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Writing For Social Media

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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.

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Writing For Social Media Writing For Social Media Presentation Transcript

  • + pr 1
  • 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
  • OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | THINGS TO AVOID | comet marketing + public relations evolved
  • OVERVIEW | HOW PEOPLE CONSUME INFORMATION ONLINE | BIG PICTURE CONCEPTS | THINGS TO STRIVE FOR | THINGS TO AVOID | 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 • 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 | 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 comet 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