University marketing and communications presented a session of Short and Snappy: Writing for the Digital World on July 15, 2014. This interactive training focused on the distinct content needs of websites, blogs and social media and how leveraging users’ expectations for each platform can enhance online communications.
Your website: Where users go to get information
This section of the workshop focused on identifying a website’s audiences, setting goals for interaction and formatting content so that it can be easily consumed.
Key takeaways
- Test your website’s organization by asking someone to find a piece of information on it. How easily does that person locate the information you requested? What path does he/she take to find it?
- Consult with other people who are involved in your website’s maintenance and messaging. Together, identify your audiences and goals. Write them down so that everyone stays on the same page.
- Follow consistent formatting strategies (which were covered extensively during the presentation) to ensure that information on your website is easy to consume.
Your blog: The perfect place to tell a story
Users approach blogs with a broader goal. Rather than searching for the answer to a specific question, they’re using blogs to learn more about the organization’s message and environment. Telling engaging stories on your blog is an important way to support your website’s goals.
Key takeaways
- Remember that users will notice how recently you’ve updated your blog. Updating at least once per week tells readers that you’re enthusiastic about your subject and have a lot of good news to share.
- Engage readers with classic storytelling techniques (which were explored through an exercise on writing the six-word story).
- Keep the online communication formatting strategies in mind; they work for your blog posts, too.
Your social media: A way to create new impressions
Social media offers an ideal channel for encountering new people, revealing new qualities and creating new kinds of interactions with people who are loyal to your brand. It should also be part of your strategy for sharing news about events, achievements and opportunities.
Key takeaways
- Best practices for social media include adopting a long-term strategy, focusing on good content and posting consistently.
- One of the biggest challenges of managing social media — the feeling that you’re talking to everyone while talking to no one — can be addressed by defining your ideal audience. The presentation included an exercise on this process.
Next steps
Web and new media will continue offering training opportunities on communicating in the digital world.
- Aug. 14: Social Media Boot Camp
- Sept. 30: Social Media 101
- Oct. 28: Short and Snappy: Writing for the Digital World
Access the presentation
Short and Snappy – Writing for the Digital World
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