Building brands by creating brand enthusiasts. Putting Social Media In The Newsroom How New Media Can Help Old Media Maintain Relevance Daniel Honigman – Tribune Interactive Jeremy Pepper – Boingo Jason Falls – Doe-Anderson 11 a.m. | September 21, 2008

The Problem Putting Social Media In The Newsroom Newspapers Daily circulation down 8.5% from 2001 Sunday down 11.4% from 2001. April-Sept. 2007 daily down 2.5% from 2006. Since 1990, over 200 daily newspapers have folded. (Audit Bureau of Circulations) (State of The News Media 2008 – Project for Excellence in Journalism) (Editor and Publisher Yearbook) Magazines Time and Newsweek cut circulations at least 500K in 2007 Niche magazines grew ( Jet , Economist , The Atlantic ) (State of The News Media 2008 – Project for Excellence in Journalism) Matt Callow on Flickr Striatic on Flickr

Newspapers

Daily circulation down 8.5% from 2001

Sunday down 11.4% from 2001.

April-Sept. 2007 daily down 2.5% from 2006.

Since 1990, over 200 daily newspapers have folded.

(Audit Bureau of Circulations) (State of The News Media 2008 – Project for Excellence in Journalism) (Editor and Publisher Yearbook)

Magazines

Time and Newsweek cut circulations at least 500K in 2007

Niche magazines grew ( Jet , Economist , The Atlantic )

(State of The News Media 2008 – Project for Excellence in Journalism)

The Problem Putting Social Media In The Newsroom Television Network nightly news viewership down 5% (1.2 million viewers) from 2006 to 2007 Dropped 1 million per year for 25 years. Morning news was down 4 % in 2007. Local evening/late night news down from 3-7% 2006-2007 (Nielsen Media Research) Radio Broadcast audience dropped 2% since 1998 93% of U.S. population age 12 and up listens to broadcast radio Audience is fragmenting with Satellite Radio, Podcasts, Web-Based Radio and MP3 player-exclusive listening. (State of The News Media 2008 – Project for Excellence in Journalism) Pingnewscom on Flickr Petroliumjelliffe on Flickr

Television

Network nightly news viewership down 5% (1.2 million viewers) from 2006 to 2007

Dropped 1 million per year for 25 years.

Morning news was down 4 % in 2007.

Local evening/late night news down from 3-7% 2006-2007 (Nielsen Media Research)

Radio

Broadcast audience dropped 2% since 1998

93% of U.S. population age 12 and up listens to broadcast radio

Audience is fragmenting with Satellite Radio, Podcasts, Web-Based Radio and MP3 player-exclusive listening.

(State of The News Media 2008 – Project for Excellence in Journalism)

It’s Bad, But Why? Fracture of the media landscape into niches 5,000 marketing messages a day (Yankelovich Partners study, 2005) Lack of trust in the media Emergence of a better alternative Putting Social Media In The Newsroom Cass on Flickr

Fracture of the media landscape into niches

5,000 marketing messages a day (Yankelovich Partners study, 2005)

Lack of trust in the media

Emergence of a better alternative

Social Media As A Solution Embraces community and conversation Provides content Makes web property more valuable Putting Social Media In The Newsroom

What’s The Strategy? LISTEN (1 st Rule of Social Media) Determine Your Tools Build Community Around The Tools Putting Social Media In The Newsroom Waponigirl on Flickr

LISTEN (1 st Rule of Social Media)

Determine Your Tools

Build Community Around The Tools

5C’s of Community Development Putting Social Media In The Newsroom

Who Is Doing It Well? Magazines Putting Social Media In The Newsroom

Magazines

Who Is Doing It Well? Radio Putting Social Media In The Newsroom

Radio

Who Is Doing It Well? Putting Social Media In The Newsroom Television

Who Is Doing It Well? Putting Social Media In The Newsroom Newspapers

What Can Media Outlets Do? Listen and Decide Tools Approach Community Building Strategically Educate Your Audience Embrace Their Intelligence Putting Social Media In The Newsroom Alex-S on Flickr

Listen and Decide Tools

Approach Community Building Strategically

Educate Your Audience

Embrace Their Intelligence

Food For Thought Embrace intelligence of audience Protection for citizen journalists Separate and elevate paid staff content Prove the business model Change the advertising model Brian-Progressive on Flickr

Embrace intelligence of audience

Protection for citizen journalists

Separate and elevate paid staff content

Prove the business model

Change the advertising model

Thank You! Jason Falls - SocialMediaExplorer.com jfalls@doeanderson.com | @jasonfalls Daniel Honigman – Tribune Interactive dhonigman@tribune.com | @dan360man Jeremy Pepper – pop-pr.blogspot.com jspepper@gmail.com | @jspepper

Jason Falls - SocialMediaExplorer.com

jfalls@doeanderson.com | @jasonfalls

Daniel Honigman – Tribune Interactive

dhonigman@tribune.com | @dan360man

Jeremy Pepper – pop-pr.blogspot.com

jspepper@gmail.com | @jspepper