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Updating News Releases With Social Media In Mind
 

Updating News Releases With Social Media In Mind

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This presentation explores how the traditional method of creating online news releases can be updated to better co-exist within the new world of social media. ...

This presentation explores how the traditional method of creating online news releases can be updated to better co-exist within the new world of social media.

We will talk about how Missouri State implemented a new system for posting news releases and how this new format can better engage media and the public.

Topics include the adoption of a new system for posting releases, the redesign of a central website for news, and the addition of images, audio, video, social bookmarking and RSS.

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    Updating News Releases With Social Media In Mind Updating News Releases With Social Media In Mind Presentation Transcript

    • Updating News Releases with Social Media in Mind •  Andrea Mostyn, Assistant Director of University Communications •  Brad Mitchell, New Media Producer, Office of Web and New Media
    • Traditional Approach to University Communications Univ. News & News Media Audience Public Relations 2
    • The New Approach News Media Univ. News & Audience Public Relations Social Media 3
    • How do we make this happen? •  Easier access to news releases – more findable •  Allow for content to dessiminate to other sites automatically •  Make your news releases FUN! •  Use context to encourage further investigation •  Embrace community & make contact easy 4
    • Model for Social Media Releases 5
    • Easier access to news releases 6
    • Automatic dissemination of content 7
    • Make your news releases FUN! 8
    • Encourage further investigation 9
    • Build community + easy contact 10
    • Transitioning to a New System Taking the plunge. 11
    • Missouri State’s old system •  Problems: •  No clear deliniation b/w News and University Communications •  No tagging/keywords •  Posting releases was time- consuming & difficult •  No Search function •  No native integration of RSS or Web 2.0 features •  Very high learning curve •  Difficult to embed media (audio, video, photos) 12
    • Missouri State’s old system •  Problems: •  Monthly archives had to be set up manually •  Old CMS system is more efficient at updating pages vs. creating new ones •  CMS built for publishing complete websites, not frequent short posts •  Addition of RSS and Web 2.0 features was done in a piecemeal fashion & wasn't effecient 13
    • Old News Homepage 14
    • Old News Release 15
    • Old Archive Page 16
    • New System WordPress •  Blogging and publishing platform •  Open Source •  Huge community of developers and users •  Creating new posts is quick and intuitive, with little to no learning curve 17
    • New Homepage 18
    • Features Featured Story • allows for main story with image to be featured on home page for extended period of time 19
    • Features Tags • allows for keywords to be tagged in all releases; helps users find related stories 20
    • Features Search function • allows users to search for content only within the News site 21
    • Features RSS and Social Media Integration • creates multiple RSS feeds of all content and allows for integration of different social media tools 22
    • Features Archiving • all content is archived as both a monthly archive as well as within categories 23
    • Example News Release 24
    • Features Multimedia • easily embed photos, videos, and audio files inline in news releases 25
    • Features Multimedia • easily embed photos, videos, and audio files inline in news releases 26
    • Features Multimedia • easily embed photos, videos, and audio files inline in news releases 27
    • Features Sidebar • a sidebar on every page includes link to RSS feed, contact info, social bookmarking widget, and links to additional resources and social media tools 28
    • New Archive Page 29
    • Other Features and Changes •  Restricting headlines to 60 characters including spaces •  Elimination of a dateline •  Reformatting of contact header (except for formal releases) •  Discontuing printing on letterhead for files 30
    • Other Features and Changes •  Incorporating ads to assist with recruitment, advancement goals and expert sources •  Increasing the number of RSS feeds •  Linking to podcasts and other new media •  Linking from release to bios, expert source listings, personal web pages and additional information 31
    • Back to our original goals… •  Easier access to news releases – more findable •  Allow for content to dessiminate to other sites automatically •  Make your news releases FUN! •  Use context to encourage further investigation •  Embrace community & make contact easy 32
    • Easier access to news releases •  Users can find news releases more easily on the News site •  Search function •  Tagging of keywords •  Categories •  Monthly archive 33
    • Easier access to news releases •  Users can find news releases more easily on external sites •  Trackbacks and links from other blogs •  Social media websites from social bookmarking •  Social media websites from automatic RSS dissemination 34
    • Allow for content to disseminate to other sites automatically •  Use RSS to feed content to social media sites 35
    • Allow for content to disseminate to other sites automatically •  Use RSS to feed content to social media sites 36
    • Enhance your RSS feeds with Feedburner • Stats • Publicize your feeds • Optimize your feed for different browsers and make it more accessible 37
    • Make your news releases FUN! vs. 38
    • Use context to encourage further investigation •  Keyword tags point users to similar stories and content •  Multimedia can link to external social media sites, drawing the user to those sites to find more of your content •  Video – YouTube & iTunes U •  Audio – iTunes U •  Photos - Flickr 39
    • Embrace community & make contact easy •  Allowing for comments on your stories allows your users to become involved and can lead to further discussion •  Include many contacts on news releases and make it simple for your readers to make that contact – include links to email, websites, Twitter accounts, etc. 40
    • Results •  23% rise in site traffic compared to previous year •  Over 10% of traffic coming via Feedburner (RSS feeds) and social networking sites like Facebook and Twitter •  Significant amount of new traffic coming from other Missouri State sites that are re-purposing news releases 41
    • Additional Resources •  Social Media News Release Template •  http://www.pr-squared.com/ •  Free SEO Tools •  http://www.digitalpoint.com/tools/ •  Keyword Suggestion Tools •  http://www.keyworddiscovery.com/search.html •  http://freekeywords.wordtracker.com/ •  https://adwords.google.com/select/KeywordToolExternal 42
    • news.missouristate.edu andreamostyn@missouristate.edu bradmitchell@missouristate.edu 43