Journalism 370 october 19, 2011

Reading memo• Every memo must have a beginning, middle and end.

• The middle was great.

• Most forgot and beginning and end.

• One simple sentence about why you’re writing suffices as a beginning.

• One simple sentence about what’s next suffices as an end.

Op-ed

What is the problem?

What are the consequences of the problem?

What data do you have to support it?

What is the fix?

What data suggests your fix will work?

Who is fixing?

How can others being part of the solution?

Features: what makes a good story?

• Action-Reaction

• Action Consequence

• Surprise

• Good Characters

• Conflict

• A beginning, middle and end.

• Callbacks

• Foreshadowing

• Simile and Metaphor

• These are elements you can bring to the feature table.

Features: areas to be better• Attribute, attribute, attribute.

• Quotes

• Research

• Your group is part of a larger effort to do something. Think beyond the organization.

• Don’t mention organization in lead

• An SE Ohio group first• Then the name

• Mention the full name of someone first, then last name, then he or she.

Something to think about• Your comma placement needs to be better.

• If you have two sentences connected with and, or, but or some other conjunctive item, there must be a comma.

• GOOD:

• I went to class, and the professor gave me my paper.

• BAD

• I went to class and the professor gave me my paper.

Something to think about• Your comma placement needs to be better.

• If you have two sentences linked together and the subject is the same, you do NOT need a comma.

• GOOD:

• I went to class and got my paper.

• BAD

• I went to class, and got my paper.

If there is one thing you remember from this presentation, what is it?

 

Social media is a valuable tool in any marketing campaign. It is not the entire toolbox.

Social media overview

There are five themes you or a client should be aware of before ever creating a social media presence:

1.This is a marathon, not a sprint.

For every Ted Williams viral bonanza, there are millions of Ed Williams videos nobody every sees. Social media is a long term investment.

Social media overview

2. Content is king.

• Finding that content isn’t easy.• You will swing and miss.• Once you find the kingworthy content, measured results

aren’t a matter of if, but when.

Social media overview

3. Be transparent

• It’s not the lie. It’s the cover up.• It’s not a matter of if you get caught; it’s when.• How you apologize is almost as important as what you do

wrong.

Social media overview

4. It’s OK for people to think you’re not any good.

• It's been 5+ weeks since @aepohio cut branches down that were lying on our power lines. They still have not cleaned up our yard. Unreal.

• @marksubel Gosh Mark, drop me a note @ capratimiller@aep.com & I'll put you in touch with someone you can discuss the matter with.

• Just want to say thanks to @aepohio for quickly resolving our concern from last week. Very professional & courteous. Thanks @aepohio

Social media overview

5. The biggest mistake you can make is not being there.

• 650 million people are going to be on Facebook.• A new person joins LinkedIn every second.• Twitter still sees triple digit growth.

Social media research• How many people are searching for your product through

Google?

• How is your product seen on Twitter?

• How is your product seen on Facebook?

• How is your product seen on YouTube?

• How much time can you devote?

• 30-60 minutes of Facebook.• 1-2 hours on Twitter.• As much time as it takes to write a good blog post.

Blogging as a social media foundation

• Blogging is like a good stock: it should grow in time.

• Blogging offers reasons to post on Twitter and Facebook.

• Blogs force you to stay fresh and relevant.

• Blogging can make you an authority.

• Blogging helps with SEO.

• Link Building• Internal Traffic

Social mediacreating a fan base

Have a good offline product

• If you sell a bad product with terrible customer service, it doesn’t matter how cool your Facebook page is.

• If you have a product people like and have loyalty towards, results will follow

• Zappos shoes has 90,000 followers.

• Crocs have 232,000 followers.

• Nike has millions of followers.

SOCIAL MEDIACREATING A FAN BASE

• Start small.

• You have 10 friends.• Your 10 friends probably have five friends interested in the

same kind of item.

Social media creating a fan base

Follow bloggers relevant to the industry

• www.technorati.com• www.wordpress.com• www.blogged.com• Each of these bloggers will have a Twitter handle, a

LinkedIn profile and a Facebook page. Follow those folks.• Each of these bloggers will have a list of bloggers they

like. Like those folks.

SOCIAL MEDIACREATING A FANBASE

How do you get followers on Twitter to follow you?

• Follow people you’re genuinely interested in. Chances are, they will follow you back.

• Follow people based on industry and area; they are more likely to follow you back.

• www.wefollow.com

• www.twellow.com

• www.nearbytweets.com

• Follow lists.• Follow friends of friends.• @reply as often as you tweet. This is a conversation.

Social mediacreating a fanbase

Get out, talk to people and make yourself an expert:

• Answer questions on Yahoo answers• Answer questions on Quora.• Answer questions on LinkedIn.• Answer questions on Twitter.• Start commenting on influential blogs.• Ask people if you can guest post on said blogs.

Social mediacreating a fan base

Integrate social media into overall marketing campaign.

• Explain Facebook presence on website.• Document social media presence in all current forms of

outreach.• Tell people why they should follow your page/handle.

Social mediawhy should they follow us in the first place?

• Contests

• Questions

• Poll questions/survey

• Coupons

• News

Why are people fussy about social media?

• People will say bad things about me.

• They already are.

• You have the ability to hear those concerns.

• You have a power to remedy those situations.

Why are people fussy about social media?

• People will say things that are too private.

• You can create privacy guidelines because you respect people’s privacy.

• You can move the conversation offline.

• You have to monitor your page.

Creating a social media plan

• Develop a schedule to publish content.

• Make sure it’s realistic.

• Follow the map.

Study the map.

• Plan

• Do

• Study

• Act