Social media marketing 3 copywriting and news coverage in the groundswell

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Social media marketing 3 copywriting and news coverage in the groundswell

  1. 1. Social Media Marketing3 Copywriting and news coverage in the groundswell and in established media
  2. 2. Social Media MarketingCopywriting, News and Social MediaTalking about news to the groundswellThe groundswell and the journalistsNEWS IN A SOCIAL MEDIA AGEEmily Bell on new journalism:http://www.youtube.com/watch?v=uB2nGHiAw6o&feature=relatedSocial media and journalism today:http://www.socialmediaexaminer.com/how‐social‐media‐helps‐journalists‐break‐news/Participatory citizenship, transmedia storytellingand convergence culture (Henry Jenkins):http://www.youtube.com/watch?v=bhGBfuyN5gg&feature=relatedCOMMUNICATION
  3. 3. Social Media MarketingCopywriting, News and Social Media Is this theory preciseHow to understand the “public” concerning media culture?—The private and public spheresaccording to Jürgen Habermas STATE PUBLIC SPHERE PRIVATE SPHERE Law and order Cultural Public Sphere Intimate Sphere Education Function: Debate and experiences Function: feelings, social Schools as being an individual in the state. activities, sexuality, friendship. Health Social roles: Audience, participant, Social roles: Family member, influencer. partner, friend. Infrastructure Media types: Movies, tv, literature, Media types: Dating sites, lifestyle Culture sport, public social media … ? programmes, blogs on traveling … ? Democracy Political Public Sphere Social Sphere Function: Common challenges Function: Private economy, the market and value debates. Social roles: investor, consumer, Social roles: Citizen, voter, employee. politician. Media types: Advertisement, Media types: News, blogs, newspapers, magazines, websites newspapapers … ?COMMUNICATION
  4. 4. Social Media MarketingCopywriting, News and Social MediaThe Temperamental Rose as writingstrategy (Goethe & Schiller 1799)THE EMOTIONAL LANGUAGE HAS A COLOUROr, to be more precise; the adjectives connotate a certain climate.At least, that’s the theory. Anyway it’s a good idea to work with arhetorical strategi when writing for your social media audience. A partfrom ethos, logos and pathos, you can work with the adjectives as …■ BLUE function text: Information and facts—focus on numbers, dates, precision and information■ GREEN function text: Guarantee and quality—focus on guarantees, tradition, order and quality■ YELLOW function text: Experience—focus on ideas, visions, fun, spontanity, experience■ RED function text: Contact and emotion—focus on sympathy, emotions, empathy, warmth, invitationSource: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.COMMUNICATION
  5. 5. Social Media MarketingCopywriting, News and Social MediaThe Temperamental Rose as writingstrategy (Goethe & Schiller 1799)EXAMPLE Adjectives as examples Visual aid BLUE function text: Information and facts ■ Informative funtion: ■ Representative pictures: “It costs only X … X can do this and this” numbers, graphs, illustrations GREEN function text: Quarantee and quality ■ Guarantee function: ■ Cultural representations: “Our best reporters give you …” Experience, order, positive grouping YELLOW function text: Experience ■ Experience function ■ Extrovert representations: “It will be as if you were there yourself!” Fun, dynamic, (unorthodox?) RED function text: Contact and emotion ■ Contact function: ■ Introvert-extrovert sincerity: “We know you want the best. Contact us at …” Calm, inviting, wisdom, joySource: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.COMMUNICATION
  6. 6. Social Media MarketingCopywriting, News and Social MediaThe Temperamental Rose as writingstrategy (Förster 2004 via Goethe & Schiller 1799)EXAMPLE Adjectives as examples Visual aid BLUE function: Information and facts ■ Informative funtion: ■ Representative pictures: LOGOS “It costs only X … X can do this and this” numbers, graphs, illustrations GREEN function: Quarantee and quality ■ Guarantee function: ■ Cultural representations: ETHOS “Our best reporters give you …” Experience, order, positive grouping YELLOW function: Experience ■ Experience function ■ Extrovert representations: “It will be as if you were there yourself!” Fun, dynamic, (unorthodox?) PATHOS RED function: Contact and emotion ■ Contact function: ■ Introvert-extrovert sincerity: “We know you want the best. Contact us at …” Calm, inviting, wisdom, joySource: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.COMMUNICATION
  7. 7. Social Media MarketingCopywriting, News and Social MediaThe Temperamental Rose as writingstrategy (Förster 2004 via Goethe & Schiller 1799)EXAMPLE Adjectives as examples Visual aid BLUE function: Information and facts ■ Informative funtion: ■ Representative pictures: USP “It costs only X … X can do this and this” numbers, graphs, illustrations GREEN function: Quarantee and quality ■ Guarantee function: ■ Cultural representations: “Our best reporters give you …” Experience, order, positive grouping YELLOW function: Experience ■ Experience function ■ Extrovert representations: ESP “It will be as if you were there yourself!” ISP Fun, dynamic, (unorthodox?) RED function: Contact and emotion ■ Contact function: ■ Introvert-extrovert sincerity: “We know you want the best. Contact us at …” Calm, inviting, wisdom, joySource: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.COMMUNICATION
  8. 8. Social Media MarketingCopywriting, News and Social Media REDThe Temperamental Rose as writing contact & appealstrategy (Förster 2004 via Goethe & Schiller 1799)EXAMPLE Conflict theme: Comfort or Rationality spontainity? vs emotions BLUE YELLOW factual information Active & new Conflict theme: Rational proof or Tradition cultural certainty? vs the new GREEN experience & traditionCOMMUNICATION
  9. 9. Social Media MarketingCopywriting, News and Social Media1. Organising the news team:Key roles Let’s get started! Every candidate must prepare a small speach (two minutes!) on why they would be best as either journalist, webmaster or editor. If you don’t want to be an editor, point to a person as an excellent choice of being the editor. State your reasons why. Elect an editor!COMMUNICATION
  10. 10. Social Media MarketingCopywriting, News and Social Media2. Organising the news team:Meetings and startOrganizing the news teamMeet up and decide on the following: Angle: What angle is needed? The critical angle,Type of magazine: What is the topic? How will your personal angle or the angle of the groupyou cover the topics with primary and secondary you’re representing (and what angle is that?)?sources? How can you validate your sources? News criteria: Actuality, identification, conflict,Target group: How old are the readers? What are scandal, homour, sensation, news?there doing for a living? Is it a small defined Working routines: How must the editor clear thetarget group or a more complex, comprehensive news? When do you need to meet up as a team?group united by passions of interest? Policy: What authority do the webmasters have inColour of voice: How must you communicate? terms of ugly content (trolls etc.?) Can otherWhat colour of voice is needed? Does it require a ordinary users report this type of content?funny, sarcastic voice, a fact oriented voice or …?COMMUNICATION
  11. 11. Social Media MarketingCopywriting, News and Social Media3. Organising the news team:Launch the siteDecide on the social media type:Meet up and decide on the following:Website: Go to wordpress: You are invitedStart blogging. There may pop up some strangecomments COMMUNICATION
  12. 12. Social Media MarketingResourcesGill Branston Charlene Li & Josh Bernoff (2011):& Roy Stafford (2010): groundswell. Winning in a WorldThe Media Student’s Book. Transformed by Social TechnologiesRoutledge. Ed. 5. Harvard Business PressHans Peter Förster (2004):Texten wie ein Profi.Frankfurter Algemeine Buch.Frankfurt am Main.LINKSWebsite (groundswell/Forrester Research): Emily Bell:http://www.forrester.com/Groundswell/authors.html http://www.journalism.columbia.edu/profile/304‐emily‐bell/10http://www.casestudiesonline.com/http://www.mediastudentsbook.com/COMMUNICATION

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