Social media storytelling
著者
書誌事項
Social media storytelling
Routledge, 2023
- : pbk
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注記
Includes index
内容説明・目次
内容説明
*Draws on contributions from five industry experts who provide pro tips on privacy, community building, storytelling and collaboration throughout.
*Stream-agnostic textbook, relevant to students of journalism, advertising, mass communication, marketing and video production and not geared towards any one discipline in particular as it teaches readers how to apply techniques to different scenarios to fit their/their audience's needs. Will suit both advanced undergraduates and postgraduates on courses such as Social Media, Brand Storytelling, Multimedia Storytelling, Digital Journalism, Content Marketing and Strategy (taught across these subjects).
*Takes examples from mainstream popular culture to make the book relevant for readers from Gen-Z upwards.
目次
Contents
1. How can I make use of storytelling?
1.1. Facts tell, stories sell
1.2. What is social storytelling?
1.2.1. Listen to your followers
1.2.2. Find the right tone
1.2.3. Make your stories travel across relevant channels
1.2.4. Begin a long-term relationship with your community with social stories
1.3. Why is storytelling so impactful?
1.3.1. Stories wire visuals to our brains
1.3.2. Explain complex matters in simple stories
1.3.3. From hero to guide - guide users through your stories
1.4. How self storytelling works on your profiles - get inspired by best practice examples
1.4.1. Personal profile stories
1.4.2. Community profile stories
1.4.3. Brand profile stories
1.4.4. Journalists profile stories
2. A radically new toolbox for social storytellers
2.1. Story anatomy in place of the 'hero's journey'
2.1.1. Farewell to the 'hero's journey'
2.1.2. Guides
2.1.3. Story anatomists
2.1.4. Nanoparticles
2.2. Find story beats
2.3. Show faces and voices
2.4. Develop micro-stories
2.5. Use multimedia layers
2.6. Make use of cross-platform methods
2.7. Collaborate with influencers
3. Professional storytelling with your smartphone in a mobile-first world
3.1. Content-focused communication
3.2. Integrated content strategy
3.3 Storytelling apps and templates for all
3.4 Ensure professional quality
3.5 Precise preparation and project management pay off
3.6 Visual, mobile, social
2.6.1 Smartphones, the all-rounders
3.6.2 Digital literacy
3.7 Design your narrative strategy
3.7.1 Engage with your users
3.7.2 Visualise your language
3.7.3 Experiment with user-oriented technology
3.8 What is quality content?
3.8.1 Short, relevant, profound, purposeful, rapid
3.8.2 Multimedia content
3.8.3 Interactive content
3.8.4 Immersive elements
3.8.5 Live is Life
3.9 The small multimedia ABC for social storytellers with their smartphones
3.9.1 External smartphone equipment
3.9.2 Shooting and framing
3.9.3 Photos
3.9.4 Videos
3.9.5 Shooting
3.9.6 Post-production
3.9.7 Audio and music
3.9.8 Texts
3.9.9 3D objects
3.9.10 360-degree spaces
3.10 Produce mobile stories in five steps
3.10.1 Storyboard
3.10.2 Framing
3.10.3 Recording and shooting
3.10.4 Writing
3.10.5 Sequencing and editing
4. Understand and implement mobile story genres
4.1. Smartphones change everything
4.2. Micro-storytelling
4.2.1. Hashtags
4.2.2. Memes
4.2.3. Feeds
4.2.4. Stories
4.2.5. Why stories and toks are replacing the newsfeed
4.3. In-built storytelling tools and platform specifics
4.3.1. Social+ companies
4.3.2. Digital shop windows vs. social storytelling
4.3.3. Twitter
4.3.4. TikTok
4.3.5. Snapchat
4.3.6. Instagram
4.3.7. Facebook
4.4. Explainer videos
4.5. Social audio
4.6. Live social TV
5. Find the best strategy
5.1. Integrated, convergent storytelling
5.2. How do I find good stories?
5.2.1. Search, find, verify
5.2.2. Story DNA
5.2.3. Platform-agnostic planning
5.3. How do I prepare best?
5.3.1. Facts, people, stories
5.3.2. Platform-specific planning and producing
5.4. An excellent concept is a must
5.4.1. Planning
5.4.2. Integrate and customise your micro-stories multiple times
5.4.3. Build a slow, long-form interactive story
5.4.4. Give data a face and tell data stories with data relevant for your followers and community
6. Evaluate your campaigns: Never without monitoring
6.1. Why do I use digital monitoring?
6.1.1. FMD ("Filmmakers Germany") campaigns as best practice examples
6.1.2. "Uganda Series 2018. Big five - in the wild?"
6.1.3. Japan 2019/2020 - Bucket list
6.2. What are relevant key performance indicators?
6.2.1. Evaluate the whole customer journey
6.2.2. Think sustainable instead click baits and likes
6.2.3. "All-in-one"-campaigns = content x reach x event, for instance, the "Usedom Sunspot Awards"
6.2.4. How do I evaluate in social media storytelling and content marketing? "The disruptive tragedy"
6.2.5. Generate leads and evaluate conversions
6.3. What makes your campaign a success?
6.3.1. No content without call-to-action
6.3.2. Plan and initiate user-generated content
6.3.3. Keep in touch with your community!
7. Everything remains different: What's next for storytellers?
7.1. Prepare for tech and storytelling trends of the near and medium future
7.2. What should you keep an eye on? Our expert tips
7.2.1 Deana Mrkaja: Tell immersive stories
7.2.2 Sascha Gottschalk: Work with user-generated content
7.2.3 Tim Hendrik Walter: Learning together in social stories
7.2.4 Maximilian Wolf: With edutainment and livestreams you are on the right track
7.2.5 Adil Sbai: Find creative solutions for copycats
Authors and experts in this book
Index
「Nielsen BookData」 より