Online Media final exam

3 areas of online media

Web Development; Multimedia Journalism; Digital Media

Definition of a website

A collection of web pages; Shares a unique domain; Hosted on a server & accessible through the internet

History of the internet

open to public use in 1991

Website types

• education

• entertainment

• commerce (business, amazon)

Types of digital advertising

Display Advertising; Streaming Ads; Paid Social; Paid Search

HTML

Hyper text marketing language (gives website it’s structure)

CSS

The detail of the website.

• Everything but the bones

Benefits of different types of digital advertising

• Display: Embedded into webpages, captures user attention; - Streaming: Short-form/pre-roll & in-content ads reach streaming audiences; - Paid Social: Highly targeted PPC boosts brand awareness; - Paid Search: SEO + Google Algorithm shows users relevant content

Generative AI

Tool that creates new material from existing material

Work ownership

with AI, you can’t protect the work you make

Typical newswriting structure

Inverted pyramid scheme (To get the most important information out first)

Why we use the inverted pyramid structure

To get the most important information out first

3 types of newswriting

Hard News; Feature News; Editorial

Reading patterns of online users

F pattern (based on poor design)

Basics of web formatting

Use headlines/subheadings; Bold important words; Bulleted lists; Be concise; Be positive; Use images; Develop brand voice

Social media basics & best practices

Be concise, catch their eye, images

7 Principles of Good Web Design

Simplicity; Visual Hierarchy; Navigability; Consistency; Responsivity; Accessibility; Conventionality

Basics of social media ads

Include CTA; Copy <20%; Use good visuals

Basics of native ads

Make content believable; Relate to host/brand image

Basics of video ads

Keep ads short; Show when user is most attentive

Data definition

Structured information used by organizations to make decisions

Analytics definition

The analysis of structured data for strategic planning

Importance of data analytics

Provides agencies ability to spend more accurately

4 Types of Data Analytics

Descriptive; Diagnostic; Predictive; Prescriptive

KPI

key performance indicators (measures for success)

What is Social Listening

Observation of online conversations to understand stakeholder sentiment

SEO definition

Search Engine Optimization — growing visibility in organic results

What is organic search

Non-paid search

Algorithm definition

Sets of rules to solve problems

Definition of SEM

Increasing website traffic by purchasing search engine advertising

Payment Models

PPC — pay per click

Basics of a search ad

Headline; Display URL; Description Text; Ad extensions

Measuring advertising effectiveness

CTR; Ad position; Wasted spend

Uses and Gratifications

Explains why people use the media

Parasocial Interaction

One-way relationships between consumer and media personality

Social Capital Theory

Explains how groups operate via weak and strong ties

Filter Bubbles

Algorithms create echo chambers

Persona definition

Fictional representations of potential customers

Social Media Definition

Forms of electronic communication; Platforms to create communities, share info/ideas/messages/content

Social Media Usage Stats

YouTube most popular; ~50% of people use social media for news

Social Network Theory

Weak ties = exposure to info; Strong ties = stability/reference

Social Identity Theory

Individuals categorize themselves within social groups

Community building online

Use norms/policies; Platform cultivation; Differentiated stakeholder perspective

Using different channels of online communication

One-way (standardized/customized) vs. Dialogic (monologic/genuine)

Using social media for businesses

Grow brand; Interact with stakeholders; Sell products; Monitor conversations

SMART (short answer)

Specific; Measurable; Attainable; Relevant; Time-Bound

Two things to know when posting

Know your audience; Know your competition

Tips for posting content

Find relevant content; Use consistent voice; Know when to post; Choose best platform

Tools of the Audio Trade

Handheld recorders; Microphones; Audio editing software

Interviews (short answer)

Choose right subjects; Choose right locations; Prepare questions; Delay recording if needed

Eras of Audio

Acoustic; Electric; Digital

News Storytelling benefits

Accompanies content; Influences emotions; Good for quick briefs

Nat Sound

Natural sound is not background noise

Voice Overs

Write a script; Practice before recording

Video Basics

Synchronous vs asynchronous; Direct upload vs iFraming

Positioning (short answer)

Understanding your place in consumer's life; Product attributes; Competitors; Use/applications; Quality/price

Segmentation

Breaking similar markets into smaller unique ones; Demographics; Psychographics

BDI

Identifies current market strength

CDI

Identifies potential market strength

SWOT Analysis

Strengths & Weaknesses (internal); Opportunities & Threats (external)

Goals when creating content

What ads work best? How do they speak to goals?

Video Placement

Pre-roll; Mid-roll; Post-roll

Video Duration

Short form; Long form

User Intent

Clicks or memory

Tools of the Video Trade

Tripod; Memory cards; Microphones; Recorders; Headphones

Setting up the shoot

Understand story; Pick locations/people; Plan shots ahead

Types of shots

Extreme wide; Wide; Mid; Close-up; Cutaway; Cut-in

KPIs

Situationally dependent