Producing Original Content for your ‘brand’
Think of your ‘identity’ as
social media campaigner
Think about what style
would fit your organisation
What kind of organisation are you (or
would like people to believe you are)?
Think of three strong adjectives to describe
your company.
What would give your ‘brand’ credibility?
Different identity requires different style
E.g. what would your social media
presence look like if you were VSCO,
Hipster, Business etc
§ Convert your content ideas into video
or infographics and distribute them
across the appropriate social
channels.
§ Keep in mind that each platform
functions differently and therefore the
content should be tailored to the
channel you post on
§ The following slides give specific tips
for a number of different channels
Video, video, video. Facebook
has made a big push in its
algorithm to promote usergenerated video.
Curated content also does
well on this platform so spend
time sifting through a variety
of sources and sharing
valuable related information.
Keep your content consistent
and on-brand and steer clear
from click-baity captions.
You’re safe to post one to two
times each day on Facebook.
News, GIFs, and blog posts in the form of short quips and small bites of
information are best for this platform.
While other social platforms consider too many posts each day a little spammy
and excessive, Twitter’s algorithm encourages a scheduling consistency of
multiple tweets a day. In other words, don’t be afraid of overposting.
Some social reports say you should post three to five tweets per day on Twitter.
Quotes, testimonials, high-quality images,
video stories, day-to-day moments all
work really well for Instagram.
You can categorize your content with the
addition of Instagram Highlights. For
example, a behind-the-scenes highlight
gives your audience a peek into the
culture behind the company.
Get creative!
COMPANY NEWS, BLOG POSTS, AND
INDUSTRY RELATED CONTENT
SHOULD BE SHARED ON THIS
PLATFORM.
KEEP IN MIND THAT LINKEDIN IS A
NETWORKING SITE, SO USE ITS TOOLS
TO YOUR ADVANTAGE AS YOU FORM
THE RIGHT CONTENT.
Infographics and photo
guides are great for
Pinterest
If your brand is imagecentric, this is a great
platform to utilize.
Create categories for your
pins for navigation
purposes and to achieve a
clean look.
Optimize your board and
pin descriptions with
summaries that encourage
user engagement.
Establish clear
goals for each post
and consider its
shareability.
Why would people
share on their
personal pages?
What action do you
want your audience
to perform?
Remember, quality
over quantity!
Content created
without defined
goals in mind only
adds to the noise.
Identify one of the ‘dangers’ of sharing information online
that are explored in The Circle and The Great Hack
Identify which group(s) of people might be most affected by
this danger
Why should these people care about the problem?
How can you convince them they need to be aware/cautious?
What solutions would you propose for people to tackle this
danger?
What means of communication would be most effective
(visuals, sounds, text etc)?
Which Social Media Channels would be most suitable to get
your specific message across?
First, ask yourself some
basic questions about
your project:
What’s the message you
want to convey?
What other elements may
affect your message?
• E.g. location, people, props
• If these are key to your campaign
design, you should plan your
ideas around these elements.
What visual and technical
elements, such as sound
or camera angles, will
help to get your message
across?
✓ Step 1: you’ve worked out the details of your message
✓ Step 2: you’ve thought about how to get your message across to your audience
q Step 3: now it’s time to commit your ideas to paper!
→ Your script should identify how the images and audio (dialogue, sound, music)
will fit together.
→ Keep in mind that you need to hand in your script together with your visual
campaign
When your script is ready, the
next step is a storyboard.
Don’t worry about making your
drawings look really good! Many
talented filmmakers create very
simple pictures!
Storyboards are important for
many reasons:
They help you solidify the mental
images you want to capture. The
process of creating a storyboard
forces you to focus on each
sequence, shot, camera angle
and camera movement.
They make an excellent
communication tool, allowing
you to show others (such as the
people who are working with
you) exactly how you want the
story to unfold. Words can cause
confusion; pictures are often
easier to understand.
They simplify the order in which
you choose to shoot your project,
allowing you to note which shots
are similar enough to be covered
by the same camera position.
Your social media campaign needs to address one or more issue(s)
covered in this unit
It should connect with the Statement of Inquiry: The Internet controls
our (creative) thinking.
You will be using your creativity in this assignment. Keep in mind the
conceptual understanding of the unit: “How do we use creativity to
bring our message to a specific audience, using 21st century tools,
and what are the advantages and disadvantages of these tools?”
You will be assessed for Criteria B, C and D