Agenda • Inner Circle expectations • Reasons behind expectations • Facebook etiquette • Ethics roundup • Facebook best practices • Post ideas • Additional training
Inner Circle expectationsStarting in 2013, newsrooms will be asked to post to Facebook every day of the week.Larger newsrooms also will have increased posting expectations.• Readers are typically more active on Facebook during the weekends, and we need to reach our audience then.• Posting more than twice daily gives more opportunity to promote your brand and content.GOAL Increase our website referral traffic from Facebook for more pageviews.
Inner Circle expectations 1-2 staff members 2 posts per day 3-5 staff members 4 posts per day 6-19 staff members 5 posts per day 20 or more 6 posts per day
Reasons behind the expectations From January through November, GateHouse sites saw impressive increases from 2011 to 2012. • 17% Increase in Facebook referrals 8.7M in 2011 to 10M in 2012 • 109% Increase in mobile Facebook referrals 365K in 2011 to 765K in 2012
Reasons behind the expectations News consumption on social media sites is skyrocketing • 19% of Americans viewed news on social media within the last day - up from 9% in 2010 • 33% of adults younger than age 30 viewed news on a social networking site within the last day. Only 13% read a newspaper in print OR digital - Pew Research Center, Sept. 2012
Reasons behind the expectations• According to industry best practices and many studies, newsrooms should post 4-6 times a day. A greater frequency of posts drives more page referrals and fan engagement.• Studies have shown fan engagement – in terms of clicks, comments and likes – is greater on weekends, and outside of normal working hours during the week.• Facebook’s scheduler allows you to schedule posts in advance, so your newsroom can be active on Facebook even on days no one is working.
Reasons behind the expectations An internal study of four GateHouse newsrooms showed impressive traffic gains when Facebook posting was increased • Based off recommendations of social media consultant • Different sized newsrooms • Five or more posts every day • Strategic posting times
Facebook etiquetteThree rules to live by(1) Have personality, but be professional(2) Be transparent and provide explanations(3) Be responsive and responsible
Facebook etiquette(1) Have personality, but be professional
Facebook etiquetteWhat not to write:“Those lazy windbags barely made this crucial deadline.” or“We should push them off a ‘cliff’ for waiting until the last minute.” Steer clear of actual insults, tone doesn’t always translate
Facebook etiquette(1) Have personality, but be professional
Facebook etiquetteWhat not to write:“Wow, another delay. Who’s running the show over there?” or“Yet another delay. This is like, the never-ending project.”Being funny or cute is fine with the right stories, avoid critical or demeaning commentary
Facebook etiquette(2) Be transparent and provide explanations Reader asks a question abut coverage Editor responds and briefly explains decision
Facebook etiquette Reader expresses disappointment Editor respectfully defends coverage Ends on a positive note
Facebook etiquetteWhat not to do:• Ignore the comment• Respond with snark or humor• Go overboard on detail• Let it drag on and onMake sure to:• Keep responses brief• Be respectful• End on a positive note• Ask to take the conversation offline
Facebook etiquetteOther examplesA reader takes issue with an editorial • Get editorial writer or board to weigh in • Respectfully defend decision • Invite other opinionsA reader is angry about coverage of sensitive subject, like the death of a teenager • Briefly explain your coverage policy • Cite examples from industry leaders • Do not let the conversation drag on
Facebook etiquetteOther examplesA reader complains there’s “no news in my paper” • Highlight local coverage • Ask what they would like to see more of • Do not discuss company staffing or budgeting decisionsA reader makes a serious accusation • Alert your supervisor, investigate the claim • Respectfully but strongly defend the employee • Do not let the conversation drag on
Facebook etiquette(3) Be responsive and responsible
Facebook etiquetteWhat not to do:• Ignore the comment• Crack a joke• Alert the correct party, without respondingMake sure to:• Respond to the reader by name• Alert the correct party, and tell the reader you have done so• Follow up
Ethics roundup• Verifying Facebook sources• Being transparent with sources• Your personal Facebook page• Halting the rumor mill• Offensive posts• Offensive fans
Ethics roundupOn verifying sources:“Verify information separately; interview sources independently of the social networks.”• Direct message the fan, ask for phone number• Speak to the person, get more information• Use your best judgment
Ethics roundupOn transparency:“Tell contacts what you are working on, why, and how you plan to use the information they supply. Explain that all information is on-the-record and for attribution.”• Don’t just grab quotes• Be open and honest• Tell them they will be quoted
Ethics roundupOn personal use:“You are always a journalist; what you do on your social networking site can and does reflect on you personally and professionally and on the company.”• Give it the publisher/grandma test• If you post it, someone can find it• Be mindful of who you friend
Ethics roundupHalting the rumor mill:Do not publish unverified information you saw on Facebook on your website.• “According to Facebook sources” doesn’t cut it• Let fans know you are working on verification• If you see misinformation, call it out
Ethics roundupOn offensive posts:If you accidently post something offensive, remove it immediately and tell your supervisor• Deleting the post doesn’t mean you pretend it never happened.• Prepare a response. Screen shots will bite you.• People commented? Contact those people, deliver prepared response.• Publish that response in print and on Facebook, if necessary.
Ethics roundupOffensive posts, cnt.If you are the editor, and have reporters posting to your Facebook page, train, train, train.• Ask to review posts when the reporter is just starting out• Provide examples – have the reporter look at other GateHouse pages• Monitor the reporter’s posts
Ethics roundupOn offensive fans:Block offensive fans. Your Facebook page is a representation of the entire organization.• Politicians and political groups are fine• Extreme political, social or religious groups are not• Use your best judgment, explain yourself
Ethics roundupOn obnoxious fans:Don’t let your page become a dumping ground for someone else’s cause. • Don’t address the person in public. Private message, tell them to knock it off. • Be clear - it’s not their message, it’s the volume. Some posts are OK. • Delete, delete. Don’t let others get ideas.
Facebook best practicesTime your posts• Inner Circle requires posts seven days a week.• Schedule posts to meet this requirement onFacebook, or using a social media dashboard.• Weekend posts do not have to be hard news.
Facebook best practicesTime your posts 7 a.m.Use a scheduler to post content 11 a.m.during times of peak engagement 4 p.m.– every day of the week. 7 p.m. Facebook best practices 11 p.m.
Facebook best practicesAsk a question when you canPosts that ask a question receive more feedback thanraw links or commentary.
Facebook best practicesPost other content in addition to hard news• Promotions• Online poll• Sports• Callouts• Reader submissions• Entertainment, lifestyle• Comments on national storiesMore ideas at end of presentation
Facebook best practicesAdd your (nice, mild) opinion or predictionCommentary pays off - with 20% more referrals,according to a Facebook study. But be positive.Good: “We think running back Joe Smith will set anew record in tonight’s game.”Bad: “We think the local sports team will getslaughtered in tonight’s game.”Good: “The new high school is going up fast – wethink construction will be complete on time.”Bad: “Wow, things are moving slow at the highschool. Construction looks never-ending.”
Facebook best practicesInclude a photo: Photos got 50 percent morereferrals, according to Facebook.Be wordy: Four or five line posts get the mostfeedbackChoose your topics: Education, politicsHave good timing: Thursday - Sunday posts getthe most referrals and feedback, and beforework/after workUse fun language: Clever wording, puns attractmore likes and referrals
Resources• More information can be found in the 2013 Inner Circle Handbook. Download at www.ghnewsroom.com• Contact your content team manager: Mike Turley Carlene Cox mturley@ ccox@ corp.gatehousemedia.com corp.gatehousemedia.com Sarah Corbit Brad Jennings scorbitt@ bjennings@ corp.gatehousemedia.com corp.gatehousemedia.com
ResourcesHootSuite basicsBrief tutorial on how to use HootSuite, a social media dashboard, to time-stamp posts for Facebook and tweets for Twitter.When: 2 p.m. Central, Tuesday, Jan. 22 2 p.m. Central, Wednesday, Jan. 23
ResourcesTwitter for ReportersA basic session for reporters who have little or no experience with Twitter. Training will cover how and when to tweet, how to gain followers and will explain basic Twitter terminology. Also included will be ideas for posts, ethical boundaries and how to time-stamp posts to appear on non-working days.When: 2 p.m. Central, Thursday, Jan. 24
Resources"Coming in Print"Explains the strategy behind “Coming in Print” and offers suggestions on how to write engaging promotions.When: 2 p.m. Central, Friday, Jan. 25
ResourcesSeen-on-scene photo galleriesCovers how to maximize time spent taking and uploading seen-on-scene galleries and effectively translate those efforts into page views. Includes suggestions on where to shoot seen-on-scene galleries.When: 2 p.m. Central, Tuesday, Jan. 29
Facebook etiquette Questions? Up next Facebook post ideas (Log off if you’ve seen it)
Examples, examplesThe Facebook “Mom, I’m bored” listA roundup of 30 any-time posts to liven up your page 1- Group shots for tagging 2- Vote on online poll 3- Every video you ever post 4- Every photo gallery you ever post 5- Something upcoming from events calendar
Examples, examples 6- New blog post 7- Weather updates 8- Random pictures around town 9- Online only canned content 10- Questions about national stories
Examples, examples11- Stuff your newsroom is doing12- Comments on national sports13- Sweet deals, freebies14- Gratuitous cute kid photos15- Historical photos
Examples, examples 16- Cool story quotes 17- Political cartoons 18- Entertainment-driven commentary 19- Local editorials, columns 20- Local sports predictions
Examples, examples 21- Gratuitous pet photos 22- PDF of cool print design 23- Local athlete stats 24- Popular on our site 25- From the archives
Examples, examples 26- Newsroom poll (keep it clean) 27- In case you missed it 28- Share a fan’s post 29- Random “It’s (blank) day!” 30- Shameless Twitter promotion
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