Social media marketing 3 copywriting and news coverage in the groundswell
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Transcript of Social media marketing 3 copywriting and news coverage in the groundswell
Social Media Marketing3 Copywriting and news coverage in the
groundswell and in established media
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
Talking about news to the groundswellThe groundswell and the journalists
N E W S I N A S O C I A L M E D I A A G E
Emily Bell on new journalism:
http://www.youtube.com/watch?v=uB2nGHiAw6o&feature=related
Social media and journalism today:
http://www.socialmediaexaminer.com/how‐social‐media‐helps‐journalists‐break‐news/
Participatory citizenship, transmedia storytelling
and convergence culture (Henry Jenkins):
http://www.youtube.com/watch?v=bhGBfuyN5gg&feature=related
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
How to understand the “public”—The private and public spheresaccording to Jürgen Habermas
S T A T E P U B L I C S P H E R E P R I V A T E S P H E R E
C u l t u r a l P u b l i c S p h e r e
Function: Debate and experiencesas being an individual in the state.
Social roles: Audience, participant, influencer.
Media types: Movies, tv, literature, sport, public social media … ?
I n t i m a t e S p h e r e
Function: feelings, social activities, sexuality, friendship.
Social roles: Family member, partner, friend.
Media types: Dating sites, lifestyleprogrammes, blogs on traveling … ?
P o l i t i c a l P u b l i c S p h e r e
Function: Common challengesand value debates.
Social roles: Citizen, voter, politician.
Media types: News, blogs, newspapapers … ?
S o c i a l S p h e r e
Function: Private economy, the market
Social roles: investor, consumer, employee.
Media types: Advertisement, newspapers, magazines, websites
Law and order
Education
Schools
Health
Infrastructure
Culture
Democracy
Is this theory preciseconcerning media culture?
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
The Temperamental Rose as writingstrategy (Goethe & Schiller 1799)
T H E E M O T I O N A L L A N G U A G E H A S A C O L O U R
Or, to be more precise; the adjectives connotate a certain climate.
At least, that’s the theory. Anyway it’s a good idea to work with a
rhetorical strategi when writing for your social media audience. A part
from ethos, logos and pathos, you can work with the adjectives as …
Source: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.
■ BLUE function text: Information and facts—focus on numbers, dates, precision and information
■ GREEN function text: Guarantee and quality—focus on guarantees, tradition, order and quality
■ YELLOW function text: Experience—focus on ideas, visions, fun, spontanity, experience
■ RED function text: Contact and emotion—focus on sympathy, emotions, empathy, warmth, invitation
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
The Temperamental Rose as writingstrategy (Goethe & Schiller 1799)
E X A M P L E
Source: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.
BLUE function text: Information and facts
GREEN function text: Quarantee and quality
YELLOW function text: Experience
RED function text: Contact and emotion
Adjectives as examples
■ Informative funtion:
“It costs only X … X can do this and this”
■ Guarantee function:
“Our best reporters give you …”
■ Experience function
“It will be as if you were there yourself!”
■ Contact function:
“We know you want the best. Contact us at …”
Visual aid
■ Representative pictures:
numbers, graphs, illustrations
■ Cultural representations:
Experience, order, positive grouping
■ Extrovert representations:
Fun, dynamic, (unorthodox?)
■ Introvert-extrovert sincerity:
Calm, inviting, wisdom, joy
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
The Temperamental Rose as writingstrategy (Förster 2004 via Goethe & Schiller 1799)
E X A M P L E
Source: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.
BLUE function: Information and facts
GREEN function: Quarantee and quality
YELLOW function: Experience
RED function: Contact and emotion
Adjectives as examples
■ Informative funtion:
“It costs only X … X can do this and this”
■ Guarantee function:
“Our best reporters give you …”
■ Experience function
“It will be as if you were there yourself!”
■ Contact function:
“We know you want the best. Contact us at …”
LOGOS
PATHOS
ETHOS
Visual aid
■ Representative pictures:
numbers, graphs, illustrations
■ Cultural representations:
Experience, order, positive grouping
■ Extrovert representations:
Fun, dynamic, (unorthodox?)
■ Introvert-extrovert sincerity:
Calm, inviting, wisdom, joy
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
The Temperamental Rose as writingstrategy (Förster 2004 via Goethe & Schiller 1799)
E X A M P L E
Source: Hans Peter Förster (2004): Texten wie ein Profi. Frankfurter Algemeine Buch. Frankfurt am Main.
BLUE function: Information and facts
GREEN function: Quarantee and quality
YELLOW function: Experience
RED function: Contact and emotion
Adjectives as examples
■ Informative funtion:
“It costs only X … X can do this and this”
■ Guarantee function:
“Our best reporters give you …”
■ Experience function
“It will be as if you were there yourself!”
■ Contact function:
“We know you want the best. Contact us at …”
USP
ESP ISP
Visual aid
■ Representative pictures:
numbers, graphs, illustrations
■ Cultural representations:
Experience, order, positive grouping
■ Extrovert representations:
Fun, dynamic, (unorthodox?)
■ Introvert-extrovert sincerity:
Calm, inviting, wisdom, joy
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
The Temperamental Rose as writingstrategy (Förster 2004 via Goethe & Schiller 1799)
E X A M P L E
REDcontact & appeal
GREENexperience & tradition
YELLOWActive & new
BLUEfactual information
Conflict theme:Tradition
vs the new
Conflict theme:Rationality
vs emotions
Rational proof orcultural certainty?
Comfort orspontainity?
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
1. Organising the news team: Key roles
Let’s get started!
Every candidate must prepare a
small speach (two minutes!) on
why they would be best as either
journalist, webmaster or editor.
If you don’t want to be an editor,
point to a person as an excellent
choice of being the editor. State
your reasons why.
Elect an editor!
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
2. Organising the news team: Meetings and start
Organizing the news team
Meet up and decide on the following:
Type of magazine: What is the topic? How will
you cover the topics with primary and secondary
sources? How can you validate your sources?
Target group: How old are the readers? What are
there doing for a living? Is it a small defined
target group or a more complex, comprehensive
group united by passions of interest?
Colour of voice: How must you communicate?
What colour of voice is needed? Does it require a
funny, sarcastic voice, a fact oriented voice or …?
Angle: What angle is needed? The critical angle,
your personal angle or the angle of the group
you’re representing (and what angle is that?)?
News criteria: Actuality, identification, conflict,
scandal, homour, sensation, news?
Working routines: How must the editor clear the
news? When do you need to meet up as a team?
Policy: What authority do the webmasters have in
terms of ugly content (trolls etc.?) Can other
ordinary users report this type of content?
Social Media Marketing
Copywriting, News and Social Media
COMMUNICATION
3. Organising the news team: Launch the site
Decide on the social media type:
Meet up and decide on the following:
Website: Go to wordpress: You are invited
Start blogging. There may pop up some strange
comments
Gill Branston
& Roy Stafford (2010):
The Media Student’s Book.
Routledge. Ed. 5.
Hans Peter Förster (2004):
Texten wie ein Profi.
Frankfurter Algemeine Buch.
Frankfurt am Main.
Charlene Li & Josh Bernoff (2011):
groundswell. Winning in a World
Transformed by Social Technologies
Harvard Business Press
Social Media Marketing
Resources
COMMUNICATION
LINKS
Website (groundswell/Forrester Research):http://www.forrester.com/Groundswell/authors.html
http://www.casestudiesonline.com/
http://www.mediastudentsbook.com/
Emily Bell: http://www.journalism.columbia.edu/profile/304‐emily‐bell/10