So often, when I’m scrolling through social media, I see posts that were written with the organization in mind and no thought of the fans. And based on the engagement on these posts, the fans feel it.

I always say fans can smell when you don’t care about them, and they can definitely sniff out inauthentic content. With such a lack of caring in the world, they’re not asking for a whole lot. They’re just asking for their needs to be in the back of your mind. Anything more than that will really make you stand out.

Let’s take a look at what that looks like.

Scannable writing

Social media networks are allowing you to write longer and longer copy. That does not mean you should.

If a fan encounters big blocks of writing, it’s very unlikely that they will actually read it. Their brain is telling them it’s too much, so they just move onto the next thing. And that “See More” button? Next to no one clicks on that. So if you can’t fit it all in before a network gives fans that option, it’s probably not going to get read and is a complete waste of your time.

Keep the way your fans taken in information in the back of your mind as you write captions. The ideal is 180 characters, unless you are telling a compelling story. Anything that needs to be longer should be put on your website and a link to that information should be linked to in the social media post. And in that case, the post should be a bit of a tease to get fans to click on the link.

You should also use extremely plain language. The more acronyms or buzzwords you use, the harder it will be to read. So keep the language you use on social media closer to what someone who has never heard of your industry might understand. It doesn’t have to be quite that strict, but I guarantee that more people will read your post if you write at that level.

Flirt with your fans

I talked previously about how when you post a link you should try to tease your fans into clicking on the link. There should be that idea throughout your writing on social media.

I always say that social media should be your first date material. You are trying to gain their trust and make them like you, so you can get to that second date. And I personally define that second date as clicking to your website to learn more. That material is more straightforward to get your fans to do something. But on social media, we keep it more light and about getting fans comfortable with you.

So yes, I’m telling you to spend some time flirting with your fans just so you can move them along to being more than just a fan on social media.

What is on their minds?

You want your fans to have your organization on their mind all the time. Unfortunately, that’s just not realistic. But realizing that and taking the time to know what’s on their minds can really benefit what you write for them.

The most important of these is knowing when to take a pause. I’ve seen so many brands barrel ahead when a pause is more useful. Knowing that your fans are being blasted with information or may not be in a head space to receive what you are telling them can actually make sure your message is more likely to be heard and listened to. Otherwise, you’ll just be shouting into the wind.

It can also give you ideas of partnerships you should be making for content. Or an off-script moment that can earn your fans’ loyalty. In other words, it gets you out of your promotional box and gets your connected with your fans in a way that is unexpected. And those unexpected moments that are still tied to your business goals can be absolute gold for your organization’s social media engagement.

Just talk with your fans

If you’re still at a loss as to how to do this, schedule some time with your most ardent fans. Ask them what they like about your content and what you don’t like about it. And more importantly, make sure you are in a mental space that can accept criticism when you do this. Otherwise, some important information may just fall on deaf ears.

Then talk with them about what kind of information is missing from your content. You might get some great ideas that could help you out in the long run.

Above all else, I want you to do this face-to-face if possible. If you have an annual conference, do this there. If that’s not possible, schedule a Zoom so you can see their face and have a real conversation. Real conversations give you more of those unexpected moments, whereas a survey or email tends to stick straight to the black and white. The goal with these conversations is to get out of that black and white and find something new. You will only find that with face-to-face conversations.

Experiment

In the end, the only way you can find out if you are truly writing with your fans in mind is to just post and see how it lands. Take copious notes about what you did and what the reaction was. And if it’s positive, duplicate it with minor changes, so you can really figure out exactly what is working. The more you do this, the more likely you are to get somewhere near what fans want from you.

But don’t get comfortable once you think you are in a place where you are considering fans. Fans’ needs and wants change constantly. So be sure to keep those experiments going and learning from each and every one.

How are you writing with fans in mind?