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