This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

Say It to Me Now.

Writing for social media and the web, takes finesse. 

Marketers use many different tactics to encourage clicks, purchases, likes, what have you, all to create brand evangelists. As a consumer myself (or a human living in the age of the internet), I am aware of how precious little time there is before I decide whether I am being squawked at or being shown a glimpse of something I’d really like to be a part of (like these below).

In her article “Words that Zing,” Colleen Jones says, “Greek rhetoricians defined kairos as saying or doing the right thing at the right time.”

Similarly, when done effectively, this could be the definition for social media and web content. So what turns the squawking into something useful? Into a conversation? How are brand evangelists created?

By clear, concise and transparent copy. By building trust.

This doesn’t mean, though, that the power of persuasion shouldn’t be utilized. In his blog post, “You Should Follow Me on Twitter,” Dustin Curtis found that using a personal command at the end of his blog posts increased his clickthrough rate. I suspect that this also has something to do with the fact that he had been providing thoughtful and useful information in his posts, thus building trust with his readers.

With trust, comes a relationship, which is what I would argue the ultimate goal with social media has become.

And for those who want a little (fantastic and aural) squawking, click here.