Title Slide
Show me the ROI
Building a stronger newsroom
social media strategy
Chad Graham and Robin Phillips
March 2014
Jodi Arias, 32
On trial in Phoenix for the
2008 killing of her secret
lover, Travis Alexander.
Alexander, 30, was found
de...
3	
  
4	
  
5	
  
Today we’ll examine four areas:
Audit current
practices
Meaningful
measurement
Individual
training
Engagement
beyond socia...
Audit: Define the business problem
•  Audience acquisition
•  Audience retention
•  Customer service
•  Generate new reven...
Audit: Audience profile
•  What are the demographics of our digital, TV and print
audience?
•  What % of my market uses wh...
Social media network use
(Source: ComScore, % reach online adults)
Social network Metro Phoenix U.S.
Facebook 72% 65%
Twit...
Demographic azcentral 12 News
Gender Women Women
Age 45-54 45-54
Best post day Friday Friday/Saturday
Best post time 8 p.m...
Metro Phoenix social network trends
Twitter: Men 45-64, $60-$75K, children
Pinterest: Women 35-44, $100K+
Google Plus: Men...
Audit: Performance
•  Performance of brand + staff accounts
•  Percent staff using social consistently
•  What’s not worki...
Audit: Organizational support
•  Does social media have the support of your
organization’s top leaders? Part of operationa...
Tell your brand’s story as it relates to
social media
14	
  
Implement meaningful measurement
15	
  
Determine a baseline to set goals
azcentral Twitter Followers Tweets Twitter Engagement
Month-over-month change 2% -12% 48...
17	
  
One-on-one staff training
18	
  
19	
  
Social media one-on-ones
•  Focus on the social networks with
the most ROI
•  Keep them simple: 2-3 goals
•  Added ...
20	
  
Monthly social media newsletter
Engagement beyond social
21	
  
22	
  
Recap
Telling your
brand story on
social media
at this moment
Determining
the most
important
numbers to
measure
Tai...
23	
  
Questions?
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Social Media ROI for Journalists by Chad Graham and Robin J. Phillips (2014)

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The Arizona Republic's Chad Graham and the Reynolds Center's Robin J. Phillips present during the Reynolds Center's one-hour webinar, Social Media ROI for Journalists. 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/.

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Social Media ROI for Journalists by Chad Graham and Robin J. Phillips (2014)

  1. 1. Title Slide Show me the ROI Building a stronger newsroom social media strategy Chad Graham and Robin Phillips March 2014
  2. 2. Jodi Arias, 32 On trial in Phoenix for the 2008 killing of her secret lover, Travis Alexander. Alexander, 30, was found dead in the shower of his home with a bullet in his head, nearly 30 stab wounds and a slit throat. 12 News   TV Studio   Newspaper Online Republic Media at a glance
  3. 3. 3  
  4. 4. 4  
  5. 5. 5  
  6. 6. Today we’ll examine four areas: Audit current practices Meaningful measurement Individual training Engagement beyond social Social 2.0 6  
  7. 7. Audit: Define the business problem •  Audience acquisition •  Audience retention •  Customer service •  Generate new revenue stream(s) •  All of the above 7  
  8. 8. Audit: Audience profile •  What are the demographics of our digital, TV and print audience? •  What % of my market uses what social network? •  Profile of the audience currently engaging with our social brand channels 8  
  9. 9. Social media network use (Source: ComScore, % reach online adults) Social network Metro Phoenix U.S. Facebook 72% 65% Twitter 17% 17% Google+ 18% 16% Pinterest 14% 13% Instagram 14% 14% 9  
  10. 10. 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) 10  
  11. 11. Metro Phoenix social network trends Twitter: Men 45-64, $60-$75K, children Pinterest: Women 35-44, $100K+ Google Plus: Men 35-49, under $25K Facebook: Adults, 18-34, $60K Instagram: Men 25-34, $60-$75K, children
  12. 12. Audit: Performance •  Performance of brand + staff accounts •  Percent staff using social consistently •  What’s not working? 12  
  13. 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. 14. Tell your brand’s story as it relates to social media 14  
  15. 15. Implement meaningful measurement 15  
  16. 16. Determine a baseline to 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 12,543 52,140 Set activity goal Set engagement goal 16  
  17. 17. 17  
  18. 18. One-on-one staff training 18  
  19. 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. 20   Monthly social media newsletter
  21. 21. Engagement beyond social 21  
  22. 22. 22   Recap Telling your brand story on social media at this moment Determining the most important numbers to measure Tailoring social media to meet the individual needs of staff Considering new engagement opportunities
  23. 23. 23   Questions?

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