Demonstration should include strategies for effective writing, such as
- writing for the target audience
- writing succinctly
- 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.
Demonstration should also include an awareness of and adherence to platform-specific writing conventions (e.g., character count, tagging, hashtags).
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 scan the site quickly for relevant content?
- How do writing strategies vary across digital platforms?
- 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?