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Table of Contents

Lead Story

Financing options proliferate in payments sphere

News

Industry Update

It's a Square world after all

Patent infringement ruling favors card brands

PCI SSC releases encryption update

NY attorney general files suit against POS leasing firm

Trade Association News

Features

Harnessing the power of questions

The art of social media speak

Selling Prepaid

Prepaid in brief

What prepaid can learn from the EPA

Plastic Jungle unlocks new meaning of money

Views

Mobile technology and the acquiring chain

Mustafa Shehabi
PayCube Inc.

Education

Street SmartsSM:
How to avoid that 'What just happened?' moment

Jeff Fortney
Clearent LLC

Experts reveal their social media strategies

Peggy Bekavac Olson
Strategic Marketing

Ace your sales interview

Alan Kleinman
Meritus Payment Solutions

Don't let your processor do this to you

Adam Atlas
Attorney at Law

Are you leaving your mark on merchants?

Steve Norell
US Merchant Services Inc.

New Products

Award-winning network security system

Phoenix PaySecure
Phoenix Managed Networks

Loyalty packs a punch

vPunch Rewards
vPromos Inc.

Inspiration

Go with the tech flow

Departments

10 Years ago in
The Green Sheet

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

May 14, 2012  •  Issue 12:05:01

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The art of social media speak

Following a company's Twitter feed can be like reading a grocery list. A headline and a link to a press release don't cut it in the Twitterverse, where clever self-promotion (or attempts at such) have a better chance of getting noticed. The same thing applies to a corporate Facebook page; links to press releases don't make for compelling content.

On the other hand, press releases fit within the framework of company websites, and blogs often link to them. It just points to the reality of social media: one voice does not fit all. The secret to developing separate voices for each social media vehicle is to understand how users of each media communicate. Twitter users have 140 characters per tweet to share information. So, instead of posting a press release title, corporate tweeters can devote those 140 characters to a nugget of choice knowledge contained in the press release that would intrigue tweeters to click on the link.

Learn the lingo

Facebook's posting parameters are not as restrictive as Twitter's. However, Facebook involves micro communities of friends and family members. For example, it seems much more effective if a mom in Indiana posts on her Facebook page how much she enjoyed a company's new payment app than if that same app is promoted on the company's own Facebook page. By virtual word of mouth, the mom in Indiana's post will circulate through her circle of friends and their circles of friends while the company's own Facebook post will likely generate no activity whatsoever.

Blogs are yet another animal. Some blogs have a newsy feel; others take a relaxed, casual approach. It all depends on a given blog's intended readership. And what about a site like Pinterest, where images trump words? Photos from a successful charity event where a company's POS terminals were used to process donations may have greater impact than a standard promotional image of the POS device under a corporate logo.

The truth is social media has deconstructed the top-down corporate communication model. Today, it's all about talking to consumers in their own unique languages. It's up to you to learn how to speak them.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | USAePay | Super G Capital LLC | Humboldt Merchant Services | Impact Paysystems | Electronic Merchant Systems