The most common social media fail is easily correctable.
People are lazy. Web publishers are no exception. When they install social-sharing buttons, all too often they leave the default settings in place.
As a result, when a user clicks the ubiquitous “tweet” button to promote your content, nine times out of 10, what he ends up sharing is simply, unforgivably the article’s headline.
Big mistake. Under this setup, all your efforts prodding people to share your content are negated when they actually do.
What should you do instead? For every post published, you should embed a teaser that you’ve tailored for Twitter. (This can be accomplished by adding a new field or plug-in to your CMS.) Under this setup, when that share button is summoned, your fans will be sharing text specific to the medium, not a one-size-fits-all compromise.
“Upworthy is the worst site on the Internet.” So says Bob Powers of HappyPlace.
Jack Flanagan of the Daily Beast concurs: “Sites like Upworthy cater to the basest and most recklessly childish of human instincts.”
PandoDaily’s Hamish McKenzie rounds out the contempt: “The hammer of [Upworthy’s] unrelenting moralism starts to feel not so much as if it is breaking barriers as it is cracking your skull.”
Absent the rancor, their collective contention boils down to this: websites like Upworthy are the modern-day heirs to the disgraced practice of yellow journalism. If, say, the Podunk Herald wanted to prostitute itself to page views, it too could make things go viral.
Don’t just tweet the headline. Comment on the article. Explain why you’re sharing it.
Tweeting has never been easier. Just click that turquoise bird alongside nearly every kind of content on the web today, and a ready-to-go message presents itself. All you need to do is click “tweet.” The whole thing takes less than five seconds!
Yet there’s no decree dictating that you must use this prewritten gruel. In fact, you shouldn’t use the default text, which is tantamount to a robot announcing the Oscar winners: it’s generic and devoid of any shout-outs, styling, or personal commentary. After all, what you tweet is transmitted over your name and avatar, so it behooves you to stamp it with your own style.
What’s more, if you want to stand out, you can’t just put out what everyone else is typing. You need to offer up something new — even if it’s just your two cents. Indeed, with this little bit of extra effort, you can make each tweet count.
The more talks I deliver, the more I come to love PowerPoint. In fact, as a colleague recently told me, when thinking about how to explain something, I’ll often articulate how it might look in a slide deck. Accordingly, after coming across a study making the case for SMS donations, I thought, “This would be perfect for PowerPoint!” Hence, the above SlideShare.
That italicized sentence at the bottom of your blog posts isn’t a necessary evil, but an easily exploitable opportunity.
Ten years ago, after you finished reading a book, watching a movie, or listening to a song, it was over; you were done. If you wanted to share your reactions, you saved them for the water cooler.
Today, the traditional indicators of finality — a tombstone mark for an article (∎), the words “the end” for the silver screen, a trio of hashtags (###) for a news release — have been supplanted by a button that beckons you tinno “like,” “retweet,” “pin,” or perform some other variation of social-media sharing.
For example, by displaying a hash tag, TV commercials encourage you to “join the conversation” on Twitter. Magazine articles refer you to a website “for more information.” Even McDonald’s has climbed aboard the bandwagon, stamping QR codes that reveal nutritional data on its carryout bags.
How can you, dear blogger, get in on these gigs and thus propagate your posts? Specifically, how can you milk your content for more followers and fans?
Easy: just start making use of an often-overlooked implement in the marketer’s toolkit: your byline.
Twitter and Chase recently teamed up to form a social media partnership for small businesses. I was fortunate to be a panelist at the launch event in New York. Here’s the two-minute highlight video.
How to be a showman without becoming a showboat. Or: How to make your message hot without looking like a hot dog.
“Politics is a direct-response business,” declares the digital director of President Obama’s re-election campaign. “People do things if you ask them to do it, and … don’t … if you don’t ask.”
Exactly! In fact, this is true not only in politics, but also in social media. If you want your readers to click “like” or “retweet” or “reblog” or “pin” or “plus,” you gotta ask for it. Not for nothing do two of the web’s most popular sites — BuzzFeed and Mashable — serve up big buttons at the top of each article, beseeching you to “share me now!” What’s more, these icons now include the number of shares in real time, boxing you in with peer pressure: “Don’t share me — I dare you!” This is marketing at its finest: so subliminal, you think you’re making a considered choice.
“Let’s put it on our website.” The refrain is increasingly common, but, as always, there’s a right way and a wrong way.
An amateur will do what’s easiest: copy and paste. But a pro knows that to copy and paste is to deprive readers of the Web’s richness. Shifting copy from dead trees to Web browsers is both art and science.
The art: to write for the web, you need to be not only a writer, but also a marketer, a designer, and a publicist. The science: to write for the web, you need to understand how people read on the web.
To this end, we’ll review the differences between reading something designed for a monitor and something designed for print. We’ll walk through the best practices of web writing, and review a variety of good and bad examples. We’ll also intersperse exercises throughout, so you learn by doing.
When creating their company website, many small businesses defer to their “web guy” on the address. “Oh, JanesFlowers.com isn’t available? Ok, JanesFlowers2.com is fine.”
No! No! No! While seemingly trivial, your URL is in fact critical. Don’t let it be an afterthought; make this decision an integral facet of your planning and branding.
After all, not only will your domain be printed on your business cards and in your email signatures. You’ll also need to pronounce it in a way that leaves no room for confusion.
Consider a few case studies.