• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Secrets of Social Media CRMA 2011
 

Secrets of Social Media CRMA 2011

on

  • 782 views

Presentation to CRMA 2011 on Social Media

Presentation to CRMA 2011 on Social Media

Statistics

Views

Total Views
782
Views on SlideShare
781
Embed Views
1

Actions

Likes
0
Downloads
15
Comments
0

1 Embed 1

https://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Secrets of Social Media CRMA 2011 Secrets of Social Media CRMA 2011 Presentation Transcript

    • Secrets of Social Media
      CRMA 2011
      Sean MussendenUniversity of Maryland Philip Merrill College of Journalism
    • What I’m Going to Talk About
      Overview of why social media matters to news organizations
      Priorities in social networks
      Focus on Facebook – the most important platform for branding and distribution. Better for news orgs.
      Focus on Twitter – an emerging tool better suited for sourcing. Better for individual reporters.
      Beyond Twitter and Facebook – Stumble Upon, Reddit, YouTube.
      Questions
    • Why Social Media Matters
      “Living life online” increasingly means social networks
      Still in early stages. Search and destination Web sites still VERY important, but becoming less important.
    • Why Social Media Matters
      How people expect to get news is changing
      People are lazy and busy. Increasingly expect news to find them.
      Network of friends/followers and “the crowd” increasingly serve as “editors” that determine what people see.
      Trust. People more likely to read something suggested by a friend than a stranger.
    • Which Social Networks Matter?
      There’s Facebook…and everything else.
    • 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 Orgs
      It All Starts with the Fan Page
    • Facebook Strategy for News Orgs
      The Importance of Niche Pages
      Niche Page Examples
      Segment audience so they get only what they want
      Spreads responsibility for Facebook across organization
      Drawback – takes more staff time
    • Facebook Strategy for News Orgs
      The Pages Don’t Matter - Focus on the Feeds
    • Facebook Strategy for News Orgs
      Everything from friends and fan pages*
      User studies: not looked at as often at Top News.
      Not the default view. Users have to take action to see it.
      Most valuable real estate on Facebook – “Boardwalk”
      User studies: most frequently visited part of Facebook.
      Algorithm – Facebook’s “Secret Sauce” – determines what shows up here.
      Your goal: get your content here.
      Most Recent Feed
      Top News Feed
    • 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 want to talk about and that they want to share with their friends.
      You need to post content that includes pictures/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 to pay the bills.
      Remember: your competition is not just other media orgs, but pics of users’ grandkids.
      Writing Effectively for Facebook
    • Facebook Strategy for News Orgs
      Important to give users the FB experience on your site.
      FacebookOpenGraph makes this easy – talk with your developers.
      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 it with their network. Put in multiple locations.
      Allow visitors to become a fan/follow. Should be prominent on every page.
      Incorporate Facebook on Your Site - Beginners
    • Facebook Strategy for News Orgs
      Show visitors what people in their network are reading/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 built around shared topical interest than friendships.
      Importance is growing, but not near Facebook level.
      Of all social networks, best sourcing and informational tool.
      Not as important for branding and distribution, but can drive traffic.
    • Twitter for Individual Journalists
      An amazing knowledge acquisition tool.
      “Mindcasting” - A lot of smart people who know more about the topics you care about than you, sharing their knowledge for free.
      “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 they follow.
      Tools for finding new people: Twellow, Twibes, WeFollow, LocalTweeps, GeoChirp.
      Edit aggressively. Drop people who aren’t useful.
      Strategies for Building Your Twitter Network
    • 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 who share similar interests. 
      Court the big influencers in your topic area. A RT from someone with 100K followers better than someone with 100 followers.
      Tweet regularly.  More tweets = more opportunities for new followers. 
      Building a Brand on Twitter
    • Twitter for Individual Journalists
      Provide useful information. Not what you had for breakfast.
      Don't 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
    • Beyond Facebook and Twitter
    • Beyond Facebook and Twitter
      Can be a huge traffic driver to sites if a story gets legs.
      Directs people to “best of the Web.”
      Important to submit your content.
      Important to make it easy for people to share your content on the network.
      StumbleUpon
    • Beyond Facebook and Twitter
      Extremely active social community built around thousands of topical channels
      When Digg died, it got bigger
      Important to make it easy for people to share your content on Reddit.
      Reddit
    • About Sean Mussenden
      On faculty at the University of Maryland Philip Merrill College of Journalism
      Focus on intersection of social media and news and multimedia news production
      Former newspaper reporter, multimedia journalist and Web editor
      Consultant who has helped several news orgs improve social media strategy
      Twitter: @smussenden
      Facebook: /sean.mussenden
      smussenden@gmail.com
      smussenden@jmail.umd.edu
      Cell: 202-590-2190
      Slides from this presentation available
      About Sean
      Contact Info