Sherbeam Wright Journalism in the world of Social Networks A nda C ommunications
Journalism yesterday <ul><li>The old journalism </li></ul><ul><ul><li>Byline </li></ul></ul><ul><ul><li>Column </li></ul><...
The Game Changers
Journalism in Context of Social Media <ul><li>The new journalism  </li></ul><ul><ul><li>News via social media </li></ul></...
Convergence <ul><li>Journalists have to think like PR people </li></ul><ul><li>AND </li></ul><ul><li>PR people have to dem...
5  Key Actions <ul><li>  Develop Your Brand </li></ul><ul><li>  Identify Your Audience  </li></ul><ul><li>  Follow the ...
1.  Develop Your Brand <ul><li>Q : How do you as a journalist,  </li></ul><ul><li>photographer, broadcaster or editor  </l...
 
<ul><li>A  personal identity  that stimulates  </li></ul><ul><li>precise, meaningful  perceptions  </li></ul><ul><li>in it...
Journalists  <ul><li>Rachel Maddow </li></ul><ul><ul><ul><li>When watching Rachel, you know what you can expect. </li></ul...
2.  Identify Your Audience <ul><ul><li>Particular ethnic group  </li></ul></ul><ul><ul><li>Specific age range </li></ul></...
Audiences <ul><li>Readers / viewers / users  ≠   homogeneous </li></ul>Internet  =  conglomeration of niches
3.  Follow the Leader <ul><li>Identify and reach out to prominent online personalities / influencers </li></ul><ul><li>Pos...
Influencers <ul><li>Derrick Ashong </li></ul><ul><li>The Derrick Ashong Experience,  </li></ul><ul><li>Oprah Radio </li></...
<ul><li>“ Social media” channels are important  tools   </li></ul><ul><li>for building your online presence and  </li></ul...
Tools for Extending Your Reach <ul><li>LinkedIn  </li></ul><ul><li>(Networker) </li></ul><ul><ul><li>Blog  </li></ul></ul>...
5.  …It’s About Connecting   <ul><li>Most importantly,  remember that social media is about connecting  – with family, fri...
For more information or to consult with AndaCommunications contact Sherbeam@AndaCommunications.com A nda C ommunications C...
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Journalism in the world of social networks

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  • Resources mindmap http://smo.infinigraph.com/view?title=Build+Product+Ecosystems&amp;iframe=http://feedproxy.google.com/~r/chrisbrogandotcom/~3/l0ya4yYot3k/
  • New Hyper-Social
  • Time suck Successfully tapping into social media to reach diverse audiences and increase diversity in the reporting process requires a multi-faceted, targeted approach. It begins with defining your objectives, determining your audience and thinking differently. Find diverse story ideas and sources Engaging diverse audiences
  • even more so when trying to connect and build an audience among members of diverse communities.
  • Journalism in the world of social networks

    1. 1. Sherbeam Wright Journalism in the world of Social Networks A nda C ommunications
    2. 2. Journalism yesterday <ul><li>The old journalism </li></ul><ul><ul><li>Byline </li></ul></ul><ul><ul><li>Column </li></ul></ul><ul><ul><li>Exclusive </li></ul></ul><ul><ul><li>Pushing the envelope </li></ul></ul><ul><ul><li>Top down </li></ul></ul><ul><ul><li>Publication brand </li></ul></ul><ul><li>Other journalists </li></ul><ul><li>Other news sources </li></ul><ul><li>Circumstances </li></ul>
    3. 3. The Game Changers
    4. 4. Journalism in Context of Social Media <ul><li>The new journalism </li></ul><ul><ul><li>News via social media </li></ul></ul><ul><ul><li>Online personalities </li></ul></ul><ul><ul><li>Thought leaders / SMEs </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>24/7 </li></ul></ul><ul><li>Other journalists AND bloggers </li></ul><ul><li>Short attention spans </li></ul><ul><li>Time </li></ul>
    5. 5. Convergence <ul><li>Journalists have to think like PR people </li></ul><ul><li>AND </li></ul><ul><li>PR people have to demonstrate SME value </li></ul>
    6. 6. 5 Key Actions <ul><li> Develop Your Brand </li></ul><ul><li> Identify Your Audience </li></ul><ul><li> Follow the Leader </li></ul><ul><li> Think Beyond the Byline </li></ul><ul><li>… </li></ul>
    7. 7. 1. Develop Your Brand <ul><li>Q : How do you as a journalist, </li></ul><ul><li>photographer, broadcaster or editor </li></ul><ul><li>want to be seen? </li></ul>
    8. 9. <ul><li>A personal identity that stimulates </li></ul><ul><li>precise, meaningful perceptions </li></ul><ul><li>in its audience about the </li></ul><ul><li>values and qualities </li></ul><ul><li>of a person. </li></ul>Personal Brand
    9. 10. Journalists <ul><li>Rachel Maddow </li></ul><ul><ul><ul><li>When watching Rachel, you know what you can expect. </li></ul></ul></ul>Rachel Maddow Show, MSNBC
    10. 11. 2. Identify Your Audience <ul><ul><li>Particular ethnic group </li></ul></ul><ul><ul><li>Specific age range </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>LGBT </li></ul></ul><ul><ul><li>Socially conscious / progressive </li></ul></ul><ul><ul><li>Opinion leaders </li></ul></ul><ul><ul><li>Technologically astute </li></ul></ul>Q: Who do you want to reach? By targeting the ‘general population’ you may miss a sizable audience.
    11. 12. Audiences <ul><li>Readers / viewers / users ≠ homogeneous </li></ul>Internet = conglomeration of niches
    12. 13. 3. Follow the Leader <ul><li>Identify and reach out to prominent online personalities / influencers </li></ul><ul><li>Position Yourself </li></ul><ul><ul><li>Build credibility </li></ul></ul><ul><ul><li>Speed adoption </li></ul></ul><ul><ul><li>Increase readership, viewership and visibility </li></ul></ul>
    13. 14. Influencers <ul><li>Derrick Ashong </li></ul><ul><li>The Derrick Ashong Experience, </li></ul><ul><li>Oprah Radio </li></ul><ul><li>Ordained by Oprah </li></ul><ul><li>Facebook page: 3,385 </li></ul><ul><li>Twitter followers: 5,196 </li></ul><ul><li>Moving from social media to socially meaningful media. </li></ul>“… a mash-up of politics, pop-culture, social media, music and the arts, informed by Derrick’s experiences and travels across the globe.”
    14. 15. <ul><li>“ Social media” channels are important tools </li></ul><ul><li>for building your online presence and </li></ul><ul><li>supporting your brand. </li></ul>4. Think Beyond the Byline Remember - Social media tools are a means to an end!
    15. 16. Tools for Extending Your Reach <ul><li>LinkedIn </li></ul><ul><li>(Networker) </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>(Illustrator) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>(Connector) </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>(Fan Aggregator) </li></ul></ul>
    16. 17. 5. …It’s About Connecting <ul><li>Most importantly, remember that social media is about connecting – with family, friends, colleagues and complete strangers. </li></ul><ul><li>Connecting successfully requires: </li></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>Interactive / two-way dialogue </li></ul></ul><ul><ul><li>Common interests </li></ul></ul>You’ll find more interesting story ideas, increase your ability to reach out and build an audience when you share great content and provide room to connect.
    17. 18. For more information or to consult with AndaCommunications contact Sherbeam@AndaCommunications.com A nda C ommunications Contact Us!

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