Social Media Marketing 101: Creating Effective Posts

social media marketing 101: creating effective posts

Social Media Marketing 101: Creating Effective Posts

When you’re just starting out with social media marketing, you may be tempted to fill your social media accounts with random content just to have posts. Perhaps you don’t have a background in marketing and aren’t sure what will make effective posts. Perhaps you aren’t sure what’s interesting enough about your company to post on social media. Perhaps you’re not much of a writer or photographer and don’t have much confidence when it comes to creating your own content. Today, we’re going to cover some of the basic concepts of content creation for social media marketing. We’ll cover content creation for blogs, video, email marketing, and white papers in future posts.

Start With A Plan

I know we harp on the necessity of planning out what kind of content to post, but it’s really that important. If you go blindly into posting for your company without a plan, you’re more likely to resort to meaningless “filler” posts like memes, quotes, or clickbait that really won’t do much to market your business. Sure, folks like to see those things in their personal social media feeds, but when it comes to marketing your business, you should use them sparingly and very intentionally.

Instead, take the time to plan out what you want to communicate about your company to your followers. If you’re a restaurant, you probably want to highlight your food, atmosphere, and customer service. If you’re a printing company, you probably want to highlight the quality of your work, the variety of your work, your speed and your reliability. If you’re an IT company, you’ll probably want to highlight your technical expertise, your responsiveness, the variety of your service plans, and your commitment to getting the job done right.

Spend some time thinking about what qualities define your company, what makes your company better than its competitors, and write these qualities down. This is the seed of your plan, and will help guide what kinds of posts you will make. Next, think about good ways to communicate those qualities and make some notes. What topics come to mind? What do you want to say to your current and future clients?

Voice and Tone Are Important

Another element to think about when you’re planning content is voice. What is the tone of your business’s public persona? This is usually communicated in your branding and in how you interact with your clients. For example, perhaps your business has a lighthearted tone, communicated by your quirky logo, punny catchphrase, and warm, welcoming persona. Another example is a serious, corporate persona. Is your logo no-nonsense and professional? Do you wear full business dress when meeting with clients? Does your office have a clean, corporate feel? Another example is an artistic persona. If you have a creative business, you no doubt have a unique and eye-catching logo, you foster a creative atmosphere at your office, you may have a sense of humor in your branding and dealings with customers.

Your social media posts should reflect the voice and tone of your business. If you have a lighthearted tone, then your posts should also be lighthearted, but still professional. If you’re more buttoned-up, then you’ll want to avoid silly or unprofessional posts. If you’re artsy, you will want your posts to reflect that. Stay focused on what your audience wants to know about you and communicate that to them with posts that match the voice and tone of your business.

Consider the Visuals

Social media posts need to be highly visual. People respond better to posts with images on both Facebook and Twitter, and other platforms like Instagram, Pinterest, and Snapchat are entirely visual. This can be more challenging for some businesses than others. Obviously restaurants have plenty of enticing visuals to choose from. But printing companies? IT companies? This is where you have to consider your audience: your current and future customers. Remember, this is marketing. The point is to get new clients and develop loyalty.

But never fear! You have plenty of things to photograph and video right under your nose. What seems ho-hum to you isn’t necessarily ho-hum to your audience. The tools of your trade might not seem particularly interesting to you after you’ve been looking at them for years, but they can be fascinating for your audience. One shirt printing company I know will post photos and videos of projects coming off the printers, the wall of inks, paints and dyes they use, the enormous size of their workshop, former projects hung on their walls, the employees at work. I love seeing these posts. They speak to the professionalism and talent that goes into their printing and their pride in their work. A great strategy for visuals is to take your audience behind the scenes and show them what makes your business unique.

What Not to Do: An Example

As I said, when you’re lacking inspiration for posts, you may be tempted to post memes, “clickbait” articles, or fancy quotes. This is fine occasionally, but make sure the memes and quotes match the subject, intent, and voice of your business. These filler posts should still say something about your business.

Here’s an example: A different printing company I know recently posted a viral video of a printer exploding. This is NOT an image that conveys professionalism or will likely inspire confidence in their customers. No doubt it was posted with the intent of amusing followers. While it’s true that it may catch folks’ attention, is it good marketing content? Not really. When I choose a printing company, I don’t want to think about printers catching fire and exploding, no matter how humorous the intent.  Not only that, but the tone of the company is not humorous. That’s not to say that the folks who work there don’t have senses of humor, just that the company image is not humorous. They are a long-established local business, very professional, and focused on producing quality work, fast. An exploding printer says absolutely nothing about what makes this company great. There are plenty of more interesting things to say about this company – maybe less fiery, but more relevant.

So don’t post without careful consideration of the marketing impact of your content. Don’t take shortcuts by reposting random internet memes or videos. Consider who your customers are and what they want. And don’t skimp on using original, creative visuals that actually say something about your company, in a voice that matches your business’s persona, in a way that is going to draw your clients’ attention.

Have questions? Want help? D. Cohn Communications is happy to lend a hand. Give us a call or drop us a line at and tell us what you need.

Read More

What Is A Social Media Manager?

D. Cohn Communications Social Media Marketing

What is a Social Media Manager?

Many people are curious about just what we at D. Cohn Communications do. They’ve heard of social media marketing. They know about the importance of marketing in general. They’re just not clear on what social media marketing is or how someone might manage it from outside the company.

What Is Social Media Marketing?

It helps to have a solid understanding of what social media marketing is. We all know that all businesses should have a marketing plan. When you craft a business plan, marketing is a key element of that. What are you going to do to promote your company? But unless you are yourself in marketing, you might not know what all that entails.

Read More

The Art of Social Video

Art of Social Video

The Art of Social Video

Recently, Facebook updated to automatically play audio for videos, even if you don’t click on them. This means, when you’re scrolling through your feed, you get snippets of sound from video you have no interest in watching. It’s annoying and noisy and distracting to others in the room. No more scrolling discreetly through Facebook in bed or while you’re “watching” tv with others. Better hit that mute button, or better yet, disable the feature in your settings.

This change loudly highlights the omnipresence of video on social media platforms. It has been lauded as the must-have content for social media marketing for over a year. Facebook has been the platform most aggressively promoting it– doing everything it can to bring video to viewers, from creating new tools like Facebook Live to extending the reach of video posts.

Read More

Handling Online Complaints

One of the biggest advantages of social media marketing is the ability to conduct a conversation with your audience. You can reach out to your customers 24 hours a day, 365 days year, and they can do the same. That being said, your company is now also open to receiving complaints at all hours of the day (and night). While some may look at this as a drawback to social media marketing, we see it as a unique way for your business provide excellent customer service and engage with your audience in a way that is impossible with more traditional forms of marketing. How you handle this negative feedback, however, is crucial to your success and must be handled with care. To learn how to make the most out of a bad situation, keep reading.

Read More

The Benefits and Drawbacks of Social Media Marketing

Benefits and Drawbacks of Social Media Marketing

You no doubt know by now that social media marketing is an essential part of any marketing plan. Businesses and organizations both large and small need to include social media marketing when they’re plotting how to best inform the public about their products and services and attract new clients. While social media is a potent way of connecting with the public, many simply jump into it without a coherent plan and see few results. Thinking through the benefits and drawbacks of social media marketing can help you create a social media marketing plan that will be effective and provide good return on your investment.

Read More

5 Lessons From the Front Lines of Social Media Marketing

5 lessons of social media marketing

5 Lessons from the Front Lines of Social Media Marketing

Bri and I have been managing social media marketing accounts for businesses and organizations for more than four years. That may not sound like a long time, but social media marketing hasn’t been around that long. We were one of the first companies in the area to specialize in digital marketing. Believe it or not, it’s only been a few years that organizations have been specifically including social media in their marketing plans. When we started, social media marketing wasn’t even taught in university marketing programs. Now, no program would be complete without it.

Read More

Better Social Media in One Week


“I just don’t have time to do social media.” If we had a dollar for every time we’ve heard this phrase, well, we wouldn’t have to be in business any more. But we are here to help just those types of business people. We do understand that many small businesses can’t afford to hire a social media manager, which is one of the reasons we are passionate about educating anyone who is willing to learn. (That, and both Darlene and I have worked in education in past lives, so it kind of comes naturally.) While good social media marketing will absolutely take time and effort, I’m here to let you know that you can make a real difference in your marketing efforts with just 20 minutes a day. With my plan, your social media marketing will be much improved in just one work week. Don’t believe me? Keep reading.

Read More

Four Social Media Marketing Misconceptions

Social Media Marketing Misconceptions

Four of the Most Common Social Media Marketing Misconceptions

Despite the fact that social media marketing is everywhere, some misconceptions about it linger. Experience tells us that our clients are still confused about some of these points, and we’d like to help set the record straight.

It’s Free

While it’s true that social media accounts are free, most social media platforms have recognized the economic value of social media marketing and have tweaked their algorithms to encourage businesses and organizations to pay for decent exposure.

Read More

Managing Change

Managing Change with Social Media

Change is bound to happen in your organization. Whether it’s small changes, like a new employee or a new menu item, or big changes, such as a total restructuring of your business, change is an inevitable and unavoidable aspect of business (and life, for that matter). Tons of books have been written and research has been done by organizational psychologists and business experts on the the topic of change management. (See John Kotter’s book, Leading Change, for my personal favorite.) What you might not find in most of the literature, however, is how to manage your social media accounts during these changes. No need to read a whole book or find as many peer reviewed articles as you can on the subject. We’re here to give you a quick guide on getting the most out of your social media while undergoing organizational changes.

Read More

Wendy’s Social Media Snark

Should You Mimic Wendy’s Social Media Snark?Wendys Tweet

Wendy’s fast-food chain has been the darling of the Twitter world this week. After a particularly salty reply (see what I did there?) to a troller, citizens of the Twittersphere have been begging Wendy’s to roast them, write their bios, throw memes at them, and respond to random questions — which Wendy’s is actually doing with humor and sass while still keeping up with its customer service and marketing duties.

We’ve written recently about how important it is to inject personality into your social media marketing. People want to know there are actual human beings behind the posts they see, and respond better to fresh, custom-created content. Dry marketing content is just boring, so the more you can let your personality shine through, the better.

Read More