Social Media (& Mobile) Changes Journalism        August 30, 2012             Queens University             Jason Silverst...
Quick Intro• Journalism, Chemistry degrees from• MBA from• Radio/TV/Internet until 1996; Internet-only after• Companies wo...
Quick assumptions• You know:  • what the internet & journalism are  • what social networks are and are on a few  • how to ...
Quick Agenda• Antecedents to why change must occur• How Today’s Journalist is different• Five Ways Social Media Changes Jo...
The pace of change ininformation and supportingtechnologies today -- acrossindustries and geographies --is nothing short o...
Journalism before               jason@jasonsilverstein / @sleuth
Before the Internet Revolution• Single (or few) distribution channels• Few authors or experts published; information  ofte...
After the Internet Revolution                                                         “Across a Crowd” by Thomas Hawk     ...
After the Internet Revolution• Infinite distribution channels• 1,000s of authors or experts published; often  information o...
See the immediacy change?• Revisiting:  • AFTER: “twitter/facebook, txt, email, web,    radio, TV, newspaper, magazine”  •...
Social amplification   jason@jasonsilverstein / @sleuth
... and mobile adoption is higher“The rate of iOS and Android device adoption hassurpassed that of any consumer technology...
Any surprise journalism                has to change now?jason@jasonsilverstein / @sleuth
Today’s Journalist• Still a reporter/gatherer/voice of people but...  • Must be willing to explore (even more)  • Must be ...
Assumptions in Social• Start with the same principles, including:  • Trust  • Authenticity  • Verifiability  • Relevancy• U...
“Social media are primarilyInternet- and mobile-basedtools for sharing and discussinginformation among humanbeings...” - W...
How Social Media Changes Your JobOver the next few slides, we’ll tackle: 1. Content creation/distribution shifting 2. Jack...
1. Update Your Content Creation            & Distribution Strategy• Principal to Agent to Principal  • Share and link to o...
Why?• One in 7 minutes spent online is on Facebook.  (Source: PR Daily)• 82% of the worlds population can be reached by  a...
2. Jack of All Trades (Master of Many, Too)• Carry the right tools (pic)• Learn how to record  audio on your phone• Learn ...
Why?• People are most likely to engage with branded  content on social media that contains pictures  (44%), status updates...
3. Engagement becomes expected• Not just responding to comments• Adding value on networks like Quora• Facebook Pages for J...
The wisdom of different thinking
Why?• Failure to respond can result in 15% churn rate  for businesses/your brand  (Source: Gartner)• 62% of adults use Soc...
4. Branding Yourself and Company• Many readers don’t view bylines as much;  disconnect between source & author growing• Es...
Why?• Google+ pages appear in search results for 30%  of brand term searches for brands with G+  pages, up from 5% in Febr...
5. Understand Change Management using Social • Social networks and tools are changing very fast • Change is now part of yo...
A Few Social Examples/Ideas    for Convention Week       jason@jasonsilverstein / @sleuth
12                                              34                                          5    6        jason@jasonsilve...
How Google+ and SEO Matters        jason@jasonsilverstein / @sleuth
jason@jasonsilverstein / @sleuth
Others to explore• Foursquare - see what’s trending in a specific  city/location• Highlight - find people and let others find...
Questions?jason@jasonsilverstein / @sleuth
Contact InformationJason Silverstein - http://jasonsilverstein.com •     Email - jason@jasonsilverstein.com •     twitter ...
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Charlotte & The Convention

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  • Media, Automobiles, Banking, Energy - everything, in some way, being affected\n
  • Distribution, bundling, packaged \n
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  • Chaos, noisy, participatory\n
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  • Older image, but effect well shown\n
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  • Competition - push-button + big media\n Public as source x 1,000,000s\n
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  • human to human. heh.\n
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  • You can not respond to everything. Don’t try.\n
  • Open your mind that while you’re an expert, even your readers can have great insight (despite not being your expected sources)\n
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  • Charlotte & The Convention

    1. 1. Social Media (& Mobile) Changes Journalism August 30, 2012 Queens University Jason Silverstein SVP, ACBJ jason@jasonsilverstein / @sleuth
    2. 2. Quick Intro• Journalism, Chemistry degrees from• MBA from• Radio/TV/Internet until 1996; Internet-only after• Companies worked for: jason@jasonsilverstein / @sleuth
    3. 3. Quick assumptions• You know: • what the internet & journalism are • what social networks are and are on a few • how to deep research a specific network• You do NOT often talk about: • antecedents • branding • change management jason@jasonsilverstein / @sleuth
    4. 4. Quick Agenda• Antecedents to why change must occur• How Today’s Journalist is different• Five Ways Social Media Changes Journalism• Contextual examples• Questions jason@jasonsilverstein / @sleuth
    5. 5. The pace of change ininformation and supportingtechnologies today -- acrossindustries and geographies --is nothing short of anindustrial revolution. - Me (influenced by many) jason@jasonsilverstein / @sleuth
    6. 6. Journalism before jason@jasonsilverstein / @sleuth
    7. 7. Before the Internet Revolution• Single (or few) distribution channels• Few authors or experts published; information often limited• Large barriers to entry• Mass media & audiences drive ad buys• Deadlines were predictable• News immediacy: radio, TV, newspaper, magazine jason@jasonsilverstein / @sleuth
    8. 8. After the Internet Revolution “Across a Crowd” by Thomas Hawk http://www.flickr.com/photos/thomashawk/ jason@jasonsilverstein / @sleuth 7215052318/
    9. 9. After the Internet Revolution• Infinite distribution channels• 1,000s of authors or experts published; often information overload• Minimal barriers to entry• Niche/targeted media & audiences drive ad buys• Constantly publishing news cycles• News immediacy: twitter/facebook, txt, email, web, radio, TV, newspaper, magazine jason@jasonsilverstein / @sleuth
    10. 10. See the immediacy change?• Revisiting: • AFTER: “twitter/facebook, txt, email, web, radio, TV, newspaper, magazine” • BEFORE: “radio, TV, newspaper, magazine”• Notice anything? • 1:1 and/or targeted information is part of immediacy now • New sources rose to top fast • Technology gets us there jason@jasonsilverstein / @sleuth
    11. 11. Social amplification jason@jasonsilverstein / @sleuth
    12. 12. ... and mobile adoption is higher“The rate of iOS and Android device adoption hassurpassed that of any consumer technology inhistory.  Compared to recent technologies, smartdevice adoption is being adopted 10X faster thanthat of the 80s PC revolution, 2X faster than thatof 90s Internet Boom and 3X faster than that ofrecent social network adoption.”   http://blog.flurry.com/bid/88867/iOS-and-Android-Adoption-Explodes-Internationally jason@jasonsilverstein / @sleuth
    13. 13. Any surprise journalism has to change now?jason@jasonsilverstein / @sleuth
    14. 14. Today’s Journalist• Still a reporter/gatherer/voice of people but... • Must be willing to explore (even more) • Must be multi-talented • No longer solely tied to time-driven deadlines • Should understand disintermediation, audience fragmentation • Line between editorial/sales/audience blurs jason@jasonsilverstein / @sleuth
    15. 15. Assumptions in Social• Start with the same principles, including: • Trust • Authenticity • Verifiability • Relevancy• Understand if you have policies to be “yourself” or your company • Best to separate jason@jasonsilverstein / @sleuth
    16. 16. “Social media are primarilyInternet- and mobile-basedtools for sharing and discussinginformation among humanbeings...” - WikipediaSource: “kara” by john curley - http://flickr.com/photos/jay_que/2501197232/
    17. 17. How Social Media Changes Your JobOver the next few slides, we’ll tackle: 1. Content creation/distribution shifting 2. Jack of all trades 3. Expectations of engagement 4. Branding yourself 5. How Social Media helps you with change management for you and your future job(s) jason@jasonsilverstein / @sleuth
    18. 18. 1. Update Your Content Creation & Distribution Strategy• Principal to Agent to Principal • Share and link to other people’s work • Be the expert• Long form content not always best choice• Delivering pieces and the whole• Multi-platform distribution, using best for what you’re doing jason@jasonsilverstein / @sleuth
    19. 19. Why?• One in 7 minutes spent online is on Facebook. (Source: PR Daily)• 82% of the worlds population can be reached by a social network (Source: comScore)• 62% of adults use Social Media (Source: Social Skinny)• More than 20% of social media use is to find information or recommendations (Source: JD Power)• 76% of people online read news regularly (Source: media Bistro) jason@jasonsilverstein / @sleuth
    20. 20. 2. Jack of All Trades (Master of Many, Too)• Carry the right tools (pic)• Learn how to record audio on your phone• Learn how to record video on your phone• If you can, learn from a producer how to package different elements• Share your work smartly jason@jasonsilverstein / @sleuth
    21. 21. Why?• People are most likely to engage with branded content on social media that contains pictures (44%), status updates (40%) and videos (37%) (Source: Gartner)• Images increase click-through rates on social media as well as search engines (Source: Omniture, Google Analytics)• YouTube alone is responsible for over 4 billion video views/day (Source: comScore) jason@jasonsilverstein / @sleuth
    22. 22. 3. Engagement becomes expected• Not just responding to comments• Adding value on networks like Quora• Facebook Pages for Journalists http://facebook.com/journalists• Requests for feedback on twitter• Responding to mentions, pluses, responsible critiques or concerns jason@jasonsilverstein / @sleuth
    23. 23. The wisdom of different thinking
    24. 24. Why?• Failure to respond can result in 15% churn rate for businesses/your brand (Source: Gartner)• 62% of adults use Social Media (Source: Social Skinny)• Only 25% of business-run social accounts are considered consistently engaged (Source: Altimeter study)• 17% of users are seeking support/service via social media (Source: American Express study) jason@jasonsilverstein / @sleuth
    25. 25. 4. Branding Yourself and Company• Many readers don’t view bylines as much; disconnect between source & author growing• Establishing your own “brand” • Via bigger brand, like media company • Via social, directly via 1:1 contact• Use same image on each network• Have a “home” for content jason@jasonsilverstein / @sleuth
    26. 26. Why?• Google+ pages appear in search results for 30% of brand term searches for brands with G+ pages, up from 5% in February 2012. (Source: Neilsen)• Online adults aged 25-54 are 23% more likely than the average U.S. Internet user to follow a brand via social networking. (Source: Neilsen)• Professional presence, SEO and results jason@jasonsilverstein / @sleuth
    27. 27. 5. Understand Change Management using Social • Social networks and tools are changing very fast • Change is now part of your job • In tech, we say everything is disposable now; the river of social information supports this • Quick & nimble > slow & methodical • Start small/incremental • Commit to something easy at first (I’ll tweet once/day) jason@jasonsilverstein / @sleuth
    28. 28. A Few Social Examples/Ideas for Convention Week jason@jasonsilverstein / @sleuth
    29. 29. 12 34 5 6 jason@jasonsilverstein / @sleuth
    30. 30. How Google+ and SEO Matters jason@jasonsilverstein / @sleuth
    31. 31. jason@jasonsilverstein / @sleuth
    32. 32. Others to explore• Foursquare - see what’s trending in a specific city/location• Highlight - find people and let others find you based on like interests• LinkedIn - business niche is a good resource for not just jobs, but sources• Quora - ask a question, sometimes the source answers directly• Pinterest - very visual, not hard news driving jason@jasonsilverstein / @sleuth
    33. 33. Questions?jason@jasonsilverstein / @sleuth
    34. 34. Contact InformationJason Silverstein - http://jasonsilverstein.com • Email - jason@jasonsilverstein.com • twitter - @sleuthCitations • http://www.dreamgrow.com/21-social-media-marketing-statistics/ • http://thesocialskinny.com/99-new-social-media-stats-for-2012/ • http://www.slideshare.net/parature/23-startling-social-media-statistics • http://www.mediabistro.com/alltwitter/online-time_b22186 jason@jasonsilverstein / @sleuth

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