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Improving Online Readership (By Adam Gostomelsky)

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Adam Gostomelsky is a senior at Carmel High School. His AP Research project has been to investigate the analytics of Carmel High School's HiLite website and social media. These are his findings and recommendations.

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Improving Online Readership (By Adam Gostomelsky)

  1. 1. IMPROVEMENTS FOR ONLINE COVERAGE IN HILITE ADAM GOSTOMELSKY CARMEL HS, CARMEL, IND.
  2. 2. KEY POINTS • This is to make all of us better • Readers online leave a footprint – we no longer have to guesstimate on what they saw, read, or heard
  3. 3. SOCIAL MEDIA •  81% of Americans get at least some of their news through websites, apps, or social networking •  65% of US adults said they learned about the election in the past week from digital sources: 48% from news sites or apps and 44% from social networking sites (June 2016) •  However, in October 2012, only 17% of US adults said they regularly turned to any social media platforms for campaign news and just 36% said they turned to internet sources in general
  4. 4. DOES HILITE HAVE A FACEBOOK PAGE? Yes.
  5. 5. WHEN WAS THE LAST POST ON OUR FACEBOOK PAGE? March 15, 2016
  6. 6. FACEBOOK • Facebook is the biggest driver of news • 66% of Facebook users get news on site • 78% get news on Facebook because they see it when they are there for other reasons • Facebook comprises 82% and 84% of total social media traffic to long and short form news stories, respectively
  7. 7. Facebook is the biggest driver of OUR MEDIA
  8. 8. Website Referrals – like clicking on a hyperlink Accounted for 13% of all traffic to HiLite website
  9. 9. Of all social media traffic to the HiLite website, Facebook accounts for 89%
  10. 10. TWITTER • 59% of Twitter users get news on site • Twitter users spend more time engaged with news content
  11. 11. TWITTER IMPROVEMENTS • We need to tweet more of our content out • Rt’s are great, but BALANCE is key • Creative tweets – like the mannequin challenge • Be creative with headline leads
  12. 12. HEADLINE WRITING • Clickbait does NOT work • Headlines that use demonstrative adjectives like “this” “that” and “those” showed significantly higher click through rates • Longer headlines beat shorter headlines • Headlines that contain direct quotes were 14% more likely to win a headline test “GOP debate this evening”
  13. 13. ONLINE CONTENT • Online TOC • Long form vs. short form content
  14. 14. ONLINE TOC • Readers need to know that it exists • Readers need to know what kind of content they can find • Allows for cohesiveness between print and online
  15. 15. LONG FORM IS GREAT • On cell phones, long form articles get more than twice the engaged time of short form (123 vs 57 sec) • 76% of about 75,000 articles studied were short-form, but article for article, long form stories attract visitors at nearly the same rate as short-form: 1,530 vs. 1,576 • Does NOT mean readers want more long form (not many know word count before clicking on link), but rather that they still find their way to them • Stories longer than 1,200 words got 23% more engagement, 45% more social referrals and 11% percent more page views.
  16. 16. SOCIAL MEDIA EDITORS • Responsible for setting people up to cover certain events •  Great for snapchat, twitter live feed • Think about different little events – Ex. Stat Carnival: Instagram and snapchat • Tweet out old content
  17. 17. TWEETING OUT OLD CONTENT • Example: Conner Coghlan • Possible future examples: • Staff editorial on student journalism • Awards!
  18. 18. SECTION EDITORS AND MANAGEMENT • Pay attention to when your stories are promoted • People spend the greatest amount of time when introduced through an internal link • Post creative, experimental things online – like video • Enterprise stories! • Search Engine Optimization – the Conner Coghlan article was on the third page of google

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