Ghostwriters aren't just for book publications; they also work with social media posts. Regular communication with the public on platforms like Facebook, LinkedIn, and XING gives a company or individual a place in the public eye. How do you find the right one? Ghostwriter And what advantages does an authentic, professional social media strategy offer?
Facebook, LinkedIn or TikTok: Where can you find your target audience?
In today's world, it's common for companies to communicate regularly with the public. This doesn't necessarily require a full PR department; most businesses—especially small and medium-sized enterprises—do so via their social media channels. Celebrities and freelancers also use these platforms for personal branding. Modern technologies keep the effort manageable, but a professional approach is still essential. Each social media platform is different and therefore offers different possibilities. Which one is best suited to your goals?
While XING and LinkedIn are primarily focused on the business sector and are well-suited for contacting companies, Facebook, Twitter, Instagram, and TikTok offer direct access to end customers and individuals. However, that's not all: it's crucial to understand your target audience and their characteristics (age, gender, education level, other interests, etc.) and to know where to find them. On Twitter or TikTok? Is their message best conveyed through images, video, or text?
Ghostwriting for Social Media: Who offers this service?
Social media consultants offer advice and support for social media activities SEO- or Content marketingAgencies, each with a different focus. The service is generally comprehensive and includes, for example, consulting, strategy development, or the production of audiovisual material (video, images, podcasts).
For many, however, it suffices to do some strategic planning themselves and hire a freelancer who dedicates a few hours a month to the project and, for example, publishes articles on a weekly basis. These service providers often come from a background in journalism or public relations. Others have a humanities background and have acquired the necessary expertise in modern communication or have training in marketing.
Since the requirements for a social media ghostwriter can vary greatly, it is important to determine, based on the individual situation of the client, what qualifications or experience the freelance ghostwriter should possess.
Who can benefit from social media ghostwriting?
Creating targeted attention on social media can be particularly worthwhile for the following groups:
- Small businesses that do not have their own communications or marketing department.
- Solo self-employed individuals who have to market their skills themselves and who can save a lot of time that they would normally have to spend on customer acquisition by having a good reputation on LinkedIn, for example.
- Job seekers or career starters who want to build a network.
- Certain professional groups benefit greatly from personal branding: athletes, actors, celebrities, or politicians who want to be noticed by the public. But it can also be interesting for trainers, coaches, and consultants who may have developed a promising approach or method to strengthen their personal brand.
However, not everyone who would benefit from personal branding or a professional social media presence has the time and skills to actually build it. So how do you find the right ghostwriter for XING, LinkedIn, or Facebook? And what questions should you consider beforehand?
Before ghostwriting: What content do you want to convey?
To find the right ghostwriter, you should first have an idea of who you're looking for. Define your search by asking yourself a few questions to determine what you want to communicate and who your target audience is:
What kind of content is involved? And what is the nature of this content?
Answers to these questions already reveal something about the type of author being sought. For example, if the topic is sensitive or complex and requires a nuanced and more detailed presentation, blog articles are likely more suitable than short posts or images. In such cases, a ghostwriter is needed who writes clearly and precisely and possesses a keen sense for communicating sophisticated topics appropriately. This might be the case for NGOs, institutions, or even complex products: A product that isn't immediately obvious can greatly benefit from being presented to the public by an author with a deeper understanding.
If, on the other hand, the goal is to maintain customer interest, different challenges arise: perhaps a lively, relaxed, and humorous exchange with the customers should be established. For this, the ghostwriter doesn't need specialist knowledge or particularly precise expression, but a certain personality is essential. Often, the content and objective of the communication already suggest a specific medium or channel; this, in turn, provides a clearer picture of the requirements the ghostwriter should meet.
Special case: Ghostwriter personal branding – you as the content
A strategy focused on successful personal branding can be particularly important for the aforementioned professional groups. In this approach, the client's personality becomes, to a certain extent, the content of a social media campaign: skills, qualifications, experience, work methods, and potentially attitudes and perspectives.
In this context, it is important that the person becomes clear about a few points.
- What is my topic?
- Which part of me is relevant to the public?
- What do I stand for?
- What is my unique selling point, my distinguishing feature?
- What is my purpose?
- What would I like to offer?
In short, this means: If I'm a chef and want to build an online presence, posting the dishes I've created in my free time on Instagram can be very beneficial. However, if I want to establish myself as an expert on political issues, the public probably won't get much out of information about my last lunch – an insightful article on a current debate would likely be more effective.
Finding the right ghostwriter: How do you proceed?
Below is a brief overview of the points you should consider when hiring a ghostwriter for social media:
The most important questions before searching
What content do I want to communicate?
Who is the intended audience? What does my target group look like?
What specific goal am I pursuing? Do I want to expand my customer base, strengthen relationships with my existing customers, or inform the public about innovative projects?
Selection of ghostwriters
What do the agreed-upon contents reveal about the author who is supposed to write them?
Consider this: You primarily want to position yourself as an expert in a specific industry via LinkedIn. To do this, you need well-written articles on industry-relevant topics and a solid understanding of how to post meaningful links. Therefore, you'll benefit if your ghostwriter has in-depth knowledge of your topic and your industry.
What qualities and skills does your ghostwriter need? Expertise? Humor? Or a specific writing style? Or primarily marketing skills?
To communicate effectively with the world, communication with your ghostwriter should be seamless. Keep in mind that their work will be published under your name. The writing samples should feel authentic to you; you should be able to readily identify with their suggestions.
What is your budget?
If you are honest about your budget, you can prioritize your activities effectively: What quality do you expect or need to achieve your intended goal? And what quantity – how frequently should you publish something?
You might be able to use sample texts or a small assignment at the beginning of the collaboration to align your expectations.
Advantages of professional social media ghostwriting
The advantages of professional ghostwriting are obvious: your articles and posts follow a strategy that establishes a specific image of you, your work or your company – one you have chosen yourself – in the public eye.
Success can be measured reliably; it's therefore easy to understand which articles or posts are well-received and which aren't. A professional can quickly suggest adjustments and knows how to get the most out of your budget. They can interact with your target audience and respond appropriately to critical comments.
How can SCRIBERS[HUB] help you with your search?
SCRIBERS[HUB] takes care of the search for you and proposes several suitable ghostwriters who are available within your desired timeframe and budget. Once you have an idea of who can help you gain more visibility on your social media channels or successfully establish your personal brand, SCRIBERS[HUB] selects the candidates from a pool with diverse qualifications and areas of expertise. With us, you'll find tailored support.
