Week 3 LectureNotes COM 370

1. Week 3
Lecture Notes
COM 370
Chapters 5, 6, & 7

2. Learning
Outcomes
Create effective
content for social
media user
consumption.
1
Work in a team to
craft a social media
informational
campaign
2
Understand the
factors leading to the
success and failure of
social media
campaign efforts
3

3. Reimagine,
not Recycled
Content
 How is content reimagined as opposed to recycled?
 Recycled content was designed for another purpose,
and then is now displayed in cyberspace
 Businesses scanned printed info and displayed
it on the website with no change in format.
Viewers had to “scroll to China” enduring long
text.
 The content is moved to HTML code with no
changes
 Reimagined content: The structure of the information
is changed to fit the modality
 Long content is “chunked” and uses bullets
 Info is easily scanned by online viewers
 Info is reshaped and rewritten for social media,
and all those pieces of info displayed in apps,
updates, tweets, at Facebook, in podcasts, e-
books, and white papers must all work
together.
 The company’s content must be examined
from a new perspective.

4.  Examine existing content for possible use. A
white paper can be broken into small content
packages known as info snack.
 These pieces of the original info are used as
tweets or Facebook text or even in FAQs parked
on theWeb .
 Create reimagined content from the user’s
perspective. How can the user find and use this
content?
 Rethinking the company info eventually creates
what the text calls a “content ecosystem” of the
company’s information.
 All of the content must come from one key idea
(the “big idea” of the text) that is stated and
restated and supported by all of the content.This
is the company’s food chain.

5. Who conducts
this content
examination?
Add public relations
and customer service
personnel to
marketing and you
have most of the
people responsible for
content creation.
Wait! Add the legal
department.The
company lawyers take
a look at the info being
used to describe the
company and its
products, so plan to
keep them in the loop.
Social media
marketing changed
the development of
content. It is no longer
the domain of the
marketing
department alone.
How does social media
marketing affect a
company?

6. All of these departments are now engaged in content
creation for a company
 The training of various staff personnel changes to include consumer contact.
 Marketing staff are trained in using information to chase a new marketplace to
attract customers and in database mining.
 Public relations specialists are whizzes at internal communication plus some
external communication to existing customers and clients.
 Customer service reps are now front line contact with customers, responding to
social media communication from consumers
 All of these departments are now engaged in content creation for a company and
the roles shift to do that

7. Create a
Content
Publishing
Schedule
An editorial calendar: Plan, Produce, Publish
Use GoogleAlerts to provide a steady stream of news relevant
to your product or brand
Respond to comments posted anywhere about your brand
Use User-generated content (UGC) to advance the Big Idea.
Create a detailed plan to guide the publication process,
knowing UGC will shift content from the plan

8. Daily
Weekly
Monthly
Quarterly
Biannual
Annual
 1= Daily:Twitter updates, news items, responding to
comments
 7 =Weekly:A blog, video, how-to article, forum
participation
 30 = Monthly: An article, newsletter, short video,
podcast, meetup, Webinar, customer success
story
 4 = Quarterly: Research-based white paper, case
study in PDF, Ebook, a video series, contest
 2 – Biannual: Host a big event, celebration
 1 = Annual: Produce a live or virtual event, host an
executive roundtable, produce a best –practices
guide, launch a contest, produce a game

9. Share:
Don’t
Shrill
This info is more
consumer-
centered.
The content
solves a problem
for a consumer or
shares info the
consumer actually
wants.
A clever way for a
company to
change info to suit
this new direction
is to create a
story.
Begin a
conversation
about getting
your users to
generate content
for your company

10. Six
Characteristics
for a Good
Story Idea
1.The story is true
2.The story is relevant
3.The story is human
4.The story is passionate
5.The story is original
6.The story is surprising

11. What to do
When there is
Nothing toSay
 Talk with customers
 Interview luminaries
 Share real-time photos
 Ask customer service
 Monitor Search keywords
 Search online
 Check industry news
 Go to an event
 Create how-to content
 Share best practices
 Invite guest posts
 Start a meme
 Host an event

12. USG
User-
Generated
Content
 USG is the most significant change in the
new direction about content. In the past,
companies did not place anything about the
company in the hands and minds of
unpredictable, uncontrollable consumers.
 Consumer-generated product reviews and
ratings add a sense of community,
interaction, and liveliness to e-commerce
site
 Why should a company even entertain the
thought of consumer-generated content?
Won’t 95 percent of that content be
complaints?
 How should a company respond to negative
customers who are responding to the
company? Check out the suggestions in the
Youtube video about responding to
negative social media content
 Responding to negative customer
comments

13. Build Buzz But
Avoid Link Bait
To develop interest in your
content, go see similar
online content and leave
appropriate comments and
invite people to view your
content, too.
Start with small stuff.
Visit blog posts, watch
videos and other online
content related to your
industry, test keyword
searches
The goal is to raise
awareness. Ask, ‘would I
retweet this?” before you
post.
Avoid link bait: Content
placed on a website
specifically for the purpose
of enticing people to link to
it.
The Goal:To have your
content shared around the
Web.
Provide a steady stream of
new and good content.

14. Why NoOneComments onYourContent
People come back if
they find the content
compelling, if they like
the conversation, or if
they want to be seen.
01
The quiet ones are there
to learn something.
Have something to
learn!
02
Never judge the success
of your content solely
on the number of
comments.
03
The moment you stop
publishing is the
moment you start losing
your community. Follow
1-7-30-4-2-1
04
Your content is a social
object!
05