There are so many moving parts to creating great social content for your brand’s channels that it’s often easy to overlook great grammar as one of the most important elements. Sure, a brand’s voice is typically a little more relaxed in the digital space, but that’s not an excuse for poorly written messages. We’ve pulled together a list of common mistakes we see to help you out.
As with many grammar “rules” in the English language, the tips below aren’t without exception, but they’re a good place to start.
Affect vs. Effect
Affect is usually a verb that means “to influence.”
Effect is usually a noun that means “a result.”
Amount vs. Number
Amount is used when describing something you could not count.
Number is used when describing something you could count.
Could Have vs. Would Have vs. Should Have
It’s easy to let colloquial language slip into your writing on occasion. When writing about something thatcould/would/should have happened, remember it’s never correct to say it could/would/should of happened.
Datum or Data
Datum is a singular noun that refers to one piece of information.
Data is a plural noun that refers to multiple pieces of information.
Fewer vs. Less
Fewer is used when referring to something you could count.
Less is used when referring to something you could not count.
I or Me
I is a subject pronoun. Me is an object pronoun.
Tip: When determining which one to use (especially in a list), try removing the other names in the sentence to see if it still makes sense with the pronoun you chose. For instance, in the second example above, “He went to the Tigers game with Taylor, Francheska, and I,” might sound alright in your head, but you know you’d never say, “He went to the Tigers game with I.” Therefore, me is the correct pronoun.i.e. vs. e.g.
i.e. is the abbreviation for “id est” or “that is.” It’s usually used when providing additional clarity.
e.g. is the abbreviation for “exempli gratia” or “for example.” It’s usually used when listing examples.
Who or That
Who is used when referring to a person.
That is used when referring to an object.
Whether or If
Whether is used when there is an alternative.
If is used when there is no alternative and a condition.
While great grammar is one key to effective writing, staying in your brand’s voice is just as important. If you choose to use slang or let a few grammar rules slip in your writing, just be sure it’s all intentional and moves your message forward in the brand voice.
