1.
Social Media Marketing
3 Copywriting and news coverage in the
groundswell and in established media

2.
Social Media Marketing
Copywriting, News and Social Media
Talking about news to the groundswell
The groundswell and the journalists
NEWS IN A SOCIAL MEDIA AGE
Emily Bell on new journalism:
http://www.youtube.com/watch?v=uB2nGHiAw6o&feature=related
Social media and journalism today:
http://www.socialmediaexaminer.com/how‐social‐media‐helps‐journalists‐
break‐news/
Participatory citizenship, transmedia storytelling
and convergence culture (Henry Jenkins):
http://www.youtube.com/watch?v=bhGBfuyN5gg&feature=related
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3.
Social Media Marketing
Copywriting, News and Social Media
Is this theory precise
How to understand the “public” concerning media culture?
—The private and public spheres
according to Jürgen Habermas
STATE PUBLIC SPHERE PRIVATE SPHERE
Law and order Cultural Public Sphere Intimate Sphere
Education Function: Debate and experiences Function: feelings, social
Schools as being an individual in the state. activities, sexuality, friendship.
Health Social roles: Audience, participant, Social roles: Family member,
influencer. partner, friend.
Infrastructure
Media types: Movies, tv, literature, Media types: Dating sites, lifestyle
Culture
sport, public social media … ? programmes, blogs on traveling … ?
Democracy
Political Public Sphere Social Sphere
Function: Common challenges Function: Private economy, the market
and value debates. Social roles: investor, consumer,
Social roles: Citizen, voter, employee.
politician. Media types: Advertisement,
Media types: News, blogs, newspapers, magazines, websites
newspapapers … ?
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4.
Social Media Marketing
Copywriting, News and Social Media
The Temperamental Rose as writing
strategy (Goethe & Schiller 1799)
THE EMOTIONAL LANGUAGE HAS A COLOUR
Or, to be more precise; the adjectives connotate a certain climate.
At least, that’s the theory. Anyway it’s a good idea to work with a
rhetorical strategi when writing for your social media audience. A part
from ethos, logos and pathos, you can work with the adjectives as …
■ BLUE function text: Information and facts—focus on numbers, dates, precision and information
■ GREEN function text: Guarantee and quality—focus on guarantees, tradition, order and quality
■ YELLOW function text: Experience—focus on ideas, visions, fun, spontanity, experience
■ RED function text: Contact and emotion—focus on sympathy, emotions, empathy, warmth, invitation
Source: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.
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5.
Social Media Marketing
Copywriting, News and Social Media
The Temperamental Rose as writing
strategy (Goethe & Schiller 1799)
EXAMPLE
Adjectives as examples Visual aid
BLUE function text: Information and facts ■ Informative funtion: ■ Representative pictures:
“It costs only X … X can do this and this” numbers, graphs, illustrations
GREEN function text: Quarantee and quality ■ Guarantee function: ■ Cultural representations:
“Our best reporters give you …” Experience, order, positive grouping
YELLOW function text: Experience ■ Experience function ■ Extrovert representations:
“It will be as if you were there yourself!” Fun, dynamic, (unorthodox?)
RED function text: Contact and emotion ■ Contact function: ■ Introvert-extrovert sincerity:
“We know you want the best. Contact us at …” Calm, inviting, wisdom, joy
Source: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.
COMMUNICATION

6.
Social Media Marketing
Copywriting, News and Social Media
The Temperamental Rose as writing
strategy (Förster 2004 via Goethe & Schiller 1799)
EXAMPLE
Adjectives as examples Visual aid
BLUE function: Information and facts ■ Informative funtion: ■ Representative pictures:
LOGOS “It costs only X … X can do this and this” numbers, graphs, illustrations
GREEN function: Quarantee and quality ■ Guarantee function: ■ Cultural representations:
ETHOS
“Our best reporters give you …” Experience, order, positive grouping
YELLOW function: Experience ■ Experience function ■ Extrovert representations:
“It will be as if you were there yourself!” Fun, dynamic, (unorthodox?)
PATHOS
RED function: Contact and emotion ■ Contact function: ■ Introvert-extrovert sincerity:
“We know you want the best. Contact us at …” Calm, inviting, wisdom, joy
Source: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.
COMMUNICATION

7.
Social Media Marketing
Copywriting, News and Social Media
The Temperamental Rose as writing
strategy (Förster 2004 via Goethe & Schiller 1799)
EXAMPLE
Adjectives as examples Visual aid
BLUE function: Information and facts ■ Informative funtion: ■ Representative pictures:
USP “It costs only X … X can do this and this” numbers, graphs, illustrations
GREEN function: Quarantee and quality ■ Guarantee function: ■ Cultural representations:
“Our best reporters give you …” Experience, order, positive grouping
YELLOW function: Experience ■ Experience function ■ Extrovert representations:
ESP
“It will be as if you were there yourself!” ISP Fun, dynamic, (unorthodox?)
RED function: Contact and emotion ■ Contact function: ■ Introvert-extrovert sincerity:
“We know you want the best. Contact us at …” Calm, inviting, wisdom, joy
Source: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.
COMMUNICATION

8.
Social Media Marketing
Copywriting, News and Social Media
RED
The Temperamental Rose as writing
contact & appeal
strategy (Förster 2004 via Goethe & Schiller 1799)
EXAMPLE
Conflict theme: Comfort or
Rationality spontainity?
vs emotions
BLUE YELLOW
factual information Active & new
Conflict theme:
Rational proof or
Tradition
cultural certainty?
vs the new
GREEN
experience & tradition
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9.
Social Media Marketing
Copywriting, News and Social Media
1. Organising the news team:
Key roles
Let’s get started!
Every candidate must prepare a
small speach (two minutes!) on
why they would be best as either
journalist, webmaster or editor.
If you don’t want to be an editor,
point to a person as an excellent
choice of being the editor. State
your reasons why.
Elect an editor!
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10.
Social Media Marketing
Copywriting, News and Social Media
2. Organising the news team:
Meetings and start
Organizing the news team
Meet up and decide on the following: Angle: What angle is needed? The critical angle,
Type of magazine: What is the topic? How will your personal angle or the angle of the group
you cover the topics with primary and secondary you’re representing (and what angle is that?)?
sources? How can you validate your sources? News criteria: Actuality, identification, conflict,
Target group: How old are the readers? What are scandal, homour, sensation, news?
there doing for a living? Is it a small defined Working routines: How must the editor clear the
target group or a more complex, comprehensive news? When do you need to meet up as a team?
group united by passions of interest? Policy: What authority do the webmasters have in
Colour of voice: How must you communicate? terms of ugly content (trolls etc.?) Can other
What colour of voice is needed? Does it require a ordinary users report this type of content?
funny, sarcastic voice, a fact oriented voice or …?
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11.
Social Media Marketing
Copywriting, News and Social Media
3. Organising the news team:
Launch the site
Decide on the social media type:
Meet up and decide on the following:
Website: Go to wordpress: You are invited
Start blogging. There may pop up some strange
comments 
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12.
Social Media Marketing
Resources
Gill Branston Charlene Li & Josh Bernoff (2011):
& Roy Stafford (2010): groundswell. Winning in a World
The Media Student’s Book. Transformed by Social Technologies
Routledge. Ed. 5. Harvard Business Press
Hans Peter Förster (2004):
Texten wie ein Profi.
Frankfurter Algemeine Buch.
Frankfurt am Main.
LINKS
Website (groundswell/Forrester Research): Emily Bell:
http://www.forrester.com/Groundswell/authors.html http://www.journalism.columbia.edu/profile/304‐emily‐bell/10
http://www.casestudiesonline.com/
http://www.mediastudentsbook.com/
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