Title: Demonstrate writing strategies in digital and social media marketing.
Course: Digital and Social Media Marketing (12162) > Section: Exploring Strategy as it Relates to Promotions and Advertising

Demonstration should include strategies for effective writing, such as

- writing for the target audience
- writing succinctly (briefly and clearly)
- establishing a brand voice
- using effective formatting (e.g., bulleted lists, subheadings, white space, hyperlinks)
- maintaining style consistency (e.g., grammatical structures, tone, active voice)
- using images and videos to enhance the written word
- using hashtags effectively.

Demonstration should also include an awareness of and adherence to platform-specific writing conventions (e.g., character count, tagging, use of hashtags in text).

Process/Skill Questions:

- How and why is writing for websites different from standard writing?
- What is the typical audience for each social media site?
- Why should bulleted lists, icons, pictures, highlighting, and mouse-overs be used to convey information on websites?
- What techniques can the writer use to help the visitor skim the site quickly for relevant content?
- How do writing strategies vary across digital platforms?
- What kind of images/videos are effective in digital and social media marketing?
- What are examples of effective writing strategies in digital and social media marketing?
- Why are hashtags important? How can they be used effectively in digital and social media marketing?
- Why is it important to address dissatisfied customers and negative comments in a timely and effective manner?
- What are ways to effectively address customer complaints online?