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Engagment, community news style
 

Engagment, community news style

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For the Wyoming Press Association, January 2013

For the Wyoming Press Association, January 2013

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  • Full Name Full Name Comment goes here.
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  • What is audience engagement?Why does a changing culture demand it?What does it look like in some newsrooms?How does it lead to better journalism?How does it increase audience size, and audience loyalty?
  • Clay Shirky story I recently rediscovered. Tell about the little girl and the mouse.
  • Let’s use that little girl’s sought-after mouse as an analogy for how people expect to be able to interact with their news.
  • If you’re social, what does that mean? Ripping a page out of a newspaper is a social act.Let’s talk about interactions. How do people interact with their media?How do YOUR readers interact with YOU? Comments? Social media? At meetings? At the grocery store?
  • Diagram from Meg Pickard describes the attitude at the core of the Guardian’s invitations.This is at the core of how my team and I now approach journalism.
  • Diagram from Meg Pickard describes the attitude at the core of the Guardian’s invitations.This is at the core of how my team and I now approach journalism.WHAT DOES IT MEAN FOR YOUR NEWSROOM? IT DEPENDS
  • Think broadly about what people will find interesting. This is a form of publication. They can turn to you for this sort of thing.Let’s talk about Houston.
  • Think broadly about what people will find interesting. This is a form of publication. They can turn to you for this sort of thing.Let’s talk about Houston.
  • The rest of the Houston notes.
  • Journalists are great at the what. The craft. The product. We’ve got to pay attention to how it is consumed.We’ve got to think more broadly about distribution, about finding audience.
  • Where the audience is today isn’t where they’ll be in the future. You can figure out Twitter, but …
  • Like the blog OKC example. Write conversationally. Ask for help.Asking for help tracking down a source for a sports blog at The Oklahoman. What is it about blogs that make us feel like we can write conversationally? And how can we incorporate more of that casual tone into how we talk about news?What about comments?
  • Social media also feels comfortable. This weekly Missouri newspaper first said what they’d heard and asked people to share if they’d heard it too. They got 109 comments. They checked back in (bottom right update) with what they knew and didn’t know three hours later, while still waiting to hear back from official sources.
  • Could this be in a comment?
  • This could have a name attached, too. As Joy the editor, I want to know what you still want to know.
  • Not just the audience we have, the audience we want.It has to be part of the job of journalists to identify and go after the audience that represents growth to you. Who do you most wish you could reach? Who’s not reading who should be?
  • Identifying and reaching specific audiences
  • On our way to a public hearing.
  • Gave out 100 and people were asking for more.
  • It wouldn’t have made sense to rely on our own publications to reach young parents. So we printed 800 copies of this one and spent a day taking it around town.
  • Future audience. They shared our stories. They let a few of us into their group. They’re planning to submit a story for From Readers. They feel heard and connected. This is where they talk.
  • Speaking of community, ProPublica is creating them, not just joining them. For meaningful crowdsourcing and continued conversation.There are FB groups locally, to focus on specific ideologies, priorities, interests, etc. If they meet in person, we feel obligated to listen. Why not online?
  • ProcessesProductsMore voices/faces
  • This one teases print.Bruce Wallace in Ashlandsays he see a spike in online traffic Wednesday morning, as people get a preview of what they’ll se in print. Photos help. Allow people to tag themselves.
  • Transparency about how this came to be.(This kind of thing works well on Pinterest.)Mary Morris from Buffalo Reflex. I do all of the Friday Flashback posting, and I do almost all of the crowd sourcing. It's not officially one of my job requirements; instead, I've found that it's just been incredibly helpful to me so I do it voluntarily. The office manager does some posting, too — she posts our "Mark the Spot" quizzes, obituaries and promotions. I'd like to share here that posting on Facebook was an invaluable resource in disseminating information to our readers after the Leap Day tornado hit. It wiped out a mobile home community south of Buffalo, killed one woman, injured several and damaged dozens of structures. It also knocked out power to the whole town. But, people were able to charge their cell phones in their cars, and everyone was communicating over Facebook. I started using Facebook the night the storm hit, posting weather alerts as soon as I got them. I continued using Facebook as a major tool to share information until our print edition came out. I did write full stories, which we posted on our website. I posted brief synopses of those stories on Facebook, along with links to the stories, too.
  • Buffalo Reflex.Have people tag themselves.
  • In an actual relationship, you don’t just talk. You listen.
  • Act like a person.
  • I see a lot of this.

Engagment, community news style Engagment, community news style Presentation Transcript

  • News as aconversation Joy Mayer mayerj@missouri.edu @mayerjoy
  • “Here’s something four-year-olds know: a screenwithout a mouse is missing something. Here’ssomething else they know: media that’s targeted atyou but doesn’t include you may not be worthsitting still for. … They will just assume that mediaincludes the possibilities of consuming, producing,and sharing side by side, and that thosepossibilities are open to everyone. How else wouldyou do it?” — Clay Shirky, Cognitive Surplus
  • Consume. Produce. Share. Where’s the mouse?
  • What is“social media”
  • “Mutualisation” at The Guardian = a constant invitation Model from @MegPickard
  • “Mutualisation” at The Guardian = a constant invitation Model from @MegPickard
  • RelevanceIt’s not just about the information — the what.Who can help make it better?Who most needs it or is talking about it?Where, when and how do they need/want it?Have we shown why and how it is relevant? Joy Mayer | Reynolds Journalism Institute | April 2011
  • And we have to ask those questions constantly. Joy Mayer | Reynolds Journalism Institute | April 2011
  • What invitations are you issuing? To consume. To converse. To contribute. Joy Mayer | Reynolds Journalism Institute | April 2011
  • A transparent process Joy Mayer | Missouri School of Journalism | May 2012
  • A standing invitation Joy Mayer | Missouri School of Journalism | May 2012
  • A standing invitation
  • Central issue is beingmore focused on the audience. Joy Mayer | Reynolds Journalism Institute | April 2011
  • Who is thejournalism for? Joy Mayer | Reynolds Journalism Institute | April 2011
  • Who’s the audience: City bus budget changes Joy Mayer | Reynolds Journalism Institute | April 2011
  • Joy Mayer | Missouri School of Journalism | May 2012
  • Who’s the audience:How to talk to young kids about 9/11 Joy Mayer | Reynolds Journalism Institute | April 2011
  • Who’s the audience: Proposed changesin school start times Joy Mayer | Reynolds Journalism Institute | April 2011
  • Being social around K-12
  • How can ourjournalism be more social?
  • “Covering” a tribute
  • How can we capturecommunity life?
  • How can we join the conversation?Show personality?