This one-day social media writing course is designed for communication professionals and online content creators of all kinds. It covers how to write content for websites, blogs, social media and many other online platforms. You will learn to write in a way that makes your ideas resonate and stick in the digital world. You will also learn practical techniques to translate plain “good writing” into effective writing for the Web.

This course covers the following modules:

  • Principles of writing for the Web
  • Writing website content
  • Writing for blogs and social networks
  • Micro-writing: Twitter, Status, SMS and the mobile Web

Who should attend?

This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

This course is recommended for all professionals who create communication texts, since almost all written content is destined for the Web in some form.

Learning outcomes

After this course, you will be able to:

  • Visualise how people read and consume information differently online and apply it your own writing
  • Articulate the fundamental differences between writing for paper and writing for electronic delivery
  • Adapt and re-edit texts to optimise them for web reading
  • Write website content that is easy for online readers to navigate and digest
  • Apply keyword strategies for search engine optimisation so that your content gets discovered
  • Write content for blogs and social media that inspires people to follow and share
  • Distil your writing down into its purest, simplest form for micro-formats like Twitter and SMS

Course outline

Principles of writing for the Web and social media

This module explores how to write content for the Web, social media and mobile devices that gets read

  • Discover how people read differently on social media compared to the Web
  • Learn to write for mobile devices and apps
  • Five key principles for shareable social media writing
  • Workshops: writing headlines that get noticed; writing for apps; how to make your company’s social media content shareable

Social media content strategy

This module covers the foundations for social media writing success

  • Establishing social media purpose and strategy for your company
  • Get your audience to tell you what to write
  • Workshop: develop a content strategy framework to streamline messaging

Writing social media content for search optimisation

This module covers strategies to ensure your social media writing is discoverable

  • Building a social media ecosystem
  • The importance of search algorithms in social media
  • Optimisation tips for the main six social media platforms

Micro-writing for blogs and social networks

This module covers writing for the social media platforms that increasingly dominate people’s consumption of information online

  • Style, tone and language for social media writing
  • Highly engaging content and writing themes
  • Blog etiquette
  • Social media writing tips by platform plus bonus material
  • Writing responses to comments and reviews

Looking for more?

Writing for Social Media and the Web is a standalone course — but you can also take it as part of one of the following longer Programmes:

Intensive Communications and PR Programme (5 days)

Writing for Communications and PR Programme (5 days)

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