You wouldn’t be able to build a box without a bucket of nails and a hammer. Even with that, it would be a pretty boring box and probably look the same as everyone else’. Now, if you had a drill, saw, lathe and a woodworking shop you would be able to create a very elaborate box and it would stand out from the others. People would pay attention.
This works for social meddia too. You can stick to the basics and know that you will get the job done OR you can get the right tools to create images that make your posts pop.
As demonstrated in the simple graph shown here from a study done by Buffer, tweets with images receive 150% more retweets than those with none.
There are plenty of great free audio visual tools online, too many to count! I have created a list for you of my three favorite free online tools.
PicMonkey is a great photo editing tool that is simple and easy to use. It has an elegant interface and it’s fun to use! PicMonkey allows you to upload your own photos, implement custom filters, and add custom text and custom editing.
Social Image Resizer Tool is a basic tool that crops your photos to conform to social media picture dimensions. Its minimalistic design makes it one of my preferred tools from this list. You can upload a picture and select your crop size and re-save it on your computer. Social Image resizer tool also displays image dimensions.
Canva is a new tool(still in beta) and the process to create designs is very interesting. You are able to do a wide variety of designs using this tool. Canva allows you to choose different designs and then edit them using a variety of themes/images that Canva provides. Canva has a very unique search tool that allows you to search for specific images to put on your design. Higher quality images cost normally a dollar and you are charged for them as soon as you export your design.
Corporate storytelling is an important part of a social media strategy. Storytelling conveys the culture of the company, captures the heart of the organization, and highlights products just to name a few benefits of this tried and true classic method.
Show the human side
Share your Brand’s story
Work narrative into updates
Consecutive posts can tell the broader story
Use elements of storytelling
The power of storytelling is linked to Psychology; in fact human brains are wired to organize information into story form. Screenwriting coach Robert McKee, in Storytelling That Moves People, explains two persuasive methods: rhetoric and emotion. Rhetoric is the conventional method of using facts, stats, and quotes to persuade the audience. Yawn! While rhetoric engages the brain, it leaves the heart untouched. The most powerful method of persuasion is emotion. Storytelling requires skill that weaves information, arouses emotion, and heightens energy, all of which persuade the audience to take action.
Corporate storytelling must be authentic, including the grittiness of real life struggle. For storytelling principles refer to Storytelling That Moves People; McKee discusses:
Compassion
Skepticism
Acknowledging the dark side
Authenticity
Key questions
And much more
In the comments below, please share your experience with responding to an emotional corporate story.
Dr Penny Park presenting at UFV Abbotsford Campus. Photograph by Betsy Terpsma.
Last week, the University of the Fraser Valley brought one of their honourary doctorate recipients, Dr Penny Park from the Science Media Centre of Canada, back to campus to speak about the urgent need to communicate science in Canada.
Penny called for scientists to “step up”and correct misinformation when they saw it. She spoke about instances where public misinformation in Canada had exponentially grown; citing recent examples of climate change, genetic engineering, and vaccinations.
“Scientists want to weigh things up, to take their time to think about things; but communication is speeding up,” Penny said.
“You [scientists] have an obligation to reach out to the public beyond your organisation’s boundaries. We need you,” she added.
Penny referred to an EKOS research poll from 2011 showing that Canadians trust scientists more than they trust a lot of other groups, including politicians.
“Be terrier like. If you see something that is inaccurate, do something about it.”
She also answered audience questions about the practicalities of engaging with the public. Rather than “dumbing down” research for the public, she essentially called on researchers to challenge people with their ideas rather than their language.
“Consider how your work might enter a conversation that is already happening,” she urged.
In an earlier blog post, I referred to a talk by Jim Hoggan, from Hoggan and Associates, who warned that researchers were in danger of contributing negatively to already polarised public debates. I asked Penny if researchers might be contributing more noise to already noisy issues. Her response was for scientists to use trusted channels of communication, such as the Science Media Centre of Canada or start their own blog or Twitter site where they could establish credibility with a following before an issue became a problem.
Penny Park receiving an honorary doctorate from UFV in 2013.
Penny also responded to questions about what “sells” science to the public. She advised scientists to consume the media where they would like to publish so that they could appreciate what that community of viewers or readers needs to know. This also serves to get to know what the editors like. She cited what she referred to as the “NASA School ofJournalism”, which has brought space to the world through images and animations
“Canadians love weather and sex,” she said. “Animal sex always makes a great story.”
UFV President, Mark Evered, asked Penny about communicating research before peer review. He was concerned that communicating too early could damage the reputation of scientists and science in general. Penny responded that it is the duty of scientists not to oversell what they’ve got.
She also called for journalists as well as public readers and viewers, to look critically at the information they are presented with.
“Critical thinking is the key,” she emphasized.
Penny ended the President’s 2014 Leadership Lecture with a call to for UFV to engage students in critical thinking around numeracy and statistics.
“Make it attractive and they’ll want to learn more,” she said.
Media formats consolidated into one large corporation
Traditionally we would receive media from one source such as a television, a radio, a book, newspaper or, a magazine. Each medium was transmitted to us by companies that specialized in the media they delivered. Today we see large corporations that have many companies of specialized media formats consolidated into one large corporation.
How Does Media Convergence Relate to Social Media?
Social media has turned media into a two-way conversation between the media providers and the consumers. Consumers of media can use social media to interact with the providers, and fellow consumers. Media providers can provide new forms of content that are possible because of digital technology. For example, television producers can allow viewers to interact with a shows outcome by having viewers send comments or even vote on an outcome like contestants or plot direction. Intellectual property rights can create a clash between users participating in this new style of conversation, a protocol will develop as this culture continues to be defined by those participating.
How Do Media Convergence and Social Media Benefit Non-Profit and Social Enterprises?
Media convergence enables non-profit and social enterprises the opportunity to use several social media tools, to develop a relationship with supporters and consumers. Not-for-Profit organizations can utilize social media tools to become media providers and communicate their message; they are no longer limited to expensive advertising campaigns in traditional forms of media.
Resources for More Information on Media Convergence
Image permissions received from: Matt Proctor, Fred Cavazza, Brian Solis and JESS3
Have you ever felt like the person on the other end of the phone, not understanding the technology of today? I know I sure have. Maybe you feel more like the little guy trying to tell Grandma how to get connected to the internet. If so you’re probably younger than me!
Based on the “Diffusion of Innovation” theory (Rogers, E.M.), which assesses the rate that new technology or social ideas spread through society, Bakeman and Hanson suggest that for small businesses to increase their social media marketing edge, as well as being competitive with corporate companies and their big IT budgets, they should be looking to recruit recent college graduates. Social Media is part of life for these “up and comers” and tapping into this ingrained knowledge of social media platforms has proven benefits. Post-secondary programs are starting to integrate courses on the use of Social Media in business into their programs.
The Diffusion of Innovation theory has the following five categories of adopters:
Gen Y has grown up using Social Media and this kind of ingrained expertise shouldn’t be frowned upon but rather embraced and utilized. Today’s business requires a social media presence and is increasingly becoming a key to business success.
For more online sources of information on this topic here are some helpful links:
When using Social Media, the issue of copyright is very important. You don’t want to post copyrighted material and get into trouble, or have other people steal your copyrighted material that you posted. You need to know what content you are allowed to use, where you are allowed to use it, and what the social media and other users of that social media are allowed to do with your work. And before you chase down anyone using any of your work, you need to consider the ‘Fair Use’ defense.
What is copyright?
It is a legal concept that grants the creator of an original work these rights to its use.
Reproduce
Display in public
Create derivatives based on original work
Distribute, sell, and rent
Social Media Sites + Copyright
Social media sites all have you agree to their terms of service. They all include a section about how they deal with copyrighted material. They need to define this because they would be breaking the copyright law by displaying things posted to the site, without permission to display it. This only gives them permission to use it on their own site; they do not gain the copyright, only certain specific rights. From the point of view as a user of the social media, you do not get permission to use any copyrighted material you find on social media. It is still copyrighted.
Keywords to look for in Social Media terms of services are:
Fair use is doctrine that permits limited use of copyrighted material for specific reasons without acquiring permission from the rights holders.
Specific reasons include:
Teaching / Scholarship/ Private study / Research
Criticism / Satire / Parody Canadian Copyright Law to view the other reasons
4 Questions to find out if Fair Use applies to you
Do you understand Fair Use?
-If not, don’t try to use it.
Why are you using the content?
-Use only for reasons in Canadian Copyright Law
How much of the content are you using?
-Does it fit the “limited” criteria of fair use?
Are you willing to have your content contested?
-Fair use could lead to legal battles if people feel you are not following it properly
Five Fraser Valley writers are visiting UFV’s Abbotsford Campus on March 12 to talk writing with students, graduates and others. Here’s a taste of what they’ll share at the event.
Kathleen Rake
Kathleen Rake is founder of Click Media Works. She has more than 20 years of professional experience writing and editing for social media, magazines, newspapers, industry, government, non-profit, small business, and the web. I asked her about the valuable advice she learned from her mentor(s).
Some important advice from one of my mentors, paraphrased is:
“Write to express, not impress”.
Heidi Turner
Heidi Turner is an award winning writer who specialises in business writing and grant proposals. She has published on CBC.ca, Just Dance Magazine and Business Fraser Valley. I asked her what advice she’d give to people starting out their careers as professional writers.
Know what you are worth. By graduating from a writing program, you are already more prepared than 90 percent of the people out there who call themselves writers.
When you’re applying for a job or setting your rates as a freelance writer, don’t sell yourself short. Charge what you’re worth, even if you’re just starting out.
Janet Love Morrison
Janet Love Morrison’s writing has appeared in publications including the Pique Newsmagazine, Ski Canada,The Globe and Mail. I asked her to tell us something about her writing process.
Before I start to write, I meditate and become clear on my intent – what I want to share. It’s not about me, it’s about how my writing serves the bigger picture.
I feel we have to be careful with the word “influence”. Are you writing from another’s beliefs or your own? I don’t seek anyone’s approval.
Lynda Grace Philippsen
Lynda Grace Philippsen’s reviews, essays and feature stories have appeared in various journals, newspapers and magazines nationally and internationally. She is also the current president of the Fraser Valley chapter of the Professional Writers Association of Canada. I asked her what she loved most about being a professional writer?
Living the dream, in the Joseph Campbell sense:
If you do follow your bliss you put yourself on a kind of track that has been there all the while, waiting for you, and the life that you ought to be living is the one you are living. Follow your bliss and don’t be afraid, and doors will open where you didn’t know they were going to be.
Nothing can touch that. And sometimes somebody pays me to do that. Bonus.
Ronda Payne
Ronda Payne is a full time copywriter, freelancer and creative writer. She is a regular contributor to a variety of publications and also has a number of books and stories on the go. I asked her if she had a favourite quote that sustains her through her writing.
“Look then into thine heart and write” Henry Wadsworth Longfellow .This has been one of the quotes that sustains me and keeps me going. Just write.
When that isn’t doing the trick, I’ll go with one I created. You know the song “It’s a pirate’s life for me” they play in the pirates of the Caribbean ride at Disneyland? I modify that to sing: “It’s a writer’s life for me”
And then, when all else fails, I remind myself of what sports columnist Red Smith said, “You simply sit down at the typewriter, open your veins, and bleed.”
All students and recent UFV graduates who love writing are welcome to attend the March 12 event. This is your chance to make connections with people who share your passion.
Date: Wednesday, March 12, 2014
Time: 6:30 – 8:30 PM
Place: UFV Campus A225/229
Cost: FREE! Admission by pre-registration only. Wine and refreshments will be served at intermission.
University of the Fraser Valley students and graduates interested in careers as professional writers will be treated to some free advice from local writers next month. Members of the Professional Writers Association of Canada (PWAC) will be on the Abbotsford campus to talk about Writing for a Living.
Designed to help participants find the paths into professional writing, the March 12th evening event features panelists who will answer questions and network “speed dating-style” with writers who are just starting out.
“We’ve all been there,” said Lynda Grace Philippsen, President of Fraser Valley PWAC. “We all relied on mentors and know how important this is. Networking is a huge part of success as a professional writer whether you are beginning or established in your career. We’re excited about the chance to work with UFV students.”
This community-based event is a first for Fraser Valley PWAC but support for the event has been generous.
Lynda confirms, “The energy is great. Student organizations, the Alumni Association, and UFV Departments have come together with us to create the Writing for a Living event and provide sponsorship.”
Since its foundation more than 25 years ago PWAC has welcomed student and associate members who receive most of the benefits of full membership without being required to meet the criteria for publication. Those benefits include a press card, mentoring, networking, references, professional development, information about job opportunities and much more.
“Students get all that for the price of one calorie-rich specialty coffee a month. Really, it’s all win-win,” notes Lynda. As an added bonus, students who are already PWAC members in the year that they graduate can continue their student membership at the student price one full year after graduation.
All students and recent UFV graduates who love writing are welcome to attend this event. This is your chance to “get lucky” and make connections with people who share your passion.
Date: Wednesday, March 12, 2014
Time: 6:30 – 8:30 PM
Place: UFV Campus A225/229
Cost: FREE! Admission by pre-registration only. Wine and refreshments will be served at intermission.
We all interact with someone (or something) on a daily basis – it isn’t a new or groundbreaking concept. Social media, however, has allowed us to break free from the traditional methods of interaction. In the past, interactions between customers and businesses would typically be face to face or over the phone. Now, with the many social media platforms at our disposal, oftentimes we don’t even have to speak to anyone (in the traditional sense). We tweet our thoughts, we “like” Facebook posts and we “pin” stories and pictures with businesses all the time.
Companies have discovered how to latch on to the social media phenomenon and create an online presence with their content. Twitter and YouTube have pushed the concept of viral marketing into hyperdrive – if a marketing strategist comes up with the right idea, at the right time, on the right platform, exposure and attention directed at their business can increase dramatically.
For example, after Oreo stole the show during last year’s Super Bowl, JC Penney tried to cash in on some free marketing of their own. They interacted with their audience, who in turn interacted with their peers, leading to a successful marketing campaign. Here’s what the company tweeted on during the Super Bowl:
Exhibit 1:
This was followed by:
Tweet 2
And finally:
Effective? Judging by the amount of retweets, favourites and attention they received, I’d say it a marketing ploy well executed. I certainly don’t follow JC Penney on Twitter, but I was made well aware of their social media presence on Sunday.
This is just a brief example of interactivity on social media. Of course we can observe many instances of customer service and public relations type interactions over social media as well. A company’s ability to resolve customer issues and complaints through social media is one of the most effective ways to build and maintain a positive reputation. The truth is social media is still in its infancy and companies and consumers will continue to discover and innovate with new ways to interact through the medium.
Twenty-five students slowly got the hang of using Twitter to write their notes instead of pulling out pencil and paper, and took the opportunity to tweet questions for Wendy to answer. The classroom was rife with electronic/digital/mobile technology with one projector and screen for Wendy’s slides and another for the Twitter feed; not to mention all the laptops and cell phones.
In the upcoming sessions of the course, students from the Communications, Business, Computer Information Sciences, Global Development Studies and other departments will be a exploring topics from social media theory to the latest digital tools and applying their knowledge to various forms of social media writing practices. Each participant will be part of a small team that will pitch a social media plan to a local not-for-profit or social enterprise. Clients include the Abbotsford Food Bank, Yarrow Ecovillage, Fronya Boutique, Family Life and the Mission Folk Festival.
If you are tired of being told to put your cell phone away during class, think about signing up for a course that improves your social media game and encourages you to friend, like, and tweet while the instructor is talking.
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Dr. Marcella LaFever (University of New Mexico, 2005) is an Associate Professor in the Communications Department at the University of the Fraser Valley. She specializes in intercultural communication and brings that expertise to various subjects such as communication for workplace, instruction, social media, team and public speaking contexts.
People would pay attention.
