Writing for the Web and Social Media 2015
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An overview of tips and tricks for higher education professionals writing for university-branded websites or social media. Created by Anna Harris and Kate Post of California State University, Chico.
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Writing for the Web and Social Media 2015
- 2. How do people read online? • They skim • They scan webpages for lists, headings, keywords, links. • We have only seconds to connect with them. • With a purpose • They come to our sites to complete a task. • With expectations • They have a sense of where information will be on a web page. • They expect their needs will be met. • Increasingly, on mobile devices • 81% of prospective students visited a college website on mobile.
- 3. Where do readers look for information?
- 4. Web writing should be • Clear • Concise • Compelling • Complemented by page layout and design
- 5. Writing Tips Avoid a sales pitch •Avoid superlatives and lofty claims Inform about your accomplishments o Not this: Chico State has an ongoing commitment to sustainability. o This: Chico State is one of only 21 schools in the nation on the Princeton Review’s Green Honor Roll. (Bonus points if you also entertain)
- 6. Write like a human being • Avoid jargon* • We will deploy constructivist curiosity with a laser-like focus. • We will optimize intuitive best practices in authentic, real- world scenarios. • Use common words: “use” not “utilize” • People like to make personal connections • Don’t be afraid to use “you” and “your” • Include a name for phone & email contact * from Educational Jargon Generator, www.sciencegeek.net/lingo
- 7. Write short sentences • 5 to 10 words Write your copy. Cut it in half. Cut it in half again. — Steve Krug, web usability expert
- 8. Write short paragraphs • One-sentence paragraph is OK (the first sentence can often stand alone). • Craft the first sentence—and headlines—to capture attention. • Put key words up front. • Break up text. • Into sections • Into lists using bullets or numbers • With visuals
- 10. Use subheads •Create subheads that flow from the primary page heading. Active words, not labels, are most effective. Use anchors on very long pages
- 11. Write links that work • Place the link at the point of action • Register here. • Meet reader expectations • Ex., a link to academic majors should go to a list of academic majors, not text about the majors • Make links clearly visible • Underline the link and set in a contrasting color • Avoid broken links • Use “internal links” in Cascade • Check your content regularly
- 13. Think about design • Use Cascade tools to format headings and subheads • Use only one space after a period • Use images that make sense
- 14. Proofread!
- 15. Meeting reader expectations Link at point of action Subheads break up content Active header Establishing a personal connection
- 16. How could we do this differently?
- 18. How are social communications different? • Warmer, more familiar tone • Less space to make your point • Impermanent (sort of) • Bridge to other content • Broadcasting as well as conversing
- 19. Writing for Social Media “We should always remember we are public media and that readers, listeners and viewers expect quality, but we aren't producing scholarly journals — we're trying to produce smart content that resonates with as many people as possible. We can be smart yet edgy.” –Eric Aasen, digital news director of KERA “If you treat social media only as promotional tools, you’ll never master them. They’re tools for conversation and collaboration.” –Andy Carvin, First Look Media
- 20. Writing for Social Media • Add value. • Keep it short. • Respect your audience. • Don’t automatically cross-post!
- 21. Specifically… • Write, re-write, and re-write again. • Avoid abbreviations– “what’s ur fav class?” • Spare the exclamation points. • Ask directed questions rather than open-ended ones (“Where’s your favorite place to study on campus?” versus “Where do you study?”) • Let your links do the talking. • Proofread! Treat posts as carefully as you would website text.
- 22. Keep in mind… • Use current and topical content. • Use graphics with impact. • It’s a two-way street. • Your audience varies by platform.
- 24. Writing Customer Service Responses • Be courteous. • Do research before you respond. • Provide correct, helpful information.
- 25. Responding to Criticism • You can’t purge criticism and have a credible social media presence. • Counter inaccurate statements with accurate facts. • Tell the complainers they were heard. • Let your friends correct your critics. • BUT, delete posts involving political endorsements or banter, unrelated links, defamation, advertisements, or SPAM.
- 27. Using Humor Effectively • Have a personality. • A little levity goes a long way. • To gif or not to gif? • Be topical/current.
- 29. Advice from the experts…
- 30. Takeaways There’s a lot of overlap in writing for web and social. Here are three things to remember: • Write short. • Write like you talk. • Give your audience what they want and expect.
- 31. Questions? Suggestions for future workshops? Anna Harris 898-5882 acharris@csuchico.edu Kate Post 898-4263 kdpost@csuchico.edu @post_kate