Social Media is Visual Media

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How can you get the most out of images on social media?

By bombarding your followers with photos
By adding as many hashtags as possible to your photos
By moderately sharing good quality and relevant photos

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How can one picture be “worth a thousand words”?

Because a picture is often more powerful than text, and therefore can affect people more
Because pictures are usually followed by long texts to describe them
Because freelance rates for photographers (per image) as compared to writers (per word) is generally a 1:1000 ratio

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If you follow the rule of thirds, you will:

Always mock up three options for every piece of social media content, because the third try will give you the best result
Repeat each social media post three times to ensure maximum reach
Shoot or crop a photo to place the most important part of the image approximately a third of the way through the frame

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Your most active audience uses a platform that only allows very short videos, but you have a more complex piece of information that you want to share.

Break the information into smaller chunks, and hope that your audience will follow a sequence of videos
Create your video for YouTube, add appropriate keywords to increase its visibility there, and link to it from your other platforms (driving traffic)
Create your video for YouTube, don’t mention it anywhere else, and hope it will build a fresh audience for you

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When choosing images to use in a multi-platform campaign, you should select:

A high-resolution photo that you can resize (scale and crop) to fit different platforms’ requirements
A photo of moderate size and shape, that you hope will look fine on different platforms without any manipulation
A unique photo for every platform, choosing original images which already match your target platforms’ dimensions

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If you want your Twitter followers to see photos (and the stories to accompany them!) that you’ve posted on Instagram or Facebook, you should:

Include only a quick summary of the new material in your tweet without uploading a photo directly. Your written description will be enough, people will be enticed to click through without a photo
Upload a key photo or two to Twitter, and include a link and short description inviting them to click through for more content
Accept that your audiences on each platform will be separate groups, and just duplicate all material without making reference to other networks

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Which of these statements is most true about cropping photos?

Cropping out significant elements is fine if the end result better suits your message
Cropping should be used to make a photo’s composition more visually compelling
Cropping will never change the message of your photo, it is only used to make the picture fit different social media platforms

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If you’re considering producing a video to support your campaign, what is true?

‘Create once, share everywhere’: every network has support for video, so you can exploit that and use the same piece of content everywhere
Each network has its own culture and requirements: this will govern how you present your campaign, from the kind of content to the duration of the clip
Only the most expensive and slickly-produced videos get viewed: you must invest significant resources in creating video for social media

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When creating video for image- or text-focused platforms such as Facebook, Twitter, Instagram, or Snapchat, what should you make?

A short video (less than 30 seconds) that includes a call-to-action at the end
Don’t bother: videos are only permissible on YouTube, and have no place on other popular platforms
A video of at least 30 seconds, containing an in-depth discussion of your appeal

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When creating video for YouTube, what should you consider?

Being concise and to the point in scripting your video, including writing clear and relevant text for the description field below the video
Don’t worry about scripting your video, without length limits you can take as long as you like to make your point!
How to ‘jazz up’ your content to make it accessible to youth audiences, since everyone knows YouTube is for young people only

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When shooting your own video, you will need:

High-end camera and lighting equipment, because everything is in HD these days
A recent smartphone and careful lighting, because consumer-grade tech will allow to you produce mobile-ready video
To book time in professional production facilities, because a polished look is essential

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Adding subtitles to mobile video is:

Recommended for all videos, as it is likely your audience aren’t able to stop and listen, but they will be free to stop and read
Recommended only if you are targeting different language groups or deaf audiences
Unnecessary, as video is intended to target lower-literacy audiences who cannot read

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After deciding where to place your video, how should you prepare?

Write a script (and draft interview questions, if applicable), plan your shots in advance, and test all your equipment
Don’t plan anything ahead of time: authentic spontaneity is the most important thing in social video
Decide on a general topic and then hire a professional team to take over: let them dictate your message

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Material released under a Creative Commons license will typically allow it to be:

Freely used, shared, and/or manipulated by anyone, without attribution
Used and shared by anyone, but only with proper attribution
Used, shared, and/or manipulated only by the rights-holder

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What category of Creative Commons licensing allows material to be reused as long as it is passed along unchanged and in whole?

Noncommercial (NC)
No Derivative Works (ND)
ShareAlike (SA)

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Which of the following is true about sourcing images online?

Any image you find online is fair game to use as you like
All images uploaded to the internet are copyright the original uploader, and cannot be reused
Reputable image sourcing sites will include licensing information for each specific photo

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What is a persona?

A detailed fictional identity you create in planning a social media campaign to help you imagine your ideal audience member
The ‘voice’ you use in writing your campaign messages
A general overview of the kind of person you want to attract using your social media campaign

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Once you have identified an audience segment you want to target, how should you proceed?

Immediately start flooding that new network with content you created for other channels, and move on to the next one without monitoring responses
Spend time observing existing communities in order to gain an understanding of how each social media network functions
Rely solely on social media advice blogs for insights into trends in online marketing, and design your campaign accordingly

Social Media is Visual Media