Writing for digital media
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The document discusses best practices for writing for digital media. It emphasizes writing in a personal tone using the first person and keeping content short and engaging to grab readers' attention quickly. Key points include writing headlines that compel readers in 3 seconds, keeping social media updates short and conversational, and repurposing content across multiple platforms like blogs and social networks. Facts, questions and statistics are recommended over direct statements to generate better responses from readers.
Writing for digital media
- 1. WRITING FOR DIGITAL MEDIA Writing for digital media is not like writing for traditional presses. There is no longer time to create a great introduction paragraph and add more detail, it is necessary to grab the reader’s attention in 3 seconds, which means the headline must engage the reader instantly. IT IS PERSONAL Social media is personal, it is a conversation between you and your fans / connections / viewers and anyone else that may be listening. Most updates / tweets / posts are written in the first person (singular or plural). The third person does not work in digital media. It is acceptable to say “we are having a promotion this afternoon” if representing a company. It is not great to issue posts / tweets etc like “The ABC Company is having a promotion this afternoon”. Better still would be “I’m getting ready for a promotion at the ABC Company this afternoon”. SHORT AND SWEET LinkedIn and Twitter allow 140 characters (including spaces and punctuation) which includes your Twitter identity when someone is repeating (re-tweeting) what you have said. This means writing short statements to tempt the reader to click on a link for more has become the norm. Facebook conventions dictate short and sweet although there are no limits on post sizes. The average person posts a sentence or two at most. WRITING FOR DIGITAL MEDIA © Annmarie Hanlon 2010 1
- 2. SHORTEN LINKS When adding a link to a media release it can take up far too many characters. There are various websites which will reduce the size of a link, free of charge, so that http://www.evonomie.net/content.php/info_id/497 which is 88 characters becomes: http://bit.ly/aAPxsj - using bit.ly http://tiny.cc/jql1x - using tiny.cc – used by The Times http://alturl.com/qhabk - using short URL FACTS, FIGURES AND QUESTIONS Providing statistics, numbers, fascinating facts and questions generates better responses than direct statements. People are reading the posts / tweets / updates at their desk and a question like “have you visited the world’s best airport lounges” is more appealing than “new study on airport facilities”. PUNCTUATION AND SPELLING Punctuation has changed too. In social media it is not uncommon to see • No punctuation at all – to reduce the number of characters • Use of smiley faces :) to indicate positive messages • Abbreviations that may be more common in text messages For clients using social media spelling is important, if part of the brand image, but once the tweet or update is posted, it is difficult to retract. If you issue something with an error, re-issue with the correct spelling. Better still, make another more useful statement. WRITING FOR DIGITAL MEDIA © Annmarie Hanlon 2010 2
- 3. REPURPOSE YOUR CONTENT Whenever you create a press release, write an article, say something, make sure it’s on LinkedIn (share with Twitter), on your blog, website news area and Facebook. Use the information, use it again and once more for good measure. For example a news item about a new partner at a law firm could have several different headings: • Jane Smith joins Birmingham LLP • Birmingham LLP announce promotions • Have you read about the local woman being promoted? RESOURCES http://bit.ly http://www.tiny.cc http://www.shorturl.com WRITING FOR DIGITAL MEDIA © Annmarie Hanlon 2010 3
- 4. FOLLOW ME TO STAY AHEAD! Annmarie Hanlon, Managing Director, Evonomie Ltd http://uk.linkedin.com/in/annmariehanlon http://twitter.com/annmariehanlon http://www.facebook.com/Evonomie Books & Apps • Quick Win Marketing Book & App • Quick Win Digital Marketing Book & App Books available from Amazon but are much cheaper from the publisher, Oak Tree Press, with quick delivery from Ireland (as good / better than Amazon) http://www.oaktreepress.eu/index.php?page=shop.browse&category_id=10&option=com_virtuema rt&Itemid=2 WRITING FOR DIGITAL MEDIA © Annmarie Hanlon 2010 4