An Open Letter to Vocal's Social Media Leadership

In the digital age, social media isn't just a connectivity tool; it's a vital platform for writers to amplify their voice, reach wider audiences, and engage with their readership more intimately. Vocal is a perfect example of how well this can happen. However, the approach Vocal takes on outside social media platforms is nothing but a shell of their own success. To illustrate, allow me to offer some clear examples of the ineffectiveness I have witnessed.

The Vocal Facebook Page is a feed of robotic text offering a mediocre call to action that gets lost in the sea of redundancy.

And this lack of effort results in low engagement, which is no surprise.

Twitter/X and Instagram (despite being linked at the bottom of their pages) haven't seen a new post since September 22, 2023.

So my hope is that this open letter can act as a blueprint that Vocal will leverage, as well as a plea to flex their influence to help all the amazing authors on this incredible platform.

1. Understand Your Audience

Before diving into social media, it is important to identify who your audience is. When Vocal posts on Facebook, who are they hoping to reach? Are they young aspiring authors, experienced publishers, or casual readers? Understanding this is the #1 most critical aspect of social media marketing. Based on the posts I see today, my guess is that they have an intern (or bot) posting cookie cutter text with every top story and there has been no thought at all as to who they are trying to reach. It is important to point out that Vocal's audience may differ from platform to platform or even from post to post.

2. Showcase Platform Features

Vocal is unique, but there is no evidence of this on social media! Once the audience is understood, tailor the posts for them. When the audience is writers: Highlight features like the user-friendly interface, the discord server, the cash awards. When the audience is readers: Highlight the diversity of stories, the cash awards for engagement (!), and the community readers can feel connected to through active engagement. Use visuals and short videos to demonstrate these features in action and grab the attention of whoever your audience is for that post.

3. Diverse Social Media Strategies

Now you understand your audience(s), you have a plan to showcase the platform features, but wait! The fact is social media platforms are not one-size-fits-all. Instagram is excellent for visual storytelling, while Twitter/X is ideal for quick, engaging updates. LinkedIn can be a hub for professional writers and publishers, and Facebook can attract a wide variety (albeit slightly older) people. And you better believe each and every successful social media platform understands their audience. It is Vocal's job to speak to them where they are and when they are. This makes it crucial that the content posted be tailored to fit each platform's strengths and their own target audience.

4. Success Stories and Engaging Content

Lastly, nothing speaks louder than success. Instead of just robotically posting links to top stories, have the writers submit a backstory to their features piece and make that the post. Interview successful writers on the platform through zoom and clip their story into compelling video posts. If your audience is writers, then regularly post actual, useful content – writing tips, industry news, or interactive Q&As – keep your audience hooked on all platforms. It is a death nail to believe that your core audience lives and breathes on your platform alone. Don't believe that – find them on their other platforms and start a conversation.

Conclusion & Call-to-Action

In the realm of writing, social media is an indispensable tool for growth and engagement. By strategically leveraging these platforms, Vocal can help to significantly amplify their member's voice and reach. I am currently a 'top fan' of Vocal's Facebook page, and I hope to see more engaging content as early as next week!