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Journalism 285

Journalism 285. Patrick Howe Lecturer. Audio Tips. You can do audio with videocam Avoid background noise! Sound bites: 2-15 seconds Keep them short Natural sound Use sound you recorded yourself Nat sound full: 1-5 seconds. Digital Marketing. Two ways to make money in MMJ

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Journalism 285

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  1. Journalism 285 Patrick Howe Lecturer

  2. Audio Tips • You can do audio with videocam • Avoid background noise! • Sound bites: 2-15 seconds • Keep them short • Natural sound • Use sound you recorded yourself • Nat sound full: 1-5 seconds

  3. Digital Marketing • Two ways to make money in MMJ • Work for a company (more later) • Start you own • Either way depends on traffic • No traffic=no money • Today is about getting traffic

  4. Building an Audience Online

  5. Frequent Updates • Blogs need fresh content • More posts lead to more growth • News sites: multiple posts/day • Personal blogs: daily is best

  6. Who’s Visiting Your Blog? View your WordPress stats • Clickable chart • Top posts and pages • Referrers • Search engine terms • Clicks (outbound links)

  7. Web Site Analytics • Pageviews – total number of pages viewed in a given period • Visits – Number of times anyone visits the site (including repeat visitors) • Unique visitors - Number of times anyone visits the site (excluding repeats) EXAMPLE – John visits your site 3 times in a day and Sue visits 2 times: • How many visits? • How many unique visits?

  8. Google Analytics

  9. Referrers

  10. Search Engine Basics • Major source of your traffic • Spiders and robots • Crawl the web scanning text • Spider Simulator: http://goo.gl/Pj5IK • Index • Keywords • What people type in search box • Should be in your copy • Keyword checker: http://goo.gl/gLBGN (most important should be biggest)

  11. Search Engine BasicsMarket Share - September 2011 (comScore) • Google: 65.3% • Yahoo: 15.5% • Bing: 14.7%

  12. SEO: Search Engine Optimization • Want to get to 1st page of results (example) • Quality content is king • Use words people would search for • Inbound links (backlinks). Also, outbound and internal. • Title tag – should display headline (example) • Images generate traffic: Always use captions • Keyword tag • Give it time

  13. Social Media • Facebook • Twitter • Publicize on WordPress (Settings/Sharing)

  14. Google Tools • Webmaster Guidelines • Starter Guide • Google Insights • Paid search results: AdWords

  15. Ethical Issues • Write for readers or robots? • Should news coverage be based on stats?

  16. SEO Headlines • Headlines viewed more than the story • Critical for search engines • Not about being clever or witty • Make them simple, clear and direct • Give main idea of the story • Give location (common in searches) • Use keywords people would search for. Those words should also be in the story. • Specific keywords better than general

  17. SEO HeadlinesNOT ABOUT BEING CLEVER Non SEO: What’s in a name? SEO: Netflix drops plan to rename DVD service to Qwikster

  18. SEO HeadlinesSPECIFIC BETTER THAN GENERAL Non SEO: Restaurant chain adding second local location SEO: Second Chipotle restaurant coming to San Luis Obispo

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