Contract Social Media – Becoming an Authoritative Voice in an Unknown Land

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Writing It’s a brave new world, my friends.

Since Nov. 8, 2014, I have been providing social media services (mostly Twitter and blog content) for Hogg Mechanical, a company  based in Kitchener, Ont. When I began this contract I wrote a post on this blog about my fear and how it kept me motivated. After two weeks of hard work and a lot of research I finally feel like I have a better idea of what I need to do to create effective content. I have received positive feedback from the company and am having a meeting to discuss a more aggressive approach to their social media campaign. I would say these are all very good signs that I am doing what is expected of me or more.

There is one hitch, though: I still know very little about HVAC as a trade.

This was the basis of my fear when I took over the social media contract; I was worried that my writing would show lack of knowledge. I was tweeting and blogging for a company with over 130 years of experience – I had to sound like I knew my stuff. Knowing this, I started researching. Over the past two weeks I have learned more about this trade than I ever expected in a lifetime. I read, I searched infographics, I went to the library, I Googled every little thing. I checked and double checked my information. It was stressful as sin but it worked. I was able to produce meaningful content with an air of familiarity that I didn’t quite yet feel.

The next thing I did was relied on my social media know-how. I know people react more to funny tweets than serious. I know a picture of a puppy in a parka will get more retweets than plain text. I know that people like bright infographics and links to interesting videos. Sifting through the junk can be a trial but it is so rewarding once you find that perfect piece of media.

I started interacting, asking questions on the twitter feed and on Facebook. I inquired what people wanted to know more about. Crowdsourcing gave me at least a month worth of blog topics.

Relying on your skills is wildly important. Research can’t be topped when it comes to the hard facts and as always, remember that social media is exactly that – social. Question your audience so you can give them what they want.

It has been a crazy couple weeks but I wouldn’t trade them for anything. I am writing with passion and confidence while learning about something I never would otherwise.

I would love to hear your stories about new contract jitters! Leave a comment or reach out to me on Twitter (@idlehands85) and share your experiences!

AI

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How to create something great – one idea

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“Good artists copy. Great artists steal.” Steve Jobs, 1996

So what do I mean?

Obviously you cannot truly steal someone’s creative work; beyond being unethical it is also highly illegal. People are getting sued for millions of dollars for creative infringement (and as a young freelancer/ writer, you can ill afford that kind of bill). But there are aspects of another person’s writing that you can borrow for your own – the trick is finding the parts that are worth utilizing.

My suggestion: Read. I know it sounds so simple and even a little cliched, but it’s true. To become a great writer, you must read great writers… and I do not use the term must in a light sense. if you don’t explore what makes other writing great, you will never be able to figure out a way to make your copy shine.

What kind of writing should you read? Everything. Any book someone hands you. Every well-written article. Every effective manual.

I know this is a big order to fill, but trust me, your writing will not suffer; it will only get better.

Case and point – when I started freelancing, I was hired by a company to write copy for a variety of different how-to videos to go along with a new cell phone launch. It was not an easy task, especially since my background was in print – not video – and in either scholarly or journalistic writing – not purely instructional. It really felt like a tall order to fill. I was new, inexperienced and in a position that could make or break my freelancing opportunities with this company. In short, I was terrified.

So what did I do?

I went home with the style guide for the company. I watched all of the previous how-to videos for this company. I watched the how-to videos for other companies that had received high ratings on Youtube to figure out what made them effective. I watched a few crappy ones to see where they fell short… and then I wrote. There is no question that these pieces were not high literature, but it was writing. By stealing the best from the best I was able to write effective copy and garner repeat business.

So back to the point – steal style, concepts and rhetorical devices. Read great literature. Read bad literature. Read fiction, non-fiction, magazines, fantasy, science, pre-teen novels… anything you can get your hands on. It will make a difference.

One thing I also suggest is to read writing that you dislike as well. Having completed a degree in English Literature I had multiple opportunities to read authors and books that I truly despised (don’t shoot me, but much of that disliked literature was Charles Dickens). I learned what I didn’t like about that literature (again, my biggest teacher was Dickens… and it’s a long, long list) but also that even these writings that I loathed so much still had many positive aspects. For example, my biggest issue with Dickens was how he brought about change in his books – he usually relied on some form of “miracle,” be that a mysterious benefactor or a ghost (or three); I hated his narrative on the working class and his general hopelessness for that group of people barring some spectacular change of circumstance… BUT I did admire his attention to detail and his truly bizarre sense of humour in the naming of his characters.

There is always something to be learned from writers – good or bad, enjoyed or despised; it’s utilizing the information presented and using it in your own work… without getting sued, of course.

AI