Communication Skills for Social Media
Part One
Writing and Photography
Tara Coomans and David Ulrich
The illiterate of the...
Creative Commons: Tanya_Little
Your Social Media Voice
Resist Being A Zombie
Human
Opinion
You vs. We
Character/Per
sona
Friendly
Warm
Inspiring
Playful
Authoritative
Professional
Text
Tone
Personal
Humble
Clinical
Honest
Di...
Creative Commons: Annie Mole
Be Nice To Your Reader. Please.
Reading Online Is Different
Key Considerations
Tone
Font Size...
7 Attributes of the Perfect Blog Post
1. 6 Words That Matter -
Headline
2. Storytelling Hook
3. Short Sentences. At
First....
The Art of The Headline
Different Platforms - Different Communication
Talk To The Reader
Be Bold
SHORT
Keywords
What’s In ...
Creative Commons: Annie Mole
Bodies of Text
Use Subheadings
Do your best to keep paragraphs simple.
Keep the language simp...
What Makes The Reader Pay Attention
Engaging Writing
Casual, Personal Styles
Asking Questions, Requesting Comments
What Wo...
http://www.atomicreach.com/
Cool Tool
• San-Serif Easier to Read on Web
• Impact Your Brand Impression
• Font Sizes Differ On Screen
Typetester.org
pearsonified...
Keep Language Simple
Stella’s Big Nose Knows
Use
Active Language
Shorter Sentences
Avoid
Acronyms
Jargon
Creative Commons: edenpictures
Write Upside Down
Reading Online Is Different
Creative Commons: Annie Mole
Key Take Aways
Reading Online Is Different
Speak To The Reader
Personal
Authentic
Be Nice To ...
Basic Communication Rules of the Road
Twitter
Abbreviations accepted, but not preferred
Hashtags: chat, search, context
Ke...
Clearing Up Hashtag Confusion
Hashtags = Keywords
Hashtags Aren’t “OWNED”
Hashtags Can Expand The Audience
No Need To Litt...
Key Take Aways
Remember The Rules of the Road
Use Hashtags As a Tool
Be Bold. Be Awesome. Be Headline Savvy.
Why Should I ...
Five Elements of Photographic Vision
The Frame
Light
The Moment
Color/Tonality
The Subject/Concept
The Frame
Garry Winogrand, NY
Use active verbs
Omit unnecessary words
How does this relate to photography?
Frame = noun and verb
Frame = context, what t...
Robert Frank, The Americans
Dorothea Lange, Migrant Mother
Arnold Newman, Igor Stravinski
Nicholas Nixon
Franco Salmoiraghi: The Angel of Death
Diane Arbus
Alec Soth
Harry Callahan
Emmet Gowin
Sally Mann, 1988
Light
Sally Mann
Andre Kertesz
Ansel Adams
Edward Weston
Alison Beste
Ed Ou, Revolution, Egypt
World Press Photo of the Year 2011
Samuel Aranda, Spain, for The New York Times.
Sanaa, Yemen, 15...
Sally Mann Immediate Family
Sally Mann
The Moment
Henri Cartier-Bresson
To me, photography is the simultaneous recognition, in a fraction of a
second, of the significance of an event as well as ...
Henri Cartier-Bresson
Henri Cartier-Bresson
2nd prize Sports Stories
Adam Pretty, Australia, Getty Images
Shanghai, China, 17 July.
Arnold Newman
Paul Caponigro
Ansel Adams, Grand Tetons Minor White, Grand Tetons
Mitch Dobrowner
Lisa Hornak
Color/Tonality
Elaine Mayes
W. Eugene Smith
High Key
Edward Weston
Low-Key
W. Eugene Smith
Paul Caponigro
Contrast
Edward Weston
Harry Callahan
Color Dialogues
Georgia O’Keeffe
Anne Marie HamiltonJulienne Kost
AnneMarie
Hamilton
Cindy Sherman
Ansel Adams
Making a Photograph
Ansel Adams
Previsualization
CameraRAW + Photoshop
David Ulrich
Subject/Concept
PICTURES ARE NOT ABOUT
PICTURES
Pictures are about something
Lisa Hornak
Kauro
Kaneshiga
Richard Misrach: On the Beach
Shinji Salmoiraghi
Zac Noyle
Regional/Hawai‘i:
Ocean
Wayne Levin
Culture:
Kaho’olawe Project
Franco Salmoiraghi
Wayne Levin
David Ulrich
Dewitt Jones
Running the Numbers: An
American Self-Portrait,
Chris Jordan, 2007
Plastic Bottles, 2007
60 x120"
Chris Jordan
Depicts two million plastic beverage bottles, the number used in the US every
...
New Technologies
New Technologies
Size in Pixels
Wordpress: 1024X768
Flickr:
• 75x75 pixels square
• 150x150 pixels square
• 100 pixels (on the longest side...
iphone 4s, 5: 3264X2448
Size in Pixels
Instagram 2048 X 2048, 12 meg
Sensor size
iphone 1/3.2
Apps
Instagram = publishing platform
Camera + = digital image editing
Easy Release = model & property releases
Snapseed = ...
When you need a photographer
Fashion
Advertising
Product
Journalism (10mpx: RAW)
Head shots
Wedding (prints, lighting)
Pri...
Words and photos
Illustrative
Narrative
Metaphor / parallel meaning
Pictures / captions
Narrative
Metaphor/Parallel meaning
Barbara Kruger
Captions & Attribution
who, what, why, when, where
who made the photo?
(alt tags)
Alecia Hoyt: Waikiki After Dark
Honolulu...
Legal & Ethical
• Copyright
– metadata
– public domain
– Google image search, FB thumbnails vs
Pinterest (thumbnail vs pub...
Legal & Ethical
• Journalism (Factual images) & image
editing/manipulation
Legal & Ethical
Finding your own voice and vision
Be Authentic
emotion
stay loose: be spontaneous
revise, revise
experiment
awareness
spea...
David Ulrich
website: www.creativeguide.com
blog: www.theslenderthread.org
Tara Coomans
http://akamai-marketing.com/
@tara...
University of Hawaii - Pacific New Media  Social Media Communication Skills - Writing & Photography
University of Hawaii - Pacific New Media  Social Media Communication Skills - Writing & Photography
University of Hawaii - Pacific New Media  Social Media Communication Skills - Writing & Photography
University of Hawaii - Pacific New Media  Social Media Communication Skills - Writing & Photography
University of Hawaii - Pacific New Media  Social Media Communication Skills - Writing & Photography
Upcoming SlideShare
Loading in …5
×

University of Hawaii - Pacific New Media Social Media Communication Skills - Writing & Photography

613 views

Published on

Writing and photography are two key skill sets useful in professional social media. Tips and hints for improving your professional or brand image using both.

Class instructors: Tara Coomans (Writing) and David Ulrich (Photography)

Many images are copyrighted.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
613
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • HUMAN
    Transparent, Honest, Open
    Resist sounding like a zombie (marketing speak)
    OPINIONS GOOD
  • What are you trying to accomplish? Why are you there? What will share? Who will you share it with? What does your audience want? What do they expect? What works? What will make you unique?
  • Language
    Font and Paragragh Sizes
  • 8 out of 10 people will read your headline
    2 out of 10 will read the rest
    6 words = google headline

    EMOTION: surprise, curiosity, how-to, numbers, reference the audience
    Number+Adjective+Keyword+Rationale+Promise
    “Seven Life-Changing Blog Post Headline Tips”

    Storytelling = personal, antidotal, motivation
    Short Sentences = + VISUAL IMAGE

    Subheadings = H2, SEO value

    Length: 1500 words gets SHARED more 68% more tweets and 22% more FB likes
  • I get a lot of feedback that this is basic advice, but I read ALOT online and I can tell you, that few people pay attention to these simple tips.
    Language
    Font and Paragraph Sizes
    Optimum length for SEO is between 300-500 words on a page
    Research shows 1500 engages readers more.
  • We use words more casually now, we speak to the writer and we speak about ourselves
    Ask questions to prompt conversation
    Share worthy information strikes an emotional cord
    We can’t ignore bad news, can hide from it. Our responses have to be real and genuine.
    We now acknowledge what others do right, we don’t ignore.
  • Simple fonts are 2X easier to read, compel action.
    More complex fonts work better for costly, high-end items (IE Menu, Restaurants)

    Size 12 generally too small for web reading
    San-Serif (without lines)
  • Stella. Puppy. Standard Poodle=Smart.
    But they also have a short attention span.
    She also knows when I’m serious.
    Active vs Passive sentences:
    “I ate pizza”
    “Pizza was eaten by me.”

    “She took my bags into the house.”
    “My bags were taken into the house”
  • Put key points at the top of articles.
    Make sure to put keywords in header and first line.

  • Language
    Font and Paragragh Sizes
  • Longer intros expected on FB, G+
    Comment If You Can On Twitter
    Twitter Lengths That Get
  • Most misunderstood tool in social media.

    hashtags, keywords
    not owned, can define tagdef.com
    audience expansion on twitter
  • Language
    Font and Paragragh Sizes
  • University of Hawaii - Pacific New Media Social Media Communication Skills - Writing & Photography

    1. 1. Communication Skills for Social Media Part One Writing and Photography Tara Coomans and David Ulrich The illiterate of the future will be ignorant of the pen and camera alike. —Lazlo Moholy-Nagy, 1936 Lazlo Moholy-Nagy
    2. 2. Creative Commons: Tanya_Little Your Social Media Voice Resist Being A Zombie Human Opinion You vs. We
    3. 3. Character/Per sona Friendly Warm Inspiring Playful Authoritative Professional Text Tone Personal Humble Clinical Honest Direct Scientific Language Complex Savvy Insider Serious Simple Jargon Filled Fun Purpose Engage Educate Inform Enable Entertain Amplify Support The Social and Digital “You”
    4. 4. Creative Commons: Annie Mole Be Nice To Your Reader. Please. Reading Online Is Different Key Considerations Tone Font Size Paragraph Size Language Content Length Headings
    5. 5. 7 Attributes of the Perfect Blog Post 1. 6 Words That Matter - Headline 2. Storytelling Hook 3. Short Sentences. At First. 4. Subheadings 5. 1500-word sweet spot 6. Shareables credit: http://blog.bufferapp.com/perfect-blog-post-research-data
    6. 6. The Art of The Headline Different Platforms - Different Communication Talk To The Reader Be Bold SHORT Keywords What’s In It For Me? Surprise: “This is NOT a Perfect Blog Post.” Curiosity: “10 Tips For Perfect Headlines. Number 9 Is Impossible.” Audience: “For Bloggers Who Want More Traffic”
    7. 7. Creative Commons: Annie Mole Bodies of Text Use Subheadings Do your best to keep paragraphs simple. Keep the language simple. Remember, shorter sentences are easier to read. Pictures break up text and draw the eye into the page. Other tips: •Bullets help break up text •Use Active language •Avoid jargon or acronyms •Line spacing
    8. 8. What Makes The Reader Pay Attention Engaging Writing Casual, Personal Styles Asking Questions, Requesting Comments What Would YOU Share? Authenticity, Transparency Credit Others. Praise Others. Including Competitors.
    9. 9. http://www.atomicreach.com/ Cool Tool
    10. 10. • San-Serif Easier to Read on Web • Impact Your Brand Impression • Font Sizes Differ On Screen Typetester.org pearsonified.com/typography/ the quick brown fox the quick brown fox the quick brown fox the quick brown fox the quick brown fox Reading Online Is Different What the Font?
    11. 11. Keep Language Simple Stella’s Big Nose Knows Use Active Language Shorter Sentences Avoid Acronyms Jargon
    12. 12. Creative Commons: edenpictures Write Upside Down Reading Online Is Different
    13. 13. Creative Commons: Annie Mole Key Take Aways Reading Online Is Different Speak To The Reader Personal Authentic Be Nice To The Reader Easy-to-Read Font Styles and Sizes Keep Paragraphs Concise Break Up Text Write Upside Down Remember Rudy Simple Language
    14. 14. Basic Communication Rules of the Road Twitter Abbreviations accepted, but not preferred Hashtags: chat, search, context Keywords Leave Room For Retweets (RT) 71-100 Character Tweets Get Most RT Give credit to external sources Link shorteners Consider your audience & openness Mentions, RT, viewed positively Facebook Plenty of room Hashtags: newly adopted Photo posts + content “Tag” people & businesses Google+ Hashtags: Search, context Keywords Mini-blog Different Platforms - Different Communication
    15. 15. Clearing Up Hashtag Confusion Hashtags = Keywords Hashtags Aren’t “OWNED” Hashtags Can Expand The Audience No Need To Litter Different Platforms - Different Communication
    16. 16. Key Take Aways Remember The Rules of the Road Use Hashtags As a Tool Be Bold. Be Awesome. Be Headline Savvy. Why Should I Care To Share? Different Platforms - Different Communication
    17. 17. Five Elements of Photographic Vision The Frame Light The Moment Color/Tonality The Subject/Concept
    18. 18. The Frame Garry Winogrand, NY
    19. 19. Use active verbs Omit unnecessary words How does this relate to photography? Frame = noun and verb Frame = context, what to include. Less is more
    20. 20. Robert Frank, The Americans Dorothea Lange, Migrant Mother
    21. 21. Arnold Newman, Igor Stravinski Nicholas Nixon
    22. 22. Franco Salmoiraghi: The Angel of Death
    23. 23. Diane Arbus Alec Soth
    24. 24. Harry Callahan Emmet Gowin
    25. 25. Sally Mann, 1988
    26. 26. Light Sally Mann
    27. 27. Andre Kertesz
    28. 28. Ansel Adams
    29. 29. Edward Weston
    30. 30. Alison Beste
    31. 31. Ed Ou, Revolution, Egypt World Press Photo of the Year 2011 Samuel Aranda, Spain, for The New York Times. Sanaa, Yemen, 15 October.
    32. 32. Sally Mann Immediate Family Sally Mann
    33. 33. The Moment Henri Cartier-Bresson
    34. 34. To me, photography is the simultaneous recognition, in a fraction of a second, of the significance of an event as well as of a precise organization of forms which give that event its proper expression.” —The Decisive Moment, Henri Cartier-Bresson
    35. 35. Henri Cartier-Bresson
    36. 36. Henri Cartier-Bresson
    37. 37. 2nd prize Sports Stories Adam Pretty, Australia, Getty Images Shanghai, China, 17 July. Arnold Newman
    38. 38. Paul Caponigro
    39. 39. Ansel Adams, Grand Tetons Minor White, Grand Tetons
    40. 40. Mitch Dobrowner
    41. 41. Lisa Hornak
    42. 42. Color/Tonality Elaine Mayes W. Eugene Smith
    43. 43. High Key Edward Weston
    44. 44. Low-Key W. Eugene Smith Paul Caponigro
    45. 45. Contrast Edward Weston
    46. 46. Harry Callahan
    47. 47. Color Dialogues Georgia O’Keeffe Anne Marie HamiltonJulienne Kost
    48. 48. AnneMarie Hamilton
    49. 49. Cindy Sherman
    50. 50. Ansel Adams
    51. 51. Making a Photograph Ansel Adams Previsualization
    52. 52. CameraRAW + Photoshop David Ulrich
    53. 53. Subject/Concept
    54. 54. PICTURES ARE NOT ABOUT PICTURES Pictures are about something Lisa Hornak
    55. 55. Kauro Kaneshiga
    56. 56. Richard Misrach: On the Beach
    57. 57. Shinji Salmoiraghi Zac Noyle
    58. 58. Regional/Hawai‘i: Ocean Wayne Levin
    59. 59. Culture: Kaho’olawe Project Franco Salmoiraghi Wayne Levin David Ulrich
    60. 60. Dewitt Jones
    61. 61. Running the Numbers: An American Self-Portrait, Chris Jordan, 2007
    62. 62. Plastic Bottles, 2007 60 x120" Chris Jordan Depicts two million plastic beverage bottles, the number used in the US every five minutes.
    63. 63. New Technologies
    64. 64. New Technologies
    65. 65. Size in Pixels Wordpress: 1024X768 Flickr: • 75x75 pixels square • 150x150 pixels square • 100 pixels (on the longest side) • 240 pixels • 320 pixels • 500 pixels • 800 pixels * • Large (which will be 1024 pixels if it exceeds that length) • 1600 pixels * • 2048 pixels * • The original size iphone: 3264X2248
    66. 66. iphone 4s, 5: 3264X2448
    67. 67. Size in Pixels Instagram 2048 X 2048, 12 meg
    68. 68. Sensor size iphone 1/3.2
    69. 69. Apps Instagram = publishing platform Camera + = digital image editing Easy Release = model & property releases Snapseed = enhance and share from Nik software Text Edit
    70. 70. When you need a photographer Fashion Advertising Product Journalism (10mpx: RAW) Head shots Wedding (prints, lighting) Print Media Specialized skill and equipment Chicago Sun Times?
    71. 71. Words and photos Illustrative Narrative Metaphor / parallel meaning Pictures / captions
    72. 72. Narrative
    73. 73. Metaphor/Parallel meaning Barbara Kruger
    74. 74. Captions & Attribution who, what, why, when, where who made the photo? (alt tags) Alecia Hoyt: Waikiki After Dark Honolulu Weekly: “Prostitutes and Night Life” Social Media: “Prostitution in Chinatown”
    75. 75. Legal & Ethical • Copyright – metadata – public domain – Google image search, FB thumbnails vs Pinterest (thumbnail vs publishing) • Public space vs Private property • Journalism (Factual images) & image editing/manipulation • Privacy, Libel, & Annoyance factor –restaurants, movies, lectures, clubs, movies – Back channel?
    76. 76. Legal & Ethical • Journalism (Factual images) & image editing/manipulation
    77. 77. Legal & Ethical
    78. 78. Finding your own voice and vision Be Authentic emotion stay loose: be spontaneous revise, revise experiment awareness speak of your life; yourself epiphany and insight
    79. 79. David Ulrich website: www.creativeguide.com blog: www.theslenderthread.org Tara Coomans http://akamai-marketing.com/ @taracoomans

    ×