“F” That Content

Before you have a heart attack, relax; it’s not what you think. I am not quoting a Bone Thugs-N-Harmony song, and I’m not mimicking a catch-phrase from The Real Housewives of New York City. I’m actually being quite literal. Scout’s honor.

How often do you find yourself skimming through Web page after Web page? Pretty frequently, right? We are average day Energizer Bunnies, flip-flopping from one task to the next, seeking that one bit of info we need at that given moment.

So, how do you deliver the information individuals rummage around for in a timely manner? The answer is simple: “F” that content!

A recent Web Yodel study found users’ website reading behavior is reflected in an F-pattern. Readers’ eyes travel through a website a little something like this:

  1. Start at the top of the page; read horizontally
  2. Slightly move down, read horizontally
  3. Shift to the left hand side of the page; read vertically

Take a look at this visual to the right to get a better idea.

Why is this important? A finding like the F-reading pattern highlights how vital it is to know where to provide relevant, eye-catching content. Understanding the F-pattern and how to use it to your advantage can ultimately dictate the level of engagement for your (potential) target audience.

Here are a few tips to get the most out of your website content:

  • Make your headline catchy. You want readers’ attention right off the bat. Start it off with something unique and popping.
  • Provide the most relevant information in the first and/or second paragraph. Remember, readers are quick to move on if they can’t find the information they are looking for right away.
  • Don’t write novel-like lengthy paragraphs within your website. Use bullet points to break up the content and make it digestible for site visitors. This will make the scanning process simple for readers. The easier site visitors can decipher the information, the better.

In the world of PR, content is king, and what better way to provide great content than with the F-pattern. So the next time you’re struggling to provide great information on your website, remember: “F” That Content!

A #TrueApproved Summer Internship: Recap

Members of Team True met for lunch to celebrate the end of a great summer with our intern, Ryan!

This week, our summer intern wrote a recap about his time with True! We’ll miss you, Ryan, and wish you nothing but the best!  

 

Saying goodbye is never easy, especially when it’s to the amazing team at True Digital Communications.

True has been one of the central pillars of my life this summer, and I couldn’t be happier about it. Interning at such a dynamic agency has been an experience I’ll never forget.

I’ve learned about working in an agency, working in a team environment, how to thrive in an open-office format and I’ve learned about Google Analytics, Google Adwords, media lists, a video shoot, blog posts, blogger relations, Twitter influencers, case studies and client research this summer. I’ve been taught by the best.

Plus, interning at True is like a crash course in northeast Ohio travel. With our meetings all over the region, I got to see much more of my home state. Of course, the scope of this internship has been beyond anything I’ve ever experienced before. The amount of talented people I worked around and worth of the projects I completed are two things I’ll always appreciate about True. I never felt like a stereotypical intern here. I never had to make copies, I never had to get coffee and I always heard from my fellow team members, who were checking on me to ensure I was doing well. I felt cared about and respected.

Just as much as I was respected, I was challenged. My work was always stimulating and never busywork. I will be a better public relations professional because of this internship, and I’m so grateful. When I someday have an intern working under me, I know how to treat that intern well because of True Digital. This summer has been a case study of a successful internship program.

Just like I’m #TrueApproved, this internship is #RyanApproved!

Sports Social Media Goes for the Gold

Who could forget the Giants’ 9-play, 88-yard drive late in the fourth quarter to seal the deal in Super Bowl XLVI?

Who could forget, dare I say, the NCAA’s announcement of penalties against Penn State?

And, who could forget Michael Phelps’ historic, record-book Olympic performance just days ago?

If you’re an active sports social media user and were on social media during any of those times, the answer: no one.

Digital platforms give us quick, real-time updates to games and announcements. To be frank, they are ultimately changing the way we consume news.

What used to be a sitting-duck process of waiting to find out scores or learning MJ was taking his talents to the baseball diamond  is now, like magic, an instant poof of info on your favorite social media outlet.

Here’s why social media will only grow with sports:

  1. It’s a team sport— When it comes to sports media in the digital world, it’s all about a team effort. For athletes, coaches, journalists and broadcasters, social media serves as a way to expand their brand, build a community and stay connected with fans. Pros have even ditched the traditional press conference and used social media to make big announcements like Shaq did when he declared his retirement via Twitter. On the flip side, reporters now use outlets, such as Twitter, to obtain athletes’ statements to use in articles or other news pieces.
  2. It’s a no-huddle offense approach— Just like Ricky Bobby said, “If you ain’t first, you’re last.” Social media is speedy, and if you’re not in the game, you’re going to be benched. We have become accustomed to this “I-want-it-now” lifestyle where it’s not about what just happened; it’s about what is happening now. Social media gives us that instant fix.  This is why we are seeing shows like Mike & Mike in the Morning and publications such as Sports Illustrated post questions, share photos, give updates and break news via social media—everyone on both sides of the ball wants the latest and greatest news.
  3. It’s a powerful halftime speech—Good or bad, everyone is a critic in the sports world.  Blogs, microblogs and statuses give individuals the option to voice their opinion, respond to a question or give an update to a game. The various social media platforms give others the chance to channel their inner Erin Andrews and provide their own commentary to what’s going on under the lights.

 

Let’s face the music; social media is not fading anytime soon. It has become an essential “need” like food—to some, without it, we couldn’t survive. No matter the platform, day or time, digital media is a way individuals can feel like contributors and part of the game, carrying on the conversation before, during and after a slam dunk event in the sports world.

Warner Bros: What To Do With A Tragedy

 

What is a movie studio to do when a tragedy occurs at a showing of one of your star films? What should the studio do? Here’s a lesson in crisis management.

By now, you’ve heard about the tragic shooting in Aurora, Colorado at a screening of The Dark Knight Rises, leaving 12 dead and 58 hurt. As soon as the crisis news broke, WB had to show respect for the victims and work tirelessly to help them.

Some tweets asked how soon a journalist would be covering the financial loss, but instead the news largely covered Warner Bros.’ efforts to show respect for the situation. Here’s what WB did:

  • Cancelled a premiere in Paris of the film (The Huffington Post)
  • Posted a statement to Facebook (The Huffington Post)
  • Donated to a fund helping victims and relatives (CNN)
  • Pulled a trailer for the film “Gangster Squad” that included a movie theater shooting scene and cut that scene entirely (Moviefone) and postponed it to 2013 (Mashable)
  • Did not release the opening weekend’s debut financial numbers right away (The Huffington Post)

Christian Bale, who played Batman, made a visit to an Aurora hospital and visited victims, according to ABC News.

A crisis that the studio had no part in suddenly became WB’s problem. It responded in the right way: donating money, showing respect, and helping the victims and relatives. If WB had gotten their PR wrong, they could have been labeled insensitive, callous and uncaring. Instead, WB has gotten favorable press in how it’s dealt with the crisis.

WB hasn’t had to worry about the film’s finances, considering it made over $160 million on opening weekend, according to the Los Angeles Times. This has given it ample time and opportunity to focus on what’s right: responding correctly with the best PR WB can muster. It was imperative that they get it right, and they delivered.