1. MKT 389
EMOTION, VISIBILITY, SHORT FORM
WRITING & MEMES

2. PRELIMINARY DISCUSSION
Why do we share when we care? What does this even mean?!
Do you think the ease of sharing content is a negative or
positive effect on sharing? Over-sharing (depth and quantity)?
Why would we share more from mobile devices? What’s the
science behind this?
What is awe?
What role does positive v negative emotion play in sharing?
What role does physiological arousal play in sharing?
Why do we imitate others?
What is social proof?
Why is livestrong yellow band an excellent example of the
public nature of viralness?
How is social proof and public-ness played out in social media
environments?

3. EMOTION
Working in your groups
take 10 minutes to find 5
examples of ‘viral’ content
and classify the emotion
or emotions each
represent. You cannot use
the same emotion twice.

4. DO ALL EMOTIONS GET
SHARED?
Of the examples we discovered what is missing? Are there
human emotions that are inherently non-sharable?
Why or why not?

5. BERGER’S TAKE
HIGH AROUSAL
LOW AROUSAL
POSITIVE
Awe
Excitement
Funny
Contentment
NEGATIVE
Anger
Fear
Disgust/Revulsion
Anxiety
Sadness

6. SHORT FORM SOCIAL
MEDIA WRITING
Popcorn Content
by Nick Usborne
Short book covers topic
amazingly
Download on your phone as a
kindle book for less than $7

7. THE PREMISE
Popcorn is social and shareable
Popcorn is irresistible
Popcorn is fleeting
Popcorn makes you smile
Popcorn has massive profit margins for
those who sell it!
Popcorn is just the beginning (in a bar,
movie theater etc. No one lives on it!)

8. MAKE SHORTFORM
CONTENT LIKE POPCORN
Frontload text with most important words
Share what’s new
Begin text with numbers
Start with How to…
Lists are popular
Share secrets
Intrigue!
Controversy!
Whys is Buzzfeed.com king of the mountain when it comes to
popcorn content? How is Buzzfeed like popcorn?

9. SHORTFORM NARRATIVES
How can shortform social media sites created narrative type
content that engages over time?
In other words, can content be serialized to sustain
emotional response or build it over time?
Create a 10 part short form ‘story’ related to your fan
media, In 10 parts (140 character each max) tell a story that
would engage your followers that is based upon eliciting an
emotional response that is physiologically arousing.
Tell us the story and see if we can guess the emotion.

10. FOR NEXT WEEK
Discussion will focus on long form social media writing and
blogging.
Write a long form blog entry for your blog (or if you are
already long form entries, select a favorite post) and be
prepared to share it with the class.
You’ll be asked to explain your ‘inspiration’ behind the post
as well as what you wanted to achieve informationally, how
you wrote it, your revision/review process etc.
Long means 300 words or more!