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Writing for social media (Birmingham City University)

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Short presentation for distance learners on the MA in Online Journalism at Birmingham City University (week one)

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Writing for social media (Birmingham City University)

  1. 1. Writing for social media MED7007: Online & Mobile Newsgathering, Production & Distribution
  2. 2. Who says you can’t do anything with 140 characters?
  3. 3. Be professional. Wear a tuxedo to Burger King.
  4. 4. http://www.niemanlab.org/2014/05/the-new-l-a-times-redesign-would-like-to-write-that-tweet-for-you-thank-you-very-much/ “Reporters will be asked to write three pretweets with each article”
  5. 5. What I’ll cover: 1. What makes users click on SM updates 2. Thinking beyond text: multimedia and ‘links’ 3. The importance of testing and measuring
  6. 6. What works? ..
  7. 7. “Photos give the biggest lift with quotes coming in a close second. Tweets containing numbers, a video url and hashtags also lead to double-digit boost.” https://media.twitter.com/best-practice/news-the-impact-of-tweeting-with-photos-videos-hashtags-and-links
  8. 8. http://www.searchenginejournal.com/scientific-guide-posting-tweets-facebook-posts-emails-blog-posts-best-time/82749/
  9. 9. http://blog.sumall.com/journal/posting-dead-zones.html
  10. 10. “Folks who schedule their tweets schedule at certain points. This is why you should never tweet at the :00, :15, :30 or :45 of the hour.” http://www.mediabistro.com/10000words/twitter-times_b9966
  11. 11. “Photos give the biggest lift with quotes coming in a close second. Tweets containing numbers, a video url and hashtags also lead to double-digit boost.” http://blog.bufferapp.com/10-new-twitter-stats-twitter-statistics-to-help-you-reach-your-followers
  12. 12. “Photos give the biggest lift with quotes coming in a close second. Tweets containing numbers, a video url and hashtags also lead to double-digit boost.” http://blog.bufferapp.com/a-scientific-guide-to-writing-great-headlines-on-twitter-facebook-and-your-blog
  13. 13. “A small amount of editorial effort was the difference between one of the best tweets of the year and a headline from print that was less effective in the context of social media” http://www.niemanlab.org/2014/01/if-a-tweet-worked-once-send-it-again-and-other-lessons-from-the-new-york-times-social-media-desk/
  14. 14. “We don’t always need to try so hard to write an unforgettable tweet, or one that tempts the reader too much. Clarity and straightforwardness around interesting subject matter are ultimately rewarded by substantial reader interest.” http://www.niemanlab.org/2014/01/if-a-tweet-worked-once-send-it-again-and-other-lessons-from-the-new-york-times-social-media-desk/
  15. 15. http://www.theatlantic.com/business/archive/2014/02/the-facebook-effect-on-the-news/283746/ Twitter
  16. 16. http://www.theatlantic.com/business/archive/2014/02/the-facebook-effect-on-the-news/283746/ Facebook
  17. 17. Case studies ..
  18. 18. ●“If a tweet worked once, send it again [on weekend]” ●“Don’t bother calling it a “rerun” or apologizing to people who might have seen it before. Simply wait a few hours and change up the language.” http://www.niemanlab.org/2014/01/if-a-tweet-worked-once-send-it-again-and-other-lessons-from-the-new-york-times-social-media-desk/ http://www.niemanlab.org/2011/03/tweet-late-and-e-mail-early-using-data-to-develop-strategy/
  19. 19. “In the case of repeating a tweet four times in thirty-two hours, there was a big spike for the first tweet, but the next three still yielded very good results.” https://www.americanexpress.com/us/small-business/openforum/articles/how-to-drive-traffic-with-repeat-tweets-1/
  20. 20. “In the case of repeating a tweet four times in thirty-two hours, there was a big spike for the first tweet, but the next three still yielded very good results.” http://www.poynter.org/latest-news/mediawire/160749/stats-show-how-to-increase-click-through-rates-on-your-tweets/
  21. 21. Beyond the link Using Twitter as a journalist
  22. 22. "Letting our trusted reporters deliver some news first [on Twitter] helps them connect directly with an interested audience, and delivers news in a timely manner without sacrificing our commitment to accuracy." http://www.niemanlab.org/2014/01/if-a-tweet-worked-once-send-it-again-and-other-lessons-from-the-new-york-times-social-media-desk/
  23. 23. http://www.bbc.co.uk/blogs/blogcollegeofjournalism/posts/Perfect-Twitter-for-journalists-Take-a-masterclass-from-ITVLauraK-
  24. 24. “Journalists who tweet 20% fewer links — either links to their own stories or to other online content — and 100% percent more mentions, including handles and @replies … actually grow their following by more than 17% over the long term. http://www.pbs.org/mediashift/2013/05/mark-luckie-twitter-not-getting-into-news-business
  25. 25. "There is obviously a correlation between number of tweets and total volume of traffic that goes to an article … just not a relationship between stories that are most heavily consumed and stories that are most heavily tweeted." http://www.theverge.com/2014/2/14/5411934/youre-not-going-to-read-this
  26. 26. http://www.convinceandconvert.com/social-media-measurement/new-research-finds-the-curation-vs-creation-sweet-spot/ “20% fewer clicks per post than Curators, but their conversion rate is 10X higher. I’ll take that trade any day.”
  27. 27. https://www.youtube.com/watch?v=IsdvJI0AK5M
  28. 28. Key points recapped: ●Succinct, clear, engaging + verbs ●Add value through multimedia and links - including hashtags and @ names ●Timing is key - but test what works
  29. 29. Knight & Cook: Social Media for Journalists Pinboard.in/u:paulbradshaw/t:twitter See Moodle for links & reading Further reading.
  30. 30. http://www.nytimes.com/interactive/2014/07/01/upshot/twitter-quiz.html
  31. 31. http://blog.newswhip.com/index.php/2014/07/turn-twitter-facebook-traffic-subscriptions-part-one Advanced!

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