Content Strategy and the News

Yesterday was December 14, 2012 and I spent a large portion of the day producing content for Facebook, Twitter, Pinterest, etc. as commentary and encouragement regarding the Sandy Hook Elementary School shootings in Newtown, CT. The common term for this is news-jacking. I’ve always found that a derogatory term, but it does describe what we do. I hope that any content Social Network Voice produces adds value and helps people express what they feel and think when events, tragic or joyful occur.

The shooting of children is an incomprehensible tragedy. Content producers certainly tap into their own feelings, but also try to key in on how others may be feeling. In this case, our content was geared toward our online ministry needs and rather than express the outrage of the day, we immediately attempted to turn our hearts to God and hope. It’s easy to hop on the coat-tails of anger and the populist platforms around gun-control, finger-pointing, and violence. We are here to do good, and that means we serve the public to give them another way.

Here are some highlights of the content from the day.

Article on Facebook: Elementary School Shooting 

Images from the news:

He heals the broken-hearted and bandages their wounds.
Psalms 147:3 (CEV)

Newtown, Connecticut Sandy Hook Elementary School Shooting Psalms 38:18

The Lord is near to the brokenhearted and saves the crushed in spirit.
Psalms 38:18 (ESV)

Newtown, Connecticut Sandy Hook Elementary School Shooting

Image tie-in to an article about the Newtown, Connecticut Sandy Hook Elementary School Shooting

It’s said that a picture paints 1,000 words. In social media, like in print journalism, a powerful image will attract the attention of the viewer and bring them to the additional content you want to promote. Whether that’s a product, service, or in this case helping people know God’s word as it applies to this senseless tragedy, an image can make a tremendous difference in engagement and should be cornerstones of your content strategy.

Brian Atkinson

Brian has extensive experience running digital departments and teams in non-profit and for-profit organizations, including marketing and communications, higher education, and information technology. Specialization in social media and frequent presenter at conferences and seminars on the strategic use of different communication styles to reach a new generation of constituents. And I have a lot of t-shirts.

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