The Center for Investigative Reporting (CIR) is a nonprofit investigative journalism organization founded in 1977. CIR produces multimedia reporting through skilled reporters, engineers, analysts, and producers to uncover hidden information and demystify complex topics. CIR distributes its content across hundreds of outlets to engage audiences and search for solutions. In 2012, CIR launched The I Files YouTube channel to showcase investigative videos from around the world and has gained over 693,000 views and 4000 subscribers. CIR uses social media strategically to collaborate with partners, engage audiences, and find new ways to promote its investigative stories.

1. Investigative Reporting
in the Internet Age
Sharon Tiller
Director of Digital Media
Center for Investigative Reporting

2. What is CIR?
Founded in 1977, CIR is the nation's oldest nonprofit investigative reporting
organization – producing multimedia reporting that enables people to demand
accountability from government, corporations and others in power.
• Our staff includes highly-skilled reporters who know how to cultivate sources
and find hidden information
• Engineers and analysts who create sophisticated news apps, interactive
maps and tools to help the public understand issues from the macro to the
micro level
• Radio, video and multimedia producers who create engaging documentaries,
videos and animated features to demystify complex topics
• CIR's distribution and engagement team then works to deliver this information
across hundreds of outlets to engage our audience and search for solutions

3. Key Facts
• Founded in 1977
• Nation’s oldest nonprofit investigative journalism organization
• Cover local, national, and international stories
• Cross-platform distribution model (print, video, multimedia, online, etc.)
• In 2009, CIR launched California Watch
• 2012 MacArthur Award for Creative and Effective Institutions
• Merged with The Bay Citizen in 2012

4. CIR Promo

5. What is The I Files?
In August 2012, the Center for Investigative Reporting launched The I Files, an
investigative news channel on YouTube.
The channel's goal is to become the hub of the best investigative videos from
around the world.
"YouTube is an enormous universe that should not be ignored. In the past you
could broadcast on network news or put it in print in The New York Times. It's
not like that anymore...more and more people are consuming their news in
videos."
–Stephen Talbot, Senior Producer for The I Files

6. The I Files Promo

7. Key Facts
• Launched on August 2, 2012
• Showcases investigative videos from around the world
• Funded by The John S. and James L. Knight Foundation
• Highly collaborative with diverse group of partners

8. Partners

9. Lessons Learned
• Over 693K views
• Over 4000 subscribers
• 3 years, 35 days worth of video watched (1,629,368 minutes)
• Top sources of traffic include Google, Facebook, Twitter, and Huffington Post

10. Lessons Learned

11. Social Media Strategy
• Partner collaboration
• Engaging audience and creating conversations
• Interacting with journalists and filmmakers
• Tapping into larger, wider networks than our own
• Targeting promotion and outreach to groups, communities or individuals with
"buy-in" on our stories
• Finding new ways to engage users around video

12. Social Media Engagement
Facebook - http://fb.com/theifiles - 9,300 Likes
Twitter - http://twitter.com/ifiles - 755 Followers
Tumblr - http://theifiles.tumblr.com - 50 Followers
Pinterest - http://pinterest.com - 55 Followers
Google+ - http://gplus.to/ifiles - 180 +1s

13. Hamburguesa

14. Thank You!

15. Sharon Tiller
Director of Digital Media
Center for Investigative Reporting
stiller@cironline.org