Online Media

o   Three areas of Online Media

§   Web Development

§   Multimedia Journalism

§   Digital Media

o   Definition of a website (3 main points)

§   A collection of web pages

§   Shares a unique domain

§   Hosted on a server & accessible through the internet

o   History of the Internet

§   Created in 1960s

§   Called ARPANET

§   World Wide Web open to public use in 1991

o   Website types (3 types)

§   Information

§   Entertainment

§   Business

o   Types of Digital Advertising

§   Display Advertising – billboards/large numbers of views

§   Streaming Video – highly targeted/catches user in action/engaged

§   Streaming Audio – highly targeted/catches user in action/engaged

§   Paid Social – highly targeted/massive user base/lots of potential eyes

§   Paid Search – large user base – allows creators to speak to users

§   Email Marketing –audience typically has previous relationship w/org

§   Location Targeting – specifies audience based on location – relevant ads to relevant people

o   Generative AI

§   Machine learning systems that produce data using existing data sets

o   AI Uses

§   Generate new media

§   General analysis of data

§   Reduce time and cost of tasks

o   AI Limitations

§   AI can’t think

§   Only as good as the person using it

§   Incapable of high-level analysis

o   Work Ownership

§   AI work not currently protected by copyright

o   What is the typical newswriting structure?

§   Inverted Pyramid Structure

o   3 types of news writing

§   Hard News

§   Feature News

§   Editorial

o   Differences between traditional and digital newswriting

§   Fewer space restrictions

§   Different reading patterns

o   Reading patterns of online users

§   F pattern – Poor design

§   Layer Cake Pattern

o   Basics of web formatting

§   Use images

§   Use headlines and subheadings

§   Bold important words

§   Use bulleted lists

o   Social media basics & best practices

§   Be concise

§   Be positive

§   Use images

o   Creative Commons basics

§   Non-profit that expands access to creative works

§   Provide content producers with license-free content

o   7 Principles of Good Web Design

§   Simplicity

§   Visual Hierarchy

§   Navigability

§   Consistency

§   Responsivity

§   Accessibility

§   Conventionality

o   Fair Use

§   Carveout of copyright law that allows creators to use copyrighted content

o   Photos for Business

§   Get permission for use

§   Don’t share private information

§   Don’t alter context of photo

o   Web Considerations

§   Compress image before upload

§   Use formats like PNG, JPG, and GIF

o   Imagery in Storytelling

§   Use high quality images

§   Include faces when possible

§   Use captions

§   Use relevant photos

·   Native Advertising

§   Advertising is designed to look like the content around it

o   News Storytelling – Benefits

§   Accompanies other content

§   Influences emotions

§   Good for quick briefs

o   Podcasting – Benefits

§   Entertaining and Informational

§   More creative than traditional formats

§   More in-depth than traditional formats

o   Streaming Audio

·   More consumer options

·   More consumer data

·   Less money for creators

o   Video Basics

·   Synchronous v. Asynchronous

·   Direct Uploading v. iFraming

§   Video Placement

·   Pre, Mid, Post-Roll

§   Video Duration

·   Short and long form

o   Measuring Success

§   Success By

·   Topic

·   Goal

·   Audience

KPIs

KPI =Key performance indicator

- Situationally dependent

- View count – indicates reach of video

o Simple but misleading

- Play rate – indicates % of vistos who clicked play

o Helps to understand relevance

- Video engagement – time watched

o Based off a set goal (i.e % of videos watched)

- Shares

o Did people share your video?

- CTR and Conversion Rate?

o Did people act after watching the video?