The Driver: Concise and Complete Updates

How easy to read updates will take your social channels to the next level

Fresh April Content Ideas for Your Social Channels |

We ended last week’s blog by coining social channels as ‘the driver.’ Social media drives your audience towards your company. So what is social media? Social media consists of blogs, microblogs, social networking, social news, online communities, podcasts, video sharing, photo sharing, messaging, and streaming videos. While these are all important drivers, blogs, microblogs, social networking, media sharing, and streaming are our main focus. These channels are easy to read and navigate, making them the perfect driver for your company.


Blogs originated as an online travel journal in 1999. However, today, blogs are a mix of text and graphics that tell a current or topical story. A good blog has a captivating title, intriguing feature lead, and concise and complete writing. Search Engine Optimization (SEO) is almost as important as the content of your blog post. SEO is critical to making sure your blog post gets seen. The introduction and repetition of a key phrase throughout your blog post will increase SEO. The comments on a blog also provide an opportunity to communicate with your audience.

Social Networking

Each social channel comes with its own set of rules and target audience. According to Steve Lee, Digital Communications professor at Southern Methodist University, Facebook users are personal, attentive, engaged, and social. Facebook users interact with brands by liking or commenting on their updates, rarely sharing them. We recommend that the updates are in the third person, consisting of two to three concise and complete sentences. On the other hand, Instagram is where your graphics will shine because the photo is the main focus of the post. The channel is perfect for real-time marketing. Twitter users are informed. Opposite of Facebook updates, Tweets should be in the first person. Brevity and humor are essential in executing a successful tweet.

The one takeaway that applies to every social channel is that each post, update, share, or tweet should be concise and complete. Because according to, we now have a shorter attention span than a goldfish.

Digital Communication 101- Where to start

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Digital communication is more important now than ever before. So let’s start with the basics. What is digital communication? defines digital communications as “the physical transfer of data over Point-To-Point or Point-To-Multipoint communication channel. It is the transfer of discrete messages.” Digital communication is the cheapest, most accessible way to reach large audiences, making it essential to the quarantine lifestyle.  

The Digital Spectrum

According to Steve Lee, Digital Communications professor at Southern Methodist University, there are five categories of ‘The Digital Spectrum’: preparation, planning, content and/or channel management, monitoring/responding, and analytics. Preparation involves creating goals, measurable objectives, and audience profiles in conjunction with conducting preliminary research. The next step of the spectrum is to create either a digital communication plan or a quick (mini) digital plan to execute said goals. This plan should include content marketing, channel determination, blog/social writing, and social media monitoring. Furthermore, response management and customer relationship management are critical to maintaining a positive relationship with the audience. The last step is to measure the efficacy of the digital communication through evaluating the execution, monitoring the digital channels, and analyzing the analytics.

The Digital Diamond

The primary digital channels make up the four points of the digital diamond, each having specific uses. Starting at the top of the diamond is the website, the cornerstone of the digital world used for reference information. The second point is email, which is the most direct way to reach the public although it requires prerequisite permission. The third point is blogs that utilize their topical and storytelling abilities to captivate an audience. The last point is social media, perfect for its entertaining, compelling, and personal appeals. Social media is the driver providing a constant stream of content. Next week, we will dive into the most important social media channels when building your brand.