I. INTRODUCTION

A. CONTROL
B. AUTHORITY
C. RECOGNITION

A NOTE ON MOTIVE: IF THE STORY IS NOT READ, IS IT STILL WORTH THE EFFORT?

II. DYNAMICS OF 21ST-CENTURY MEDIA

A. THE DRIVER OF SEO (SEARCH ENGINE OPTIMISATION)

1. HOW TO GET YOUR CONTENT NOTICED?
2. THE POWER OF LINKS
3. QUALITY NOT QUANTITY?
4. “MAGNIFICATION”

B. FACING UP TO “CLICKBAIT”

C. THE TRENDS

1. EVER-INCREASING AUDIENCE
2. THE “GLOBAL”
3. THE TREND ABOVE 35
4. CIVIC PARTICIPATION V. FRAGMENTATION

III. REMINDER ABOUT DESIGN: LAYOUT AND VISUALS

A. THE “TRADITIONAL” RULES OF LAYOUT

B. THE “SCROLL” OF THE NEW MEDIA

C. THE POWER OF THE IMAGE, THE POWER OF THE HEADLINE

D. GUIDING THE READER

IV. ESTABLISHING REACH 1 — BEGIN WITH YOUR NETWORKS

V. ESTABLISHING REACH 2 — ESTABLISHING THE GENERAL MEDIA-SCAPE

A. DEVELOPING A MAP — THE TWITTER-VERSE

B. MAKE CONTACTS

1. THE FOLLOW
2. THE RETWEET
3. THE MENTION

C. THE HASHTAG COMMUNITIES

VI. ESTABLISHING REACH — THE SPECIALIST AREA

A. DEFINE YOUR INTEREST

B. IDENTIFY THOSE YOU RESPECT

C. ESTABLISH INTERACTION

D. ASK FOR ADVICE

VI. CONCLUSION: FROM OBSERVATION TO PRACTICE

AND A FINAL WORD ABOUT PASSION?