October 19_Memo, Feature and Op Ed Review Points


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October 19_Memo, Feature and Op Ed Review Points

  1. 1. Journalism 370 october 19, 2011
  2. 2. Reading memo <ul><li>Every memo must have a beginning, middle and end. </li></ul><ul><li>The middle was great. </li></ul><ul><li>Most forgot and beginning and end. </li></ul><ul><li>One simple sentence about why you’re writing suffices as a beginning. </li></ul><ul><li>One simple sentence about what’s next suffices as an end. </li></ul>
  3. 3. Op-ed <ul><li>What is the problem? </li></ul><ul><li>What are the consequences of the problem? </li></ul><ul><li>What data do you have to support it? </li></ul><ul><li>What is the fix? </li></ul><ul><li>What data suggests your fix will work? </li></ul><ul><li>Who is fixing? </li></ul><ul><li>How can others being part of the solution? </li></ul>
  4. 4. Features: what makes a good story? <ul><li>Action-Reaction </li></ul><ul><li>Action Consequence </li></ul><ul><li>Surprise </li></ul><ul><li>Good Characters </li></ul><ul><li>Conflict </li></ul><ul><li>A beginning, middle and end. </li></ul><ul><li>Callbacks </li></ul><ul><li>Foreshadowing </li></ul><ul><li>Simile and Metaphor </li></ul><ul><li>These are elements you can bring to the feature table. </li></ul>
  5. 5. Features: areas to be better <ul><li>Attribute, attribute, attribute. </li></ul><ul><li>Quotes </li></ul><ul><li>Research </li></ul><ul><ul><li>Your group is part of a larger effort to do something. Think beyond the organization. </li></ul></ul><ul><li>Don’ t mention organization in lead </li></ul><ul><ul><li>An SE Ohio group first </li></ul></ul><ul><ul><li>Then the name </li></ul></ul><ul><li>Mention the full name of someone first, then last name, then he or she. </li></ul>
  6. 6. Something to think about <ul><li>Your comma placement needs to be better. </li></ul><ul><li>If you have two sentences connected with and, or, but or some other conjunctive item, there must be a comma. </li></ul><ul><li>GOOD: </li></ul><ul><ul><li>I went to class, and the professor gave me my paper. </li></ul></ul><ul><li>BAD </li></ul><ul><ul><li>I went to class and the professor gave me my paper. </li></ul></ul>
  7. 7. Something to think about <ul><li>Your comma placement needs to be better. </li></ul><ul><li>If you have two sentences linked together and the subject is the same, you do NOT need a comma. </li></ul><ul><li>GOOD: </li></ul><ul><ul><li>I went to class and got my paper. </li></ul></ul><ul><li>BAD </li></ul><ul><ul><li>I went to class, and got my paper. </li></ul></ul>
  8. 8. 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.
  9. 9. Social media overview <ul><li>There are five themes you or a client should be aware of before ever creating a social media presence: </li></ul><ul><li>This is a marathon, not a sprint. </li></ul><ul><ul><li>For every Ted Williams viral bonanza, there are millions of Ed Williams videos nobody every sees. Social media is a long term investment. </li></ul></ul>
  10. 10. Social media overview <ul><li>2. Content is king. </li></ul><ul><ul><li>Finding that content isn’t easy. </li></ul></ul><ul><ul><li>You will swing and miss. </li></ul></ul><ul><ul><li>Once you find the kingworthy content, measured results aren’t a matter of if, but when. </li></ul></ul>
  11. 11. Social media overview <ul><li>3. Be transparent </li></ul><ul><ul><li>It’s not the lie. It’s the cover up. </li></ul></ul><ul><ul><li>It’s not a matter of if you get caught; it’s when. </li></ul></ul><ul><ul><li>How you apologize is almost as important as what you do wrong. </li></ul></ul>
  12. 12. Social media overview <ul><li>4. It’s OK for people to think you’re not any good. </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>@ marksubel Gosh Mark, drop me a note @ capratimiller@aep.com & I'll put you in touch with someone you can discuss the matter with. </li></ul></ul><ul><ul><li>Just want to say thanks to @ aepohio for quickly resolving our concern from last week. Very professional & courteous. Thanks @ aepohio </li></ul></ul>
  13. 13. Social media overview <ul><li>5. The biggest mistake you can make is not being there. </li></ul><ul><ul><li>650 million people are going to be on Facebook. </li></ul></ul><ul><ul><li>A new person joins LinkedIn every second. </li></ul></ul><ul><ul><li>Twitter still sees triple digit growth. </li></ul></ul>
  14. 14. Social media research <ul><li>How many people are searching for your product through Google? </li></ul><ul><li>How is your product seen on Twitter? </li></ul><ul><li>How is your product seen on Facebook? </li></ul><ul><li>How is your product seen on YouTube? </li></ul><ul><li>How much time can you devote? </li></ul><ul><ul><li>30-60 minutes of Facebook. </li></ul></ul><ul><ul><li>1-2 hours on Twitter. </li></ul></ul><ul><ul><li>As much time as it takes to write a good blog post. </li></ul></ul>
  15. 15. Blogging as a social media foundation <ul><li>Blogging is like a good stock: it should grow in time. </li></ul><ul><li>Blogging offers reasons to post on Twitter and Facebook. </li></ul><ul><li>Blogs force you to stay fresh and relevant. </li></ul><ul><li>Blogging can make you an authority. </li></ul><ul><li>Blogging helps with SEO. </li></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><li>Internal Traffic </li></ul></ul>
  16. 16. Social media creating a fan base <ul><li>Have a good offline product </li></ul><ul><ul><li>If you sell a bad product with terrible customer service, it doesn’t matter how cool your Facebook page is. </li></ul></ul><ul><ul><li>If you have a product people like and have loyalty towards, results will follow </li></ul></ul><ul><ul><ul><li>Zappos shoes has 90,000 followers. </li></ul></ul></ul><ul><ul><ul><li>Crocs have 232,000 followers. </li></ul></ul></ul><ul><ul><ul><li>Nike has millions of followers. </li></ul></ul></ul>
  17. 17. SOCIAL MEDIA CREATING A FAN BASE <ul><li>Start small. </li></ul><ul><ul><li>You have 10 friends. </li></ul></ul><ul><ul><li>Your 10 friends probably have five friends interested in the same kind of item. </li></ul></ul>
  18. 18. Social media creating a fan base <ul><li>Follow bloggers relevant to the industry </li></ul><ul><ul><li>www.technorati.com </li></ul></ul><ul><ul><li>www.wordpress.com </li></ul></ul><ul><ul><li>www.blogged.com </li></ul></ul><ul><ul><li>Each of these bloggers will have a Twitter handle, a LinkedIn profile and a Facebook page. Follow those folks. </li></ul></ul><ul><ul><li>Each of these bloggers will have a list of bloggers they like. Like those folks. </li></ul></ul><ul><li> </li></ul>
  19. 19. SOCIAL MEDIA CREATING A FANBASE <ul><li>How do you get followers on Twitter to follow you? </li></ul><ul><ul><li>Follow people you’re genuinely interested in. Chances are, they will follow you back. </li></ul></ul><ul><ul><li>Follow people based on industry and area; they are more likely to follow you back. </li></ul></ul><ul><ul><ul><li>www.wefollow.com </li></ul></ul></ul><ul><ul><ul><li>www.twellow.com </li></ul></ul></ul><ul><ul><ul><li>www.nearbytweets.com </li></ul></ul></ul><ul><ul><li>Follow lists. </li></ul></ul><ul><ul><li>Follow friends of friends. </li></ul></ul><ul><ul><li>@reply as often as you tweet. This is a conversation. </li></ul></ul><ul><li> </li></ul>
  20. 20. Social media creating a fanbase <ul><li>Get out, talk to people and make yourself an expert: </li></ul><ul><ul><li>Answer questions on Yahoo answers </li></ul></ul><ul><ul><li>Answer questions on Quora. </li></ul></ul><ul><ul><li>Answer questions on LinkedIn. </li></ul></ul><ul><ul><li>Answer questions on Twitter. </li></ul></ul><ul><ul><li>Start commenting on influential blogs. </li></ul></ul><ul><ul><li>Ask people if you can guest post on said blogs. </li></ul></ul>
  21. 21. Social media creating a fan base <ul><li>Integrate social media into overall marketing campaign. </li></ul><ul><ul><li>Explain Facebook presence on website. </li></ul></ul><ul><ul><li>Document social media presence in all current forms of outreach. </li></ul></ul><ul><ul><li>Tell people why they should follow your page/handle. </li></ul></ul>
  22. 22. Social media why should they follow us in the first place? <ul><li>Contests </li></ul><ul><li>Questions </li></ul><ul><li>Poll questions/survey </li></ul><ul><li>Coupons </li></ul><ul><li>News </li></ul>
  23. 23. Why are people fussy about social media? <ul><li>People will say bad things about me. </li></ul><ul><ul><li>They already are. </li></ul></ul><ul><ul><li>You have the ability to hear those concerns. </li></ul></ul><ul><ul><li>You have a power to remedy those situations. </li></ul></ul>
  24. 24. Why are people fussy about social media? <ul><li>People will say things that are too private. </li></ul><ul><ul><li>You can create privacy guidelines because you respect people ’s privacy. </li></ul></ul><ul><ul><li>You can move the conversation offline. </li></ul></ul><ul><ul><li>You have to monitor your page. </li></ul></ul>
  25. 25. Creating a social media plan <ul><li>Develop a schedule to publish content. </li></ul><ul><li>Make sure it ’s realistic. </li></ul><ul><li>Follow the map. </li></ul>
  26. 26. Study the map. <ul><li>Plan </li></ul><ul><li>Do </li></ul><ul><li>Study </li></ul><ul><li>Act </li></ul>