Mastering Social Media: A Frontline Club Workshop | 12 September 2014

A quick plug for the latest ‘Mastering Social Media’ workshop that I will be running at the Frontline Club on Friday 12 September. It is aimed at journalists, former journalists and anyone in a communications role who truly wants to understand the power and potential of social media.

Here’s a taste of the agenda:

How to Tweet: A social media primer

This session will teach journalists – in-house and freelance – and communications professionals how to raise their profile, extend their reach and understand how to integrate social media into their newsgathering, research and campaigning.

This interactive session will cover the following and more:

  • Social media: understanding the basics
  • Two tales from the newsroom that demonstrate the power of social
  • Six ways social media can help your journalism: crowd sourcing, fact checking, taste testing, finding eyewitnesses and more
  • The social media audit: from Twitter and Facebook to Google+, LinkedIn and beyond
  • When to post: how online consumption habits are changing
  • How to manage your social footprint all in one place
  • How to get noticed and grow your follower count legitimately
  • Eleven social media tips

How to Blog . . . For reputation, profile and reach

In this session, Bernstein will explore the basics of blogging, the dos and don’ts, reveal who are the masters of the craft, and layout the editorial techniques – as well as the tactics and tools – you’ll need for success.

You’ll cover a range of subjects including:

  • Blogging basics
  • When is a blog post not a blog post?
  • What kind of blogger are you? The polemicist, the educator, the analyst, the observer, the magpie and more
  • How to establish a tone of voice
  • Frequency and variety: defining a rhythm to suit you and the reader
  • How to get noticed
  • Blogging dos and don’ts

You can find out more here, including how to book.

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In the course of ‘Politics and the English Language’, Orwell offers not one but three numbered lists. Eat your heart out BuzzFeed

Q. What can George Orwell teach us about language and readability?

A. Quite a lot.

His 1946 essay, ‘Politics and the English Language’ is not to everybody’s taste but as guide to simple and effective writing it’s a great place to start. I’ll be using it in my Writing for the Web workshop at the Frontline Club in November and I’ve written a piece on it for Content Desk.

Among the advice Orwell offers is this:

A scrupulous writer, in every sentence that he writes, will ask himself at least four questions, thus:

1. What am I trying to say?

2. What words will express it?

3. What image or idiom will make it clearer?

4. Is this image fresh enough to have an effect?

And in the course of the 5,000+ word article, he produces not one but three numbered lists. Very now.

Read: What George Orwell Can Still Teach Us About Writing And Readability

 

Web headlines have to work harder than print headlines. Here’s why

Over on the brand new Content Desk site, I’ve written a post on the craft of online headline writing. Underscoring the piece is an argument that web headlines have to work harder than print headlines. Here’s why:

Invariably a print headline, whether in a magazine or a newspaper, will be supported by:

– a standfirst (sometimes known as the sell, intro or kicker)
– an image or photograph
– an image caption
– a pull-quote; and
– the article itself

All of the above help sell the article. If the headline doesn’t pull you in, the image might; if not the image then the standfirst, the image caption, the pull-quote or even the opening few paragraphs of the piece itself.

By contrast, an online headline will often act alone – seen among a list of links on your website, a link on someone else’s site, on Twitter or on a search engine results page. And because it frequently works alone, the headline must do more.

We can argue over the merits of some online headline (link bait, anyone?) but what is more difficult to dispute is this: if a headline gets clicked on, it has succeeded; if it doesn’t, it has failed. That’s web meritocracy in action.

Click here to read ‘How to write headlines for the web‘ in full.

Mastering Social Media Workshop at the Frontline Club, 23 May

I’m running my latest social media workshop at the Frontline Club on 23 May 2014. You can find full details on the Frontline site. Meanwhile, here’s a taster:

 

From understanding the basics of social media and their applications in journalism, to the fine art of online editing, this workshop is ideal for established and emerging journalists alike. It will also appeal to anyone in a communications role who truly wants to understand the power of social media.

The workshop will be divided into two parts:

How to Tweet: A social media primer

This session will teach journalists – in-house and freelance – and communications professionals how to raise their profile, extend their reach and understand how to integrate social media into their newsgathering, research and campaigning.

How to Blog . . . For reputation, profile and reach

In this session, Bernstein will explore the basics of blogging, the dos and don’ts, reveal who are the masters of the craft, and layout the editorial techniques – as well as the tactics and tools – you’ll need for success.

 

More information here.

Upcoming Mastering Social Media workshops

I have two social media courses coming up during the first half of 2014. They are:

  1. Tuesday 25 February 2014 | Slack Communications |  London, E8 | More details
  2. Friday 23 May 2014 | Frontline Club | London, W2 | More details

More #SocialMedia training

I’m running my next social media workshop on Tuesday 25 February. It will be in central London (venue TBC) and is being organised by the very excellent Slack Communications. You can find out more here and how to book here.

Here’s an extract from the blurb:

This one-day course aims to equip delegates with the skills needed to capitalise on the rise of social media. It’s for those who need to understand the power of social media and how to integrate it into their daily communications.

This course will include:

  • Brief history of social media
  • How social networks work and why they are so powerful
  • Stories demonstrating the effectiveness of social media from the non-profit and commercial sectors
  • Advice on which networks to use for what purposes
  • Managing and monitoring social media use
  • Developing a social media strategy
  • Essential do’s and don’ts

Who is this for?

Slack Communications believes that knowledge of social media needs to extend beyond communications staff and press teams. Consequently, our course is relevant to:

  • Those new to non-profit and SME communications
  • Experienced staff looking for a refresher
  • Staff who want to be able to understand/work better with their communications department
  • Staff on the front line or in the field who may be required to use social media

More here.

Mastering Social Media at the Frontline Club

I’m running another workshop at the Frontline Club early in the new year. Friday 24 January 2014 to be exact. The full day’s course — aimed at communications professionals as well as freelance and in-house journalists — is divided into two parts:

The morning session (How to Tweet: a social media primer) begins with the basics of social networking and walks attendees through an understanding of Twitter, Facebook, Google+ and LinkedIn, explains how to get noticed, when to tweet, how to manage your social footprint all in one place and more. I’ll also share a couple of stories from the newsroom that demonstrate the power of social.

The afternoon session (How to blog … for reputation, reach and profile) explores the basics of blogging, the dos and don’ts, reveals who are the masters of the craft, and lays out the editorial techniques – as well as the tactics and tools – you’ll need for success.

You can find more detail about the course here.