Social Media 202 by Robin J Phillips

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Social Media can be a powerful tool for reporters. In Social Media 202, Robin J. Phillips introduces ways business reporters have successfully used Social Media tools as an extension of their beats. She discusses how Social Media has become a rule-changer in some news rooms.

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  • 28k
  • Marketing genius
  • Marketing genius
  • Twitter goes back about 2 weeks for very chatty people. More for others. Journalisttweets goes further back.
  • @BizJournalism … Twitter list collection of biz journalists
  • Business on Social Media – Scott Monty, head of soc media at Ford. Ford gave away 100 Ford Fiestas to socially active bloggers. 37% of Gen Y were aware of Fiesta before it launched in the U.S.
  • More than 1.5 million local businesses have active Pages on Facebook
  • Big story this holiday season was Best Buy’s use of Twitter to counter an image it has had. Best Buy used its online employee newsletter to explain its goals and empower its employees who were not necessarily tech or customer service employees, but who could help during the high-traffic time.
  • NYT’s David Carr tells a story about being on a flight next to a man with too much aftershave. He tweeted that. A flight attendant arrived at his elbow and asked whether he might be more comfortable in another seat. Kinda creepy, but very good service.
  • Reporters can hold their own ‘listening’ campaigns.
  • A few weeks ago. Visit was a big deal.
  • But Balloon Boy story broke.
  • By ‘listening’ to what local people were saying, I found a potential source for an economy story.
  • Use social media .. In this case Facebook .. For a story.
  • Mary Beth Faller looking for class of 82 college graduates.
  • Three of about a dozen sources she found by searching keywords ‘class of 82’, graduate 1982, etc.
  • One of the best Twitter tools.
  • The advanced search is the good one.
  • Search turns up possible sources: an employee, customer, potential customer. People who are engaged. Already tell us they want to share their thoughts. And they have an opinion about the subject, Chick-fil-a.
  • Source development
  • Social Media 202 by Robin J Phillips

    1. 1. Social Media 202 Robin J. Phillips Reynolds Center for Business Journalism Twitter: @BizJournalism facebook.com/BizJournalism
    2. 2. Know what this is? You’re in the right place.
    3. 4. Photo from a rescue ferry Obama campaign big on Social Media
    4. 5. Celebs drive up the numbers
    5. 8. Rules change
    6. 9. Just because we can…
    7. 10. New, huge and often changing <ul><li>Facebook: </li></ul><ul><li>More than 400M active users </li></ul><ul><li>½ of Facebook users login daily </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>5 billion pieces of content/weekly </li></ul><ul><li>100 million access FB via phone </li></ul>
    8. 11. New, huge and often changing <ul><li>Facebook: </li></ul><ul><li>More than 400M active users </li></ul><ul><li>½ of Facebook users login daily </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>5 billion pieces of content/weekly </li></ul><ul><li>100 million access FB via phone </li></ul><ul><li>Twitter: </li></ul><ul><li>105 million registered users </li></ul><ul><li>300,000 new accounts/day </li></ul><ul><li>Google, Bing, Yahoo: search Twitter </li></ul>
    9. 13. Evolution of every medium <ul><li>Technicians who invented it, run it </li></ul><ul><li>Technicians with taste, leverage it </li></ul><ul><li>Artists take over from the techies </li></ul><ul><li>MBAs take over from the artists </li></ul><ul><li>Bureaucrats drive the medium to banality </li></ul>
    10. 14. Evolution of every medium <ul><li>Technicians who invented it, run it </li></ul><ul><li>Technicians with taste, leverage it </li></ul><ul><li>Artists take over from the techies </li></ul><ul><li>MBAs take over from the artists </li></ul><ul><li>Bureaucrats drive the medium to banality </li></ul>
    11. 15. <ul><li>WHY use it? </li></ul><ul><li>Find leads </li></ul><ul><li>Find new sources </li></ul><ul><li>Crowdsource </li></ul><ul><li>Notice trends </li></ul><ul><li>Broadcast breaking news </li></ul><ul><li>Promote your stories </li></ul><ul><li>Grow audience for a blog </li></ul><ul><li>Share drafts (really) </li></ul>Journalists = artists
    12. 16. <ul><li>WHY use it? </li></ul><ul><li>Find leads </li></ul><ul><li>Find new sources </li></ul><ul><li>Crowdsource </li></ul><ul><li>Notice trends </li></ul><ul><li>Broadcast breaking news </li></ul><ul><li>Promote your stories </li></ul><ul><li>Grow audience for a blog </li></ul><ul><li>Share drafts (really) </li></ul><ul><li>HOW? </li></ul><ul><li>Be as human as possible </li></ul><ul><li>Establish relationships before you ‘need’ them </li></ul><ul><li>Use different tools for different audiences </li></ul><ul><li>Engage, promote others </li></ul><ul><li>Integrate blog, social media, Web site </li></ul><ul><li>Experiment, experiment, experiment </li></ul>Journalists = artists
    13. 17. What do users want? <ul><li>News </li></ul><ul><li>Loyalty </li></ul><ul><li>Immediacy </li></ul><ul><li>Real people </li></ul><ul><li>Lack of clutter </li></ul><ul><li>Killer headlines </li></ul><ul><li>Nut graphs </li></ul>
    14. 20. Snowball fight photo spread ‘round the world
    15. 22. Snowball fight Facebook page
    16. 24. lists
    17. 25. lists for beats
    18. 26. Customer service
    19. 28. Employees empowered
    20. 29. Listening campaigns
    21. 30. Tool for reporters
    22. 31. Obama’s visit
    23. 33. Potential source
    24. 34. Economy: Class of ’82 vs. class of ‘09
    25. 35. Reporter searched Facebook
    26. 36. Subjects for story
    27. 37. Search and #hashtags
    28. 38. www.search.twitter.com
    29. 39. Advanced Twitter search
    30. 40. Possible folks for quotes
    31. 41. “ Instead of meeting for a cup of coffee, I shoot the breeze with some PR folks/sources on Twitter.” Story ideas | breaking news | beat checks | brand development
    32. 42. “ Twitter is only as good as the people who are on it.” Immediate | concise | different form of writing | good multimedia tool
    33. 43. “ I tweet and retweet high-value news and analysis on the economy, sustainability and urban issues.” Promote blogs, columns | new trip wire | appreciate the speed
    34. 44. Example of using her followers
    35. 46. Issues to ponder… Ethics quoting from social media fairness = do you fan, friend everyone? Need for speed does urgency help create errors? how to deal with corrections on social media When do you take the conversation off-line friends, sources I n R eal L ife confirming the identity of SM contacts Skills Does speed, brevity of SM make you a better or worse writer? … better or worse researcher?
    36. 47. Brief based on Twitter chatter
    37. 48. All about the contacts Want more? Let me know. Robin J. Phillips , Web managing editor Reynolds Center for Business Journalism Twitter: @BizJournalism

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