The baseline of good communication is connecting with our audiences When you are speaking with or writing to a particular audience – for example, a care home resident, or potential new staff member, think: • Who am I trying to communicate with? • What am I trying to achieve? • Does this communication project our style into the world? (I.e. would I get the sense that this brand really cares?) Some pointers on audiences and channels The necessary functional information can follow underneath. Be more friendly than formal. Use an active rather than passive voice. People like and share life-affirming stories that celebrate moments of joy. Variety in our posts reflects that we are all about choices – encouraging people to live how they want to. We don’t want to come across as sales-y or too ‘us’ focused. Think – what stories are uplifting? Write positively! For social media (Twitter) Twitter is likely to have both users with an appetite for uplifting, joyful content, alongside a more corporate following. As with Facebook it should be used to share active, life-affirming stories, but also interesting soundbites of thought leadership related to later life – either from our own publications, or re-tweeting what interests us – will most likely also interest our audience. Are we sharing thinking that’s interesting and informative? As that’s what our audience will enjoy learning about too. For social media (Facebook, Instagram) Clear, emotionally-engaging headlines capture attention .
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