Key Points:
- Effective writing on social media platforms can help build personal brand and career advancement.
- Stories with universal application are engaging and effective on social media.
- Adding value to readers and starting posts strongly are essential for capturing and maintaining attention.
- Using dialogue and doing interesting things offline can make social media content more engaging and original.
Eric Sim, CFA, the most followed CFA charterholder on LinkedIn, has successfully used social media to connect with professionals, build his personal brand, and advance his career. In this article, adapted from his book “Small Actions: Leading Your Career to Big Success,” Sim shares his insights on how to write effectively on social media platforms.
When Sim was 14, he failed an important English literature exam, which shattered his confidence in his writing abilities. However, his desire to write a blog persisted. Unsure of how to start, he sought advice from a food-blogger friend who dismissed his ambition. Despite this setback, Sim continued to explore his interest in publishing his ideas online.
In 2015, Sim gathered the courage to post his first LinkedIn article during the Chinese New Year holiday. He spent three days contemplating what to write and struggled with doubts about his English language skills. However, his post, titled “I failed my mathematics exam,” received positive feedback and encouraged him to continue sharing his ideas.
Throughout the years, as Sim’s articles gained more views and likes, he realized that content matters more than language skills on social media platforms. He encourages aspiring writers to contribute articles to trade publications within their industry or start publishing on social media for wider reach and greater control over content.
Based on his own successes and failures on LinkedIn, Sim provides five tips for producing interesting and effective social media content:
1. Tell a Personal Story with Universal Application
Stories are engaging and appealing to readers. Sim suggests incorporating personal stories in social media posts with elements of setting, conflict, and resolution. Personal stories that are relevant to readers’ lives tend to perform well. Sim emphasizes that there is no right or wrong when it comes to personal stories.
2. Always Add Value to Readers
To build a personal brand, it is important to add value to readers. Instead of simply sharing basic facts about an event or experience, Sim advises going behind the scenes and providing additional insights. For example, if writing about a great dining experience, talk to the chef and share photos of the kitchen.
3. Start Your Social Posts Strongly
In today’s age of short attention spans, it is crucial to capture readers’ attention with the first sentence. Sim gives an example of two LinkedIn articles he wrote about a Singapore street food vendor who won a Michelin star. The second article, which started with a compelling sentence, received significantly more engagement than the first one.
4. Use Dialogue
Incorporating conversations within stories brings events to life and draws readers into the narrative. Sim uses dialogue to illustrate his experiences, helping readers visualize the scenarios he describes. He shares an example of a dialogue with a service person at a hotel to highlight the exceptional service.
5. Do Interesting Things Offline
To create original and engaging content, it is important to have interesting experiences offline. Constantly trying new things provides fresh perspectives and stories to share on social media. Sim shares examples of his own offline adventures, such as speaking to small shop owners or attending videography classes.
In conclusion, writing effectively on social media platforms requires engaging storytelling, adding value to readers, starting posts strongly, using dialogue, and having interesting offline experiences. By implementing these tips, individuals can create compelling social media content and effectively communicate with their audience.
Note: This article is the author’s opinion and does not constitute investment advice.
