Module 4
Writing for Social Media (Marketing)
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Activities/Assignments
● Add a comment to Module 4’s
blog post with your reaction to infographics. Are you a staunch supporter of
their engaging presentation of information or do you abhor their excessive
inclusion of unnecessary design elements?
● Tweet @JessL with two examples of how Twitter
can sharpen your writing.
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Friday, 30 May 2014
Module 4: Writing for Social Media (Marketing)
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I am a fan of infographics which use graphics and design elements to convey data, ideas and concepts. The visual elements enhance people’s ability to quickly see trends and patterns.
ReplyDeleteThey are wildly popular online tools because people:
• process images 60,000X faster compared to text
• 30X more likely to view visuals than text content
• love to share images through social media
The downside of infographics can include:
• incomplete, out-of-date or misleading data
• not all complex topics can be captured visually
• focus on design rather than capturing the story
The best infographics tell a story and include a visual hook. They have:
utility – useful, informative or entertaining ideas
soundness – reliable, recent data, references
beauty – design and graphics complement the story
When combined properly, these elements make for powerful infographics that are likely to be shared widely online. Actually, infographics have been popular since their early cave painting roots.
I'm a fan of the intent behind an infographics. They can, if used properly, display complex or overwhelming data in a format that is much easier to interpret than a bunch of numbers. However if the focus becomes all about the graphics and the data or instructions being displayed becomes a secondary focus, I question the viability or necessity.
ReplyDeleteIn the two that were shown in the article, I think the first one was highly distracting. The map of employees walking through the process, way too much was going on when a simple step-by-step process outline without the detailed graphics would more clearly and concisely describe what needs to be done. The information wasn't complex enough to require the graphics, and the graphics distracted from the message.
That said, the one with the various ships, although also quite messy, is more on point with the intent. It was attempting to give easily understandable context to data though a visual size scale.
In conclusion, I think they are useful ways to convey information, but you must closely assess the type of data or information you are trying to relay. If the infographics makes the information easier to interpret and understand, go for it. If it distracts and clouds the message, try an alternate route.
Oh, and the price for developing one - that was ridiculous.
Infographics- Fad or Fabulous?
ReplyDeleteAs a strong believer in imagery and visuals used for learning/ marketing/ promotion it is unlikely that I would voice a concern over the use of infographics. But I am. Infographics are bright, colorful and often artistic renderings of ideas, thoughts, and statistics, but I have found their meaning or original intent is being lost in the colorful graphic design elements of the image. In reading Stephen Few’s article Infographic Smoke and Mirrors, I do question the ability of all infographics to be successful. The addition of images to every form of marketing is being toted as the most important aspect of a brand- clever headlines and strong, imaginative imagery. But as in all styles and fashions trends, alligator handbags worn by everyone somehow lose their originality. Infographics have become the scrunchies of the 80’s in that every organization, from healthcare to fast food uses this form of advertising.
I feel that though some are successful in their use to benefit the general public, a lot of infographics are similar in design and contain no original thought or perceived benefit for the viewer aside from being visually attractive in a certain style or fashion.
I will say on the contrary, I do agree with some aspects of the Wisconsin Healthcare Public Relations & Marketing Society article titled 5 Ways to Use Infographics in Your Health Care Content Strategy. The ability to add in useful, thought provoking imagery that could clarify a point, a set of instructions, or make a diagram simpler and easier to understand is a benefit to anyone who would view the infographic. If they, as the article suggests, can help explain a complex topic, such as directions for staff in a healthcare system they have an immediate benefit for the organization. As the social media coordinator for the College of Pharmacists, I do see a need for some infographics at a simple level to create a step-by-step approach for patient questioning in the pharmacy, responsibilities of certain pharmacy staff and certain health care systems of practice. But my opinion remains that they must be useful and beneficial, not just decorative and fashionable.
I also question the sheer amount of infographics and whether they are all viewed. Do we have too many out there for any to become relevant? As unique as infographics once were, they seem to over-populate newsfeeds and Facebook lines. Do they have the same resonance as they once did?
Lessons learned from Module 4 Infographics are great when you have a plan and they are one aspect of your marketing content strategy. When infographics have reliable data, a clear message, and good visuals I love them. The HR infographioc was like video or text that was to long. No one will read it or want to look at it for very long. I am learning that while Social Media is a fast paced market you must still due good planning and be willing to edit your work. And just because you paid a lot doesn't make it a better product.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteInfographics - Yes or no?
ReplyDelete"Use a picture. It's worth a thousand words." appears in a 1911 newspaper article quoting newspaper editor Arthur Brisbane discussing journalism and publicity.
This quote, as it applies today, could not be more poignant in the fast paced world of social media and communication, but in no way could Arthur Brisbane have predicted the lengths to which this concept would extend in 2014.
Marketing is full of infographics and I, for one, embrace the vitality and visual ease of communication that the medium provides - full heatedly! .
Like all forms of communication however, the use of infographics is only as good as the creator's research, knowledge and acuity at working with the tool of his/her choice. To be successful, the author needs to consider SWAT analysis so that the information can be succinct, to the point and prevent a confused message. The message to be conveyed must find a proper 'vessel' - is it best conveyed in a graph, in a timeline to allow a back-story or through interconnecting lines? A cautious content creator must also consider if the message is too complex to be simplified and what are the possible/if any ramifications of trying to oversimplify the message?
For the purpose of time management and marketing one's message, I believe that infographics can be a tremendous tool that can yield measurable opportunities for understanding and message propagation but, like all good things, must be researched well to be successful.
End Notes:
http://en.wikipedia.org/wiki/A_picture_is_worth_a_thousand_words
ReplyDeleteIn a scannable world, the infographic can be an effective tool through which to convey a variety of information. I, personally, like the clean look, text and image combo of this form of communication. I am part of the 90% visually responsive demographic, where I absorb and can often apply learned content via this medium. In general, it works for me.
Infographic quality ranges from exceptional to exceptionally crappy. Quality should be defined as production and message efficiency, uncluttered and add value. When not the case, an abundance of silly images connecting a 15-step instruction can actually hinder the original purpose. Particularly, if the message could have easily been conveyed with a simple combination of creative images, text, layout and fonts.
In an infinite sea of products to be sold and information to be told (sorry ;/), budget and resources often dictate marketers’ strategic direction. Successful infographics are often used to disseminate complex, data driven concepts. If you have the ability and if the use of the tool fulfills a variety of communication goals including repurposing, then an infographic might be a great option.
Well done, an infographic can be memorable content that sticks.
And, once the strategy is completed and the content properly determined, it's really important to find a GREAT designer.
DeleteI had been a fan of infographics as I find I tend to better remember facts presented in this way. However, after reading Few's article I have to agree with all of the points he made. It does seem to be the bandwagon everyone is jumping on resulting in a slew of badly packaged, badly designed infographics.
ReplyDeleteOf course this is always the case when everyone starts doing something with no expertise in what the medium is intended to do. Just because anyone can make one doesn't mean everyone should.
The result is what Few referred to as empty calories. Pretty images obscuring data that may not even be appropriate for an infographic. I also agree with Crystal about the dangers of oversimplifying a complex message.
I do still think that given how people respond to visual information online indicates that infographics have their purpose but this article has made me rethink how or if I will use them in the future.
I am generally a fan of infographics. I like the visual cues that support the data. I have noticed in the past year that they are being used more often. Like all mediums, some are designed really well and others not so much. Designers (professional or not) need to get to the basics of the marketing message, what is the end goal and who is the audience? Right now they are trendy, just like word clouds a few years ago.
ReplyDelete