October 19_Memo, Feature and Op Ed Review Points
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October 19_Memo, Feature and Op Ed Review Points






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October 19_Memo, Feature and Op Ed Review Points October 19_Memo, Feature and Op Ed Review Points Presentation Transcript

  • Journalism 370 october 19, 2011
  • Reading memo
    • Every memo must have a beginning, middle and end.
    • The middle was great.
    • Most forgot and beginning and end.
    • One simple sentence about why you’re writing suffices as a beginning.
    • One simple sentence about what’s next suffices as an end.
  • Op-ed
    • What is the problem?
    • What are the consequences of the problem?
    • What data do you have to support it?
    • What is the fix?
    • What data suggests your fix will work?
    • Who is fixing?
    • How can others being part of the solution?
  • Features: what makes a good story?
    • Action-Reaction
    • Action Consequence
    • Surprise
    • Good Characters
    • Conflict
    • A beginning, middle and end.
    • Callbacks
    • Foreshadowing
    • Simile and Metaphor
    • These are elements you can bring to the feature table.
  • Features: areas to be better
    • Attribute, attribute, attribute.
    • Quotes
    • Research
      • Your group is part of a larger effort to do something. Think beyond the organization.
    • Don’ t mention organization in lead
      • An SE Ohio group first
      • Then the name
    • Mention the full name of someone first, then last name, then he or she.
  • Something to think about
    • Your comma placement needs to be better.
    • If you have two sentences connected with and, or, but or some other conjunctive item, there must be a comma.
    • GOOD:
      • I went to class, and the professor gave me my paper.
    • BAD
      • I went to class and the professor gave me my paper.
  • Something to think about
    • Your comma placement needs to be better.
    • If you have two sentences linked together and the subject is the same, you do NOT need a comma.
    • GOOD:
      • I went to class and got my paper.
    • BAD
      • I went to class, and got my paper.
  • If there is one thing you remember from this presentation, what is it?   Social media is a valuable tool in any marketing campaign. It is not the entire toolbox.
  • Social media overview
    • There are five themes you or a client should be aware of before ever creating a social media presence:
    • This is a marathon, not a sprint.
      • For every Ted Williams viral bonanza, there are millions of Ed Williams videos nobody every sees. Social media is a long term investment.
  • Social media overview
    • 2. Content is king.
      • Finding that content isn’t easy.
      • You will swing and miss.
      • Once you find the kingworthy content, measured results aren’t a matter of if, but when.
  • Social media overview
    • 3. Be transparent
      • It’s not the lie. It’s the cover up.
      • It’s not a matter of if you get caught; it’s when.
      • How you apologize is almost as important as what you do wrong.
  • Social media overview
    • 4. It’s OK for people to think you’re not any good.
      • It's been 5+ weeks since @ aepohio cut branches down that were lying on our power lines. They still have not cleaned up our yard. Unreal.
      • @ marksubel Gosh Mark, drop me a note @ capratimiller@aep.com & I'll put you in touch with someone you can discuss the matter with.
      • Just want to say thanks to @ aepohio for quickly resolving our concern from last week. Very professional & courteous. Thanks @ aepohio
  • Social media overview
    • 5. The biggest mistake you can make is not being there.
      • 650 million people are going to be on Facebook.
      • A new person joins LinkedIn every second.
      • Twitter still sees triple digit growth.
  • Social media research
    • How many people are searching for your product through Google?
    • How is your product seen on Twitter?
    • How is your product seen on Facebook?
    • How is your product seen on YouTube?
    • How much time can you devote?
      • 30-60 minutes of Facebook.
      • 1-2 hours on Twitter.
      • As much time as it takes to write a good blog post.
  • Blogging as a social media foundation
    • Blogging is like a good stock: it should grow in time.
    • Blogging offers reasons to post on Twitter and Facebook.
    • Blogs force you to stay fresh and relevant.
    • Blogging can make you an authority.
    • Blogging helps with SEO.
      • Link Building
      • Internal Traffic
  • Social media creating a fan base
    • Have a good offline product
      • If you sell a bad product with terrible customer service, it doesn’t matter how cool your Facebook page is.
      • If you have a product people like and have loyalty towards, results will follow
        • Zappos shoes has 90,000 followers.
        • Crocs have 232,000 followers.
        • Nike has millions of followers.
    • Start small.
      • You have 10 friends.
      • Your 10 friends probably have five friends interested in the same kind of item.
  • Social media creating a fan base
    • Follow bloggers relevant to the industry
      • www.technorati.com
      • www.wordpress.com
      • www.blogged.com
      • Each of these bloggers will have a Twitter handle, a LinkedIn profile and a Facebook page. Follow those folks.
      • Each of these bloggers will have a list of bloggers they like. Like those folks.
    • How do you get followers on Twitter to follow you?
      • Follow people you’re genuinely interested in. Chances are, they will follow you back.
      • Follow people based on industry and area; they are more likely to follow you back.
        • www.wefollow.com
        • www.twellow.com
        • www.nearbytweets.com
      • Follow lists.
      • Follow friends of friends.
      • @reply as often as you tweet. This is a conversation.
  • Social media creating a fanbase
    • Get out, talk to people and make yourself an expert:
      • Answer questions on Yahoo answers
      • Answer questions on Quora.
      • Answer questions on LinkedIn.
      • Answer questions on Twitter.
      • Start commenting on influential blogs.
      • Ask people if you can guest post on said blogs.
  • Social media creating a fan base
    • Integrate social media into overall marketing campaign.
      • Explain Facebook presence on website.
      • Document social media presence in all current forms of outreach.
      • Tell people why they should follow your page/handle.
  • Social media why should they follow us in the first place?
    • Contests
    • Questions
    • Poll questions/survey
    • Coupons
    • News
  • Why are people fussy about social media?
    • People will say bad things about me.
      • They already are.
      • You have the ability to hear those concerns.
      • You have a power to remedy those situations.
  • Why are people fussy about social media?
    • People will say things that are too private.
      • You can create privacy guidelines because you respect people ’s privacy.
      • You can move the conversation offline.
      • You have to monitor your page.
  • Creating a social media plan
    • Develop a schedule to publish content.
    • Make sure it ’s realistic.
    • Follow the map.
  • Study the map.
    • Plan
    • Do
    • Study
    • Act