Social Media Strategy


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These are slides for a workshop on social media strategy for the Shorthorn editors at the University of Texas Arlington.

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  • We’ll discuss how reporters need to use social media to cover their beats more efficiently.
  • We’ll discuss the leading social tools for journalists: Facebook, Twitter and YouTube, each strong for a few years now, and Google+, the newest (potentially) major player.
  • We’ll start with some examples of why Twitter is a valuable breaking-news tool. Most will, of course, remember that Twitpic had the first shot of the Hudson landing.
  • We’ll also discuss the Denver plane crash that Mike Wilson survived and how the media missed an opportunity by not using Twitter.
  • The next several slides will illustrate points from my February case study of how @statesman used Twitter effectively in the story of the terrorist plane crash into the IRS building in Austin.
  • Social Media Strategy

    1. 1. Social Media Strategy Steve ButtryUniversity of Texas-Arlington Shorthorn August 14, 2012 #utashorthorn
    2. 2. Read more about it••• @stevebuttry••
    3. 3. • Do agencies, people on beat use?• Watch for public videos getting attention (will often see links, mentions on Twitter)• Embed in stories, blogs
    4. 4. • Interview by video Hangouts• Find sources on breaking news stories• Follow sources in Circles• Follow beat topics in Sparks• Boosts search results
    5. 5. Photo sharing
    6. 6. • Do agencies, people on beat post photos?• Search for keywords, photos• Invite people to contribute photos on news stories• Connect w/ people posting photos• Seek permission (check conditions)• Give credit
    7. 7. Document sharing
    8. 8. Link-sharing
    9. 9. Location-based services
    10. 10. • “Mayor” is great source about a business or venue (employee or customer)• See who has checked in for breaking news story• Tips might provide questions for stories• Break story w/ Foursquare “shout”• Provide tips on campus-area venues
    11. 11. Social blogging
    12. 12. • Gaining popularity for Gif blogs• Great for niche, narrow-focus blogs• Strong sharing• Highly visual
    13. 13. Networking, travel
    14. 14. • Connect with sources• Find new sources through connections, groups• Discussions help find experts• Check updates, slides, travel• Search by location & keyword
    15. 15. Curation
    16. 16. Live reporting
    17. 17. Social fame is fleeting
    18. 18. Ways to use social media• Daily routine • Report news• Find sources • Distribute content• Breaking news • Personal &• Crowdsourcing newsroom accounts• Investigative • Market brand reporting • Generate revenue
    19. 19. • Many more users • Great for breaking• Much info private news• Tougher to search • Great real-time• Not as immediate search (less frequent • Engagement not as updates) intrusive• Engage, don’t • Hashtags help w/ intrude search, conversation
    20. 20. • Connect w/ sources (balance, disclosure?)• Check pages of agencies, people on beat• Crowdsourcing (ask on their pages as well as yours)• Look for people in the news• Ask for permission to use photos
    21. 21. • Follow officials & agencies on beat• Twitter Search (advanced)• Hashtags (regular & spontaneous)• Breaking news• Crowdsourcing
    22. 22. Why use ?• It can save you time• It extends your reach• It’s an engaging, conversational tool• It’s great for connecting with eyewitnesses• Powerful real-time search
    23. 23. Before the big story breaks• Follow lots of local people (location search, replies, retweets, check followers)• Join local conversation• Master Twitter search (advanced)• Promote local #hashtag taxonomy (#okstorm, #utanews)• Use Twitter routinely on your beat
    24. 24. Quakes, tornadoes• Indonesia• Twitter HQ
    25. 25. When the big story breaks• Twitter Search • Converse (advanced) • Answer questions• Connect w/ witnesses • Thank contributors• Crowdsource • Promote fresh content• Tweet early & often • Link to new reports• Seek verification (even competitors’)• Address rumors (say • Be human (fun where what you don’t know) appropriate)• Seek photos
    26. 26. @statesman case study
    27. 27. Crowdsource
    28. 28. Crowdsource
    29. 29. Say what you don’t know
    30. 30. Converse w/ public
    31. 31. Link to fresh content
    32. 32. Link to fresh content
    33. 33. Follow up•••• @stevebuttry•
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