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How news organisations can use social media to collaborate with the audience

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Claire Wardle's presentation at the International Journalism Festival in Perugia (April 2012). The slides demonstrate some best practice in terms of collaborative journalism, and how news ...

Claire Wardle's presentation at the International Journalism Festival in Perugia (April 2012). The slides demonstrate some best practice in terms of collaborative journalism, and how news organisations can use social media to build community and reach new audiences.

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  • Unfortunately BBC London doesn’t do this as much anymore but the strategy of using your overall account to retweet staff can work really well. Breaths life into a branded account and makes it sound more authentic.

How news organisations can use social media to collaborate with the audience How news organisations can use social media to collaborate with the audience Presentation Transcript

  • Using social media to buildcommunity & reach new audiences International Journalism Festival Perugia 27 April 2012 Claire Wardle
  • If you had to give yourself a mark out of 10 for your level ofcomfort/confidence with social media PERSONALLY, what would it be?
  • If you had to give yourself a mark out of 10 for your level ofcomfort/confidence with social media PROFESSIONALLY, what would it be?
  • Why news organisations think they should be usingsocial media (hint: not enough collaboration!) 1. Newsgathering and research ✔ 2. To share your content ✔3. To collaborate with the audience ✔
  • Too many news organisations see social media as a resource they can simply suck content from…
  • Even more see social media as just another distribution platform
  • Instead it needs to be about information flowing in and out as a proper dialogue between the newsroom and the ‘audience’
  • Collaborative content – e.g. community reporting network The arrow shows how some types of collaboration require more time and resourcing – but this can provide the most powerful contentstoryful.
  • Collaborative content – e.g. community reporting network But also worth remembering, that when the audience starts discussing your content without prompting, you know what you’re doing is workingstoryful.
  • Which of the following do you trust to provide the most accurate opinion? A family member A close friend A good contact on a social network A neighbour A store assistant The author of a blog you read regularlyournalist for a national newspaper A television news reader The main contacts on your microblog e.g. twitter A well known celebrity Your country’s leader/politicians 1.5 2.0 2.5 3.0 3.5 4.0 storyful.
  • Why do people share? To bring valuable and entertaining content to Altruism others. We think about what our friends want to know, and try to help them out. To define ourselves to others…“you are what you share.” People consciously shape their online Self-definition persona by the types of things they share To strengthen and nourish our relationships. Empathy Sharing shows someone else we’re thinking about them and we care. To get credit and feedback for being a good Connectedness sharer, to feel valuable in the eyes of others To spread the word about a cause or brand we Evangelism we believe in. http://nytmarketing.whsites.net/mediakit/pos/storyful.
  • Pre-transmission Post-transmissionCONTENTPRODUCERUSER Traditional sense of how news workstoryful. Original - Meg Pickard (megpickard.com)
  • Pre-transmission Post-transmissionCONTENTPRODUCERUSER Current audience expectationsstoryful. Original - Meg Pickard (megpickard.com)
  • “You can email us, text us, phone us or you can find us on our official website, or ‘like us’ on our facebook website, or tweet us at our twitter address. There are many ways to get in touch....storyful.
  • Very funny clip about how desperate news organisations can sound when asking for UGCstoryful.
  • ? Could you list every social media account linked with your newsroomstoryful.
  • Look at your output. Does it work strategically for the audience?NPR understands different roles of Facebook and Twitter very nicely. storyful.
  • Structuring your accounts core services Programmes/sections: if big or niche ‘talent’ accounts personal individual accounts storyful.
  • trailing ahead finding experts broadcast/pub lication Makingfinding case studies Content out of Process feedback about the piece gathering ideas for new ideas for angles storiesstoryful.
  • storyful.
  • storyful.
  • storyful.
  • storyful. http://www.bbc.co.uk/news/uk-11628252
  • http://www.flickr.com/groups/613122@N25/storyful.
  • storyful. http://tubestrike.crowdmap.com/
  • http://www.bbc.co.uk/worldservice/specialreports/saveoursounds.shtmlstoryful.
  • http://blogg.svt.se/svtpejl/pejl/nu-har-vi-kartlagt-polisen-och-miljonbrotten-har-ar-storyful.
  • abc.open.net.austoryful.
  • What makes people contribute? 1. When calls to action are simple 2. When the instructions are clear and detailed 3. If they believe their contributions are being read/listened to by journalists 4. If they believe their contributions are having a wider impact 5. If the subject matter has a low barrier to entry – personal experience vs opinion storyful.
  • Fish where the fish arestoryful.
  • storyful.
  • Someone out there knows more than you do about the topics you’re working on. Find them and work with them to make more compelling content. Ask people what they KNOW not what they think.....
  • Thank You claire.wardle@storyful.com @cward1estoryful.