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CONTENT STRATEGY
By Hossein Sharafi
@macromediax
FOR SOCIAL MEDIA PLATFORMS
1. What kind of Data?
2. How much Data?
3. Who receives the data?
4. How to show?
5. When to deliver?
6. Where is the data?
CONTENT STRATEGY CONCERNS
Social media are computer-mediated technologies that facilitate the creation
and sharing of information, ideas, career interests and other forms of
expression via virtual communities and networks.
Content attributes:
• Atomic data unit (post) must have a name(Title)
and should be accessed through a Canonical URL
• Viewable in a browser / smart phone
• No need for a 3rd party application to access/open
• Unable to carry virus or harmful scripts
DATA TYPES (POSTS)
DATA TYPES (POSTS)
• Rich Text
• Photos
• Videos
• Podcasts / Audio
• PDF
• Word / Excel / PowerPoint
Content types:
Content exposure:
• We see 4,000 to 10,000 ads a day *
• We spend 2 hours a day on social media *
• Information overload
WHY LESS IS MORE ?
Exposure time:
• 1 minute to read a book’s page
• 1 sec to watch an Instagram photo
• 0.1 sec to see a logo ad
15 ADS IN 1 SEC
HOW MUCH DATA ?
• Single page Websites
• Less than 10 Pages
• 10 to 100 Pages
• 100 to 1000 pages
• 1K to 10 K
• 10 k to 10 million +
Amount of data: Solution:
 Anchor links
 flat structure
 2-Level Menu
 Tags & Categories
 internal Search
more solutions needed
WHO RECEIVES THE DATA?
• Healthy people
• Disabled people
Human: Machine:
• Crawlers
• Ping robots
HOW ? (SUPPLY CHANNELS)
• PC Browsers
• Mobile Browsers
• Mobile App (api)
• messengers (Inline / Instant view)
• Capturing sites : (Pocket / instapaper / evernote)
• Printed papers (css media print)
• Search Engines
• Feed Readers (RSS XML format)
• Social Networks (G plus / Facebook/ twitter)
• Emails
• braille readers
1. DESKTOP BROWSERS
Html
Css
Js
Images
Animations
sounds
SUPPLY CHANNELS
2. MOBILE BROWSERS
SUPPLY CHANNELS
Html
Css
Js
Images
Animations
sounds
3. MOBILE APP
API
SUPPLY CHANNELS
4. MESSENGERS
SUPPLY CHANNELS
5. CONTENT CAPTURING SITES
SUPPLY CHANNELS
HTML5 Tags
6. PRINTED VERSION
SUPPLY CHANNELS
CSS media=Print
7. SEARCH APPEARANCE
SUPPLY CHANNELS
Description meta tag
8. SOCIAL NETWORKS
SUPPLY CHANNELS
Open graph tag
9.FEED READERS
SUPPLY CHANNELS
RSS XML file
10.EMAILS
SUPPLY CHANNELS
11.BRAILLE READERS
SUPPLY CHANNELS
CSS media=speech
vision impairment:
58% screen reader
14% screen zooming
13% dictation software
5% braille reader
WHEN TO DELIVER?
• Instant feed
• Hourly categorized pages
• Daily Editorial Posts
• Weekly mail
Human: Machine:
• Ping robots (instantly)
• Google (daily/ Weekly)
• Feed readers (daily)
• By google
• By human
WHERE IS THE DATA?
Findability
• By google (SEO)
• By human (IXD)
Discoverability
• Title, canonical URL for content
• HTML5 Tags
• Design for accessibility
• SemanticWeb meta tags (schema.org)
• Sitemap
• Internal linking (hashtags , relevant posts)
• media metatags
• XML feeds
WHERE IS THE DATA?
improve findability
• Relevant posts
• Put content in 404 pages
• #Tag pages accessible by inline tags
• Editorial posts page
• Posts Share ability
• Connect users (following)
• Readability & Usability improvement results in better
discoverability
WHERE IS THE DATA?
improve discoverability
THANKS
Hossein Sharafi
macromediax@gmail.com
www.interaction-design.org/hossein-sharafi

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Content strategy in social media platforms

  • 1. CONTENT STRATEGY By Hossein Sharafi @macromediax FOR SOCIAL MEDIA PLATFORMS
  • 2. 1. What kind of Data? 2. How much Data? 3. Who receives the data? 4. How to show? 5. When to deliver? 6. Where is the data? CONTENT STRATEGY CONCERNS Social media are computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.
  • 3. Content attributes: • Atomic data unit (post) must have a name(Title) and should be accessed through a Canonical URL • Viewable in a browser / smart phone • No need for a 3rd party application to access/open • Unable to carry virus or harmful scripts DATA TYPES (POSTS)
  • 4. DATA TYPES (POSTS) • Rich Text • Photos • Videos • Podcasts / Audio • PDF • Word / Excel / PowerPoint Content types:
  • 5. Content exposure: • We see 4,000 to 10,000 ads a day * • We spend 2 hours a day on social media * • Information overload WHY LESS IS MORE ? Exposure time: • 1 minute to read a book’s page • 1 sec to watch an Instagram photo • 0.1 sec to see a logo ad
  • 6. 15 ADS IN 1 SEC
  • 7. HOW MUCH DATA ? • Single page Websites • Less than 10 Pages • 10 to 100 Pages • 100 to 1000 pages • 1K to 10 K • 10 k to 10 million + Amount of data: Solution:  Anchor links  flat structure  2-Level Menu  Tags & Categories  internal Search more solutions needed
  • 8. WHO RECEIVES THE DATA? • Healthy people • Disabled people Human: Machine: • Crawlers • Ping robots
  • 9. HOW ? (SUPPLY CHANNELS) • PC Browsers • Mobile Browsers • Mobile App (api) • messengers (Inline / Instant view) • Capturing sites : (Pocket / instapaper / evernote) • Printed papers (css media print) • Search Engines • Feed Readers (RSS XML format) • Social Networks (G plus / Facebook/ twitter) • Emails • braille readers
  • 11. 2. MOBILE BROWSERS SUPPLY CHANNELS Html Css Js Images Animations sounds
  • 14. 5. CONTENT CAPTURING SITES SUPPLY CHANNELS HTML5 Tags
  • 15. 6. PRINTED VERSION SUPPLY CHANNELS CSS media=Print
  • 16. 7. SEARCH APPEARANCE SUPPLY CHANNELS Description meta tag
  • 17. 8. SOCIAL NETWORKS SUPPLY CHANNELS Open graph tag
  • 20. 11.BRAILLE READERS SUPPLY CHANNELS CSS media=speech vision impairment: 58% screen reader 14% screen zooming 13% dictation software 5% braille reader
  • 21. WHEN TO DELIVER? • Instant feed • Hourly categorized pages • Daily Editorial Posts • Weekly mail Human: Machine: • Ping robots (instantly) • Google (daily/ Weekly) • Feed readers (daily)
  • 22. • By google • By human WHERE IS THE DATA? Findability • By google (SEO) • By human (IXD) Discoverability
  • 23. • Title, canonical URL for content • HTML5 Tags • Design for accessibility • SemanticWeb meta tags (schema.org) • Sitemap • Internal linking (hashtags , relevant posts) • media metatags • XML feeds WHERE IS THE DATA? improve findability
  • 24. • Relevant posts • Put content in 404 pages • #Tag pages accessible by inline tags • Editorial posts page • Posts Share ability • Connect users (following) • Readability & Usability improvement results in better discoverability WHERE IS THE DATA? improve discoverability