Putting Social Media In The Newsroom

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

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

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

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

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

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

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

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

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

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

http://www.socialmediaexplorer.com	136
http://msoma.wordpress.com	20
http://paper.li	20
http://barbararozgonyi-wiredprworks.com	9
http://beyondthe.biz	3
http://www.slideshare.net	1
http://wiredprworks.com	1

Putting Social Media In The Newsroom

by Jason Falls on Sep 21, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 190

Statistics

Putting Social Media In The Newsroom — Presentation Transcript