Keynote address: How to Write Microcopy that Works
Microcopy—including headlines, page titles, subject lines, search engine snippets, tweets, and more—is the short-form writing that dominates a typical user’s web experience. Yet microcopy is often treated as an afterthought by content creators who overlook its power and value in digital communication. In this presentation, we’ll introduce the concept of microcontent generally and then look at microcopy specifically: what it is, why it matters, and how to create it using the latest tips, tools, and testing. We’ll complete the session with a microwriting exercise to practice what we’ve learned.
Sofia Tokar is the web writer and communications officer at the University of Rochester. As part of the web team, she creates, edits, and curates content for the institution’s homepage and top-level pages, departmental and administrative sites, and social media accounts. She regularly holds trainings and presentations about strategic and tactical web communications. Her work has been recognized with awards from the Council for Advancement and Support of Education (CASE) and the Public Relations Society of America (PRSA).
Sofia also teaches Higher Ed Experts’ four-week online course on web writing for higher education. She earned her master’s degree in English literature from Queen’s University in Canada and is currently pursuing a master's in online teaching at the University of Rochester's Warner School of Education.
Breakout Sessions:
Custom App Development by Eric Romrell, OIT
User Experience Surveys by Rebecca Bean and members of the UX/UI Design Group
Sofia Tokar, Content Review of Four BYU Websites