Techniques and measurement for engaging your audience
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Nutshell Learning Series: All communication is relational. Incorporating tools to engage your audience and knowing what and how to measure in a nutshell.
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Techniques and measurement for engaging your audience
- 1. Techniques and measurement for engaging your audience… in a nutshell J Novakovich
- 2. Write a tweet for the following scenario:
- 3. What do you want of your audience?
- 4. What’s in it for your audience?
- 5. In a nutshell…. What’s in it for your audience will inform engagement and what’s in it for you should inform your measure.
- 6. TECHNIQUES FOR ENGAGING YOUR AUDIENCE
- 7. Three techniques to engage your audience • Use conversational language • Develop a “you” view and highlight audience benefits • Select a voice and shape your sentence structure to close the distance between reader and message. (Guffey, 2012)
- 8. Integrate medium-appropriate techniques • Add 2 – 3 hashtags • Direct the tweet to an influencer on the topic @realitette @winelover • The shorter the better--- don’t use all 140 characters • Include a visual argument
- 10. How do you measure engagement? Identity in written discourse is a complex phenomenon that involves both empirical reality that can be described and measured (e.g., demographics and textual features) and phenomenological reality that exists in people’s perceptions (e.g., social constructs). (Matsuda, 2015)
- 11. Communication is relational Emotional arousal Formality Intimacy Distance Persuasion Dominance Ability to communicate liking, trust, receptivity, and familiarity with an emphasis on rapport, openness and sincerity. Based on similarities. Sociological and psychological distance created by the message, which has a negative impact on the receiver . Activation, neg or pos, animation and poise with formality representing a task-oriented approach to communication. Favour-seeking communication versus communicating for compliance purposes. Burgoon & Hale, 1987)
- 12. How do you measure engagement? (Matsuda, 2015) Empirical Reality Textual Features and demographics Writer Reader
- 13. Measures of empirical reality Twitter analytics Google analytics
- 14. Techniques and measurement for engaging your audience 1. Articulate your purpose. 2. Know your audience and how to reach them. 3. Identify “What’s in it for them?” 4. Use audience-centered writing strategies 5. Refine or revise your message for each delivery mode. 6. Measure the potential effectiveness of your message using a relational communication scale. 7. Designate a plan for measuring engagement based on your purpose and delivery method.
- 15. What are you going to take away?
- 16. Sources • Burgoon, J.D. and Hale, J.D. (1987) Validation and measurement of the fundamental themes of relational communication, Communication Monographs, 54:1, 19-41, DOI: 10.1080/03637758709390214 • Guffey, M.E. (2012) Essentials of Business Communication, 7e. • Matsuda, P.K. (2015). Identity in Written Discourse, Annual Review of Applied Linguistics, 35, 140-159. DOI 10.1017/S0267190514000178 • Walnut Image: Krisztina Felix, Flickr, https://www.flickr.com/photos/kikasz/2891113802
Hinweis der Redaktion
- Activity Techniques for engaging audience Measurement of engagement Take away
- Your website has just published a blog post on pairing wines that are sold in your retail store with food served in local area restaurants that offer a BYOB (bring your own booze) option. A tweet can have 140 characters (HINT: count the letters and spaces). At this point in the presentation, please don’t be concerned about the length of your tweet. We will work on revision throughout the presentation. First impulse might have been to tweet: Check out my new blog post! (SPAM). I’m going to show you why this is a bad idea and how to improve upon it.
- This first step in communication is to articulate your purpose. What do you believe is the purpose of your tweet? Increase profits Entertain Draw attention to your products Add value to product offerings through education Build relationships
- Your audience will value the communication based on the answer to the following question: “What’s in it for me?” What do you believe is in it for your audience? Confidence making wine decisions. Pride in knowing wine pairings Adventure. The experience of having the right wine with exotic foods.
- Would you revise your tweet based on this list? If so, do.
- Would you revise your tweet based on this list? If so, do.
- NOTES: In other words, identity does not just reside in the text. It is not simply the sum of its parts—textual features— either. Rather, it is a social construct created in the complex interaction among various elements of writing (Silva, 1990), including the relationship between the writer and the reader, who interact through the text in a particular situational context (Hyland, 2008a; Matsuda & Tardy, 2007). As such, studying identity in written discourse requires not just an understanding of textual features but the perceptions and experiences of identity both by writers and readers.
- Prior to sending out the communication, evaluate measures of engagement. Would you revise your tweet based on this table? If so, do.
- NOTES: Empirical reality is the sum of demographics and textual features and can be described and measured. Phenomenological reality is a social construct that exists in people’s perceptions and consists of the complex relationship between the writer and the reader who interact through the text in a particular situational context (Silva, 1990, Hyland, 2008a; Matsuda & Tardy, 2007). there is a difference between choosing to use certain conventionalized forms, which is agentive, as opposed to using them because the writer does not know otherwise. In other words, social constructionism sees the locus of agency to be in successful communication, while social constructivism sees the loci of agency in both successful communication and in negotiating the tools. the social-constructivist perspective focuses not only on how social norms arise and become stabilized but also on how individuals shape the form and meaning by using the tools provided by the norms—or socially available discursive repertoire.