Engaging The Audience


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Presented by Angela Connor to a group of journalists at the Knight Center for Specialized Journalism at the University of Maryland.

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Engaging The Audience

  1. 1. Engaging the Audience Knight Center for Specialized Journalism December 2, 2009 Angela Connor Author, “18 Rules of Community Engagement”
  2. 2. Common Buzzwords and Phrases <ul><li>Join the conversation </li></ul><ul><li>Crowdsource the news </li></ul><ul><li>Be transparent </li></ul><ul><li>Be authentic </li></ul><ul><li>Monitor the Conversation </li></ul><ul><li>Leverage social media </li></ul><ul><li>It’s About Relationships </li></ul><ul><li>Fan us on Facebook </li></ul><ul><li>You must engage the audience </li></ul>
  3. 3. What it all really means is…. <ul><li>TALK </li></ul><ul><li>to </li></ul><ul><li>People </li></ul><ul><li>Be inclusive </li></ul><ul><li>Be accessible </li></ul><ul><li>Share your knowledge </li></ul><ul><li>Provide access </li></ul><ul><li>Make people smarter </li></ul><ul><li>Make connections </li></ul>
  4. 4. And THIS is what you already DO!
  5. 5. Community, defined <ul><li>com⋅mu⋅ni⋅ty [kuh-myoo-ni-tee] </li></ul><ul><li>– noun, plural -ties. </li></ul><ul><li>1.a social group of any size whose members reside in a specific locality , share government, and often have a common cultural and historical heritage. </li></ul><ul><li>2.a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists (usually prec. by the): the business community; the community of scholars.  </li></ul>
  6. 6. Summer 1973
  7. 7. What Constitutes Community?
  8. 8. Can you build community through your beat? YES!!!
  9. 9. Broadcasting vs. Conversing <ul><li>Present the facts in your standard format </li></ul><ul><li>Provide images and video </li></ul><ul><li>Select quotes from your sources </li></ul><ul><li>Select data that fits in your format and subject </li></ul><ul><li>Pre-determined elements from editors and reporter </li></ul><ul><li>Foster discussion of the facts and allow opinion </li></ul><ul><li>Solicit images and video in addition to your own </li></ul><ul><li>Additional access to sources via live chats, podcasts, etc… </li></ul><ul><li>Access to complete databases. </li></ul><ul><li>Soliciting questions and desired content for stories. </li></ul>
  10. 10. A FEW Rules of Engagement <ul><li>Ask questions </li></ul><ul><li>Use your influence </li></ul><ul><li>Provide useful information and content </li></ul><ul><li>Support your audience </li></ul><ul><li>Stroke a few egos </li></ul><ul><li>Get to know the community </li></ul><ul><li>Pour on the compliments </li></ul><ul><li>Know the culture and respect it </li></ul>
  11. 13. A FEW Rules of Engagement <ul><li>Make it personal </li></ul><ul><li>Seek expert advice and opinions </li></ul><ul><li>Ask for help </li></ul><ul><li>Accept and respond to criticism </li></ul><ul><li>Make small talk </li></ul><ul><li>Showcase and acknowledge good work </li></ul><ul><li>Don’t try to please everyone </li></ul><ul><li>Realize your work is never done </li></ul>
  12. 14. Encourage two-way conversations
  13. 16. Show some personality
  14. 18. The Community Responds
  15. 19. Build Community Through INTERACTION <ul><li>Respond to Comments </li></ul><ul><ul><li>“ Thanks for sharing. I think you raise good points…”. </li></ul></ul><ul><li>Ask Questions </li></ul><ul><ul><li>“ Tell me more about that” </li></ul></ul><ul><li>Share a personal story </li></ul><ul><ul><li>I know what you mean, that happened to me once when…” </li></ul></ul>
  16. 20. Build Community Through ACKNOWLEDGEMENT <ul><li>Discuss with your co-workers and peers </li></ul><ul><li>Share their content </li></ul><ul><li>Connect elsewhere </li></ul><ul><li>Link to their posts </li></ul><ul><li>Use @ Mentions on FB and Twitter </li></ul><ul><li>Thank publicly for a news tip </li></ul>
  17. 21. Questions to ask yourself <ul><li>What is the value add to this story? </li></ul><ul><li>How can I get the audience involved? </li></ul><ul><li>What will they want to DO after reading/viewing this content? </li></ul><ul><li>How will I respond to criticism? </li></ul>
  18. 22. Managing the Conversation Nurturing
  19. 23. Let’s talk about Comments!
  20. 24. Common Community Killers <ul><li>Rudeness </li></ul><ul><li>Arguing with visitors </li></ul><ul><li>Stealing ideas, refusing to credit others </li></ul><ul><li>Ignoring comments </li></ul><ul><li>Being pushy and pompous </li></ul>
  21. 25. 8 Rules of Community Engagement <ul><li>Provide really useful content </li></ul><ul><li>Stroke a few egos </li></ul><ul><li>Ask Questions </li></ul><ul><li>Ask for help </li></ul><ul><li>Seek expert advice and opinions </li></ul><ul><li>Accept & respond to criticism </li></ul><ul><li>Make Small Talk </li></ul><ul><li>Realize your work is never done </li></ul>
  22. 26. Takeaways <ul><li>Give people what they want </li></ul><ul><ul><ul><li>More information </li></ul></ul></ul><ul><ul><ul><li>Exclusive details </li></ul></ul></ul><ul><ul><ul><li>Interactive content </li></ul></ul></ul><ul><ul><ul><li>A chance to communicate with you </li></ul></ul></ul><ul><ul><ul><li>More time with your sources </li></ul></ul></ul><ul><li>Be present </li></ul><ul><li>Talk to people WHERE they are </li></ul><ul><li>Become a user advocate </li></ul>
  23. 27. Angela Connor Stay in touch with me: E - [email_address] T - @communitygirl C – 919.607.0435