0
Experts

Witnesses

Stakeholders
Story
from Mark Blaine (2013)
Conference: Holes.
What/who isn’t in the
coverage? What can you add
that’s new?
Build relationships

@PaulBradshaw : Online Journalism Week 2
Birmingham City University: BA year 2 production
What is journalism for?
What is journalism for?
@PaulBradshaw
Online Journalism Week 1
Alison Huggan, Stephanie Bottrill, Tim Salter, Sheila Holt, Caleb Hollow
Give a voice to the voiceless?
http://helpmeinvestigate.com/welfare/the-bedroom-tax-investigated-in-birmingham-no-place-to-go
Go to interviews with more than a
clippings file.
"A URL is an obvious asset. The site you
build at your URL should become...
"An active reader community is an asset.
That takes time to develop."

Robert Niles - http://www.ojr.org/ojr/people/robert...
The story.
A human case study
Background and context
Expert analysis and reaction
Colour and clarity
They come into contact with..?
Agencies and charities
Communities and forums
Professional groups, unions
Campaigns and gro...
SEO
Make yourself findable
URL, title, subheads
Tags and categories
Images: alt tags and captions
SMO
Emotive sharing
Useful content
Involving users – guest posts
Aristotle
Ethical appeal – this is wrong
Emotional appeal: wow!
Logical appeal: it makes sense
Don’t be clever: tell the story
Write for platform & audience
What do we get out of it?
It’s all about… timing.
(schedule with Buffer)
It’s all about… platform.
It’s all about… push/pull.

http://www.searchenginejournal.com/scientific-guide-posting-tweets-facebook-posts-emails-blog-...
It’s all about… being useful

http://blog.bufferapp.com/a-scientific-guide-to-writing-great-headlines-on-twitter-facebook-...
…being important

http://www.niemanlab.org/2014/01/its-an-outbreak-the-most-shared-upworthy-posts-of-2013-shed-some-light-...
…BWN

Jonah Peretti
http://www.businessinsider.com/jonah-perettis-awesome-viral-media-presentation-explained-2010-8?op=1
Jonah Peretti
http://www.businessinsider.com/jonah-perettis-awesome-viral-media-presentation-explained-2010-8?op=1
http://...
BuzzFeed’s Golden Rules
Don’t use tricks. Be yourself.
Make content you’d be proud
to share. Experiment. Have a
heart. Is ...
Test it with bit.ly
image by

Task 2: People

.
Your challenge is:
CE: Guest/cross post
CM: Interview key person
DJ: Interview expert
(researcher/analyst/FOI)
MM: Audio i...
Web writing: BASIC
Brevity: keep pars ultra short
Adaptability: what can I do?
Scannability: subheadings,
bullets, bold wo...
Web writing: examples
Daily Mail: images & bullets
BBC/Buzzfeed: text, links
Guardian: adaptability
Huffpo: community
Tips:
First person phrases:“my JSA”
Jargon: “spare room subsidy”
site:org site:ac.uk
inurl:forum
Followerwonk
Your directed study is:
Find out…
What claims are being made?
What questions being asked?
Example of interview:
http://www.theguardian.com/healthcare-network/2014/jan/17/health-visitor-homelessfamilies-travellers
Now publish.
Twitter.com/paulbradshaw
Links at Delicious.com/paulb/distribution
Links at Delicious.com/paulb/webwriting
Community, SEO and SMO - making your journalism work for you
Community, SEO and SMO - making your journalism work for you
Community, SEO and SMO - making your journalism work for you
Community, SEO and SMO - making your journalism work for you
Community, SEO and SMO - making your journalism work for you
Community, SEO and SMO - making your journalism work for you
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Community, SEO and SMO - making your journalism work for you

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Class delivered to second year undergraduates on the degrees in the School of Media at Birmingham City University.

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Transcript of "Community, SEO and SMO - making your journalism work for you"

  1. 1. Experts Witnesses Stakeholders Story from Mark Blaine (2013)
  2. 2. Conference: Holes. What/who isn’t in the coverage? What can you add that’s new?
  3. 3. Build relationships @PaulBradshaw : Online Journalism Week 2 Birmingham City University: BA year 2 production
  4. 4. What is journalism for?
  5. 5. What is journalism for?
  6. 6. @PaulBradshaw Online Journalism Week 1
  7. 7. Alison Huggan, Stephanie Bottrill, Tim Salter, Sheila Holt, Caleb Hollow
  8. 8. Give a voice to the voiceless?
  9. 9. http://helpmeinvestigate.com/welfare/the-bedroom-tax-investigated-in-birmingham-no-place-to-go
  10. 10. Go to interviews with more than a clippings file. "A URL is an obvious asset. The site you build at your URL should become your greatest business asset, but you'll need to build many smaller assets within that site first.
  11. 11. "An active reader community is an asset. That takes time to develop." Robert Niles - http://www.ojr.org/ojr/people/robert/201001/1816/
  12. 12. The story. A human case study Background and context Expert analysis and reaction Colour and clarity
  13. 13. They come into contact with..? Agencies and charities Communities and forums Professional groups, unions Campaigns and groups
  14. 14. SEO Make yourself findable URL, title, subheads Tags and categories Images: alt tags and captions
  15. 15. SMO Emotive sharing Useful content Involving users – guest posts
  16. 16. Aristotle Ethical appeal – this is wrong Emotional appeal: wow! Logical appeal: it makes sense
  17. 17. Don’t be clever: tell the story
  18. 18. Write for platform & audience
  19. 19. What do we get out of it?
  20. 20. It’s all about… timing.
  21. 21. (schedule with Buffer)
  22. 22. It’s all about… platform.
  23. 23. It’s all about… push/pull. http://www.searchenginejournal.com/scientific-guide-posting-tweets-facebook-posts-emails-blog-posts-best-time/
  24. 24. It’s all about… being useful http://blog.bufferapp.com/a-scientific-guide-to-writing-great-headlines-on-twitter-facebook-and-your-blog
  25. 25. …being important http://www.niemanlab.org/2014/01/its-an-outbreak-the-most-shared-upworthy-posts-of-2013-shed-some-light-on-virality/
  26. 26. …BWN Jonah Peretti http://www.businessinsider.com/jonah-perettis-awesome-viral-media-presentation-explained-2010-8?op=1
  27. 27. Jonah Peretti http://www.businessinsider.com/jonah-perettis-awesome-viral-media-presentation-explained-2010-8?op=1 http://www.wired.co.uk/magazine/archive/2014/02/features/buzzfeed
  28. 28. BuzzFeed’s Golden Rules Don’t use tricks. Be yourself. Make content you’d be proud to share. Experiment. Have a heart. Is it a human story?
  29. 29. Test it with bit.ly
  30. 30. image by Task 2: People .
  31. 31. Your challenge is: CE: Guest/cross post CM: Interview key person DJ: Interview expert (researcher/analyst/FOI) MM: Audio interview ED: Interview key person 2
  32. 32. Web writing: BASIC Brevity: keep pars ultra short Adaptability: what can I do? Scannability: subheadings, bullets, bold words Interactivity: link, link, link Community: listen/react
  33. 33. Web writing: examples Daily Mail: images & bullets BBC/Buzzfeed: text, links Guardian: adaptability Huffpo: community
  34. 34. Tips: First person phrases:“my JSA” Jargon: “spare room subsidy” site:org site:ac.uk inurl:forum Followerwonk
  35. 35. Your directed study is: Find out… What claims are being made? What questions being asked?
  36. 36. Example of interview: http://www.theguardian.com/healthcare-network/2014/jan/17/health-visitor-homelessfamilies-travellers
  37. 37. Now publish. Twitter.com/paulbradshaw Links at Delicious.com/paulb/distribution Links at Delicious.com/paulb/webwriting
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