I am aware that our diverse, and ever more digitally minded audiences do move from one platform to another. True, some readers only read our content digitally; others, may do some reading digitally, but rely on the print edition as their main news source. In any case, the content is all coming from one source: your newspaper, magazine.
That is why I always try to explore every possibility to remind readers of special content that is available, and there is no better way to do so that via social media, where so many of our readers first discover our content.
While working with the team of the Hindustan Times, its editor, Sukumar Ranganathan, and creative director Anup Gupta, we decided to create what we call “social cards” that could be visually distinctive, but also appear looking the same thru various platforms.
What is a social card?
In its most simple definition, the social card concept is all about the marketing of stories. Readers are busy and bombarded by information 24/7. The idea is to use the social card to tease the reader, via a a provocative quote, a substantial summary, numbers or anything that might lead that reader to want to seek the story the social card promotes.
We see the social cards as ideal brand extensions as well. Let’s take a look at how the social cards are starting to make their mark in the new concept of the Hindustan Times. Of course, the new HT premiered August 31, and it will take time for the social cards to become institutionalized, but Anup promises me he and the team are working on it.
“The social cards are a very innovative way to not only bridge the print digital divide but also a very creative way to hammer home the brand with our millennials making it stand out in the clutter on the digital platform.”–Anup Gupta, Creative Director, Hindustan Times.
Taking a look at social cards
The social card extends the brand –notice the HT in the circle. It adapts well to the small screen of a mobile device, but it sparkles on every other device as well. See print below.
The social card and print edition
Notice how the social card stands out visually even in the midst of a busy news page. The social card especially helps a text-driven Opinion page.
Social cards and social media
This is where the social card shines: the ultimate marketing tool to promote stories while advancing the brand of the newspaper. A win win.
Social cards are an idea for our times of integrating content into various platforms. Here is my original sketch for the social card concept, always thinking of a mini poster as inspiration, which the art directors could then assign color coding by topics, for example.
Read all about transformation of India’s Hindustan Times
Professors: get your review version of The Story on time for fall classes
As an academic, I know the importance of having the right tools to advance our students, especially on the important subject of mobile storytelling. Please drop me an email if you would like to sample The Story in its digital edition: mario@garciamedia.com
The full trilogy of The Story now available–3 books to guide you through a mobile first strategy. Whether you’re a reporter, editor, designer, publisher, corporate communicator, The Story is for you! https://amazon
Mario to keynote SND 2020
Honored to keynote this SND virtual conference, Oct. 1
TheMarioBlog post # 3255