How will this benefit them or solve their problem?
Here's another great example from Starbucks:
Other things to consider when crafting messages for your audience:
- If they share it with their social network, will it make them look good? No one will want to share content just because you ask them to. Even if they are following you and you add the two words "Please RT".
- How do I want my audience to perceive our organization (or yourself if you take a personal approach)? Do you want to be seen as a stuffy, high and mighty corporation that is only out to make money or a company that values its audience and wants to create a two way communication flow?