Community, SEO and SMO - making your journalism work for you

Stakeholders

WitnessesExperts

Story

from Mark Blaine (2013)

Conference: Holes.What/who isn’t in the

coverage? What can you add that’s new?

Build relationships

@PaulBradshaw : Online Journalism Week 2Birmingham City University: BA year 2 production

What is journalism for?

What is journalism for?

@PaulBradshawOnline Journalism Week 1

Alison Huggan, Stephanie Bottrill, Tim Salter, Sheila Holt, Caleb Hollow

Give a voice to the voiceless?

http://helpmeinvestigate.com/welfare/the-bedroom-tax-investigated-in-birmingham-no-place-to-go

"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.

"An active reader community is an asset. That takes time to develop."

Robert Niles - http://www.ojr.org/ojr/people/robert/201001/1816/

The story. A human case study

Background and contextExpert analysis and reaction

Colour and clarity

They come into contact with..?Agencies and charities

Communities and forumsProfessional groups, unions

Campaigns and groups

SEOMake yourself findable

URL, title, subheadsTags and categories

Images: alt tags and captions

SMOEmotive sharing

Useful contentInvolving users – guest posts

AristotleEthical appeal – this is wrong

Emotional appeal: wow!Logical appeal: it makes sense

Don’t be clever: tell the story

Write for platform & audience

What do we get out of it?

It’s all about… timing.

(schedule with Buffer)

It’s all about… platform.

It’s all about… push/pull.

http://www.searchenginejournal.com/scientific-guide-posting-tweets-facebook-posts-emails-blog-posts-best-time/

It’s all about… being useful

http://blog.bufferapp.com/a-scientific-guide-to-writing-great-headlines-on-twitter-facebook-and-your-blog

…being important

http://www.niemanlab.org/2014/01/its-an-outbreak-the-most-shared-upworthy-posts-of-2013-shed-some-light-on-virality/

…BWN

Jonah Perettihttp://www.businessinsider.com/jonah-perettis-awesome-viral-media-presentation-explained-2010-8?op=1

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

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?

Test it with bit.ly

Task 2: People

.

image by

Your challenge is:CE: Guest/cross postCM: Interview key personDJ: Interview expert (researcher/analyst/FOI)MM: Audio interviewED: Interview key person 2

Web writing: BASICBrevity: keep pars ultra shortAdaptability: what can I do?Scannability: subheadings, bullets, bold wordsInteractivity: link, link, linkCommunity: listen/react

Web writing: examplesDaily Mail: images & bulletsBBC/Buzzfeed: text, linksGuardian: adaptabilityHuffpo: community

Tips:First person phrases:“my JSA”Jargon: “spare room subsidy”site:org site:ac.ukinurl:forumFollowerwonk

Your directed study is:Find out…What claims are being made?What questions being asked?

Example of interview:http://www.theguardian.com/healthcare-network/2014/jan/17/health-visitor-homeless-families-travellers

Now publish.

Twitter.com/paulbradshawLinks at Delicious.com/paulb/distributionLinks at Delicious.com/paulb/webwriting