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Writing for Online 2014

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Information about Writing for Online 2014
Education

Published on September 24, 2014

Author: tscurrie

Source: slideshare.net

Description

From Jakob Nielsen to Buzzfeed. A look at how to write for online news, with a focus on structure, links, headlines and social media. Undergraduate lecture by Tim Currie, Assistant Professor at the University of King's College School of Journalism in Halifax, Canada.
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ONLINE WRITING 1 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 1 / 84 Writing for Online Tim Currie tim.currie@ukings.ca @tscurrie September 17, 2014

ONLINE WRITING 2 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 2 / 84 Online Writing 1. Story text 2. Links 3. Headlines 4. Social Media

ONLINE WRITING 3 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 3 / 84 Jakob Nielsen: • He researches usability: how people consume content online • At Sun Microsystems he investigated how people interacted with their computers • He authored a 1997 landmark study on Web usability NIELSEN NORMAN GROUP

ONLINE WRITING 4 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 4 / 84 Nielsen’s Research Reading online is different from reading on paper (1997): • Most people don’t read online — they scan – Only 16% read a page word for word – 79% of readers scan a page first • Reading online is 25% slower than reading on paper

ONLINE WRITING 5 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 5 / 84 Research By Nielsen’s Peers Stanford University/ Poynter Institute EyeTracker studies (2000 & 2004): – Eyes go to text first – Briefs/teasers are popular – A headline has less than 1 sec. of a site visitor's attention STANFORD UNIVERSITY

ONLINE WRITING People don’t want to read a lot online. Why? 6 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 1. Body position 2. Eyestrain 3. Many web pages are authored for print 4. It’s difficult to judge the end of the story 5. The web is action-driven. People love to 6 / 84 click

ONLINE WRITING 7 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 7 / 84 Nielsen’s Recommendations for Web Pages Text should be scannable: 1) Highlighted keywords

ONLINE WRITING 8 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS • Quartz: How free KFC wifi and the World Cup helped Yum Brands recover in China 8 / 84

ONLINE WRITING 9 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 9 / 84 Nielsen’s Recommendations for Web Pages Text should be scannable: 2) At least two levels of headlines

ONLINE WRITING 10 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 10 / 84 • Toronto Star: U.S. Steel Canada filing for creditor protection

ONLINE WRITING 11 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 11 / 84

ONLINE WRITING 12 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS Nielsen’s Recommendations 12 / 84 for Web Pages Text should be scannable: 3) Bulleted lists

ONLINE WRITING 13 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS • Quartz: The NYT Book Review is adding new categories of Best Seller lists • Toronto Star: 10 fees you should avoid 13 / 84

ONLINE WRITING 14 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 14 / 84

ONLINE WRITING • Vox: 3 numbers that explain why ISIS will be so hard to destroy 15 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS • Globe and Mail: Six things to know about Ontario's new government 15 / 84

ONLINE WRITING • Buzzfeed: 16 Reasons One Hedge Fund Thinks Olive Garden Is Kind Of A Total Disaster 16 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 16 / 84 • Buzzfeed: Buzzfeed News

ONLINE WRITING 17 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 17 / 84

ONLINE WRITING 18 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS Nielsen’s Recommendations 18 / 84 for Web Pages 4) One idea per paragraph; no more than three sentences in each 5) Inverted pyramid style 6)Write 50% less than you would in print on each page

ONLINE WRITING 19 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 19 / 84 Clang! Creak! Tink, tink, tink tink. TING! In days past the sounds of a blacksmith’s shop were among the most distinctive noises found in towns and villages across North America. The sounds of village smithy pounding, bending and twisting metal were commonplace in the 18th and 19th centuries. Today, however, with commercial hardware stores in many malls, the sounds of an operating blacksmith’s shop are pretty much relegated to the past. Or, maybe not, thanks to a new course offered at the Nova Scotia Community College.

ONLINE WRITING Most Nova Scotians under 60 have never heard the “clang! tink, tink, tink!” of a blacksmith at work. But a new course offered at the Nova Scotia Community College promises to introduce a new generation to the piercing, but once-familiar, 20 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 20 / 84 sound.

ONLINE WRITING This is called "throat clearing" and is the product of an age when a newspaper article was something to be settled into gently, like favorite armchair. 21 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS Style Guide: It's tempting to start a longer piece with some scene-setting and a few rhetorical flourishes. 21 / 84

ONLINE WRITING QUARTZ 22 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 22 / 84 "The place between 500 and 800 words is the place you don't want to be. It's not short and fast and focused and shareable, [and] it's not long enough to be a real payoff for readers." Kevin Delaney, president & editor-in-chief

ONLINE WRITING 23 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS Nielsen’s Recommendations 23 / 84 for Web Pages 6) Graphical elements — tables, charts, photos, maps — help explain the story 7) OK: Casual lang., sentence fragments 8) Hypertext links aid credibility

ONLINE WRITING 24 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 24 / 84 A Newspaper Story

ONLINE WRITING 25 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 25 / 84 An Online Story

ONLINE WRITING 26 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 26 / 84 Exercise: Make it Web Friendly goo.gl/o5noit

ONLINE WRITING 27 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 27 / 84 Nielsen’s Research (Mobile Devices, 2009) “Observing user suffering during our sessions reminded us of the very first usability studies we did with traditional websites in 1994. It was that bad."

ONLINE WRITING 28 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 28 / 84 Nielsen’s Research (Mobile Phones, 2009) Poor experience because of: 1. Small screens 2. Awkward input 3. Slow download 4. Sites not designed for mobile APPLE

ONLINE WRITING 29 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 29 / 84 Mobile Content

ONLINE WRITING 30 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 30 / 84 Mobile Content

ONLINE WRITING 31 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 31 / 84 Mobile Content

ONLINE WRITING 32 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 32 / 84 Mobile Content

ONLINE WRITING 33 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 33 / 84 Mobile Content • Vox cards: Eyewitnesses agree Michael Brown was shot with his hands up

ONLINE WRITING 34 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 34 / 84 Mobile Content

ONLINE WRITING 35 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 35 / 84 Nielsen: Summary • Mathew Ingram: Why the rise of sites devoted to explanatory journalism is a trend worth celebrating

ONLINE WRITING 36 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 36 / 84 Writing Hypertext Links 1. They are recommendations 2. By nature they signify importance 3. They build trust with readers by making the reporting transparent 4. They allow readers further exploration

ONLINE WRITING 37 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 37 / 84 Writing Hypertext Links

ONLINE WRITING 38 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 38 / 84 Writing Hypertext Links • Chronicle Herald: Nova Scotia finance minister warns of 'serious cuts'

ONLINE WRITING 39 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 39 / 84 Writing Hypertext Links

ONLINE WRITING 40 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 40 / 84 Writing Hypertext Links

ONLINE WRITING 41 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 41 / 84 Writing Hypertext Links

ONLINE WRITING 42 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 42 / 84 Writing Hypertext Links

ONLINE WRITING 43 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 43 / 84 Writing Hypertext Links

ONLINE WRITING 44 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 44 / 84 Writing Hypertext Links • Three to five words Link to: • Official websites: products or organizations • Announcements (news release or report) • Related stories • Facts: statistics or comments

ONLINE WRITING 45 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 45 / 84 Writing Hypertext Links • Indicate if content is other than a web page (Eg. PDF, video)

ONLINE WRITING 46 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 46 / 84 Writing Hypertext Links Click here to read the advisory group’s report. Better: The advisory group released its Recommendations for Waterfront Renewal (PDF) Tuesday. Check out this site for more information. The Heritage Trust of Nova Scotia has a list of properties it considers threatened by development.

ONLINE WRITING 47 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 47 / 84 Writing Hypertext Links

ONLINE WRITING 48 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 48 / 84 Writing Hypertext Links

ONLINE WRITING 49 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 49 / 84 Exercise: What’s the Link? goo.gl/sQSyTH

ONLINE WRITING 50 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS Nielsen’s Recommendations 50 / 84 for Headlines • The Issue: They are often displayed on their own, out of context

ONLINE WRITING 51 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS Nielsen’s Recommendations 51 / 84 for Headlines On the eve of a new show at the Museum of Modern Art that celebrates his seminal works, legendary multimedia artist Michael Snow talks to Sarah Milroy about his heady, experimental days in New York.

ONLINE WRITING 52 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 52 / 84

ONLINE WRITING 53 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 53 / 84

ONLINE WRITING 54 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS Nielsen’s Recommendations for Headlines (& Subheads) 54 / 84 1. Make it short & clear 2. No teasers 3. Write in plain language: no puns, no cute or clever text

ONLINE WRITING 55 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 55 / 84

ONLINE WRITING 56 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 56 / 84 Headlines: Writing For SEO Military coffee supplier to take on Starbucks

ONLINE WRITING 57 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 57 / 84 Headlines: Writing For SEO

ONLINE WRITING 58 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 58 / 84 Headlines: Writing For SEO

ONLINE WRITING 59 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 59 / 84 Headlines: Writing For SEO In headlines or meta descriptions: • Must contain searchable keywords • Plain, common words

ONLINE WRITING 60 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 60 / 84 Writing for Social Media 1. Keep it short

ONLINE WRITING 61 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 61 / 84 Writing for Social Media 2. Leverage emotion

ONLINE WRITING 62 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 62 / 84 Writing for Social Media Berger & Milkman (2009): • Positive content is more viral than negative • Content that evokes high-arousal emotions is more viral. Positive (eg awe) or negative (anger/anxiety) • Content that evokes low-arousal or deactivating emotions (sadness/disappointment) is less viral

ONLINE WRITING 63 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 63 / 84

ONLINE WRITING 64 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 64 / 84

ONLINE WRITING 65 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 65 / 84 Writing for Social Media

ONLINE WRITING 66 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 66 / 84 Writing for Social Media

ONLINE WRITING 67 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 67 / 84 Writing for Social Media

ONLINE WRITING 68 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 68 / 84 Writing for Social Media 3. Find the Nugget of Social

ONLINE WRITING 69 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 69 / 84 Writing for Social Media

ONLINE WRITING 70 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 70 / 84 Writing for Social Media In a news story, the Nugget of Social is the “wow”: • A surprising fact • A lively quote • A pop-culture touchstone • A matter of social justice

ONLINE WRITING 71 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 71 / 84 Writing for Social Media

ONLINE WRITING 72 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 72 / 84 Writing for Social Media

ONLINE WRITING 73 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 73 / 84 Exercise: What’s the Nugget of Social? goo.gl/zZIWGT

ONLINE WRITING 74 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 74 / 84 Writing for Social Media

ONLINE WRITING 75 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 75 / 84 Writing for Social Media 4. Find the Curiosity Gap

ONLINE WRITING 76 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 76 / 84 Writing for Social Media

ONLINE WRITING 77 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 77 / 84 Writing for Social Media 5. Include images

ONLINE WRITING 78 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 78 / 84 Writing for Social Media 6. Keep it casual (where appropriate)

ONLINE WRITING 79 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 79 / 84 Writing for Social Media

ONLINE WRITING 80 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 80 / 84

ONLINE WRITING 81 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 81 / 84

ONLINE WRITING 82 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 82 / 84

ONLINE WRITING 83 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 83 / 84

ONLINE WRITING 84 JOUR 5153: REPORTING, WRITING & EDITING THE NEWS 84 / Exercise: What’s the Tweet? goo.gl/QqpWpC

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