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2nd session for the online journalism module at City University
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Paul BradshawCity University, UKPublisher, Online Journalism BlogFounder, Help Me Investigate.com
Different medium, different rules(BASIC principles, SEO)
- What does the medium enhance?- What does it make obsolete?- What does the medium retrieve that had been obsolesced earlier?- What does the medium flip into when pushed to extremes?
Tetrad of media effects (McLuhan)
Look at the medium and the
environment of use
This lecture is a hot medium
(your labs are cold)
BASIC principles: (brevity, adaptability, scannability, interactivity, community)
Brevity
Adaptability
The journalistThe information
What does the story suit?
What might the user want to do
with the information?
Scannability
Users are task-oriented
Headlines need to be
literal
Get to the point quick
SEO
Subheadings
Bullet lists
Blockquotes
Interactivity
Link
Thinkwiki
blogQ&A
live chat
webcastquiz
image map
gallerypoll
forumuser video
database
mashup
Community&
Conversation
They are not the audience
Users as co-creators of
news
Distributed acts of
journalism
Engage: invite and respond
Create social value off your site
Journalism acts of
distribution
The story is bigger than
the site
Leave your site
Conversation = Distribution
SEO: (Search Engine Optimisation)
You are not writing for machines.
- Visible content, weighted:- Headlines and subheadings- Bold and italic text- Links, tables and lists- Main content, intro first
Level 1: content & meaning
- Invisible content, weighted:- Page title- URL- <alt> tags- tags and categories- location & recency
Level 2: context
- Inbound links (not <nofollow>)- Text around links- PageRank of referring sites- Your PageRank- Frequency of updates
Level 3: reputation
- ‘Linkspamming’- Link farms- Invisible text- Keyword stuffing
‘Black hat’ SEO - penalised
Easy to find, meaningful,
unique, social
- Page views and unique visitors- Time spent on site- Bounce rate- Traffic source- Search terms
Analytics and metrics
Lab
1. Set up blog2. Social content ideas3. Meaningful formatting
Links
OnlineJournalismClasses.tumblr.comDelicious.com/paulb/cityoj02OnlineJournalismBlog.com