CMM 215: Week 6

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Twitter user becomes star in US Airways


NY Times Instagram

Instagram on A1

The ethics of using user-generated content are constantly transforming and there’s a healthy debate within the industry.

  • Do you pay contributors?
  • Ask for permission first?
  • What happens if someone is in a dangerous situation? 

UGC rules often need to be evaluated on a case-by-case basis. That said, I believe that there are two basic things all media organizations can and should do: Properly credit user-submitted photos and videos and let people know when and where their content is being featured. Those are easy and effective ways to build a relationship with your audience.
















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Online Commenting









Snap Chat Discover


In some ways, Snapchat Discover is a throwback to the days before the continuous, 24-hour news cycle. Channels update their stories only once a day, and the effect is that it’s not really a good place to find breaking news.

The lightly-aged nature of the news on Discover, coupled with the limited selection of channels, makes it feel more like watching broadcast TV than browsing your Facebook feed. And the daily publishing schedule also presents some dilemmas for news organizations. If a Snapchat Discover story contains a factual error, do you correct it the following day, using one of your precious story slots? Or do you simply change the story on the web, and hope nobody notices?

JOB: Digital Content Manager

Purpose: The Digital Content Manager executes strategic vision for marketing and promotional strategies for all of Long Wharf Theatre’s e-commerce activities, with the goal of furthering institutional brand, promoting the theatre and its varied programs, supporting ticket sales, and deepening and broadening the theatre’s connection to its community. This position requires expertise in content creation (to include video), e-newsletters, and social media strategy. Key components of performing this role successfully are creating and executing strategy, developing performance metrics, and monitoring/evaluating response.

Primary Responsibilities (including, but not limited to):

  • Assure all Long Wharf Theatre’s digital needs are fulfilled and in line with the brand;
  • Implement marketing vision for website. Create and manage content (i.e. post video, blogs, photos, Playbill content, etc.). Maintain and upgrade the site when necessary. Plan, create content, and implement social media strategy, including Facebook, Twitter, Instagram, YouTube, and others;
  • Design, create content, and distribute email publications to promote the theatre and its activities;
  • Develop usage reporting analysis capabilities and make recommendations to increase site activity and revenue potential;
  • Work with outside vendors to manage digital marketing campaigns;
  • Create and edit video content (i.e. Film rehearsals, interviews and special events and edit footage together for trailers and short documentaries) and distribute through the website and on the internet;
  • Assists with other marketing duties as assigned.

Work may require some evening and/or weekend work as part of professional duties.


  • Bachelor’s degree; Majors in related field preferred (communications, digital technology, journalism, marketing, arts, etc.);
  • Minimum of three years of related experience, preferably in the arts or non-profit field or directly related corporate experience;
  • Willingness and desire to be the leader of all digital projects;
  • Demonstrated experience in video editing, photography, and writing.

Knowledge, skills and abilities

  • Excellent written and verbal communication skills;
  • Strong organizational/calendaring skills;
  • Well-disciplined, flexible and adaptable;
  • Have a good sense of humor and a positive attitude;
  • Ability to work effectively in a creative, innovative and intellectual environment;
  • Love of theatre;
  • Exceptional attention to detail and commitment to follow-through;
  • Ability to represent Long Wharf Theatre in a professional manner.
  • Proficiency with Microsoft Office Suite and Garageband, ProTools, or similar audio software, proficiency with Final Cut Pro X; familiarity with Photoshop and basic HTML;
  • Proficiency with social media content, guidelines and best practices (Facebook, Twitter, Youtube, Instagram, etc.);
  • Proficiency and experience as a photographer and videographer;