Writing on the web is not just about putting words on a 'virtual' piece of paper.
Think back to the likes of Shakespeare, the plays were not just words portrayed through actors....it was an insight into emotion and life.
When you think of Romeo and Juliet, Shakespeare through his writing allows the youngsters who haven't experience love...to experience it through the story. The engagement was created because people could live through the story, understand different feelings and grow as a person because of it.
Social media is similar.
Social media that engages...doesn't concentrate on the words
Social media that engages...concentrates on the emotion
Imagine if Shakespeare were alive today. Do you think he would write in marketing speak? Do you think he would write about what he wants to say?