Lecture notes — Mar 19

Week 9 · Thursday

Key takeaways

Before choosing a distribution channel, define the goal: drive traffic to your site? grow newsletter subscribers? build social following? The strategy shapes everything
Link cards already include a featured image + headline + base URL — don’t duplicate that information in your social graphics
Instagram requires standalone graphics because there’s no link card preview; you need to embed context (quotes, stats, attribution) directly in the image
Visual hierarchy matters: size, weight, color, and position guide the viewer’s eye in a predictable order
The design process is iterative — expect to try multiple layouts, alignments, and crops before landing on something that works

Every piece of content needs a distribution plan across multiple channels
Common channels for written content: social media platforms, newsletters, cross-posting, direct sharing
Newsletter strategy decisions: full article vs. teaser vs. link list — depends on whether the goal is keeping readers in the newsletter or driving traffic to the website
Example: the Drudge Report as an argument for function over form; the goal is to balance both

Facebook and LinkedIn: link cards auto-generate from URLs with featured image + headline + base URL
Instagram: no link card — need custom graphics with context baked in (quotes, key facts, attribution)
Instagram stories: can include swipe-up links, but require manually designed story frames
Each platform requires adapting the same content to fit its native format and audience behavior

Started with an ECM 2026 article about Governor Mikey Sherrill supporting community media
Photo selection: match the subject’s expression to the article’s tone (supportive, positive — not scolding or nervous)
Text placement: use natural negative space (podium area), match alignment to the visual flow of the image
Contrast: use gradient overlays to improve text readability against busy backgrounds
Typography hierarchy: separate the quote from the attribution, use different sizes/weights/colors
“Orphan” lines (hanging chads): single words dangling at the end of a text block — fix with manual line breaks
Canva’s new multi-size feature: design once, adapt to horizontal, vertical, and story formats in the same project

Padding and alignment: mathematical center vs. visual center — sometimes you need to nudge elements to “feel” centered
Right-aligned text for diagonal compositions, left-aligned for straight compositions
Color coding: pull accent colors from the image itself (e.g., flag gold for attribution text)
The “read the full article” link button needs enough separation from content to avoid accidental taps

Assignment due Mar 24: Social media promotion package (75 pts)