Community, SEO and SMO - making your journalism work for you


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Class delivered to second year undergraduates on the degrees in the School of Media at Birmingham City University.

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Community, SEO and SMO - making your journalism work for you

  1. 1. Experts Witnesses Stakeholders Story from Mark Blaine (2013)
  2. 2. Conference: Holes. What/who isn’t in the coverage? What can you add that’s new?
  3. 3. Build relationships @PaulBradshaw : Online Journalism Week 2 Birmingham City University: BA year 2 production
  4. 4. What is journalism for?
  5. 5. What is journalism for?
  6. 6. @PaulBradshaw Online Journalism Week 1
  7. 7. Alison Huggan, Stephanie Bottrill, Tim Salter, Sheila Holt, Caleb Hollow
  8. 8. Give a voice to the voiceless?
  9. 9.
  10. 10. Go to interviews with more than a clippings file. "A URL is an obvious asset. The site you build at your URL should become your greatest business asset, but you'll need to build many smaller assets within that site first.
  11. 11. "An active reader community is an asset. That takes time to develop." Robert Niles -
  12. 12. The story. A human case study Background and context Expert analysis and reaction Colour and clarity
  13. 13. They come into contact with..? Agencies and charities Communities and forums Professional groups, unions Campaigns and groups
  14. 14. SEO Make yourself findable URL, title, subheads Tags and categories Images: alt tags and captions
  15. 15. SMO Emotive sharing Useful content Involving users – guest posts
  16. 16. Aristotle Ethical appeal – this is wrong Emotional appeal: wow! Logical appeal: it makes sense
  17. 17. Don’t be clever: tell the story
  18. 18. Write for platform & audience
  19. 19. What do we get out of it?
  20. 20. It’s all about… timing.
  21. 21. (schedule with Buffer)
  22. 22. It’s all about… platform.
  23. 23. It’s all about… push/pull.
  24. 24. It’s all about… being useful
  25. 25. …being important
  26. 26. …BWN Jonah Peretti
  27. 27. Jonah Peretti
  28. 28. BuzzFeed’s Golden Rules Don’t use tricks. Be yourself. Make content you’d be proud to share. Experiment. Have a heart. Is it a human story?
  29. 29. Test it with
  30. 30. image by Task 2: People .
  31. 31. Your challenge is: CE: Guest/cross post CM: Interview key person DJ: Interview expert (researcher/analyst/FOI) MM: Audio interview ED: Interview key person 2
  32. 32. Web writing: BASIC Brevity: keep pars ultra short Adaptability: what can I do? Scannability: subheadings, bullets, bold words Interactivity: link, link, link Community: listen/react
  33. 33. Web writing: examples Daily Mail: images & bullets BBC/Buzzfeed: text, links Guardian: adaptability Huffpo: community
  34. 34. Tips: First person phrases:“my JSA” Jargon: “spare room subsidy” site:org inurl:forum Followerwonk
  35. 35. Your directed study is: Find out… What claims are being made? What questions being asked?
  36. 36. Example of interview:
  37. 37. Now publish. Links at Links at