4340 week-12


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4340 week-12

  1. 1. Week 12 ENG 4340
  2. 2. Balancing Editorial and Social  On the content strategy front, you want to devote the most energy towards care and maintenance and governance of the content that will meet the goals of the community, completing the circle of strategy. Being tactical about both of these strategies requires constant vigilance, constant analysis, but above all, a bravery in the face of the impossible.
  3. 3. Balancing Editorial and Social  On the community strategy front, you want to build trust with your fellow contributors and encourage reputation building, a sense of collaboration towards a common goal, an eye towards the growth and acquisition of new community members, as well building a sense of belonging.
  4. 4. Tagging  Tagging involves a skill with which many technical writers are familiar – determining which keywords best describe a blog entry, link, photo, video, or image for retrieval later.  What is more advanced and even social about tagging is that you can usually see the tags that others use, and also see the content that they’ve tagged. Tagging is a little more chaotic and less organized than more familiar techniques like indexing, so it might take some time to adjust your expectations.
  5. 5. Tag Clouds  Tag clouds are a visual method of displaying tags. Tag clouds use font size or weight to indicate the amount of content or popularity of each tag. You can use websites like wordle.net and tagxedo.com to build these word clouds yourself.
  6. 6. Gentle Photo Tips  For products that need visual explanations, you can post photos to Flickr or videos to YouTube to demonstrate tasks or time-saving techniques. If you use tagging on Flickr, users can contribute screenshots with annotations about how they’ve used or customized your product. For example a user might post an iPhone screenshot showing a customized row of icons, along with embedded howto information.
  7. 7. Viral Content  Going viral means that a video, image, or other communication becomes widely distributed, far beyond its original audience. Content may go viral because of exposure on a popular blog like Boing Boing, or by word of mouth.  If you are fortunate enough to create a viral link or video, be sure it’s accurate and helpful to your users before it gets 12 million views on YouTube. Due to the speed of forwarding, ―going viral‖ can be as dangerous as it is useful.
  8. 8. Viral Characteristics  Berger argues there are six common factors that can lead to virality – social currency (does it make you look good?), triggers (are you reminded of it often?), emotion (does it make you feel something?), public-ness (are others seeing it?), practical value (is it useful?), and stories (is there a memorable narrative?).
  9. 9. Flickr Tips  Enhance your image. Consider documenting a special activity that you might support. Use Flickr to illustrate your company's involvement in issues that matter to your community.  Announce awards, exhibits, or your presence at events like trade-shows.  Draw your audience closer. Asking members of your target audience to submit photos is a wonderful way to solidify relationships. Consider asking your customers to upload photos of themselves assembling your products or using your services.  Cast a wider net. Some prospects prefer looking at pictures to reading words. Use Flickr to illustrate images of your company, staff, or services. You can link actively to your Web site from your Flickr profile, but not from photos.
  10. 10. Flickr Tips  Improve customer service. Upload images that are limited to use by specific customers or invitees, perhaps marking them private for limited visibility. You can post pictures of work in progress, images of prospective sites or buildings, or photographs of optional product features.  Enhance branding and site traffic. By using your favicon (a mini logo), tags, Web address, or links on your profile page, you can build name recognition and awareness of your primary site.  Improve search engine optimization. Flickr can be helpful to your search engine optimization strategy. Tags, filenames, photo descriptions, names of sets, and profiles can all include some of your key search terms.
  11. 11. Pinterest Tips  Use images that paint the product or service in a positive light. When adding any item directly to Pinterest, or even to a blog, website, sales page, or online catalog, use the best, most enticing shots possible. Remember that people can pin content from your blog and other web pages, so you want all your content to look good! If it’s in your budget, consider getting a professional photographer to take the photos — he’ll know the best lighting and setups to ensure your products shine.  Product placement counts for a lot. Create boards and pins that aren’t about selling but have your product in the shot. For example, if your brand sells organic fruit and you create a board with home design ideas, place bowls of fruit in the shot.
  12. 12. Pinterest Tips  Pin shareable content. Pin the types of images people like to share. Make sure they’re pleasing to the eye and evoke emotion. Look around Pinterest at which pins are the most popular or viral. See whether you can ―pin down‖ the common denominator among the most popular pins.  Use enticing words and phrases. Be descriptive without selling. If you’re pinning food, use words that make people hungry, such as succulent or mouthwatering. If you’re pinning clothes, use words that make the potential wearer feel as if the style will look good on her, such as flattering.
  13. 13. Pinterest Tips  Don’t spam. If you spam or push sales in a heavy way, you’ll gain a bad reputation. Don’t tag random people in your pins and say things like, ―Hey! Have you checked out our great new thing-a-ma-bob?‖ The quickest way to lose followers is to be a spammer.  Share images of influential people using your product. Do famous people use your product or service? Gather photographs and pin them. Nothing inspires people to buy more than knowing their heroes use a product.  Make sure pinners know where the original photo came from. If possible, add the name of your brand to your pin. This way, folks can come to your website or research your brand for more information. Even better, link back to the product page on your website or blog.