Manhattan view from Williamsburg, photo courtesy @tsordillo #lovenyc #happyfriday
I’ve been on a “social media cleanse” since Monday. Not a full-out purge, just a mini-cleanse to rejuvenate. (That person on a juice cleanse…at the bar? That’s me.)
I’ve removed the Facebook and Instagram apps from my phone. It means I’m still able to go on these networks via desktop but also removes the temptation to compulsively, incessantly, maniacally graze through an unending stream of (mostly) uninteresting updates on-the-go. It’s a small move, but proven immensely helpful.
My cleanse lasts a week. On Monday, I’ll be back on the social grid, starting at NYCEDC as manager of social media and content. My task is to develop their social media, blog, and content marketing strategy, which will require full immersion in these platforms.
Though I sometimes decry the impertinent nature of social media content, I do believe in its value. The problem is I can never explain it. Does its primary value lie in the human capital that powers it? Its technological ability to surface interesting content? Its power to connect?
My real reason for disconnecting this week is to determine the void social media fills, if any. As I pull back the curtain and prepare to step behind the scenes of the grand social media production - taking on the “voice” of a 500-person organization - I’d like to know what exactly it is that people get out of their feeds.
So, I’m curious:
- What gets your attention online?
- How do you interact with social media? Do you use it as a discovery engine, an address book, news source?
- What conversations/stories are relevant to you? (Particularly about your city?)
Please share your thoughts! I may be on a cleanse but ultimately, I believe that social media’s *nutritious* value is just waiting to be revealed. (sad food pun, sorry)
Food for thought:
For starters, this post is not about crepes. And it’s actually a pretty obnoxious and superficial post. But I can promise that I’ll get you outta here in less than 3 minutes (4 minutes if you’re multi-tasking) , so we can all get on with our merry royal baby-stalking lives.
This post is really about the 5 things I learned from my 2-month journalism internship. In reality, I learned a lot more than 5 things- not just about writing, but about technology, multimedia, and the way we consume information . Most likely, you wouldn’t have the bandwidth to read it all (nor I to write it). About 40% of you have already clicked away. Half of you will dart off after this paragraph. And I understand: there are more exciting GIFs waiting to be explored.
For those of you remaining (thank you), here are some lessons I learned from Business Insider that are invaluable not just for writers, but for anyone looking to leverage some influence in our modern, distractible, cyborg world.
I. Inflict emotion.
Why should anyone care? Ultimately, it boils down to framing: picking a nugget of information that will resonate.
The age of non-objective journalism is gone. A headline like this will get clicks, Dunkin Donuts Hired Psychotic Credit Card Thief Carolyn Kravetz As Director Of Communications ,
These headlines sound like bullish statements made at the bar, which is exactly the point. Read them, and you’ll see that they’re actually marvelous stories: the first being a serious piece of investigative journalism, the second a creative integration of new media.
We act on our instincts which are guided far more by emotion than logic. So, appeal to the audience with colorful adjectives , and the way YOU feel about something. It’s not completely PC, but I guarantee it will leave an impression and get people to bite into an important issue worth reading.
II. Simplify simplify simplify.
Humans like to digest information in compact bits, so any sort of list you can compile will be dopamine for the brain.
III. Pictures are (sometimes) more important than anything you’ll write.
I hate to use this story, but it’s a telling example of how superficial we are.
I manned a daily business advice column which averaged about 200-300 views per post. Each post had a picture of the person offering the advice. One particular post came from a businesswoman who shared an uncanny resemblance to Kim Kardashian. (Before you ask for the link, it wasn’t her.) Within a day, her post received over 1000 views, more than most of these posts receive in a lifetime.
Several commenters admitted the only reason they clicked was because of the “hot picture”. Admittedly, this post was not written better than any other post, but having a fair face certainly got people to care.
IV. Brother, be brief.
V. And clear.
I love a good story that weaves its way to an unforeseen ending in novel form. But theres a time and place for that, and the web is not that place. Albeit a few exceptions, a modern reader (or friend, colleague, whatever) wants to learn something new (with some context) fast.
Thanks to Henry Blodget, CEO of Business Insider, along with my editors Vivian and Gus, who helped elucidate these insights along the way.
I’m not saying page views are all that matter. I’m going to work for a government agency which isn’t exactly known for provocative, click-baiting headlines. Impact will be measured by relatively dry economic initiatives. But, for every silly story out there, there are a myriad of other stories that matter. If you can figure out how to get people to care about really important issues, you can maximize your impact and maybe, just maybe, increase your chance of doing something truly world-changing.