Building Your Brand Online: Tools of Engagement
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Building Your Brand Online: Tools of Engagement



NABJ 2011 Workshop: "Tools of Engagement: Assessing your Online Audience."Journalism is becoming more and more of an entrepreneurial craft, as blogs and social media evolve into new means for people ...

NABJ 2011 Workshop: "Tools of Engagement: Assessing your Online Audience."Journalism is becoming more and more of an entrepreneurial craft, as blogs and social media evolve into new means for people to brand and promote themselves and their work. Even journalists affiliated with large news organizations via full-time jobs must spend time engaging with audiences and sharing their reporting and writing in order to remain competitive. Metrics/analytics is the science of tracking who is following your work, along with when and where from, and how they linked to it. It has become a necessary new tool in helping digital-age journalists remain relevant and tied to audiences. Experts in social media will share what they know about metrics and analytics, and teach attendees about services such us, HootSuite and TweetReach.



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Building Your Brand Online: Tools of Engagement Presentation Transcript

  • 1. Building Your Brand Online Tools of Engagement NABJ 2011Lynne d JohnsonSocial Media Strategist & Researcher@lynneluvah
  • 2. INSIDEUnderstanding Your AudienceReaching Your AudienceDistributing Your ContentMonitoring Your Audience & Tracking Your ContentUnderstanding Your Influence
  • 3. Understanding Your Audience
  • 4. Minorities Moving Online
  • 5. Minorities & Mobile
  • 6. Minorities Embrace Mobile
  • 7. Minorities Online HighlyEngaging
  • 8. Presence On Popular SocialNetworks
  • 9. Presence On Popular SocialNetworksBlack People Are Twice As Well RepresentedOn Twitter As The General Population Text
  • 10. Understanding Your AudienceWhat Does This All Mean?• You Need To Be Where Your Audience Is• Your Audience Is Digitally Savvy• Your Online Presence (Blog or Site) Should Be Accessible By Mobile•You Need To Have A Presence on Facebook & Twitter•Your Online Presence (Blog or Site) Needs To Be Socialized
  • 11. Now Let’s Reach YourAudience
  • 12. First Rule of Engagement: SEO
  • 13. SEO • Headlines • DistributionClarityProfessionalismVoicePunctuationProfanityBuzz
  • 14. SEO • Headlines • DistributionClarity Yes: Race, journalism and blogging, part 2: Becoming actors, not objects, in the media system, With our apologies to the rest of flight 985 No: Religion? (Part 1 of x)Professionalism Yes: Bay Area Blogger of the Week # 44, A Conversation With Lucy Hooberman about Mentoring World Wide No: News Analysis: Mideast questions aboundVoice Yes: Ill Take That In Tens And Twenties, Thanks. No: Its a Jungle Out There!
  • 15. SEO • Headlines • DistributionPunctuation Yes: Hot! Live! Mommybloggers!, Denises Travel Advice for Better Health - Be Prepared!Profanity Fuck, the Dilemna To Curse or Not to Curse Buzz Yes: Fugga Abdul No: Will Jen Hate Oprah for Guesting Brangelina and Baby Shiloh?
  • 16. SEO • Headlines • Distribution
  • 17. SEO • Headlines • DistributionSearch EnginesRSS FeedsSocial Media
  • 18. Second Rule of Engagement:Social Media
  • 19. Social Media Distribution
  • 20. Amplify and Monitor
  • 21. Now Let’s Track How You’reDoing
  • 22. Track Yourself and Keywords
  • 23. Listen + Track Sentiment
  • 24. Listen in Real Time: Blogs
  • 25. Listen To Blog Trends
  • 26. What Will Listening Look LikeIn The Future?
  • 27. The Future Of Listening
  • 28. Monitoring CompleteLifestreamsAnd Really Knowing Who People Are
  • 29. Social CRM: The Social AddressBook & Calendar
  • 30. Understanding Your Influence
  • 31. Who Are You Influencing?
  • 32. What Are You InfluentialAbout?
  • 33. Thank You@lynneluvah