarks for storytelling • Unique • Unusual / oddity • Emotion • Wonder Making the technical more accessible Iatwebinar: howto write technicalsocial copy 11
  • 12. © LEWIS Communications Limited. All Rights Reserved Get visual • Emojis • Photos, GIFs, memes, charts • Live video & multimedia Incorporate jargon or “folksy” language • Common figures of speech • Well-known cultural references • Be playful without venturing into cliché • Don’t be afraid to have fun with your tone Be conversational • Pose questions • Run polls • Educate • Be approachable • Engage with your audience as you would an individual Making the technical more accessible #IAT 12 *Don’t let snarky ’ol Willy get you down – there are ways to make the technical more artful!
  • 13. © LEWIS Communications Limited. All Rights Reserved Case study examples
  • 14. © LEWIS Communications Limited. All Rights Reserved Iatwebinar: howto write technicalsocial copy 14
  • 15. © LEWIS Communications Limited. All Rights Reserved #IAT 15
  • 16. © LEWIS Communications Limited. All Rights Reserved Iatwebinar: howto write technicalsocial copy 16
  • 17. © LEWIS Communications Limited. All Rights Reserved #IAT 17
  • 18. © LEWIS Communications Limited. All Rights Reserved Iatwebinar: howto write technicalsocial copy 18
  • 19. © LEWIS Communications Limited. All Rights Reserved #IAT 19
  • 20. © LEWIS Communications Limited. All Rights Reserved Iatwebinar: howto write technicalsocial copy 20
  • 21. © LEWIS Communications Limited. All Rights Reserved Q&A Session
  • 22. © LEWIS Communications Limited. All Rights Reserved THANK YOU!CONTACT: PulseEditorial@lewispulse.com