Social Media Marketing: Get To The Point

Posted: Updated:

I'm a writer at heart, and I tend towards longer form pieces like essays and blog posts. Put another way, I’m not always great at communicating with brevity. There are many topics that absolutely need longer form context to adequately communicate a more substantive message. But, if we’re being honest with ourselves, there are just as many topics where a good editor would make the communication far more fluid.

This is one of the reasons I have a love/hate relationship with social media marketing.

I love it because it invites that brevity and clarity of thought. I hate it because that brevity and clarity of thought are very difficult to achieve. Along with that, the writer runs the risk of whittling down topics that are better left to the longer form context. It also invites terms like “clickbait” where a brief, snappy quip is used to grab attention and pull the reader into the longer piece even if the quip didn’t have all that much to do with the post itself.

But, setting aside the pitfalls that social media can bring for marketers, I want to look at the great opportunity it provides. That opportunity can be summed up in a phrase that you might be thinking to yourself at this very moment as you read this blog post…

…get to the point.

What’s Your Message?

One of the great powers of marketing on social media is that it compels you to distill your message down to its essence. Yes, attention spans are shorter. More importantly, there’s simply an overabundance of content out there at all times. If your post is not immediately engaging, there’s another one below it that will grab the customer’s attention. With each post, you need to consider what you are trying to say and how you can communicate that clearly and succinctly.

By the way, this isn’t solely a copywriting function. That’s surely a key aspect here, but this notion of message clarity should also inform your creative decisions on social media. Can you communicate something better through an image or video than you can through written copy? Is an emoji a better way to engage your audience with that specific message? It’s called “social” media for a reason, and you should always be looking for the most engaging way to communicate your message and connect with your audience.

At all times, keep in mind that you should strive for a personal connection with your audience. There’s a spectrum here, but the overriding issue is that your audience needs to connect with the personality and the culture of your organization through your social media presence. Now, if you represent a law firm, the “voice” you use on your social pages may be substantially different than the “voice” of another organization, such as a restaurant or retailer. I’m not saying that you have to completely eschew professionalism. However, if you’re a law firm, I don’t think your social content should sound exactly like your legal briefs.

If you’ve spent much time on social media, you may have seen the phrase “TL;DR” from time to time. It stands for “Too Long. Didn’t Read.” At the heart of this is the point I’m trying to make. Social media invites brands to distill their message and communicate in a personal way.

TL;DR – get to the point.

Mobilize Your Team

At this point, you may have questions about your organization’s social strategy and how you can best implement these best practices. Great! I’d encourage you to get with your team and consider how you can be more personal in your brand messaging on social media and how you can more clearly distill the social messages you send.

A great idea is to have a social content calendar. We do this for our agency and for our social media clients. This is where you can plan out your social posts and have the content proofed and edited for clarity. It’s a great idea to have a couple team members who monitor and edit this calendar each week. You don’t want too large of a team, otherwise you lose the mobility necessary to quickly implement your strategy on social media. But if you have no plan, you run the risk of not communicating your brand messages clearly.

At the same time, even with a social content calendar, your team needs to be prepared and able to quickly respond as needed. Social media is fast, and you can’t always plan things a week in advance. In fact, you can’t always plan things a day or even an hour in advance! So all your social media team members need to be good editors and copywriters themselves. That way, they can carry these themes through even when they have to quickly address a situation that pops up.

Social media is not about dumbing down or shortening your message until it no longer reflects its fundamental meaning. Instead, it’s about drilling down to the essence of your message and delivering it in a clear and concise fashion.

That’s the point.

Aaron Charles is a content specialist at Villing & Co.

  • Perspectives

    • Take Time to Face Reality

      When is the last time that you as a business owner truly stopped for 30 minutes or an hour and truly took some quiet time to reflect on your business? Like most owners, it’s probably been quite some time. We all get busy doing things, working hard, taking care of customers, running the business. But if we don’t take some time each day, week, month or quarter to slow down, we are setting ourselves up for failure. Business leaders and owners need the time to slow down to...



Company Name:
Confirm Email:
INside Edge
Morning Briefing
BigWigs & New Gigs
Life Sciences Indiana
Indiana Connections


  • Most Popular Stories

    • (Image provided by the Capital Improvement Board.)

      Indy Alters Plans for Downtown Hotels

      The city of Indianapolis has announced plans to change the framework for a major project in downtown Indy that has sparked controversy. The $120 million project, announced in October 2018, calls for an expansion of the Indiana Convention Center and two new hotels at Pan Am Plaza, which would add about 1,400 rooms. The project has drawn criticism from a group of hoteliers, who have expressed concern of a potential oversaturation in downtown Indy. Indianapolis Mayor Joe Hogsett issued...

    • (Photo Courtesy: Roche Diagnostics)

      Roche VP on List of Influential Women Executives

      An executive with Roche Diagnostics has joined an exclusive list of prominent and influential women, including Oprah Winfrey and Serena Williams.  Cindy Carlisle, Vice President of Human Resources at Roche Indy, was named to Savoy Magazine’s 2019 Most Influential Women in Corporate America. 

    • Shelly Timmons

      IU Health Names New Leader of Neurosurgery

      The Indiana University School of Medicine and IU Health Physicians have named Shelly Timmons to lead the department of neurosurgery. She previously served at Penn State Health Milton S. Hershey Medical Center as vice chair for administration in the department of neurosurgery and director of neurotrauma.  

    • Bank of America Merrill Lynch Adds Mar

      Bank of America Merrill Lynch has named Lucia Mar as senior vice president and the newly created position of Indiana market executive for Global Commercial Banking. She most recently served as market manager for the Greater Tennessee market in business banking. Prior to becoming a market manager, Mar was a senior relationship manager with the healthcare and institutions team.

    • (photo courtesy of Drink Culture)

      Hosts Turn Podcast Into Business

      It's easy to find podcasts on nearly any topic these days, however the creators behind one Indianapolis-based podcast have found a way to turn their hobby into a viable business. The Drink Culture Podcast, which spotlights entrepreneurs, though leaders and creators in Indy, is celebrating a special declaration by the city.