In the couple of years that I have been involved with social media marketing, I have seen much correlation between what what works for driving engagement and what works to drive a direct marketing response. I have become convinced that there is one area of focus that is sorely overlooked by brands seeking to build a vibrant and constantly growing Facebook community. There lacks an attention to the influence of copy.

Over the years I have pushed hundreds of millions of offers out to consumers and learned that what drives response holds true to the old folk wisdom—

“It’s not what you say, but how you say it.”

I have seen numerous tests where a different set of words or something else said or not said can produce a variance that can amount to a huge pile of cash to the bottom line.

Translating this idea to today’s social media world, most Facebook marketers haven’t quite realized that the Wall is a vehicle for generating response and that post copy should be formulated with care. Don’t let the real-time nature of the platform fool you into thinking that your messages should not require some planning.

5 tips for writing effective Facebook updates:

1. Speak to your fans in a style that makes them feel like you are addressing them individually. Develop the message to read like you were speaking 1:1.
2. Keep it short. No more than 4 lines in the post wherever possible. Make every word play a role in the message. Eliminate those that don’t.
3. Say something designed to inspire enthusiasm or emotion. Keep in mind that many Facebook users are hunting for posts to like and comment. Give them a reason to stop at yours.
4. Create sentences that flow smoothly. Awkward wording can lead to abandoned eyes.
5. Always have a photo or a link with an image attached to the post. Pictures are more engaging and heart-inspiring than flat text.

I’d love to hear any tips you have to add!