community, seo and smo - making your journalism work for you
DESCRIPTION
Class delivered to second year undergraduates on the degrees in the School of Media at Birmingham City University.TRANSCRIPT
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Stakeholders
WitnessesExperts
Story
from Mark Blaine (2013)
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Conference: Holes.What/who isn’t in the
coverage? What can you add that’s new?
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Build relationships
@PaulBradshaw : Online Journalism Week 2Birmingham City University: BA year 2 production
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What is journalism for?
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What is journalism for?
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@PaulBradshawOnline Journalism Week 1
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Alison Huggan, Stephanie Bottrill, Tim Salter, Sheila Holt, Caleb Hollow
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Give a voice to the voiceless?
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http://helpmeinvestigate.com/welfare/the-bedroom-tax-investigated-in-birmingham-no-place-to-go
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"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.
Go to interviews with more than a clippings file.
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"An active reader community is an asset. That takes time to develop."
Robert Niles - http://www.ojr.org/ojr/people/robert/201001/1816/
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The story. A human case study
Background and contextExpert analysis and reaction
Colour and clarity
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They come into contact with..?Agencies and charities
Communities and forumsProfessional groups, unions
Campaigns and groups
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SEOMake yourself findable
URL, title, subheadsTags and categories
Images: alt tags and captions
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SMOEmotive sharing
Useful contentInvolving users – guest posts
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AristotleEthical appeal – this is wrong
Emotional appeal: wow!Logical appeal: it makes sense
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Don’t be clever: tell the story
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Write for platform & audience
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What do we get out of it?
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It’s all about… timing.
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(schedule with Buffer)
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It’s all about… platform.
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It’s all about… push/pull.
http://www.searchenginejournal.com/scientific-guide-posting-tweets-facebook-posts-emails-blog-posts-best-time/
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It’s all about… being useful
http://blog.bufferapp.com/a-scientific-guide-to-writing-great-headlines-on-twitter-facebook-and-your-blog
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…being important
http://www.niemanlab.org/2014/01/its-an-outbreak-the-most-shared-upworthy-posts-of-2013-shed-some-light-on-virality/
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…BWN
Jonah Perettihttp://www.businessinsider.com/jonah-perettis-awesome-viral-media-presentation-explained-2010-8?op=1
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Jonah Perettihttp://www.businessinsider.com/jonah-perettis-awesome-viral-media-presentation-explained-2010-8?op=1http://www.wired.co.uk/magazine/archive/2014/02/features/buzzfeed
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BuzzFeed’s Golden RulesDon’t use tricks. Be yourself. Make content you’d be proud to share. Experiment. Have a
heart. Is it a human story?
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Test it with bit.ly
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Task 2: People
.
image by
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Your challenge is:CE: Guest/cross postCM: Interview key personDJ: Interview expert (researcher/analyst/FOI)MM: Audio interviewED: Interview key person 2
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Web writing: BASICBrevity: keep pars ultra shortAdaptability: what can I do?Scannability: subheadings, bullets, bold wordsInteractivity: link, link, linkCommunity: listen/react
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Web writing: examplesDaily Mail: images & bulletsBBC/Buzzfeed: text, linksGuardian: adaptabilityHuffpo: community
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Tips:First person phrases:“my JSA”Jargon: “spare room subsidy”site:org site:ac.ukinurl:forumFollowerwonk
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Your directed study is:Find out…What claims are being made?What questions being asked?
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Example of interview:http://www.theguardian.com/healthcare-network/2014/jan/17/health-visitor-homeless-families-travellers
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Now publish.
Twitter.com/paulbradshawLinks at Delicious.com/paulb/distributionLinks at Delicious.com/paulb/webwriting