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

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



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.



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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: rachael@pkids.org


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

    • How to be social[And keep your day job]
      Andrew Chavez (@adchavez)Texas Center for Community Journalism (@tccj)
    • why social media matters
    • People use them
      65%of teen Internet users
      35%of adult Internet users
      Source: Pew Internet & American Life Project
    • What’s active in your community
      Source: Survey of participants
    • Still popular in small towns
      Source: Pew Internet and American Life Project
    • They’re growing = more people
      Source: Compete
    • They’re growing = more people
      Source: Compete
    • More people spending more time
      Source: Nielsen
    • More people spending more time
      Source: Nielsen
    • More people spending more time and more money
      $209 million
      Source: Borrell Associates
    • 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
    • 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
    • Promoting your content
    • Levels of engagement
    • 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
    • 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.)
    • How-to
      HootSuite – free at Hootsuite.com – handles URL shortening, image sharing, RSS feeding, multiple accounts, keyword monitoring, etc.
    • Easy automation
      In Hootsuite, go to “Launch” > “Settings” > “RSS/Atom” > “Add New Feed”
      TwitterFeed.com provides similar functionality, but is more difficult to configure
    • 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? http://link.link.link
      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)
    • Widgetize / button-up
      For Facebook:facebook.com/facebook-widgets/ & developers.facebook.com/plugins
      For Twitter:twitter.com/goodies/widgets
      For buttons:socialfollow.com &addthis.com
    • 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
    • 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
    • Invite them in
      Also: http://www.redesigntcuskiff.blogspot.com/
    • Curating the social space: comments
    • 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
    • implementations
      Using your CMS
      With an outside system
    • 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
    • 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.
    • Commenting policy: statesman.com
    • Commenting policy: statesman.com
    • tools
      Monitor keywords and phrases
      Search at Twitter.com or Facebook.com
      Use an app such as Hootsuite
    • Social media analytics
    • 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
    • clickthroughs
      Available from your link shortener
      Hootsuite (Ow.ly) provides them inside the app
      Bit.ly provides them with the API
    • Site analytics
      Look at referrals
      Not always completely accurate
    • Don’t be discouraged
      ROI is more than clickthroughs; don’t forget:
      Story tips
      User content
      No analytics solution shows the complete picture
    • Advantages of a page
      • Preserves user’s privacy
      • Allows you to publish into their stream
      • Gives you analytics data
    • What you’re doing
    • Your newspapers
      100%have websites
      Average circulation of 4,803
      Source: Survey of participants
    • You
      90%are on Facebook
      45%have a Twitter account
      Source: Survey of participants
    • Your newspapers
      Source: Survey of participants
    • How often you post
      Source: Survey of participants
    • what you post
      Source: Survey of participants
    • examples
      @tccj lists
    • Social networks as reporting tools
    • tools
      Use a people finder
      Searches the “deep Web”
    • 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)
    • tools
      Track the conversation over time by searching Tweets
      Enter your search at Google.com, then click “Updates”
    • 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.”
    • 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.”
    • Background sources
      LinkedIn and Facebook often contain employment histories
      Look for common connections to facilitate difficult conversations
      Have accounts before you need them
    • 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
    • Monitor trends
      Stay updated on developing trends
      Let others do your research for you
      Find experts before you need them
    • Final thoughts
    • 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
    • Resources
      Blog: explorations.community-journalism.net
      Texas Center for Community Journalism
      Website: digital.community-journalism.net