1. +Sean MussendenUniversity of MarylandPhilip Merrill College of JournalismSocial MediaICFJ
2. +What I’m Going to Talk About 2013 Social Media Landscape (Global, U.S., Georgia) Facebook Strategy for News Orgs Twitter for Reporters If time, storytelling with social media
3. +Why Social Media Matters People are lazy and busy.Increasingly expect news to findthem. Network of friends/followersand “the crowd” increasinglyserve as “editors” thatdetermine what people see. Trust. People more likely toread something suggested by afriend than a stranger.News ConsumptionHabits Have Transformed
4. +Which Social Networks Matter?Facebook…and everything else.
5. +Which Social Networks Matter?In Georgia – It’s even more all about Facebook
6. +Facebook Penetration in Georgia Total Population: 4.5 M Pop w/ Internet Access:Approx. 2 Million (40%) Population on Facebook:Approx. 1 million (50% ofonline population) Skews younger, urban,wealthier
7. +Facebook in Georgia (Pop Pages)
8. +Facebook in Georgia(Popular “Media” Pages)
9. +Facebook Strategy for News Orgs Facebook best platform for news organizations. Less important that individual journalists have a presence –unless you’re really famous. Two things to consider: Facebook.com presence – fan pages, news feed. Integration of Facebook on your Web site.
10. +Facebook Strategy for News OrgsIt All Starts with the Fan Page
11. +Facebook Strategy for News Orgs Segment audience so they getonly what they want Spreads responsibility forFacebook across organization Drawback – takes more stafftimeThe Importance ofNiche PagesNiche Page Examples
12. +Facebook Strategy for News OrgsThe Pages Don’t Matter - Focus on the Feeds
13. +Facebook Strategy for News Orgs Everything from friends and fanpages* User studies: not looked at asoften at Top News. Not the default view. Usershave to take action to see it. Most valuable real estate onFacebook – “Boardwalk” User studies: most frequentlyvisited part of Facebook. Algorithm – Facebook’s “SecretSauce” – determines whatshows up here. Your goal: get your contenthere.Most Recent Top Stories
14. +Facebook Strategy for News Orgs Algorithm tries to determine what users care about Most important factors: User’s previous interaction with that person/org. In this order:Share, Comment, Like. User’s friend network interacting with a given post. In this order:Share, Comment, Like. Secondary factors: High level of interaction from outside user’s friend network. Inclusion of links, photos and videos.Inside Facebook’s Secret Sauce
15. +Facebook Strategy for News Orgs If you want people to see your content:You need to work to build a relationship.You need to post content that people wantto talk about and that they want to sharewith their friends.You need to post content that includespictures/video and links.Big Takeaway
16. +Facebook Strategy for News Orgs Lighter content tends to work better than “heavier” stuff. Don’t dump everything. Select for potential for virality. Must be things people would want to talk about. “Hey Mabel”stories. Engage the audience. Crowdsource Ask questions (NOT: “what do you think?”) Quizzes Stick to your niche.What kind of content is best on Facebook?
17. +Facebook Strategy for News Orgs Short, catchy blurbs Conversational tone Timing matters! Eye-catching photos and videos Adjust based on metrics Links: goal is always to drive people back to your site. Have topay the bills. Remember: your competition is not just other media orgs, butpics of users’ grandkids.Writing Effectively for Facebook
18. +Facebook Strategy for News Orgs Important to give users the FB experience on your site. Facebook OpenGraph makes this easy – talk with yourdevelopers. Three basic levels – beginner, intermediate and advanced.Incorporate Facebook on Your Site
19. +Facebook Strategy for News Orgs Allow visitors to like individual pieces of content and share itwith their network. Put in multiple locations. Allow visitors to become a fan/follow. Should be prominent onevery page.Incorporate Facebook on Your Site - Beginners
20. +Facebook Strategy for News Orgs Show visitors what people in their network arereading/watching on your site.Incorporate Facebook on Your Site - Intermediate
21. +Facebook Strategy for News Orgs Make recommendations based on Facebook reading habits.This will creep out some users. Integrate comment system.Incorporate Facebook on Your Site - Advanced
22. +Twitter for Journalists More about relationships builtaround shared topical interestthan friendships. Importance is growing, but notnear Facebook level. Of all social networks, bestsourcing and informational tool. Not as important for brandingand distribution, but can drivetraffic.
23. +Twitter for Individual Journalists An amazing knowledge acquisition tool. “Mindcasting” - A lot of smart people who know more about thetopics you care about than you, sharing their knowledge forfree. “The People Formerly Known as the Audience.” – Jay Rosen Don’t be passive. Engage people you follow.Tap into the Wisdom of the Crowd
24. +Twitter for Individual Journalists Start with a few smart people and mine the list of people theyfollow. Edit aggressively. Drop people who aren’t useful.Strategies for Building Your Twitter Network
25. +Twitter ExerciseBuilding Up Your Source List and Building a TwitterList
26. +Twitter for Individual Journalists Carve out a niche and stick to it. Write a short, catchy bio and include a picture. Insert yourself into discussions. Engage with other users whoshare similar interests. Court the big influencers in your topic area. A RT from someonewith 100K followers better than someone with 100 followers. Tweet regularly. More tweets = more opportunities for newfollowers.Building a Brand on Twitter
27. +Twitter for Individual Journalists Provide useful information. Not what you had for breakfast. Dont just shill your work. Link to the work of others. Links, links, links. Use a URL shortener (i.e. Bit.ly). Use #hashtags. Good way to attract new followers. Leave approx. 20 characters out of 140 for RTs. Abbreviate, within reason. Timing matters!Writing Effective Tweets
28. +Twitter Exercise Build a Twitter List and follow each other.
29. +About Sean Mussenden On faculty at the University ofMaryland Philip Merrill College ofJournalism Focus on intersection of socialmedia and news and multimedianews production Former newspaper reporter,multimedia journalist and Webeditor Consultant who has helpedseveral news orgs improve socialmedia strategy Twitter: @smussenden Facebook: /sean.mussenden email@example.com firstname.lastname@example.org Cell: 202-590-2190 Slides from this presentationavailableAbout Sean Contact Info