Human Resources Campaign

Social Media Copywriting

Project: TIAA Bank Human Resources banner campaign.

Result: Generated social media banner clicks >27.5%

Keeping your content relevant

What is it about social media posts you like or comment on? What compels you to engage? Is it an interesting picture? A cute joke? Sure, these could work. But when the dust settles, the real reason people take action is the emotional hook – it’s that simple. This formula will work across the board. That’s why I always keep and test various emotional hooks when I:

• Write, edit and publish for Facebook, Twitter and Instagram
• Choose the language, tone, message
• Always understand your target audience’s behaviors
• Compliment your ads with striking images
• Track and report on social media insights (traffic, engagement, shares, conversion rates)
• Want to boost brand awareness using promotions and competitions
• Even when responding to questions and comments

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