Writing For Social Media

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Writing for the Web Social Media Edition Sara Meaney comet marketing + public relations evolved

OVERVIEW | comet marketing + public relations evolved

OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | comet marketing + public relations evolved

OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | comet marketing + public relations evolved

OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | comet marketing + public relations evolved

HOW PEOPLE CONSUME INFORMATION ONLINE | SECONDS PER PAGE | comet source: Nielsen Norman Group n = 45,237 page views marketing + public relations evolved

HOW PEOPLE CONSUME INFORMATION ONLINE | % WORDS READ PER PAGE | comet source: Nielsen Norman Group n = 45,237 page views marketing + public relations evolved

HOW PEOPLE CONSUME INFORMATION ONLINE | EYE TRACKING STUDIES | ABOUT US PRODUCT SERP comet source: Nielsen Norman Group n=32 marketing + public relations evolved

HOW USERS READ ONLINE | THEY DON’T. THEY SCAN. How to NOT lose them: • Highlight key words • Use sub-headings that are meaningful, rather than clever • Bulleted lists • One idea per paragraph, made clear within the first few words • Inverted pyramid: start with the punchline or conclusion • Half the word count (or less) than conventional writing ★ Use numerals instead of words, when appropriate. (AP Style, and other conventions go out the window here...) comet marketing + public relations evolved

INVERTED PYRAMID | TELL THE PUNCHLINE FIRST comet marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE READY? comet marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE READY? How old was the boy? How many pizzas did the girl eat? comet marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE comet source: Nielsen Norman Group marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). comet source: Nielsen Norman Group marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. comet source: Nielsen Norman Group marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: comet source: Nielsen Norman Group marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: ‣ 2,000,000 is better than two million. comet source: Nielsen Norman Group marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: ‣ 2,000,000 is better than two million. ‣ Two trillion is better than 2,000,000,000,000 because most people can't interpret that many zeros. comet source: Nielsen Norman Group marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: ‣ 2,000,000 is better than two million. ‣ Two trillion is better than 2,000,000,000,000 because most people can't interpret that many zeros. • As a compromise, you can often use numerals for the signi cant digits and write out the magnitude as a word. For example, write 24 billion (not twenty-four billion or 24,000,000,000). comet source: Nielsen Norman Group marketing + public relations evolved

MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE • Write numbers with digits, not letters (23, not twenty-three). • Use numerals even when the number is the rst word in a sentence or bullet point. • Use numerals for big numbers up to one billon: ‣ 2,000,000 is better than two million. ‣ Two trillion is better than 2,000,000,000,000 because most people can't interpret that many zeros. • As a compromise, you can often use numerals for the signi cant digits and write out the magnitude as a word. For example, write 24 billion (not twenty-four billion or 24,000,000,000). • Spell out numbers that don't represent speci c facts. comet source: Nielsen Norman Group marketing + public relations evolved

HOW JOURNALISTS USE COMPANY WEB SITES | FACT-GATHERING The top-5 reasons journalists gave for visiting a company's website: • Locate a PR contact (name and telephone number) • Find basic facts about the company (spelling of an executive's name, his/ her age, headquarters location, and so on) • Discern the company's spin on events • Check financial information • Download images to use as illustrations in stories comet source: Nielsen Norman Group n= 40 marketing + public relations evolved

BIG PICTURE | THINGS TO THINK ABOUT WHEN WRITING ONLINE • Tone: Formal or Informal? • Voice: What does the brand sound like? • Flow: How to optimize comprehension? • Content: Words? Images? Videos? Audio? • Format: How to break up text and content to direct the reader? • Length: Is there such a thing as too long? Too short? comet marketing + public relations evolved

GOLDEN RULE | KNOW YOUR AUDIENCE Know your audience: • Who are they? • What is their knowledge level on the topic? • What else do they need to know? What would be valuable to them? • How do they speak? How do they expect to be spoken to? comet marketing + public relations evolved

KNOW YOUR AUDIENCE | comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers • Tone comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers • Tone • Voice comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content • Format comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Content • Format • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Format • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Format • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Format • Length • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice Are these the same? • Voice • Flow • Flow • Content • Content • Format • Format • Length • Length comet marketing + public relations evolved

KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice Are these the same? • Voice • Flow • Flow • Content Can they be? • Content • Format • Format • Length • Length comet marketing + public relations evolved

PLATFORM VARIATIONS | E-NEWSLETTERS comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved

PLATFORM VARIATIONS | E-NEWSLETTERS • Average time spent per newsletter: 51 seconds comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved

PLATFORM VARIATIONS | E-NEWSLETTERS • Average time spent per newsletter: 51 seconds • 67% of the time, completely skipped intro text comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved

PLATFORM VARIATIONS | E-NEWSLETTERS • Average time spent per newsletter: 51 seconds • 67% of the time, completely skipped intro text • Note attention on rst 2 words of headlines only comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER comet marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: comet marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier comet marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link comet marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam comet marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam • Make clear what they’ll get: article/image/video comet marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam • Make clear what they’ll get: article/image/video • Every words counts! comet marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam • Make clear what they’ll get: article/image/video • Every words counts! • Include key words upfront comet marketing + public relations evolved

PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier • Give a reason to click through to link • Give reasons to trust your link: not a virus/not spam • Make clear what they’ll get: article/image/video • Every words counts! • Include key words upfront • ALL CAPS and numerals catch the eye - when used sparingly comet marketing + public relations evolved

PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) comet marketing + public relations evolved

PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: comet marketing + public relations evolved

PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability comet marketing + public relations evolved

PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability • Describe what they’ll see comet marketing + public relations evolved

PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability • Describe what they’ll see • Consider the ways people browse search results comet marketing + public relations evolved

PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability • Describe what they’ll see • Consider the ways people browse search results • Remember your audience comet marketing + public relations evolved

SOCIAL MEDIA | WHAT’S THE GOAL? comet marketing + public relations evolved

SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: comet marketing + public relations evolved

SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation comet marketing + public relations evolved

SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation • Get the word out comet marketing + public relations evolved

SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation • Get the word out • Draw interest comet marketing + public relations evolved

SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation • Get the word out • Draw interest • Get feedback comet marketing + public relations evolved

SOCIAL MEDIA | WHAT’S THE GOAL? Remember why you’re there and work toward that goal with everything you write: • Start a conversation • Get the word out • Draw interest • Get feedback • Build relationships comet marketing + public relations evolved

KILLER HEADLINES | BBC NAILS IT • Short • Catchy • Speci c • News-oriented • Strategic • Longer • Wordier • Less speci c • News-oriented • TMI? comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR: comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness • Transparency comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness • Transparency • Respect social conventions comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness • Transparency • Respect social conventions • Conversation comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors • Spamming comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors • Spamming • Jargon comet marketing + public relations evolved

SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors • Spamming • Jargon • More of the same comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable • Vocabulary = variability for interest comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Rich paragraphs • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Short paragraphs: one topic • Length is variable • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Short paragraphs: one topic • Length is variable • Short, succint • Vocabulary = variability for interest • Author controls the experience comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Short paragraphs: one topic • Length is variable • Short, succint • Vocabulary = variability for interest • Keywords, search terms = SEO • Author controls the experience comet marketing + public relations evolved

OLD VS. NEW | PRINT VS. ONLINE PRINT ONLINE • Storytelling: beginning to end • Storytelling: brief chunks • Complete sentences • Fragments okay: for impact • Rich paragraphs • Short paragraphs: one topic • Length is variable • Short, succint • Vocabulary = variability for interest • Keywords, search terms = SEO • Author controls the experience • User controls the experience comet marketing + public relations evolved

QUESTIONS? | ? comet marketing + public relations evolved

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Writing For Social Media

by Hanson Dodge Creative on Feb 24, 2010

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Writing For Social Media — Presentation Transcript