Making a strategyUsing social media with purpose
What is a social media strategy?Focusing your goalsas a journalist ornews organisationinto how you usesocial media.
What isnt a social media strategy?Making a Facebook page.Starting a Twitter account.Pinning photos aimlessly on Pinterest.Checking in obsessively on FourSquare.Audiobooing every conversation you have.Posting your mobile phone videos to YouTube.These are tools. Not strategies.
Journalist vs. News organisationJournalists goals News orgs goals● Quickly source one-off ● Share content and stories increase web traffic● Cultivate sources in ● Crowdsource opinion niche communities and case studies● Break news ● Build positive● Find breaking news reputation & brand● Interact with sources and ● Lead on breaking users news stories● Demonstrate your ● Cultivate loyal users knowledge/expertise ● Promote interaction● Share your content and debate● Show that youre human
Step 1 Turn goals into objectivesGoal: Cultivate sources in nichecommunitiesObjective: Develop four strong sources withstrong links to or within the National Unionof Students Wales within two months.Make your objectives SMART -Specific, Measurable, Attainable, Relevant, Timely
Step 2 Determine your communities.Objective: Develop four strong sources withstrong links to or within the National Unionof Students Wales within two months.Communities:● Students unions officers and staff● NUS Wales staff and officers● University and Colleges Union staff● Other people working for higher and further education (Hefcw, Higher Education Wales, etc.)
Step 3 Develop a strategy● Where are these communities within social media? ○ Twitter - @lukeyoung NUS Wales President, @katie_dalton former NUS Wales President, @LeightonAndrews Education Minister and NUS Wales alum ○ Facebook - Jennifer Krase Bangor Uni officer, Stephanie Lloyd, NUS Wales womens officer, Wales page
Step 3 Develop a strategy● How do you cultivate sources in these communities? ○ Twitter ■ Your account should reflect your purpose for using it as a journalist or news org. ● appropriate profile picture ● keywords in bio ■ Follow people after your account reflects your purpose, not before. Theyre more likely to follow back. ● Last three tweets important when following. ■ Listen to the persons tweets. ■ Ask them questions. ■ Engage in off topic discussion. ■ Ask online to meet offline.
Step 3 Develop a strategy● How do you cultivate sources in these communities? ○ Facebook ■ Cultural of privacy makes it more difficult to engage individuals on professional level. ■ Officers have different privacy settings, though the expectation of privacy may be higher than the settings allow. ■ Pages are more like forums, though only useful if active. NUS Wales isnt very active. ■ Even though there is a presence, Facebook may be worth monitoring and researching sources, but not engaging and cultivating them.
Step 4 Pick your tools● Which tool(s) are going to help you reach your objective? ○ In this case, Twitter offers a more public forum. Because the objective is to cultivate sources who the journalist doesnt have, Twitter is a better choice than Facebook.
Step 5 Set your plan● What are you going to do to reach your objective? ○ Revamp your Twitter profile with picture (avatar) and bio that reflect your objective. ○ Search and listen to people in the communities youre trying to reach. ○ Begin tweeting in a way that engages them. ○ Follow key people in those communities. ○ Listen to what these people say. ○ Be bold and engage with them, though keeping to journalistic standards and ethics. ○ Ask questions, begin conversations. ○ Take the conversation offline. Meet for coffee.
Step 6 Measure your success● How well did you do? ○ How many open message tweets did you send to potential sources? (ie. @joniayn wondering what you think about twitter lists?) ○ How many of those potential sources responded? ○ How many did you engage with on multiple occasions? ○ How many did you meet offline, or speak to over the phone? ○ How many were used as sources in published or broadcasted content?
A social media strategy is...a blueprint for using the rightsocial media tools to achieveyour goals.
Task 1 List your goalsMake a list of your goalsas a journalist ornews organisation.
Task 2 Turn 2 goals into 2 objectivesUse your goals to create twoSMART objectives. (If youreon a role, write down more!)
Task 3 List the communities relevantto your objectiveLook closely at the objective anddetermine the specific groups,organisations, companies, schools, etc.that youre trying to reach/effect.Communities are like audiences, except you talk with them,not to them.
10 minute break before...Your traditional social media toolkit