The document provides tips for growing an audience and website engagement. It emphasizes observing audience needs, determining how to meet those needs, and measuring success by whether needs are met. Other tips include being available when the audience needs help, providing engaging content, listening to the audience, helping the audience accomplish tasks, delighting the audience, and doing things that would make people miss the website if it disappeared. The overall message is to focus on serving the audience rather than metrics.

1. @jasoncollington

4. Stuff people talk about
•Page views
•Visits
•Bounce rate
•Referrals

5. What you should be talking about
• Observe and listen to what the
public needs/wants.
• Determine what will answer
those needs/wants.
• Measure success by whether
those needs/wants are met.
-- MT @jeffjarvis

6. One number counts
The number
of people who
would miss you if
you were gone.

8. Your audience
wants what your
girlfriend/boyfriend
wants.

9. How to grow
• Be there when they need you the most.
• Give them something to look at.
• Listen first and then offer analysis and
perspective.
• Help them do things so they don’t have
to do it.
• Delight them just because.
• Always answer the question: “What
would they like (to get, to know, to do)?”

13. When something gets popular …
• Can we add a video?
• Can we link to related photo galleries,
databases, documents, audio, stories from the
archive?
• Who is linking to us and how can we best help
them send us more traffic?
• Who should know about this?
• What does my girlfriend want next?

18. Write stories like this …
• Tips for getting tickets Friday to see Garth
Brooks' Tulsa show
• Find the 20 best restaurant, bar patios in the
Tulsa area
• Death row inmate killed teen because she
wouldn't back down
• Admiral Twin Drive-in reopens next Friday:
Here's what you can see on spring break

21. To do list to grow
• Keep your analytics on a screen everyone can
see.
• Have someone air traffic control the web.
• Find the people who send you traffic and
thank them and follow them.
• Serve the wants of the audience you don’t
have.
• And most importantly …

22. Do things that
will make people
miss you if you
were gone.

24. If you want more help …
Email:
jason.collington@tulsaworld.com
Website:
jasoncollington.com