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Implications of writing for spaces and not a surfaces:
• Navigation IS the site, not just a feature
• Priority on speed bumps, signs, clear indicators
• Interactors want to scan, surf, MOVE (as opposed to merely reading)
insert
What did we do? Three big ideas
•The shift from analog to digital, from surfaces to spaces >> MOVEMENT
•The need for keyword-driven layers, chunks, bites
•The opportunity to continue the conversation, to become part of the flow or river of tweets, likes, comments
Discovering your voice
Discovering, discerning, determining
A case study: Typography
3 take-aways, or shifts in thinking:
>Writing for spaces, not surfaces
>Establishing a new paradigm for credibility
>Discovering your voice and consistently
communicating with and thorugh that voice
A new paradigm
for credibility
a case study
Effective Writing
for a Digital Age
for Nat'l Assn. of Attorneys General
Brian Carroll
- Transparency
(let them into the kitchen)
- Authenticity (be real, be true)
- Oh, the humanity of it all
(be you -- VOICE)
From Hoefler & Frere-Jones
www.typography.com
• Meta tags
• Page titles
• Headlines
• Deckheads
• Sub-heads
• Chunks and bites
• Lists (like this one)
• Hyperlinks
• Layers & drill-downs
• Interactive
• Multimedia
Don't
• Tweeting just headlines.
• When a story breaks, wait until you have the whole story.
• Go it alone.
• Auto-pump your tweets to Facebook.
• Overdo your hashtags.
• Make it all, or even mostly, about you.
Vanderbilt Medical Center
Twitter feed
Do
- Start following people
- Acknowledge tweets sent to you
- Thank people when they RT you
- Tweet at different times to catch different groups of people
- Search on topics that interest you and follow topic experts
- Find original content to share
- Ask people questions
- Add your thoughts to links your share
- Use a URL shortner like bit.ly
- Listen to what people are saying
- Try and build relationships, just like you would offline
Hypertext
Layering
WWGD
Social media:
Continuing
the conversation
Key words
Headlines, decks,
subheads
Chunking
From surfaces to spaces
Key words
& SEO/SEM
Layering:
A case study
wordle.net
More reasons to embrace Twitter
• Conduct interviews with sources (or set up interviews)
• Promote a story or series by tweeting headlines and hyperlinks
• Collect feedback
• Cover a live event
• Network
• Provide the AG office with a human face and a personal touch
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