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Social Media 202 by Robin J Phillips

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Social Media can be a powerful tool for reporters. In Social Media 202, Robin J. Phillips introduces ways business reporters have successfully used Social Media tools as an extension of their beats. She discusses how Social Media has become a rule-changer in some news rooms.

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Social Media 202 by Robin J Phillips

  1. 1. Social Media 202 Robin J. Phillips Reynolds Center for Business Journalism Twitter: @BizJournalism facebook.com/BizJournalism
  2. 2. Know what this is? You’re in the right place.
  3. 4. Photo from a rescue ferry Obama campaign big on Social Media
  4. 5. Celebs drive up the numbers
  5. 8. Rules change
  6. 9. Just because we can…
  7. 10. New, huge and often changing <ul><li>Facebook: </li></ul><ul><li>More than 400M active users </li></ul><ul><li>½ of Facebook users login daily </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>5 billion pieces of content/weekly </li></ul><ul><li>100 million access FB via phone </li></ul>
  8. 11. New, huge and often changing <ul><li>Facebook: </li></ul><ul><li>More than 400M active users </li></ul><ul><li>½ of Facebook users login daily </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>5 billion pieces of content/weekly </li></ul><ul><li>100 million access FB via phone </li></ul><ul><li>Twitter: </li></ul><ul><li>105 million registered users </li></ul><ul><li>300,000 new accounts/day </li></ul><ul><li>Google, Bing, Yahoo: search Twitter </li></ul>
  9. 13. Evolution of every medium <ul><li>Technicians who invented it, run it </li></ul><ul><li>Technicians with taste, leverage it </li></ul><ul><li>Artists take over from the techies </li></ul><ul><li>MBAs take over from the artists </li></ul><ul><li>Bureaucrats drive the medium to banality </li></ul>
  10. 14. Evolution of every medium <ul><li>Technicians who invented it, run it </li></ul><ul><li>Technicians with taste, leverage it </li></ul><ul><li>Artists take over from the techies </li></ul><ul><li>MBAs take over from the artists </li></ul><ul><li>Bureaucrats drive the medium to banality </li></ul>
  11. 15. <ul><li>WHY use it? </li></ul><ul><li>Find leads </li></ul><ul><li>Find new sources </li></ul><ul><li>Crowdsource </li></ul><ul><li>Notice trends </li></ul><ul><li>Broadcast breaking news </li></ul><ul><li>Promote your stories </li></ul><ul><li>Grow audience for a blog </li></ul><ul><li>Share drafts (really) </li></ul>Journalists = artists
  12. 16. <ul><li>WHY use it? </li></ul><ul><li>Find leads </li></ul><ul><li>Find new sources </li></ul><ul><li>Crowdsource </li></ul><ul><li>Notice trends </li></ul><ul><li>Broadcast breaking news </li></ul><ul><li>Promote your stories </li></ul><ul><li>Grow audience for a blog </li></ul><ul><li>Share drafts (really) </li></ul><ul><li>HOW? </li></ul><ul><li>Be as human as possible </li></ul><ul><li>Establish relationships before you ‘need’ them </li></ul><ul><li>Use different tools for different audiences </li></ul><ul><li>Engage, promote others </li></ul><ul><li>Integrate blog, social media, Web site </li></ul><ul><li>Experiment, experiment, experiment </li></ul>Journalists = artists
  13. 17. What do users want? <ul><li>News </li></ul><ul><li>Loyalty </li></ul><ul><li>Immediacy </li></ul><ul><li>Real people </li></ul><ul><li>Lack of clutter </li></ul><ul><li>Killer headlines </li></ul><ul><li>Nut graphs </li></ul>
  14. 20. Snowball fight photo spread ‘round the world
  15. 22. Snowball fight Facebook page
  16. 24. lists
  17. 25. lists for beats
  18. 26. Customer service
  19. 28. Employees empowered
  20. 29. Listening campaigns
  21. 30. Tool for reporters
  22. 31. Obama’s visit
  23. 33. Potential source
  24. 34. Economy: Class of ’82 vs. class of ‘09
  25. 35. Reporter searched Facebook
  26. 36. Subjects for story
  27. 37. Search and #hashtags
  28. 38. www.search.twitter.com
  29. 39. Advanced Twitter search
  30. 40. Possible folks for quotes
  31. 41. “ Instead of meeting for a cup of coffee, I shoot the breeze with some PR folks/sources on Twitter.” Story ideas | breaking news | beat checks | brand development
  32. 42. “ Twitter is only as good as the people who are on it.” Immediate | concise | different form of writing | good multimedia tool
  33. 43. “ I tweet and retweet high-value news and analysis on the economy, sustainability and urban issues.” Promote blogs, columns | new trip wire | appreciate the speed
  34. 44. Example of using her followers
  35. 46. Issues to ponder… Ethics quoting from social media fairness = do you fan, friend everyone? Need for speed does urgency help create errors? how to deal with corrections on social media When do you take the conversation off-line friends, sources I n R eal L ife confirming the identity of SM contacts Skills Does speed, brevity of SM make you a better or worse writer? … better or worse researcher?
  36. 47. Brief based on Twitter chatter
  37. 48. All about the contacts Want more? Let me know. Robin J. Phillips , Web managing editor Reynolds Center for Business Journalism Twitter: @BizJournalism

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