The elevator pitch – we all have one, or at least we should. That quick and concise self-introduction is similar to the posts you or your business craft on social media. You get 30 seconds to talk about yourself with the hopes of winning the listener’s interest. You want to be memorable and engaging. Ultimately, companies are trying to achieve the same thing on social media: they want to be memorable and they want their audiences to engage with them. Here are a few tips you can use from effective elevator pitches to create interesting social posts for your brand.
Find the Right Brand Voice
When you’re creating an elevator pitch, every single word contributes to building your image. Brand image on social media isn’t that different. You need to be thoughtful about each word you say, and how you say it.
A good social post should make it intuitive for your audience to understand what your brand is about. Start by thinking about what your brand’s core values are because they should be what your brand is known for. Once you pinpoint the core values, decide on a brand persona and stick with it. Consistency and authenticity are two social criteria that are absolutely mandatory. Taco Bell’s brand voice on Twitter is a great example. Their clever, sassy tweets demonstrate the company’s fun persona.
The Important Stuff Comes First
30 seconds. That’s all the time you have to make an impression with your elevator pitch—anything longer than that and your audience’s attention will wane. Though being interesting is essential to a great pitch, you always want to mention the important facts first to make sure they are addressed.
Our attention span on social media is even shorter than 30 seconds. If the first three or four words of your social post fail to interest your audience, say goodbye – it’s sure to be lost in a cyber-sea of posts. Make sure your main point gets across first, and put links and tags at the end of the post. Take out unnecessary elements that might distract the reader’s attention. There should be a raison d’etre for every element you keep in your post. URL shortening is a good way to keep your posts clean and digestible. You can also remove “http://” from your links if they can work without it. Do a quick scan. Can your posts be more concise? Does they make sense? Is your main point clear? Check, check and check.
Worry About the Character Limit Later
If 30 seconds is the limiting factor for an elevator pitch, character and word counts are the limiting factors for social posts. Often, trying to pack all the information in your pitch will make you sound overly rehearsed. Keeping your post short and concise is crucial, yes. But if you worry about the character count from the get-go, you might end up with a message that reads a little robotic. Draft your social post as you would a full-length sentence first, then trim down what isn’t necessary. Read it out loud once you’re done. Usually, the most engaging social copy is copy that reads naturally.
Engage with the Right People
When you’re networking, it’s crucial that you spark conversations and establish relationships with the right people.
The same goes for your social media activities. Be thoughtful not only in how you engage on social media, but also with whom you engage. Think about what values your brand embraces. If your brand caters to families with young kids, make sure your brand’s social media activities are appropriate for that audience. Knowing the kind of people your brand wants to associate with will help you engage in conversations that attract the kind of audience you want.
Make It About Your Audience
Coming off as one of those people that only talk about themselves is a peril you may face when delivering an elevator pitch. You need to tailor your content to your audience, and avoid talking blatantly and solely about yourself. For example, if you know the person is in the IT industry, your elevator pitch can be made more interesting by accentuating your relevant IT background.
Similarly, if your social posts are all about self-promotion, no one will be interested (unless you’re a celebrity perhaps). Think about your audience and what they want to consume from your brand’s social channels. SoundCloud puts this theory into practice by utilizing a dedicated SoundCloud Support Twitter profile. The music streaming company recognized that there’s a customer need for a dedicated channel to update its audience about technological issues. Having that kind of audience-oriented mindset will ensure your social posts stay relevant and valuable to the readers.
An average elevator pitch provides a general overview of who you are. But a successful elevator pitch also answers the question: “How can we help each other?” Capturing someone’s interest can be done best by giving them something valuable. Let them know how your expertise, product, service or relationships can improve their life or business. The same concept also applies to social media posts. Do they provide value or give your audience something they can use? Here’s a checklist I use when composing social posts:
- It’s informative or provides intellectual value
- It’s funny or provides emotional value
- It’s inspiring or provides creative value.
If it does one of the above, you’re likely on the right track.
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What’s your secret recipe for great elevator pitch-inspired social copy? Comment below, or tweet to us at @wsseattle to share your ideas! We love a good discussion.
Image courtesy of Mike Myers.
Rika Nakahara is a digital intern at Weber Shandwick Seattle. She is currently exploring the fields of brand publishing, SEO and community management. You can read more about her on her 2 Minutes With…, or connect with her on Twitter @rika_nkhr or on LinkedIn.