Dark Arts for StateImpact

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Dark Arts for StateImpact

  1. 1. Dark secrets online overlords of the
  2. 2. very important things I won’t dwell on: •  social media •  news judgment •  technology •  SEO •  cat photos
  3. 3. what I will dwell on: sensibility & desire
  4. 4. Package, repackage, repeat. Flickr photo courtesy of user scmgee.
  5. 5. lifehacker.com I. Package, repackage, repeat
  6. 6. lifehacker.com I. Package, repackage, repeat
  7. 7. lifehacker.com I. Package, repackage, repeat
  8. 8. lifehacker.com I. Package, repackage, repeat
  9. 9. lifehacker.com I. Package, repackage, repeat
  10. 10. packaging reinforces
  11. 11. packaging extends reach
  12. 12. stock and flow
  13. 13. N Umbering is narrative. Flickr photo courtesy of user rednuht.
  14. 14. popurls.com II. Numbering is narrative.
  15. 15. popurls.com II. Numbering is narrative.
  16. 16. theatlantic.com II. Numbering is narrative.
  17. 17. lists promise specifics
  18. 18. lists promise limits
  19. 19. lists promise hierarchy
  20. 20. examples of guides from different sites II. Numbering is narrative.
  21. 21. HEadlines are hooks. Flickr photo courtesy of user minifig.
  22. 22. ““Imagine youre writing aheadline for a magazine… rather than a newspaper. source: Gawker founder/CEO Nick Denton
  23. 23. Vs.wired.com vs. gawker.com III. Headlines are hooks.
  24. 24. focus on implications, not events
  25. 25. Vs. Vs.nytimes.com vs. google news vs. gawker.com III. Headlines are hooks
  26. 26. parsability and authority
  27. 27. 1.  Discover 2.  Easy 3.  Guarantee 4.  Health 5.  Love 6.  Money 7.  New 8.  Proven 9.  Results 10.  Safety 11.  Save 12.  You12 most profit-producing words III. Headlines are hooks
  28. 28. 1.  Top 2.  Why 3.  How 4.  Will 5.  Guide 6.  Best 7.  Secret 8.  Ultimate 9.  Your 10.  Worst 11.  New 12.  Future12 most arresting headline words III. Headlines are hooks
  29. 29. COmments are content. Flickr photo courtesy of user Transguyjay.
  30. 30. ta-nehisicoates.theatlantic.com IV. Comments are content.
  31. 31. ta-nehisicoates.theatlantic.com IV. Comments are content.
  32. 32. ta-nehisicoates.theatlantic.com IV. Comments are content.
  33. 33. ta-nehisicoates.theatlantic.com IV. Comments are content.
  34. 34. content gets assigned
  35. 35. content gets curated
  36. 36. content gets edited
  37. 37. content gets promoted
  38. 38. EXplain, explain, explain. Flickr photo courtesy of user Pip R. Lagenta.
  39. 39. ““ When remotely possible,turn news into explanation. source: Gawker founder/CEO Nick Denton
  40. 40. slate.com VI. Explain, explain, explain.
  41. 41. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.
  42. 42. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.
  43. 43. I Llustrate everything. Flickr photo courtesy of user movimente.
  44. 44. huffingtonpost.com VII. Illustrate everything.
  45. 45. A transportation blog?! Really?
  46. 46. *actual transportation blog headlines VIII. Illustrate everything.
  47. 47. “The word that came to mind was ‘brazen.’”blogs.startribune.com/roadguy VII. Illustrate everything.
  48. 48. images courtesy of roadguy VII. Illustrate everything.
  49. 49. Compete through co-optation. Photo courtesy of the U.S. military.
  50. 50. andrewsullivan.theatlantic.com VIII. Compete through co-optation.
  51. 51. andrewsullivan.theatlantic.com VIII. Compete through co-optation.
  52. 52. npr.org VIII. Compete through co-optation.
  53. 53. huffingtonpost.com VIII. Compete through co-optation.
  54. 54. M inimal is magical. Flickr photo courtesy of user Stuck In Customs.
  55. 55. [Noun] [verb]:[Blockquote]
  56. 56. A reader writes:[Blockquote]
  57. 57. marginalrevolution.com X. Sully ledes.
  58. 58. marginalrevolution.com X. Sully ledes.
  59. 59. it’s quick
  60. 60. it demands listening
  61. 61. it evokes a conversation
  62. 62. it triggers awareness
  63. 63. I have so many fascinating things to tell you.I must hurry.
  64. 64. H ustle like a shark. Flickr photo courtesy of user rimblas.
  65. 65. mediaite IX. Hustle like a shark.
  66. 66. Who are yourRomeneskos?Your Drudges?
  67. 67. Streams beat stories. Flickr photo courtesy of user Mr. T in DC.
  68. 68. city room and l.a.now X. Streams, not stories.
  69. 69. gothamist network X. Streams, not stories.
  70. 70. city room vs. gothamist X. Streams, not stories.
  71. 71. feed > post
  72. 72. subscriber > visitor
  73. 73. nytimes.com X. Streams, not stories.
  74. 74. talkingpointsmemo.com X. Streams, not stories
  75. 75. speedy visual fun explanatory focusedstraightforward authoritativehierarchical conversational engagingcontinuous simple efficientcomprehensive concise adaptablecollaborative ubiquitous socialeconomical arresting networked creativeaggressive engaged serial bi-directionalebullient forceful filtered digressive boldcathartic curatorial steady data-driven

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