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CONNECT: WRITING FOR ONLINE AUDIENCES
M PRITCHARD & K SITTO (GENERAL EDITORS)
Connect: Writing for Online Audiences is a timeous guide for South Africans working in the digital space. It encapsulates the current digital landscape in South Africa, with its constraints and opportunities for reaching audiences via social media platforms, websites, blogs, apps and email. And it is designed to help students as well as industry decision-makers connect with audiences, whether as social media managers, search engine writers, digital analysts, copywriters, content marketing strategists or digital public relations executives. Primarily, these
are all online storytellers and this book aims
to assist them in achieving their goals.
Writing for search engines: search engine optimisation
Blogging
Storytelling for social media platforms
Digital dynamics and relational complexities: responding to challenges in the online engagement context
Metrics and analytics for measuring social media return on investment Essential digital business tools for organisations
CONTENTS
• Introduction: crafting content in a collaborative economy
• Understanding the characteristics of writing online content
• Developing an online profile and persona
• Designing a digital communication strategy
• Email as a relationship marketing channel
• Developing website content and enhancing user experience
• Digital public relations
KEY FEATURES
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978 1 48512 552 5 978 1 48512 553 2 2018
320 PAGES
ZAR R320.00 ZAR R320.00
• The book draws on reputable brands for best-practice examples.
• It uses South African examples of online campaigns alongside international
names to provide a relevant yet globally situated experience for the South
African reader.
• Key terms and an outline of objections are included for each chapter
• Assessment questions are available online
ABOUT AUTHORS
Dr Maritha Pritchard is a senior lecturer in the Department of Strategic Communication at the University of Johannesburg. Her published research interest is digital media and she has presented on the topic at several local and international conferences. Maritha has over 20 years’ industry experience and regularly presents digital media strategy workshops for the Public Relations Institute of South Africa’s CPD programmes. She is also a judge in the digital and social media marketing categories for the annual PRISM awards for excellence in the public relations industry.
Karabo Sitto is a lecturer in the Department of Strategic Communication at the University of Johannesburg. She joined academia on a full-time basis in 2016, having previously lectured part-time while working in the digital advertising industry. Prior to taking on her role in academia, she spent over a decade in several corporate roles cutting across finance, marketing, digital advertising and public relations. She is currently working towards completing her doctoral degree at the University of Johannesburg.
SUITABLE FOR
Undergraduate university and university of technology students as well as practitioners and decision-makers such as social media managers, search engine writers, digital analysts, copywriters, content marketing strategists and digital public relations executives.
JUTA COMMUNICATION CATALOGUE | 2018/2019
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