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Social Media ROI for Journalists by Chad Graham and Robin J. Phillips
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Social Media ROI for Journalists by Chad Graham and Robin J. Phillips

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The Arizona Republic's Chad Graham and the Reynolds Center's Robin J. Phillips present "Social Media ROI for Journalists" at the NLGJA 2013 Conference in Boston. A conference session sponsored by the …

The Arizona Republic's Chad Graham and the Reynolds Center's Robin J. Phillips present "Social Media ROI for Journalists" at the NLGJA 2013 Conference in Boston. A conference session sponsored by the Donald W. Reynolds National Center for Business Journalism, the training focuses on developing, tracking and reaching social media goals inside and outside the newsroom.

For more information about training for business journalists, please visit businessjournalism.org.

For access to other social media resources, please visit the training archive page at http://businessjournalism.org/2013/08/22/social-media-roi-for-journalists-self-guided-training/.

Published in: Career, Technology, Business

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  • 1. Title Slide Show me the ROI Building a stronger newsroom social media strategy Chad Graham and Robin Phillips NLGJA, Boston convention August 2013
  • 2. Let’s connect! Email: cgraham@azcentral.com Twitter: @chagraham2 Facebook: facebook.com/chadwgraham 2  
  • 3. Let’s connect! Email: Robin.Phillips@businessjournalism.org Twitter: @robinjp More of me: robinjphillips.com 3  
  • 4. 4  
  • 5. 5  
  • 6. 6  
  • 7. Today we’ll examine four areas: Audit Measure Train Engage 7  
  • 8. Audit: Define the business problem •  Audience acquisition •  Audience retention •  Customer service •  Generate new revenue stream(s) •  All of the above 8  
  • 9. Audit: Audience profile •  What are the demographics of your market’s digital, TV and print audience? •  What % of my market uses what social network? •  Profile the audience engaging with our social brands 9  
  • 10. Social media network use (Source: ComScore, % reach online adults, June 2013) Social network Metro Phoenix U.S. Facebook 72% 65% Twitter 17% 17% Google+ 18% 16% Pinterest 14% 13% Instagram 14% 14% 10  
  • 11. Demographic azcentral 12 News Gender Women Women Age 45-54 45-54 Best post day Friday Friday/Saturday Best post time 8 p.m. 8 p.m. Best post type Photo Photo Top post topic Yarnell Yarnell Facebook demographics (Source: Facebook Insights) 11  
  • 12. Audit: Performance •  Performance of brand + staff accounts •  Percent staff using social consistently •  What’s not working? 12  
  • 13. Audit: Organizational support •  Does social media have the support of your organization’s top leaders? Part of operational goals? •  What is the annual budget? What department pays for it? •  Is social media factored into annual employee performance? 13  
  • 14. Tell your brand’s story as it relates to social media 14  
  • 15. Implement meaningful measurement 15  
  • 16. Determine a baseline, then set goals azcentral Twitter Followers Tweets Twitter Engagement Month-over-month change 2% -12% 48% January 34,156 1,434 57,724 Month-over-month change 3% 11% 94% February 35,151 1,364 57,778 Month-over-month change 3% -5% 0% March 36,001 1,436 62,687 Month-over-month change 2% 5% 8% April 37,284 1,580 53,241 Month-over-month change 4% 10% -15% May 39,253 1,538 72,297 Month-over-month change 5% -3% 36% Monthly avg 1,543 52,140 Set activity goal Set engagement goal 16  
  • 17. 17  
  • 18. One-on-one staff training 18  
  • 19. 19   Social media one-on-ones •  Focus on the social networks with the most ROI •  Keep them simple: 2-3 goals •  Added to a staff database, accessible by managers •  Repeat the process every six months
  • 20. 20   Monthly social media newsletter
  • 21. Engagement beyond social 21  
  • 22. 22   Recap Answer: What business problems(s) are you using social to solve? Use social analytics to tell your brand’s story Determine the most important numbers to measure Tailor social media to meet the individual needs of staff Consider new engagement opportunities
  • 23. 23   Questions?