Let’s get real, each medium you write for has its own needs, benefits, and downfalls. Therefore, you must cater to each medium, not just in text, but also in display.
Craft different messages for each social media medium
Most companies use multiple social media mediums.. But Twitter maxes out at 140 characters…minus 20 if you include a link…minus another 15 or so if you want someone to include RT @NewMediaNook. Facebook, on the other hand, has no maximum (of if it does, I’ve certainly never met it). Therefore, do not use the same message Facebook as you would in Twitter. In addition to the length issue, your call to action is different: on Facebook, you ask your followers to “share” or “like,” yet with Twitter, you ask your followers to “retweet.” I know it’s easier to craft only one message, but believe me, your posts will improve if you treat each message for each medium.
Break up blog content with sub-headlines
If this page was just 20 paragraphs of content, you wouldn’t even want to start reading. Sub-headlines allow the reader to get a quick idea of what that paragraph is about, and decide within a split-second whether or not they want to read it. Furthermore, if the headline is good enough, they can get the entire message by just reading the headline, and completely ignoring the rest of the text.
Use bullets and numbered lists
If you’ve ever read High Fidelity, you will appreciate this part. The brain understands lists better than anything. Top Science Image Galleries of 2010 (Wired); Six gadget trends to look for at CES (CNN); Super Bowl Greatness: Top 10 Big Game Moments (bleacherreport). If you are looking up how to lose weight, would you rather read an article titles How to Lose Weight, or Top-5 Ways to Lose Weight. Just don’t overdo it; using 50 bullets or points defeats the purpose!
Use images (and infographics)
Images draw people in. They want to read what the image is about, and they want to share the images. Especially infographics, which spread like wildfire.
Cut it down
People don’t have the time (nor the desire) to read your innermost deepest thoughts. Get to the point and move on.
Provide relevant links
Examples can bring your point to full-circle. Don’t link every single word, but if it supports your argument, be sure to include it!