The document discusses how to repurpose existing web content for use on social media. It provides tips on reusing content like press releases, articles, and reports. It suggests writing headlines that can work on both web pages and social media. Certain types of content like organization-focused or tiresome material do not translate well to social media. The overall workshop aims to help associations maximize their existing web content by reusing it across different online channels.

1. Feeding the Content Monster:
How to Repurpose Your
Association's Web Content for
Use in Social Media
Leslie O’Flahavan, E-WRITE
@LeslieO
Association Media & Publishing
March 19, 2013

2. Content monster wannabe
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3. Content monster wannabe
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4. Content monster
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5. Topics for today’s workshop
1. Reuse web content as the source
material for social media messages
2. Use your web content to produce
evergreen social media messages
3. Write H1 headings so you can use them
in social media
4. Know which types of web content do not
make good social media messages
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6. Part 1: Reuse web content as
the source material for social
media messages
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7. Reuse web content for social media
messages: The Old Familiars
• Press release
• Article
• Publication
• Event
• Report
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8. The Old Familiars: Press Release
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9. The Old Familiars: Article
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10. The Old Familiars: Publication
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11. The Old Familiars: Event
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12. The Old Familiars: Report
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13. Part 2: Use your web content
to produce evergreen social
media messages
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14. Nose-to-Tail:
The Whole [Content] Movement
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15. Search your web content for evergreen social
media messages: Four New Candidates
1. “We’ve said it before, but today it’s in the
New York Times”
2. “Hey kids, want to see the Parent
Handbook?”
3. “Good stuff, good stuff. You might want to
take a look at this”
4. “We know it’s old content, but it’s still
interesting”
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16. 1. “We’ve said it before, but today it’s in the
New York Times”
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17. 2. “Hey kids, want to see the Parent
Handbook?”
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18. 3. “Good stuff, good stuff. You might
want to take a look at this”
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19. 4. “We know it’s old content, but it’s still
interesting”
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20. 4. “We know it’s old content, but it’s
still interesting”
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21. Part 3: Write H1 headings so
you can use them in social
media
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22. Reuse made easy: A good heading for web
content often equals a good social media mesage
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23. A good web content heading = good
social media message
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24. Revise this heading so it can be reused
for Facebook or Twitter
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25. Part 4: Know which types of
web content do not make
good social media messages
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26. These types of web content do not
make good social media messages
• Organization-focused content
• Obligatory content
• Tiresome content
• Mechanically archived content
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27. Organization-focused content doesn’t
make good social media messages
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28. Obligatory content doesn’t make good
social media messages
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29. Tiresome content doesn’t make
good social media messages (duh)
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30. Mechanically archived content doesn’t
make good social media messages
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31. Questions? Comments?
Contact info:
Leslie O’Flahavan, E-WRITE
Leslie@ewriteonline.com
301-989-9583
www.ewriteonline.com
@LeslieO
www.linkedin.com/in/leslieoflahavan
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32. Resources
• PPT for today’s session
Go to ewriteonline.com > Whitepapers
• Download “Guide to Writing for Social Media”
Go to ewriteonline.com > Whitepapers
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