How to get your message across effectively

With your social media strategy in place, it’s time to start thinking about what to post on your social media channels. 

Writing for the web and social media may seem simple enough, but it can sometimes be difficult to what you want to say clearly and concisely.

To help boil it down, here are our top tips for writing for social and the web:

  • Start with the most interesting and important information first
  • Use short sentences and paragraphs
  • Avoid unnecessary words, jargon, the passive tense and repetition
  • Address your readers directly - use the word ‘you’
  • Keep it chatty, and
  • Inject some personality - your pub is fun remember? This needs to come through in your communications


Describe your business

You can start practicing this way of communicating by writing a short description of your business.

Try and describe your pub to someone who has never been there before in 25 words or less.

Think about why someone would want to come and visit.

Key pieces of information that you'll need to convey might include:

  • Your unique selling point (USP) as a pub - why people would want to visit e.g. big garden, live football, BBQs, quizzes, karaoke, roast dinners
  • History - anything historically significant or interesting about the place e.g. WWII bomb damage, listed building, former local of Lord Nelson
  • Location - what you are near, what’s your location like? Are you a country, community or high street pub?
  • Personality - What’s it like inside? Is it for foodies, sports fans or people who like live music?


You should also think about your customers and the sort of tone of voice and language that would appeal to them.

This description could help shape your tone of voice on social media, and can be used in a number of places online, including:

  • The About section of your Facebook Page
  • Your Google My Business listing
  • Your Twitter, Instagram bio or even your TripAdvisor description
  • The lead paragraph of your website


Once you have it cracked and are happy with your online bio, you can use the same approach to all online and social writing.

If you have lots of people writing posts and content for your pub, perhaps think about writing up a short style guide which can be used by people when they are posting. This can include spelling variations, notes about tone of voice and preferred language.