Making your content social
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The document provides tips for making content social and engaging audiences on social media. It recommends starting with clear goals for what you want people to do after reading content, such as taking action or sharing. It also suggests understanding the target audience by finding what issues are most important to them. Additionally, the document offers ideas for social elements to include like headlines, images, factoids, and calls to action that make content more shareable. Metrics and engaging in conversations on social media after publishing are also discussed.
Making your content social
- 1. Making Your Content Social Staci Baird @girljournalist
- 2. You’re not competing with (other news sites) you're competing with videos of cats on Roombas. ~ @plautmaayan
- 3. Did you read that story about…? Did you watch the news last night? News is a conversation. Did you see that photo of…? Did you see that video on YouTube?
- 4. Social = Sharable = Talked about
- 5. How do you get people’s attention? This presentation needs 100% more cute baby memes.
- 8. You want people to read your story. But do you want more?
- 9. You want people to read your story, talk about it and…
- 10. “And...” is your goal.
- 11. story ^is important. Don’t ever stop asking WHY the
- 12. Some potential goals for your story • Take action! • Share on social networks, email, text • Request more information • Complete a survey • Write their congressman • Volunteer, donate
- 13. Who should read your story? If you say “everyone” you risk no one reading it.
- 14. What’s their most pressing issue problem desire?
- 15. How can your story help them?
- 16. Get to know your audience. How will they consume your content? What social platforms do they use? How do they use them?
- 17. What metrics to look at • Visits (not page views) • % new visits vs returning • Source (referrals) *Social networks • Mobile devices
- 18. Social networks aren’t content dumping grounds, but opportunities to engage in conversations.
- 19. Interactive engagement • Twitter chat • Google Hangout • Live Stream • Offline community forum
- 20. Think social from the start • Start with a plan • Think about the “And what...” • Don’t try to do everything. Pick one thing and do it well.
- 21. Exercise?
- 22. What do you want people to do after reading your story? These are your goals.
- 23. Who needs to read the story (who can take action, make a change)? This is your target audience.
- 24. What will success look like? Make success something you can measure.
- 25. What is being said about your topic right now? Use listening tools: Social mention Google search hashtags Twitter search Facebook search Instagram search Pinterest search Google + search
- 26. Post publishing promotion • Share the stories on your organization’s social channels as well as your personal networks. • Unpack the package and share the story components as individual pieces of content. *Always link back to the full story. “Read more, Learn more. Find out…” • Ask for feedback. • Respond to comments. Join the conversation. • Review the metrics.
- 27. Help your social media team • Provide the social media team with • Quotes • Original photos/infographics • Short video clips
- 28. more ^social? How can you make your content
- 29. Humor Emotion Make it personal Provide a call to action
- 30. Social components of a story • Headlines • Images • Factoids • Surveys/polls • Unique story designs/formats
- 31. Headlines • Humorous • Controversial • “Top 10” • 1 out of 10
- 32. Headline examples • Stanford Biologist and Computer Scientist Discover the ‘Anternet’ • 5 Ways Your Life Is Going To Change Because Of Obamacare • 19 Things America, Canada, And The U.K. Cannot Agree On • Americans are actually getting skinnier. New study shows 43% drop in obesity among young children in the U.S.
- 34. Images • EVERY story should have some visual component • Infographic • Photo • Photo gallery
- 38. Factoids • Interesting data points • Quotes
- 39. Factoid examples • How Much Snow Does It Take To Shut Down Schools Across The U.S.? Spoiler: About an inch of snow can shut down the entire South! • “Obamacare can't work, folks. It just cannot.” ~Rush Limbaugh • “I don't want to pay for a sex-change operation … I’m not interested. I like being a boy.” – Rep. Paul Broun (R-Ga ! ! *Hint: these make great Tweets!
- 40. Surveys/polls
- 45. Calls to action • Tell readers what they should do • Take this survey to find out x… • Register to x… • Write your congressman and ask them to x… • Share this photo to …. • Like this story if… • Please RT
- 46. Questions?
- 47. Resources http://www.forbes.com/sites/jaysondemers/2014/02/04/the-confluence-of-content-and-socialmedia-insights-for-success-in-2014/ http://www.forbes.com/sites/jaysondemers/2013/08/27/6-steps-to-decoding-your-target-audience/ http://www.slate.com/articles/technology/technology/2013/06/ how_people_read_online_why_you_won_t_finish_this_article.html Tools for listening: Social Search - http://www.socialmention.com/, http://www.webfluenz.com, http://www.socialsearcher.com/ Hashtags - http://www.hashtags.org/ Search for #hashtags on Google, Yahoo and Bing
- 48. Stories • https://engineering.stanford.edu/news/stanford-biologist-computer-scientist-discover-anternet • http://www.thebolditalic.com/articles/575-i-went-to-school-to-become-a-clown • http://www.thebolditalic.com/articles/575-i-went-to-school-to-become-a-clown • http://www.buzzfeed.com/mackenziekruvant/76-seconds-in-the-brain-of-someone-with-add • http://www.fastcodesign.com/3026558/infographic-of-the-day/graphic-lunchroom-hours-leavestudents-hungry
- 49. Examples of sites that publish social content • http://www.buzzfeed.com/ • http://www.upworthy.com/ • http://www.good.is/