Social Media and Journalism's New Directions

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The presentation is part of a speech given by J-Lab's Jan Schaffer at Howard University as part of the Social Media Technology Conference 2012 (http://socialmediatechnologyconference.com/).

You can read the full text of Schaffer's speech on the J-Lab website: http://www.j-lab.org/workshops/category/speeches/social-media-and-journalisms-new-directions/.

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Social Media and Journalism's New Directions

  1. 1. Howard University, Sept. 27,2012
  2. 2. Journalism: Seven Emerging Trends Smaller news outlets > bigger impact Indy startups – state, community, niche Soft Advocacy sites University news sites Collaboration Non-narrative journalism – Storify, Twitter, Databases, Comics Tech sites as media makers
  3. 3. Watchdog Reporting Sites
  4. 4. Local Indy News Startups
  5. 5. Spinning off Satellite Sites
  6. 6. Mission-Driven (Soft Advocacy) Sites
  7. 7. Rise of Arts & Culture Sites
  8. 8. Niche Sites:Environmental, Health
  9. 9. Entrepreneurial U-NewsSites
  10. 10. Non-Narrative Journalism Comics Databases Events Storify/Twitter
  11. 11. Storify Stories
  12. 12. Events as Journalism
  13. 13. Collaboration: Seattle 55 NewsPartners
  14. 14. Indy/ Public Radio Partnerships
  15. 15. Five Models of Collaboration Distributive partnerships. Republishing content another news outlet created. Co-reporting partnerships. Working together on reporting a story. Content-creation partnerships. Creating content usually for a legacy media partner. Networked journalism partnerships. Memberships in formal metro-area blog or news-site networks.
  16. 16. Where does Social MediaFit? Collaboration tool Distribution and engagement tools Non-narrative story platforms, Storify Data-gathering tool for tech companies – Facebook, Twitter, Google/You Tube to be content creators
  17. 17. MeasuringInteractions, Engagement and Conversions
  18. 18. Social Media Distribute Content Market Sites Track Users
  19. 19. Can Engagement > Conversion?
  20. 20. Engagement Avenues
  21. 21. Measuring Engagement
  22. 22. Rank by Importance
  23. 23. Top Metricsfor Tracking Engagement#1 Website: unique visitors pageviews#2 Social media connectors:Facebook, Twitter
  24. 24. Dilemma“We’re interested not just inbreadth of engagement butmore in depth of engagement.”
  25. 25. Four Strata of Engagement *Outreach – driving content consumption *Reaction – inviting comments, shares, likes, chats Stakeholder participation – eliciting stories, labor, funding Civic Participation – addressing issues
  26. 26. Strategies: Emotions
  27. 27. Master Narratives
  28. 28. Asset Mapping
  29. 29. Recommendations Seed innovation in metrics tools Require baseline tracking tools Support community engagement editors Training and best practices
  30. 30. Smaller and smaller pieces build
  31. 31. Thanks!Jan Schaffer www.j-lab.orgjans@j-lab.org www.kcnn.org@janjlab www.j-learning.org

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