xin zhao poster11

Managing Written and Visual Creation for Social Media

Bloomberg Businessweek China

Abstract Responsibilities

Weibo: Following: 680 Followers: 420,000

Social Media (Weibo) Management�

Modify original English

pictures into Chinese version�

Select valuable & attractive articles to

design as long reports�

Conduct & Tweet Written

and Visual Preview for

US Businessweek�

Data Statistics

To be a good social media builder, I must capture:

where to start how to choose

what can be interesting

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Bloomberg Businessweek�

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Bloomberg Businessweek

China�

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Social Media Department�

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  data and content �

Understanding of the operational mode of

social media�

 do interviews & build relationships

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Pursue & Integrate PR knowledge into work�

  valuable sources �

Get to know the development prospect of traditional & new media�

Time: 3 months�Position: Social Media Editorial

Assistant�

Interview management�

Prepare Background & Info for interviewees�

Social media content builder�

Design Preview tweet of US Bloomberg Businessweek�

Create Weibo Reports�

Translate press releases�

Written & Visual management�

Conduct table of contents for magazine�

Translate content materials into graphic form�

Modify English pictures into Chinese version�

Background Preparation�• Information on interviewee (Minister of Ireland)�

• Background of Irish Economy, Employment, Technology & Innovation, etc�

• Brainstorm & Develop Interview questions �

Communication with PR firm�• Reply pitch letter by PR firm (third party) about interview process�

• Finalize interview questions�

• Schedule interview time�

Interview�

• Participate in summit & record major points�

• 40-minute interviews with 15 questions�

• Take Close-up photo for interviewee �

Social Media Monitoring��Weibo Data Statistics Content Analysis: Content Statistics (Like, Retweet, Comment)

Relationship Management: Interview Preparation (Two-way Communication)

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Working Sample

Special Project 2: Social Media Management

Application of ContentSpecial Project 1: Individual Interview

Learning Objectives

What I learned

Student：Xin Zhao Advisor: Linda Good