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Techniques and measurement for engaging your audience…
in a nutshell
J Novakovich
Write a tweet for the following scenario:
What do you want of your audience?
What’s in it for your audience?
In a nutshell….
What’s in it for your audience will inform engagement and what’s in it for you should inform your measure.
TECHNIQUES FOR ENGAGING YOUR AUDIENCE
Three techniques to engage your audience
• Use conversational language• Develop a “you” view and highlight audience
benefits • Select a voice and shape your sentence
structure to close the distance between reader and message.
(Guffey, 2012)
Integrate medium-appropriate techniques
• Add 2 – 3 hashtags• Direct the tweet to an influencer on the topic
@realitette @winelover • The shorter the better--- don’t use all 140
characters• Include a visual argument
MEASUREMENT OF ENGAGEMENT
How do you measure engagement?
Identity in written discourse is a complex phenomenon that involves both empirical reality that can be described and measured (e.g., demographics and textual features) and phenomenological reality that exists in people’s perceptions (e.g., social constructs). (Matsuda, 2015)
Communication is relational
Emotional arousal Formality
Intimacy Distance
Persuasion Dominance
Ability to communicate liking, trust, receptivity, and familiarity with an emphasis on rapport, openness and sincerity. Based on similarities.
Sociological and psychological distance created by the message, which has a negative impact on the receiver .
Activation, neg or pos, animation and poise with formality representing a task-oriented approach to communication.
Favour-seeking communication versus communicating for compliance purposes.
Burgoon & Hale, 1987)
How do you measure engagement?
(Matsuda, 2015)
Empirical RealityTextual Features
and demographics
Writer
Measures of empirical realityTwitter analytics Google analytics
Techniques and measurement for engaging your audience
1. Articulate your purpose.2. Know your audience and how to reach them.3. Identify “What’s in it for them?”4. Use audience-centered writing strategies5. Refine or revise your message for each delivery mode.6. Measure the potential effectiveness of your message
using a relational communication scale.7. Designate a plan for measuring engagement based on
your purpose and delivery method.
What are you going to take away?
Sources • Burgoon, J.D. and Hale, J.D. (1987) Validation and measurement of the
fundamental themes of relational communication, Communication Monographs, 54:1, 19-41, DOI: 10.1080/03637758709390214
• Guffey, M.E. (2012) Essentials of Business Communication, 7e.• Matsuda, P.K. (2015). Identity in Written Discourse, Annual Review of
Applied Linguistics, 35, 140-159. DOI 10.1017/S0267190514000178• Walnut Image: Krisztina Felix, Flickr,
https://www.flickr.com/photos/kikasz/2891113802