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Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare
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Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare

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A social media policy that drives more and more readers to El Nuevo Herald's website is described in this presentation, which chronicles a two-week visit to Miami in 2012, sponsored by the Scripps …

A social media policy that drives more and more readers to El Nuevo Herald's website is described in this presentation, which chronicles a two-week visit to Miami in 2012, sponsored by the Scripps Howard Foundation. Implications for matching social media and audience, particularly in the diverse Hispanic/Latino markets for news are explored.

Published in: Social Media, Technology, Business
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  • 1. Scripps Howard Social Media Grant 2012 Crossing Boundaries at El Nuevo Herald: How Two Newspapers in One Newsroom Use Social Media to Reach Their Audiences Dr. Kay L. Colley
  • 2. How do readers find El Nuevo Herald’s website? •50-60% make it to the website from Facebook •20-40% from Twitter •A trend that was typical of all websites from the parent company, McClatchy in July 2012
  • 3. Staffing for social media El Nuevo • Online news editor—1 per shift; Miami Herald had multiple people in this position – Update website – Tweet continually – Update Facebook no sooner than every 15 minutes, unless live coverage of a major event – RT tweets of reporters during live coverage
  • 4. El Nuevo Herald website July 18, 2013
  • 5. El Nuevo Herald Facebook July 18, 2013 compared to Miami Herald Notice the number of likes
  • 6. El Nuevo TwitterEl Nuevo Twitter July 18, 2013 compared to Miami Herald Notice the number of followers
  • 7. Notice the numbers La Estrella of DFW, another McClatchy entity
  • 8. Again, look at the difference Al Dia of DFW, a Belo entity
  • 9. Twitter Comparison Miami: Fort Worth Spanish-Language Newspapers 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Twitter El Nuevo La Estrella Al Dia
  • 10. The Take Away • Changing face of journalism is here • Spanish-language market for newspapers, at least in Miami, is alive and well • Everyone needs to know how to use social media at a newspaper • New and interesting area of study
  • 11. Questions??? Michael McGuire and Teresa Frontado in newsroom My contact info: Dr. Kay L. Colley Texas Wesleyan University kcolley@txwes.edu 817-584-4691 Spring Visit from Teresa Frontado

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