Do’s and Don’ts of Writing Better Social Profiles

Imagine this: you’ve just clicked on an engaging Facebook post on this incredible product. You’re sold. Problem? You can’t find how to contact the company on their social profile page!

Make social content more discoverable with a searchable, professional-looking profile that reflects your brand. Lacking contact details, appropriate keywords, and geo-tagging negatively impacts a brand’s searchability. A complete social profile is one of the key features every content marketing plan should have.

Of course, there’s the challenge of striking the right mix of professional with personality, an expert but not a braggart, all within a small space. No wonder crafting social profiles is considered an art form! To write a powerful social profile, start here.

Do: Understanding the Network

Regardless of what social networks you choose to distribute content, all provide space for name and contact information. Ensure that data accurate and up to date. Fill out everything: website, other social accounts, phone, address. Geo-tagging is critical to help users find you!

Beyond that, the networks have different limitations. Twitter, for instance, has a character limit in the bio. You need to sell your company while staying within 140 characters. Facebook and LinkedIn provide more space. An Instagram and Twitter bio should include hashtags to improve searchability. Get to know each network’s settings and draft accordingly.

Photo Credit: Jason Howie

Photo Credit: Jason Howie

Do: Tailor Keywords to your Audience

For your audience to find you, the bio should include company-specific keywords. Here’s an example in Cushman & Wakefield’s Twitter bio: “Cushman & Wakefield is a global leader in commercial real estate services, helping clients transform the way people work, shop, and live.” The phrase “commercial real estate services” is an easily searchable keyword smoothly incorporated into their profile. The short sentence clearly provides a statement of who Cushman & Wakefield is and what clients can expect.

Do: Keep the Value Proposition in Mind

What will your reader get out of your product? They don’t need specific data, but it should be pretty clear from the bio what they can expect. Bisnow’s Facebook profile claims, “We are fun! We are snappy! We are informative! We are colorful, entertaining, picture-heavy yet fluff-free. We cover business news in a way that no other company has before.” That’s a pretty powerful statement that clarifies the who and what of Bisnow. Readers know their social feed will be different from conventional news content.

Don’t: Avoid Fluffy Social Bio Words

Once you understand what limitations you’re working with, get writing. Keep your words fresh and relevant. The most impactful company descriptions clearly get across the brand without using meaningless adjectives or overblown praise. For example: “world-class.” What exactly does it mean to be “world-class” and compared to who? Some overused bio words on LinkedIn’s Top 10 List include “creative,” “analytical,” “strategic,” and “innovative”.

Don’t: Never Look at your Bio Again

A social profile bio should be reviewed again and again as the company evolves. Trends changes. New products emerge. Keep your bio up to the date and pay attention to words that suddenly go from powerful to overused. Plan to revisit your social profile page at least every six months.

Remember when crafting a powerful social profile to keep the reader at the forefront. A well-crafted profile statement tells the world what you stand for while smoothly incorporating searchable keywords that reflect the brand. A complete social profile is an essential step in being discovered by search engines and potential leads.

Header Image Photo Credit: koka_sexton