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Social Media on a (Time) Budget from 2010 WTPA Convention
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Social Media on a (Time) Budget from 2010 WTPA Convention


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This is the presentation associate director Andrew Chavez gave at the 2010 West Texas Press Association convention in Odessa.

This is the presentation associate director Andrew Chavez gave at the 2010 West Texas Press Association convention in Odessa.

Published in: Education

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  • Hi Mr. Chavez,

    My name is Rachael Brownell, and I’m the Director of Outreach for PKIDs (Parents of Kids with Infectious Diseases). PKIDs is a national nonprofit serving families of children affected by infectious diseases and promoting disease prevention methods across the lifespan through various educational channels.

    I've been trying to find an email address for you, but cannot find one... so I'm leaving this comment here. This is a fantastic presentation and we were wondering if you'd consider leading a webinar for us (on this topic).

    If you are interested, please contact me:


    Are you sure you want to  Yes  No
    Your message goes here
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  • 1. How to be social[And keep your day job]
    Andrew Chavez (@adchavez)Texas Center for Community Journalism (@tccj)
  • 2. why social media matters
  • 3. People use them
    65%of teen Internet users
    35%of adult Internet users
    Source: Pew Internet & American Life Project
  • 4. What’s active in your community
    Source: Survey of participants
  • 5. Still popular in small towns
    Source: Pew Internet and American Life Project
  • 6. They’re growing = more people
    Source: Compete
  • 7. They’re growing = more people
    Source: Compete
  • 8. More people spending more time
    Source: Nielsen
  • 9. More people spending more time
    Source: Nielsen
  • 10. More people spending more time and more money
    $209 million
    Source: Borrell Associates
  • 11. Facebook
    400 million active users
    Each with about 130 friends
    50% login every day
    Used by 56% of Internet users
    Is the No. 3 site for Web users 65+
    Growing fastest among 35+
    Very personal, lots of info
    Source: Facebook, Nielsen, Inside Facebook
  • 12. twitter
    15 million active users, 75 million total
    Average users has 27 followers
    Active users account for most of Twitter’s activity
    Growing among young people
    Growing among 24<
    Short information bursts, very adaptable
    Source: RJMetrics, Business Insider
  • 13. Promoting your content
  • 14. Levels of engagement
  • 15. Assess the need
    Sign up, find a few people in your community and look at their connections
    Search posts on the site for your town’s name
    Try a “geo-search” on Twitter using your zip code
  • 16. Your promotion options
    Automate your updates
    Update manually
    Requires an RSS feed
    Suitable for getting started
    OK if a network has no users but you want presence
    Not as personal
    Doesn’t conform to conventions
    All content promoted
    Links show up in bursts
    Highly personal (and users know it)
    Promote select content
    Have full control over timing
    Use language, voice not suitable for your newspaper’s site
    Re-post, repurpose content (archives, slideshows, etc.)
  • 17. How-to
    HootSuite – free at – handles URL shortening, image sharing, RSS feeding, multiple accounts, keyword monitoring, etc.
  • 18. Easy automation
    In Hootsuite, go to “Launch” > “Settings” > “RSS/Atom” > “Add New Feed” provides similar functionality, but is more difficult to configure
  • 19. Effective manual updating
    You don’t have to post every story
    Reporters can promote their content, too
    Archived stories have value
    “Police Chief Jones stepped down today. Remember this profile we published on him when he came to Texas?
    If the story’s big, rephrase and repost
    Update multiple networks at once (again … Hootsuite)
    Plain, to-the-point language works best
    Use a link shortener (more on this later)
  • 20. Widgetize / button-up
    For &
    For &
  • 21. suggest your facebook page
    On your page, click “Suggest to Friends” under your picture
    Begin with your staff
    Ask your fans to do the same
  • 22. Twitter: follow other users
    Find people to Follow
    Get staffers on individually
    Make sure you have a Bio, Photo and Web link
    Respond, reach out to other users
  • 23. Invite them in
  • 24. Curating the social space: comments
  • 25. comments > forums
    In forums, users set the topic
    You may have to censor entire subjects
    With comments, you focus it
    Lets you delete off-topic posts
  • 26. implementations
    Using your CMS
    With an outside system
  • 27. Using an outside system
    Integration with other social networks
    Avoid anonymous commenters without requiring registration
    Tie trolls directly to their public online personas
    Easily ban repeat offenders
    Feed integration
    E-mail notifications (not available with many self-run systems)
    Block specific terms
    Reduce spam
  • 28. More thoughts
    They don’t have to be available on every story
    An e-mail us link can substitute for some uses
    Commenters don’t always have something to add.
    Respond to users. Let them know you’re listening.
    Don’t talk down to people.
    Develop a written policy and enforce it. Encourage users to as well.
  • 29. Commenting policy:
  • 30. Commenting policy:
  • 31. tools
    Monitor keywords and phrases
    Search at or
    Use an app such as Hootsuite
  • 32. Social media analytics
  • 33. Helpful tools: Facebook insights
    On your page, click “Edit page” under your picture
    Under “Insights” on the right side of the page, click “All Page Insights”
    There’s no equivalent for Twitter
  • 34. clickthroughs
    Available from your link shortener
    Hootsuite ( provides them inside the app provides them with the API
  • 35. Site analytics
    Look at referrals
    Not always completely accurate
  • 36. Don’t be discouraged
    ROI is more than clickthroughs; don’t forget:
    Story tips
    User content
    No analytics solution shows the complete picture
  • 37. Advantages of a page
    • Preserves user’s privacy
    • 38. Allows you to publish into their stream
    • 39. Gives you analytics data
  • What you’re doing
  • 40. Your newspapers
    100%have websites
    Average circulation of 4,803
    Source: Survey of participants
  • 41. You
    90%are on Facebook
    45%have a Twitter account
    Source: Survey of participants
  • 42. Your newspapers
    Source: Survey of participants
  • 43. How often you post
    Source: Survey of participants
  • 44. what you post
    Source: Survey of participants
  • 45. examples
    @tccj lists
  • 46. Social networks as reporting tools
  • 47. tools
    Use a people finder
    Searches the “deep Web”
  • 48. Finding sources
    Search for key terms on Facebook and Twitter within content of posts
    Find user profiles and reach out directly
    Seek out user groups
    Contact members
    Post open messages
    Just ask for insight (think Kevin Bacon)
  • 49. tools
    Track the conversation over time by searching Tweets
    Enter your search at, then click “Updates”
  • 50. Finding stories
    Follow your users
    Encourage users to reach out
    Ask questions (they don’t have to be open-ended)
    “What issues do you think are important during the next election?”
    “Did the Council make the right decision with the smoking ordinance.”
    Seek out expertise
    “Are there any experts out there who understand how road construction works. Call us: 555-5555.”
    Grab person-on-the-street quotes
    “Tell us what you have to say about the Lions’ win. We’ll print a few responses in next week’s story.”
  • 51. Give credit
    Reward your tipsters
    “Twitter user Jake White informed the Times of the issue on Facebook last week.”
    “News reader Jack Johnson submitted this photo via Facebook.”
    Attribute responses from social media
    “Smith said in a post on his personal Twitter account.”
    “Doe wrote in a comment on the Tribune’s Facebook page.”
  • 52. Background sources
    LinkedIn and Facebook often contain employment histories
    Look for common connections to facilitate difficult conversations
    Have accounts before you need them
  • 53. Crowdsource content
    Ask for pictures and video
    Users can upload content to YouTube and send you links
    Pictures can be emailed
    Items can be posted as “fan content” on your Facebook page
  • 54. Monitor trends
    Stay updated on developing trends
    Let others do your research for you
    Find experts before you need them
  • 55. Final thoughts
  • 56. Game Plan
    Make a minimum six-month commitment
    Look beyond ROI
    Be prepared to give up control
    Setbacks are inevitable
    Connect with the Center
    Connect with each other
  • 57. Resources
    Texas Center for Community Journalism