The success of social media is content based, which means that good writing skills are more important than ever before.  Creative writing, editing and tone of voice play a crucial part in the portfolio of talents that public relations practitioners need to use on a daily basis.  In our nano-second digital age the concept of writing skills seems too, too trad for PR wannabes – but without such talents the vibrancy, appeal and relevancy of social media would be nothing.  The skills that make us better influencers, thinkers and reporters are all influenced by writing.  They are the same skills that help us sell ideas effectively – whether in a new business pitch or convincing audiences of product benefits.  Social media writing needs to inspire engagement and conversation, it needs to be shared with the online community whilst at the same time appealing to individuals and it needs to build relationships and encourage brand loyalty. Key tips are to keep content to small sized pieces of information that are easy to digest and make sure your tone is friendly and chatty – and share… but not too much!