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Missouri Press Association conversational news

by Joy Mayer on Jul 21, 2012

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Part of a workshop with the Missouri Press Association, July 2012. Why is social media important for community news? How will it enhance our relationship with our community or audience?

Part of a workshop with the Missouri Press Association, July 2012. Why is social media important for community news? How will it enhance our relationship with our community or audience?

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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?
From Bruce Wallace at the Boone County Journal
It’s about attitude.
Not about what you can get your CMS to do, or how tech-savvy you are.
Why do you cover the fair? Art contests? High school sports? Why do you print school lunch menus? Where is the audience for those topics? Houston Herald notes in yellow.I hope to help you understand how vital it is to change how you relate to your audience.
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.
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.Beyond writing stories – how do we as a community outreach team tap into these other quadrants?
Newsrooms sometimes try to go after every cool, shiny toy at once. They feel like they’re missing out if they hear about a strategy or platform and they’re not trying it.
It depends on your newsroom’s values and priorities. It depends on what you want your relationship with your audience or community to be.
Talk about structuring around values and the mission and goals of each organization. Let’s look at just a few of the value statements I use to help newsrooms focus.
If this is very important to you – firming up your relationship with your core audience or community:— Are we investing in knowing as much as we can about who our core audience is? — Do we share information about who we are as journalists, with bio pages, behind-the-scenes videos, “staff picks” for stories, live Q&A’s with staff members? — Do we make a connection with our brand easy for people to display in the rest of their lives?
Talk about how stories are found, separate from brand. And what if you’re brand-building?Bulletin boards in school offices. Hashtags. LinkedIn groups.— Do we pay attention to how we attract new visitors, and do more of what works? — Do we agree on where our best potential is for growth, and have measurable strategies around that? — Do we consider the sharing of stories to be a core part of our journalists’ jobs, in person and online? Do we take our content to conversations where they’re already happening, not just expect them to come to us?
— Do we have a reporting process that invites collaboration? — Do we actively invite people to contribute their ideas and to tell us what we should be covering?— Are we comfortable telling people what we’re working on, so they contribute what they know? — Do we give public credit when our content is suggested or informed by a community member’s input?
Doesn’t mean are we popular.
— Do we serve as a hub of information by providing unique content but also steering users elsewhere? — Do we, especially on beats or niche topics, share what else we’re reading that we find interesting, even if it’s from competitors? Chances are, users will find it interesting as well. This works particularly well on big sports beats, on business beats … anywhere you can’t possibly be expected to cover every angle, and you’ll be valued if you share even what’s not yours.
Know what you’re trying to achieve. Is it new readers?Traffic to website?Better journalism?Free content?

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Reynolds Journalism Institute (RJI) at Reynolds Journalism Institute (RJI) 10 months ago

Missouri Press Association conversational news Presentation Transcript

Engaging CommunityNewspaper Readers Joy Mayer @mayerjoy mayerj@missouri.edu
What is“social media” @mayerjoy mayerj@missouri.edu
Before we start,let’s clear some things up.
1. Social media is not really about technology.
2. We can’t blametechnology for a lack of social media.
3. Social media is not a kind a of content.
4. Social media is not always useful.
5. Social media is not a magic bullet for revenue …
… but it will bring you readers’ attention and loyalty.
How can wedesign mediato be social?
“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?
“Mutualisation” at The Guardian = a constant invitation Model from @MegPickard
So wheredo we start?
Repeat after me: It depends.
What do you dowell? How does that translate to digital?
Who is your community?Your audience?
rjionline.org/news/community-engagement
Our core audience feelsa connection with us.
We activelyreach beyond our core audience.
Users feel invited to help shape our agenda.
We alter what wecover, and how, based on what readers respond to.
We amplifyvoices besides our own.
Our content reaches theaudience where,when and how it’s most useful.
There are manyways readers canact on, share and react to our content.
How do you measure success?