+Sean MussendenUniversity of MarylandPhilip Merrill College of JournalismSocial MediaICFJ
+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
+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
+Which Social Networks Matter?Facebook…and everything else.
+Which Social Networks Matter?In Georgia – It’s even more all about Facebook
+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
+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.
+Facebook Strategy for News OrgsIt All Starts with the Fan Page
+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
+Facebook Strategy for News OrgsThe Pages Don’t Matter - Focus on the Feeds
+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
+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
+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
+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?
+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
+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
+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
+Facebook Strategy for News Orgs Show visitors what people in their network arereading/watching on your site.Incorporate Facebook on Your Site - Intermediate
+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
+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.
+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
+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
+Twitter ExerciseBuilding Up Your Source List and Building a TwitterList
+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
+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
+Twitter Exercise Build a Twitter List and follow each other.
+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