Writing for Social Media

Karen E. Sutherland ()
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Karen E. Sutherland: University of the Sunshine Coast

Chapter 14 in Strategic Social Media Management, 2021, pp 287-324 from Springer

Abstract: Abstract Social media can be perceived as being a predominantly visual platform (as we will explore in ► Chaps. 15 and 16 ), due to the high levels of engagement that images and video can generate across channels (Brubaker & Wilson, 2018; Marshall, 2018). Yet, underestimating the power and necessity of well-written copy can be an error made to the detriment of a social media strategy. Generally, audiences consume text online in snack-sized portions reading an average of 28 words per website visit (Weinreich, Obendorf, Herder, & Mayer, 2008). Therefore, the written word can play a considerable role in cutting through the wide range of content a target audience scrolls past on a daily basis in social media’s attention economy (Quesenberry, 2018).

Date: 2021
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DOI: 10.1007/978-981-15-4658-7_14

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