Connect

Writing for digital audiences

Maritha Pritchard, Karabo Sitto (Herausgeber)

Buch | Softcover

320 Seiten

2018
Juta Legal and Academic Publishers (Verlag)
978-1-4851-2552-5 (ISBN)

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Connect: Writing for Online Audiences is a timeous guide for South Africans working in the digital space. It encapsulates the current digital landscape in South Africa, with its constraints and opportunities for reaching audiences via social media platforms, websites, blogs, apps and email. And it is designed to help students as well as industry decision-makers connect with audiences, whether as social media managers, search engine writers, digital analysts, copywriters, content marketing strategists or digital public relations executives. Primarily, these are all online storytellers and this book aims to assist them in achieving their goals. The book draws on reputable brands for best-practice examples. It uses South African examples of online campaigns alongside international names to provide a relevant yet globally situated experience for the South African reader.The contributing authors are all well-respected experts in their fields who share their invaluable experience in this book. Connect: Writing for Online Audiences is a must-have on the bookshelf (digital or physical) of every individual reaching out to an online readership.

Dr Maritha Pritchard is a senior lecturer in the Department of Strategic Communication at the University of Johannesburg. Her published research interest is digital media and she has presented on the topic at several local and international conferences. Maritha has over 20 years’ industry experience and regularly presents digital media strategy workshops for the Public Relations Institute of Southern Africa’s CPD programmes. She is also a judge in the digital and social media marketing categories for the annual PRISM awards for excellence in the public relations industry. Karabo Sitto is a lecturer in the Department of Strategic Communication at the University of Johannesburg. She joined academia on a full-time basis in 2016, having previously lectured part-time while working in the digital advertising industry. Prior to taking on her role in academia, she spent over a decade in several corporate roles cutting across finance, marketing, digital advertising and public relations. She is currently working towards completing her doctoral degree at the University of Johannesburg.

Introduction; Understanding the characteristics of online writing; Developing an online profile and persona; Designing a digital communication strategy; Email as a relationship marketing channel; Developing website content and enhancing user-experience; Digital public relations; Writing for Search Engines; Blogging; Storytelling for social media platforms; The ethical challenges of digital media; Metrics and analytics for ROI; Essential digital business tools for organisations

Erscheinungsdatum	08.02.2018
Verlagsort	Kenwyn
Sprache	englisch
Themenwelt	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Literaturwissenschaft
	Mathematik / Informatik ► Informatik ► Web / Internet
	Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
	Wirtschaft ► Betriebswirtschaft / Management ► Wirtschaftsinformatik
ISBN-10	1-4851-2552-9 / 1485125529
ISBN-13	978-1-4851-2552-5 / 9781485125525
Zustand	Neuware