How to use abstracts to introduce your blogs in social media

Assuming you don’t post full-length articles directly on to social media (and that’s not normally a good idea unless they’ve been published on your website first) how do you let your readers know when you’ve just posted something new?Using abstracts to introduce blog postsAnd more to the point, how do you entice readers to click through and read your full article on your website/blog?

Introduce your blog posts on social media using abstracts

Abstracts come from the world of academia when they are used to summarise, in a few sentences, the main thrust of even the most complex and lengthy of papers, studies, or whatever.

The variety of “abstract” we use, however, is NOT academic: it’s marketing-driven

In the everyday world, abstracts – provided they are  well written – can be equally useful to introduce your content and get readers sufficiently intrigued that they will click on the post and go through to your website to read the full story. And that’s what you want.

As you know, I – and many other people involved with social media and blogging – believe that for the most effective results for readers and Search Engine Optimisation, it’s essential to direct readers from social media to your site in the first instance.

So how do you do it?

Take a good, hard look at what your blog post really is about

Once you have written the original article – although you will, of course, have based its structure on what’s the “in it for them” element for readers – go back and take another look.

With luck, you will see that your article achieves what you intended in its original structure.

(If it doesn’t, go back and rewrite it on the basis of featuring “what’s in it for them.”)

Next, consider how your “what’s in it for them” applies to your readers in very specific terms. This may well involve drilling down to very “niche” issues in order to write a good abstract. And that’s fine.

Summarise those specific, niche terms into one paragraph – your abstract

BUT … and here’s the big but…

This paragraph/abstract needs to tell them only what they will gain from reading your article.

However your abstract mustn’t tell them what to do to achieve that gain, for obvious reasons.

If you do, that may well start a good discussion on the social media post in question, which of course isn’t a bad thing.

But given the pressures of Google and commercialism, usually it’s preferable to get them clicking through to your site to make their comments and enter into a discussion.

So it’s about giving them a sniff of the benefits without saying how to achieve them

Here are a few examples of my own abstracts that I use on social media platforms. Hopefully these will illustrate my points as mentioned above. Click on to see what the full articles say…

Great news! You’ve written a book – your first book perhaps? – and if you’re self or hybrid publishing (as many people do now) you need to commission a cover design that will do your superb words the justice they deserve. Here’s how to make sure the design works in today’s online book markets…

Despite “motion picture” being a term that dates back to the early 20th century or so, it’s still the most relevant term I can find that accurately describes the difference between “stills” and now “video” in the more formal sense, when a more considered approach is called for. When you make this type of video (even just shooting it on a SmartPhone) it needs to tell a story – not merely illustrate it. Here’s how…

With Meghan Markle making a speech at her wedding to the UK’s Prince Harry, this really does open the floodgates for more women to do likewise … and not just brides, either. Here’s some advice on how to do it – royally well…

Glowing reviews, if they’re paid for, are about as likely to convince new customers to buy stuff, as is a slap in the face with a wet and slightly rotting fish. But, and here’s a  thought. Some sponsored posts, like advertorial, can actually work…find out how, here

It was as if I had slapped her across the face in front of this room full of people. Dyslexics and how unfairly they are treated – read on:

When someone responds to “how are you today” with “good thanks, and yourself?” … it makes my grammar fascist nerve-endings jangle. “Yourself” here seems lumpy and affected. Why not just “good thanks, and you?” Or even “good thanks, and how are you?” What do you think? Find out the facts and join the discussion…

Here’s the latest from my inbox – how to get your completed nonfiction book out there, sharing your expertise and your story. A real enquiry and one that’s typical of many I receive now that I am working almost entirely as an author coach and book publishing consultant.

Have you often thought you’d love to write a short story, but you’re not sure how to go about it? This article gives you some basic ideas to get you off in the right direction. Enjoy!

Get the idea? It’s easy, really.

If you need a further helping hand to know how to introduce your blog post or article in social media with abstracts, just put yourself in the position of a reader and ask yourself “why should I read this article? What will it do for me?”

Your answer – positive of course – will help you write abstracts that will pull readers to your website or blog exactly as you want them to.

Any questions?

Jot them down here in the comments and I’ll answer them as effectively as I can.

Sz xx