Social media storytelling:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2023
|
| Ausgabe: | First published |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | English translation based on the German title "Social Storytelling" (ISBN 978-3-8362-7812-6) |
| Beschreibung: | xv, 291 Seiten Illustrationen |
| ISBN: | 9781032229256 9781032230214 |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS Foreword of the peer reviewer ix Preface x 1 How can I make use of storytelling? 1 1.1 Facts tell, stories sell 5 1.2 What is social storytelling? 7 1.2.1 Listen to your followers 10 1.2.2 Find the right tone 11 1.2.3 Make your stories travel across relevant channels 14 1.2.4 Begin a long-term relationship with your community with social stories 16 1.3 Why is storytelling so impactful? 22 1.3.1 Stories wire visuals to our brains 22 1.3.2 Explain complex matters in simple stories 25 1.3.3 From hero to guide — guide users through your stories 26 1.4 How self storytelling works on your profiles — get inspired by best practice examples 27 1.4.1 Personal profile stories 28 1.4.2 Community profile stories 30 1.4.3 Brand profile stories 31 1.4.4 Journalist profile stories 34 2 A radically new toolbox for social storytellers 2.1 Story anatomy in place of the “hero’s journey” 38 2.1.1 Farewell to the “hero’s journey” 38 2.1.2 Guides 41 37
vi Contents 2.2 2.3 2.4 2.5 2.6 2.7 2.1.3 Story anatomists 45 2.1.4 Nanoparticles 48 Find story beats 51 Show faces and voices 54 Develop micro-stories 56 Use multimedia layers 63 Make use of cross-platform methods 68 Collaborate with influencers 72 3 Professional storytelling with your smartphone in a mobile-first world 3.1 Content-focused communication 79 3.2 Integrated content strategy 80 3.3 Storytelling apps and templates for all 84 3.4 Ensure professional quality 86 3.5 Precise preparation and project management pay off 88 3.6 Visual, mobile, social 90 3.6.1 Smartphones, the all-rounders 90 3.6.2 Digital literacy 91 3.7 Design your narrative strategy 94 3.7.1 Engage with your users 94 3.7.2 Visualise your language 96 3.7.3 Experiment with user-oriented technology 98 3.8 What is quality content? 100 3.8.1 Short, relevant, profound, purposeful, rapid 100 3.8.2 Multimedia content 102 3.8.3 Interactive content 104 3.8.4 Immersive elements 106 3.8.5 Live is life 107 3.9 The small multimedia ABC for social storytellers with their smartphones 108 3.9.1 External smartphone equipment 109 3.9.2 Shooting and framing 111 3.9.3 Photos 111 3.9.4 Videos 112 3.9.5 Shooting 113 3.9.6 Post-production 118 3.9.7 Audio and music 126 3.9.8 Texts 132 3.9.9 3D objects 133 3.9.10 360-degree spaces 135 3.10 Produce mobile stories in five steps 136 79
Contents vii 3.10.1 3.10.2 3.10.3 3.10.4 3.10.5 Storyboard 136 Framing 138 Recording and shooting 140 Writing 144 Sequencing and editing 145 4 Understand and implement mobile story genres 4.1 Smartphones change everything 147 4.2 Micro-storytelling 149 4.2.1 Hashtags 149 4.2.2 Memes 151 4.2.3 Feeds 153 4.2.4 Stories 158 4.2.5 Why stories and toks are replacing the newsfeed 163 4.3 In-built storytelling tools and platform specifics 166 4.3.1 Social+ companies 167 4.3.2 Digital shop windows vs. social storytelling 168 4.3.3 Twitter 170 4.3.4 TikTok 183 4.3.5 Snapchat 186 4.3.6 Instagram 192 4.3.7 Facebook 201 4.4 Explainer videos 209 4.5 Social audio 210 4.6 Live social TV 214 147 5 Find the best strategy 5.1 Integrated, convergent storytelling 222 5.2 How do I find good stories? 222 5.2.1 Search, find, verify 224 5.2.2 Story DNA 225 5.2.3 Platform-agnostic planning 227 5.3 How do I prepare best? 228 5.3.1 Facts, people, stories 228 5.3.2 Platform-specific planning and producing 229 5.4 An excellent concept is a must 232 5.4.1 Planning 233 5.4.2 Integrate and customise your micro-stories multiple times 236 5.4.3 Build a slow, long-form interactive story 237 5.4.4 Give data a face and explain data stories with data relevant for your followers and community 238 220
viii Contents 6 Evaluate your campaigns: Never without monitoring 240 6.1 Why do I use digital monitoring? 241 6.1.1 FMD (“Filmmakers Germany”) campaigns as best practice examples 244 6.1.2 “Uganda Series 2018. Big five — in the wild?” 245 6.1.3 Japan 2019/2020 ֊ Bucket List 246 6.2 What are relevant key performance indicators? 248 6.2.1 Evaluate the whole customer journey 251 6.2.2 Think sustainable instead of clickbait and likes 256 6.2.3 “All-in-one” campaigns = content X reach x event, for instance, the “Usedom Sunspot Awards” 258 6.2.4 How do I evaluate social media storytelling and content marketing? “The disruptive tragedy” 260 6.2.5 Generate leads and evaluate conversions 263 6.3 What makes your campaign a success? 265 6.3.1 No content without a call-to-action 265 6.3.2 Plan and initiate user-generated content 267 6.3.3 Keep in touch with your community! 269 7 Everything remains different: What’s next for storytellers? 271 7.1 Prepare for tech and storytelling trends of the near and medium future 273 7.2 What should you keep an eye on? Our expert tips 274 7.2.1 Deana Mrkaja: Tell immersive stories 274 7.2.2 Sascha Gottschalk: Work with user-generated content 275 7.2.3 Tim Hendrik Walter: Learning together in social stories 276 7.2.4 Maximilian Wolf: With edutainment and livestreams you are on the right track 276 7.2.5 Adil Sbai: Find creative solutions for copycats 277 Authors and experts in this book Index 279 286
SOCIAL MEDIA STORYTELLING Offering a radical new toolbox for digital storytellers, this key text contains everything today’s media practitioners need to know about conceptualising, editing and producing stories for online platforms and audiences. This book teaches readers practical skills for increasing their reach online, strengthening their personal brand and improving follower counts across the social web, including main platforms such as Twitter, Snapchat, TikTok, Instagram and Facebook. Encouraging a DIY approach, the authors guide readers through various platforms and reveal which are bested suited to their users and how to customise stories for different channels. Topics covered include storytelling with smartphones (iOS and Android), storyboarding, framing, sequencing, shooting and editing high-quality content, and evaluating the success of content and campaigns. Contributions from five industry experts expand on privacy, community building and collaboration. The book concludes by looking to the future of social media storytelling, with industry professionals offering predictions for trends to watch out for. Social Media Storytelling is an essential resource for students of mobile and multimedia journalism, digital media and media marketing, as well as for professionals who want to learn how to create compelling content and tell impactful brand stories. The book also features accompanying online exercises.
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| adam_txt |
CONTENTS Foreword of the peer reviewer ix Preface x 1 How can I make use of storytelling? 1 1.1 Facts tell, stories sell 5 1.2 What is social storytelling? 7 1.2.1 Listen to your followers 10 1.2.2 Find the right tone 11 1.2.3 Make your stories travel across relevant channels 14 1.2.4 Begin a long-term relationship with your community with social stories 16 1.3 Why is storytelling so impactful? 22 1.3.1 Stories wire visuals to our brains 22 1.3.2 Explain complex matters in simple stories 25 1.3.3 From hero to guide — guide users through your stories 26 1.4 How self storytelling works on your profiles — get inspired by best practice examples 27 1.4.1 Personal profile stories 28 1.4.2 Community profile stories 30 1.4.3 Brand profile stories 31 1.4.4 Journalist profile stories 34 2 A radically new toolbox for social storytellers 2.1 Story anatomy in place of the “hero’s journey” 38 2.1.1 Farewell to the “hero’s journey” 38 2.1.2 Guides 41 37
vi Contents 2.2 2.3 2.4 2.5 2.6 2.7 2.1.3 Story anatomists 45 2.1.4 Nanoparticles 48 Find story beats 51 Show faces and voices 54 Develop micro-stories 56 Use multimedia layers 63 Make use of cross-platform methods 68 Collaborate with influencers 72 3 Professional storytelling with your smartphone in a mobile-first world 3.1 Content-focused communication 79 3.2 Integrated content strategy 80 3.3 Storytelling apps and templates for all 84 3.4 Ensure professional quality 86 3.5 Precise preparation and project management pay off 88 3.6 Visual, mobile, social 90 3.6.1 Smartphones, the all-rounders 90 3.6.2 Digital literacy 91 3.7 Design your narrative strategy 94 3.7.1 Engage with your users 94 3.7.2 Visualise your language 96 3.7.3 Experiment with user-oriented technology 98 3.8 What is quality content? 100 3.8.1 Short, relevant, profound, purposeful, rapid 100 3.8.2 Multimedia content 102 3.8.3 Interactive content 104 3.8.4 Immersive elements 106 3.8.5 Live is life 107 3.9 The small multimedia ABC for social storytellers with their smartphones 108 3.9.1 External smartphone equipment 109 3.9.2 Shooting and framing 111 3.9.3 Photos 111 3.9.4 Videos 112 3.9.5 Shooting 113 3.9.6 Post-production 118 3.9.7 Audio and music 126 3.9.8 Texts 132 3.9.9 3D objects 133 3.9.10 360-degree spaces 135 3.10 Produce mobile stories in five steps 136 79
Contents vii 3.10.1 3.10.2 3.10.3 3.10.4 3.10.5 Storyboard 136 Framing 138 Recording and shooting 140 Writing 144 Sequencing and editing 145 4 Understand and implement mobile story genres 4.1 Smartphones change everything 147 4.2 Micro-storytelling 149 4.2.1 Hashtags 149 4.2.2 Memes 151 4.2.3 Feeds 153 4.2.4 Stories 158 4.2.5 Why stories and toks are replacing the newsfeed 163 4.3 In-built storytelling tools and platform specifics 166 4.3.1 Social+ companies 167 4.3.2 Digital shop windows vs. social storytelling 168 4.3.3 Twitter 170 4.3.4 TikTok 183 4.3.5 Snapchat 186 4.3.6 Instagram 192 4.3.7 Facebook 201 4.4 Explainer videos 209 4.5 Social audio 210 4.6 Live social TV 214 147 5 Find the best strategy 5.1 Integrated, convergent storytelling 222 5.2 How do I find good stories? 222 5.2.1 Search, find, verify 224 5.2.2 Story DNA 225 5.2.3 Platform-agnostic planning 227 5.3 How do I prepare best? 228 5.3.1 Facts, people, stories 228 5.3.2 Platform-specific planning and producing 229 5.4 An excellent concept is a must 232 5.4.1 Planning 233 5.4.2 Integrate and customise your micro-stories multiple times 236 5.4.3 Build a slow, long-form interactive story 237 5.4.4 Give data a face and explain data stories with data relevant for your followers and community 238 220
viii Contents 6 Evaluate your campaigns: Never without monitoring 240 6.1 Why do I use digital monitoring? 241 6.1.1 FMD (“Filmmakers Germany”) campaigns as best practice examples 244 6.1.2 “Uganda Series 2018. Big five — in the wild?” 245 6.1.3 Japan 2019/2020 ֊ Bucket List 246 6.2 What are relevant key performance indicators? 248 6.2.1 Evaluate the whole customer journey 251 6.2.2 Think sustainable instead of clickbait and likes 256 6.2.3 “All-in-one” campaigns = content X reach x event, for instance, the “Usedom Sunspot Awards” 258 6.2.4 How do I evaluate social media storytelling and content marketing? “The disruptive tragedy” 260 6.2.5 Generate leads and evaluate conversions 263 6.3 What makes your campaign a success? 265 6.3.1 No content without a call-to-action 265 6.3.2 Plan and initiate user-generated content 267 6.3.3 Keep in touch with your community! 269 7 Everything remains different: What’s next for storytellers? 271 7.1 Prepare for tech and storytelling trends of the near and medium future 273 7.2 What should you keep an eye on? Our expert tips 274 7.2.1 Deana Mrkaja: Tell immersive stories 274 7.2.2 Sascha Gottschalk: Work with user-generated content 275 7.2.3 Tim Hendrik Walter: Learning together in social stories 276 7.2.4 Maximilian Wolf: With edutainment and livestreams you are on the right track 276 7.2.5 Adil Sbai: Find creative solutions for copycats 277 Authors and experts in this book Index 279 286
SOCIAL MEDIA STORYTELLING Offering a radical new toolbox for digital storytellers, this key text contains everything today’s media practitioners need to know about conceptualising, editing and producing stories for online platforms and audiences. This book teaches readers practical skills for increasing their reach online, strengthening their personal brand and improving follower counts across the social web, including main platforms such as Twitter, Snapchat, TikTok, Instagram and Facebook. Encouraging a DIY approach, the authors guide readers through various platforms and reveal which are bested suited to their users and how to customise stories for different channels. Topics covered include storytelling with smartphones (iOS and Android), storyboarding, framing, sequencing, shooting and editing high-quality content, and evaluating the success of content and campaigns. Contributions from five industry experts expand on privacy, community building and collaboration. The book concludes by looking to the future of social media storytelling, with industry professionals offering predictions for trends to watch out for. Social Media Storytelling is an essential resource for students of mobile and multimedia journalism, digital media and media marketing, as well as for professionals who want to learn how to create compelling content and tell impactful brand stories. The book also features accompanying online exercises. |
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| index_date | 2024-07-03T20:19:11Z |
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| spelling | Müller, Marie Elisabeth 1966- Verfasser (DE-588)124486487 aut Social media storytelling Marie Elisabeth Mueller and Devadas Rajaram First published London ; New York Routledge 2023 xv, 291 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier English translation based on the German title "Social Storytelling" (ISBN 978-3-8362-7812-6) Social Media (DE-588)4639271-3 gnd rswk-swf Erzählen (DE-588)4132307-5 gnd rswk-swf Social Media (DE-588)4639271-3 s Erzählen (DE-588)4132307-5 s DE-604 Rajaram, Devadas Verfasser (DE-588)1144190762 aut Erscheint auch als Online-Ausgabe 978-1-003-27525-1 Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033760937&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033760937&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
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| title | Social media storytelling |
| title_auth | Social media storytelling |
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| title_full | Social media storytelling Marie Elisabeth Mueller and Devadas Rajaram |
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| title_full_unstemmed | Social media storytelling Marie Elisabeth Mueller and Devadas Rajaram |
| title_short | Social media storytelling |
| title_sort | social media storytelling |
| topic | Social Media (DE-588)4639271-3 gnd Erzählen (DE-588)4132307-5 gnd |
| topic_facet | Social Media Erzählen |
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