DIGITAL WRITING: a guide to writing for social media and the web

161 Pages·22.167 MB·English

by  DAN LAWRENCE

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Contents
Acknowledgments
xi
Preface
xiii
CHAPTER 1: INTRODUCTION TO DIGITAL WRITING 1
Introduction
1.1 1
What Is Digital Writing? 4
1.2
Rhetorical Framework for Digital Writing 6
1.3
Rhetoric, Audience, and Technology o
1.4 1
Rhetoric in Application
1.5 15
Ethos
1.5.1
17
1.5.2 Pathos
18
1.5.3 Logos
21
Procedural Rhetoric
24
1.6
Careers in Digital Writing
27
1.7
How to Use this Text
29
1.8
Exercises
30
1.9
CHAPTER 2: WRITING FOR SOCIAL MEDIA 33
The Digital Writing Process
33
2.1
Rhetoric and Social Media 38
2.2
DIGITAL WRITING
2.3 Seven Key Skills for a Digital Writer 40
2.4 Emulation 43
2.5 Interactivity 44
2.6 House of Language: The Language Game 46
2.7 What Is Social Media? 47
2.8 Benefits of Social Media 49
2.9 Social Media in Business
51
2.10 Global Social Media Usage
52
Major Platforms: Facebook, lnstagram, Twitter
2.11
52
Facebook 53
2.11.1
Twitter 54
2.11.2
Instagram 54
2.11.3
2.12 Digital Media and Marketing 54
2.13 Marketing Departments 56
2.14 Marketing versus Advertising 56
2.15 Conversions 57
2.16 Case Studies and Applications 58
2.17 Writing Calls to Action 59
2.18 Writing for Facebook 62
2.19 Writing for lnstagram 66
2.20 Writing for Twitter 68
2.21 Exercises
73
3:
CHAPTER WRITING FOR THE WEB 77
3.1 Introduction 77
3.2 Global Internet Access and Usage 78
3.3 User Behavior and Time Online: What Are People Doing on the Internet? 79
3.4 Algorithms and the Black Box of Technology
81
3.5 Ethics, Data, and Privacy 83
3.6 Searchability/Findability 83
3.7 Disinformation 85
3.8 Writing Content for the Web 86
3.9 Web Traffic 87
3.10 Blogging 88
viii
CONTENTS
Search Engine Optimization
3.11 89
3.12 Content Writing
90
3.13 Landing Pages
92
3.14 Using Web Building Tools
94
3.15 Exercises
97
4:
CHAPTER DIGITAL-VISUAL DESIGN 99
4.1 Introduction
99
4.2 Visual Rhetoric
101
4.3 Graphic Design
105
4-4 The Rise of Digital Video
107
4.5 Digital-Visual Design
108
4.6 Don't Be Afraid of Adobe
109
4.7 YouTube and Video Advertisements
112
4.8 Aesthetics and Microgenres
115
4.9 Emergent Technology and the Reality of the Virtual
116
4.10 Exercises
118
5:
CHAPTER DIGITAL WRITING JOBS
119
5.1 Introduction
119
5.2 Articulating Skills and Digital Skills
121
5.3 Acquiring and Claiming Skills
123
5.4 Specializations and What Employers Look For
124
5.5 Applying to Jobs
126
5.6 Networking and Linkedin
128
5.7 The Digital Writer's Resume
130
5.8 The Digital Writer's Cover Letter
132
5.9 Conclusion
133
5.10 Exercises
136
APPENDIX 139
Pexels/Imagery Credits
139
Index
141
ix