Aim for the Heart, Ch. 13: Tell the Story Online

This week’s reading was a chapter out of a great resource that I’ve actually used in a previous class for this program. Like Krug, Tompkins is direct and gives simple advice with simple reasoning: every lesson is themed to maximize your content’s appeal to a reader. This chapter focused mainly on the advantage of interaction that online news and storytelling has over broadcast and print media. Over several pages of bullets highlighting the difference between those passive forms of consumption, the message I walked away with was that while interactive stories are more complex, the engagement your readers have with your story and in a sense, with you, proves to pay off in reader loyalty and in turn even more interaction. My favorite quote to sum up the chapter, from p. 174, is, “Interaction promotes a deeper understanding of the story.” Not only do you have a more nuanced arena to display your knowledge and news gathering, but you can now choose what parts of your stories you want to depict differently, and still create a cohesive story through different media. Like Tompkins says, the flexibility and control of online media compared to broadcast media gives users more access to their news sources and to more information about the story that grabs their attention.

For instance, a common idea is that people don’t want to read stories that are too long. While this may be understandable, there are definitely ways to connect many different smaller works of research and stories into a larger theme or beat. For online journalism though, you can just use this model to continue to bring your readers back, to build updates and context. This would basically lay like a breaking story, then with more time a more investigative piece could be done about the consequences of or events leading up to that story. From there, profiles of the main involved people can be written, all linked to in relevant updates that keep traffic steady to the story as a whole. The Atlantic is my favorite for longform journalism, and the steady pacing, tone of the writing, and plethora of links to related stories throughout are the main reasons why. It keeps you immersed without being overwhelming, even when the story is a a few thousand words long. This story is a great example.

Tompkins’ practical advice for using video and leveraging your digital assets, I found really useful a a beginner in consistent online publishing. While a lot of advice may feel like common sense in hindsight, that’s usually just an indicator that it was good advice. So while I catch myself thinking, “Yeah, makes sense,” while I read about closeup shots and medium shots being better for online video because so many people watch on small devices nowadays, it’s not something you actually cognate until someone outlines that it does make a difference. Then you remember that some videos you watch on your phone feel “busy” or “crowded” and you can connect that that’s probably because their shots weren’t appropriate either for their story or the screen size the intended audience is seeing it on.

Meaningful engagement was interesting to read about because I’d assume you want any and all engagement, but it was validating to read about not all stories being left open to comment sections, because I agree that not all stories benefit from having them, or the audience doesn’t benefit in every case of a story having comments open. Using data to know what engagement is most effective, and making sure to use your analytics to understand when and what to post, again sounds like common sense, but mapping out guidelines like that for your organization can really make or break your viewership. In this same section, (p.183) there was advice given about being consistent and updating often during breaking news, special events, or elections. While I also as a consumer sample more during these occasions, I hadn’t thought about it as a journalist as such an advantageous opportunity to engage a new audience.

All in all, I benefited immensely from this chapter’s practical advice. I especially loved the simple bullet list of “Skills you need to get hired or keep your job” (p 190) and the social media guidelines from the Radio Television Digital News Association. Even more on this second read, I’m appreciating the perspective and experience Tompkins shares.

1 thought on “Aim for the Heart, Ch. 13: Tell the Story Online”

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.