This isn’t exactly a social media marketing content creation revelation.
But it is one those best practices for a freelance copywriter working on a social media marketing campaign that is actually supported with specific data rather than vague opinion.
Baking in user reviews from third party sources.
One of the projects I am working on right now… the management of social media campaigns for 26 hotels and resorts.
And something I make a point of including on a regular basis is a hotel’s five star review from a guest who posts on TripAdvisor.com.
User reviews are a solid source of proof. Good copywriters are always looking for ways to give the reader specific proof.
As Victor Schwab once wrote…
The body of a sale comprises both flesh and bone, the flesh of an emotional response and the hard bone of fact to support it.
And the prospect responds.
Research from ComScore reveals that 59% of consumers rank ratings and reviews as important factors in selecting a business.
(It’s interesting to note that the same ComScore research indicates that just 23% of us have actually submitted a rating or a review.)
When social media marketing is built on solid strategic footing, and embraces tactics such as the sharing of proof, more meaningful content is shared, more sustainable relationships are created, and more profitable results are delivered.