Your SlideShare is downloading. ×
Community, SEO and SMO - making your journalism work for you
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

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


Published on

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

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

1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Experts Witnesses Stakeholders Story from Mark Blaine (2013)
  • 2. Conference: Holes. What/who isn’t in the coverage? What can you add that’s new?
  • 3. Build relationships @PaulBradshaw : Online Journalism Week 2 Birmingham City University: BA year 2 production
  • 4. What is journalism for?
  • 5. What is journalism for?
  • 6. @PaulBradshaw Online Journalism Week 1
  • 7. Alison Huggan, Stephanie Bottrill, Tim Salter, Sheila Holt, Caleb Hollow
  • 8. Give a voice to the voiceless?
  • 9.
  • 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. "An active reader community is an asset. That takes time to develop." Robert Niles -
  • 12. The story. A human case study Background and context Expert analysis and reaction Colour and clarity
  • 13. They come into contact with..? Agencies and charities Communities and forums Professional groups, unions Campaigns and groups
  • 14. SEO Make yourself findable URL, title, subheads Tags and categories Images: alt tags and captions
  • 15. SMO Emotive sharing Useful content Involving users – guest posts
  • 16. Aristotle Ethical appeal – this is wrong Emotional appeal: wow! Logical appeal: it makes sense
  • 17. Don’t be clever: tell the story
  • 18. Write for platform & audience
  • 19. What do we get out of it?
  • 20. It’s all about… timing.
  • 21. (schedule with Buffer)
  • 22. It’s all about… platform.
  • 23. It’s all about… push/pull.
  • 24. It’s all about… being useful
  • 25. …being important
  • 26. …BWN Jonah Peretti
  • 27. Jonah Peretti
  • 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. Test it with
  • 30. image by Task 2: People .
  • 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. 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. Web writing: examples Daily Mail: images & bullets BBC/Buzzfeed: text, links Guardian: adaptability Huffpo: community
  • 34. Tips: First person phrases:“my JSA” Jargon: “spare room subsidy” site:org inurl:forum Followerwonk
  • 35. Your directed study is: Find out… What claims are being made? What questions being asked?
  • 36. Example of interview:
  • 37. Now publish. Links at Links at