1. Writing for the Web OCTS – Andrea Gonzalez Feb. 8, 2013

2. Agenda Why writing for the web is important and how it’s different. Webpages and blogs Facebook and Twitter General tips

3. Why? People are looking for answers online. There’s too much noise. Must snag readers.

4. What’s the difference? Get to the point. Not about length. Focus on: Readability Organization Presentation Even more important for mobile

5. All about audience Things to consider: How do you use the web? What do you like? Who are you writing for? Where is the content going? Don’t know what your audience wants? Ask them.

6. Questions?

7. Webpages and blogs Users typically scan. Need to organize content. Eyes make an “F” pattern. Learn more about eye tracking: styleguide.yahoo.com/writ ing/write-web/eye- tracking-where-do- readers-look-first styleguide.yahoo.com/writ ing/write-web/eye- tracking-where-do- readers-look-first

8. Scanablity tips Have a “table of contents” Use subheadings, bullets, lists Use short paragraphs Use white space

9. Example

10. Which would you rather read?

11. Source: http://styleguide.yahoo.com/writing/streamline-text-mobile- devices/consider-how-copy-will-look-mobile-devices http://styleguide.yahoo.com/writing/streamline-text-mobile- devices/consider-how-copy-will-look-mobile-devices

12. Inverted pyramid Start with the conclusion. Main points should be in first two paragraphs. Get rid of fluff. More info: http://owl.english.purdue.edu/owl/resource/735/04/ http://owl.english.purdue.edu/owl/resource/735/04/

13. Reading level Average American = 8 th grade reading level. Reduce jargon and big words. Determine your content’s readability: Show Readability Statistics in Word Reading Ease: 100 = easy Grade level How to: office.microsoft.com/en-us/word-help/display-readability-statistics- HP005189601.aspx office.microsoft.com/en-us/word-help/display-readability-statistics- HP005189601.aspx

14. Readability tips Example: BACK-LOADED: Because gardeners care about raising healthy vegetables and ornamentals, soil and water testing are provided by Extension agents. FRONT-LOADED: Extension agents can test your soil and water. This can help you raise healthy plants and ornamentals. “Front load” paragraphs and sentences with most important info. Use active voice. Use shorter sentences. Limit use of conjunctions

15. Questions?

16. Social Media Don’t have as much control over design/format. Make every word count. Create shareable, reusable content. Write like you speak.

17. Facebook posts Post a picture Ask a question Post links to related sites Post event info Post fun facts

18. Post examples VS

19. Facebook “food” Create content that other counties can use. Learn more about reusable content: www.nngroup.com/a rticles/write-for- reuse/ www.nngroup.com/a rticles/write-for- reuse/

20. Twitter posts 140 Characters May need to post more than once Content can get buried Symbiotic relationships

21. Post examples VS

22. Questions?

23. General Less is more Use good graphics Use good grammar Check it twice Source your info Don’t make stuff up Identify with UGA, Georgia, etc.

24. Grammar tips Don’t use all caps Use only one space after a period Quotation marks Don’t use for emphasis Periods and commas go inside quotes. Wrong: “You are a genius”. Right: “You are a genius.” Correct word choice It’s vs. its You’re vs. your Their, they’re there

25. Emoticons & Acronyms :) :( :D <3 LOL, ROFL, TTYL Depends on tone of medium Don’t get too carried away ABITHIWTITB = A Bird In The Hand Is Worth Two In The Bush

26. Pitfalls to avoid Spreading false information Promoting events for minors to the public Leaving posts unmonitored Contests with rewards

27. Resources OSU: Social Media Writing Tips http://cfaes.osu.edu/commtech/sites/drupal- ct.web/files/resources/files/Social%20Media%20Writing%20Ti ps.pdf Usability.gov: Writing for the Web http://www.usability.gov/methods/design_site/writing4web.htm l#.URR8ulpFc1E Yahoo! StyleGuide: Writing for the Web http://styleguide.yahoo.com/writing/ WiseGeek: Best Practices for Web Writing http://www.wisegeek.com/what-are-the-best-practices-for- web-writing.htm OCTS Styleguide http://www.caes.uga.edu/unit/octs/styleguide2013.pdf

28. Final questions? Andrea Gonzalez alg88@uga.edu 706-542-8981 http://www.caes.uga.edu/unit/octs/resources/social-media/

29. Related trainings Blogging 101 Mar. 15, 10-11 Emily Pitts: epits@uga.eduepits@uga.edu Taking Social Media to the Next Level Feb. 11, 9-10 Andrea Gonzalez: alg88@uga.edualg88@uga.edu