Writing For Social Media

  • 2,450 views
Uploaded on

Writing for social media requires a different focus, style and awareness of how users consume media online. Language, tone, length and voice must change in order to capture and hold the attention of …

Writing for social media requires a different focus, style and awareness of how users consume media online. Language, tone, length and voice must change in order to capture and hold the attention of online readers.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,450
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
0
Comments
1
Likes
17

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

































































































Transcript

  • 1. + pr 1
  • 2. Writing for the Web Social Media Edition Sara Meaney comet marketing + public relations evolved
  • 3. OVERVIEW | comet marketing + public relations evolved
  • 4. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | comet marketing + public relations evolved
  • 5. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | comet marketing + public relations evolved
  • 6. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | comet marketing + public relations evolved
  • 7. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | THINGS TO AVOID | comet marketing + public relations evolved
  • 8. OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | THINGS TO AVOID | comet marketing + public relations evolved
  • 9. HOW PEOPLE CONSUME INFORMATION ONLINE | SECONDS PER PAGE | comet source: Nielsen Norman Group n = 45,237 page views marketing + public relations evolved
  • 10. HOW PEOPLE CONSUME INFORMATION ONLINE | % WORDS READ PER PAGE | comet source: Nielsen Norman Group n = 45,237 page views marketing + public relations evolved
  • 11. HOW PEOPLE CONSUME INFORMATION ONLINE | EYE TRACKING STUDIES | ABOUT US PRODUCT SERP comet source: Nielsen Norman Group n=32 marketing + public relations evolved
  • 12. 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
  • 13. INVERTED PYRAMID | TELL THE PUNCHLINE FIRST comet marketing + public relations evolved
  • 14. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE READY? comet marketing + public relations evolved
  • 15. 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
  • 16. MORE ON NUMERALS | THEY CATCH AND HOLD THE ONLINE READER’S GAZE comet source: Nielsen Norman Group marketing + public relations evolved
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. KNOW YOUR AUDIENCE | comet marketing + public relations evolved
  • 28. KNOW YOUR AUDIENCE | Lawyers comet marketing + public relations evolved
  • 29. KNOW YOUR AUDIENCE | Lawyers • Tone comet marketing + public relations evolved
  • 30. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice comet marketing + public relations evolved
  • 31. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow comet marketing + public relations evolved
  • 32. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content comet marketing + public relations evolved
  • 33. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content • Format comet marketing + public relations evolved
  • 34. KNOW YOUR AUDIENCE | Lawyers • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved
  • 35. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved
  • 36. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Flow • Content • Format • Length comet marketing + public relations evolved
  • 37. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Content • Format • Length comet marketing + public relations evolved
  • 38. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Format • Length comet marketing + public relations evolved
  • 39. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Length comet marketing + public relations evolved
  • 40. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Format • Length comet marketing + public relations evolved
  • 41. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Format • Length • Length comet marketing + public relations evolved
  • 42. KNOW YOUR AUDIENCE | Lawyers Motorcycle Shoppers • Tone • Tone • Voice • Voice • Flow • Flow • Content • Content • Format • Format • Length • Length comet marketing + public relations evolved
  • 43. 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
  • 44. 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
  • 45. PLATFORM VARIATIONS | E-NEWSLETTERS comet source: Nielsen Norman Group 117 newsletters tested w/ 42 readers marketing + public relations evolved
  • 46. 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
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. PLATFORM VARIATIONS | TWITTER comet marketing + public relations evolved
  • 51. PLATFORM VARIATIONS | TWITTER comet marketing + public relations evolved
  • 52. PLATFORM VARIATIONS | TWITTER comet marketing + public relations evolved
  • 53. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: comet marketing + public relations evolved
  • 54. PLATFORM VARIATIONS | TWITTER Same SCANNING rules apply: • Consider length (<130) to make Retweets easier comet marketing + public relations evolved
  • 55. 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
  • 56. 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
  • 57. 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
  • 58. 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
  • 59. 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
  • 60. 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
  • 61. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) comet marketing + public relations evolved
  • 62. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: comet marketing + public relations evolved
  • 63. PLATFORM VARIATIONS | CONTENT-RICH SITES (YOUTUBE, FLICKR, ETC.) Focus on GOOD TAGGING and GOOD SUMMARIES: • Keywords determine ndability comet marketing + public relations evolved
  • 64. 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
  • 65. 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
  • 66. 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
  • 67. SOCIAL MEDIA | WHAT’S THE GOAL? comet marketing + public relations evolved
  • 68. 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
  • 69. 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
  • 70. 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
  • 71. 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
  • 72. 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
  • 73. 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
  • 74. 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
  • 75. SOCIAL MEDIA | THINGS TO STRIVE FOR: comet marketing + public relations evolved
  • 76. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines comet marketing + public relations evolved
  • 77. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality comet marketing + public relations evolved
  • 78. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar comet marketing + public relations evolved
  • 79. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness comet marketing + public relations evolved
  • 80. SOCIAL MEDIA | THINGS TO STRIVE FOR: • Killer headlines • Personality • Flawless writing: spelling, punctuation, typos, grammar • Truthfulness • Transparency comet marketing + public relations evolved
  • 81. 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
  • 82. 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
  • 83. SOCIAL MEDIA | THINGS TO AVOID comet marketing + public relations evolved
  • 84. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much comet marketing + public relations evolved
  • 85. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy comet marketing + public relations evolved
  • 86. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors comet marketing + public relations evolved
  • 87. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors • Spamming comet marketing + public relations evolved
  • 88. SOCIAL MEDIA | THINGS TO AVOID • Talking about yourself/your brand too much • Being salesy • Sloppiness/errors • Spamming • Jargon comet marketing + public relations evolved
  • 89. 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
  • 90. OLD VS. NEW | PRINT VS. ONLINE comet marketing + public relations evolved
  • 91. OLD VS. NEW | PRINT VS. ONLINE PRINT comet marketing + public relations evolved
  • 92. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end comet marketing + public relations evolved
  • 93. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences comet marketing + public relations evolved
  • 94. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs comet marketing + public relations evolved
  • 95. OLD VS. NEW | PRINT VS. ONLINE PRINT • Storytelling: beginning to end • Complete sentences • Rich paragraphs • Length is variable comet marketing + public relations evolved
  • 96. 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
  • 97. 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
  • 98. 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
  • 99. 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
  • 100. 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
  • 101. 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
  • 102. 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
  • 103. 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
  • 104. 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
  • 105. QUESTIONS? | ? comet marketing + public relations evolved