Putting Social Media In The Newsroom

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Jason Falls's Blog World Expo presentation discussing ways traditional media can use social media to maintain relevance.

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Putting Social Media In The Newsroom

  1. 1. Building brands by creating brand enthusiasts. Putting Social Media In The Newsroom How New Media Can Help Old Media Maintain Relevance Daniel Honigman – Tribune Interactive Jeremy Pepper – Boingo Jason Falls – Doe-Anderson 11 a.m. | September 21, 2008
  2. 2. The Problem Putting Social Media In The Newsroom <ul><li>Newspapers </li></ul><ul><ul><li>Daily circulation down 8.5% from 2001 </li></ul></ul><ul><ul><li>Sunday down 11.4% from 2001. </li></ul></ul><ul><ul><li>April-Sept. 2007 daily down 2.5% from 2006. </li></ul></ul><ul><ul><li>Since 1990, over 200 daily newspapers have folded. </li></ul></ul><ul><ul><li>(Audit Bureau of Circulations) (State of The News Media 2008 – Project for Excellence in Journalism) (Editor and Publisher Yearbook) </li></ul></ul><ul><li>Magazines </li></ul><ul><ul><li>Time and Newsweek cut circulations at least 500K in 2007 </li></ul></ul><ul><ul><li>Niche magazines grew ( Jet , Economist , The Atlantic ) </li></ul></ul><ul><ul><li>(State of The News Media 2008 – Project for Excellence in Journalism) </li></ul></ul>Matt Callow on Flickr Striatic on Flickr
  3. 3. The Problem Putting Social Media In The Newsroom <ul><li>Television </li></ul><ul><ul><li>Network nightly news viewership down 5% (1.2 million viewers) from 2006 to 2007 </li></ul></ul><ul><ul><li>Dropped 1 million per year for 25 years. </li></ul></ul><ul><ul><li>Morning news was down 4 % in 2007. </li></ul></ul><ul><ul><li>Local evening/late night news down from 3-7% 2006-2007 (Nielsen Media Research) </li></ul></ul><ul><li>Radio </li></ul><ul><ul><li>Broadcast audience dropped 2% since 1998 </li></ul></ul><ul><ul><li>93% of U.S. population age 12 and up listens to broadcast radio </li></ul></ul><ul><ul><li>Audience is fragmenting with Satellite Radio, Podcasts, Web-Based Radio and MP3 player-exclusive listening. </li></ul></ul><ul><ul><li>(State of The News Media 2008 – Project for Excellence in Journalism) </li></ul></ul>Pingnewscom on Flickr Petroliumjelliffe on Flickr
  4. 4. It’s Bad, But Why? <ul><ul><li>Fracture of the media landscape into niches </li></ul></ul><ul><ul><li>5,000 marketing messages a day (Yankelovich Partners study, 2005) </li></ul></ul><ul><ul><li>Lack of trust in the media </li></ul></ul><ul><ul><li>Emergence of a better alternative </li></ul></ul>Putting Social Media In The Newsroom Cass on Flickr
  5. 5. Social Media As A Solution Embraces community and conversation Provides content Makes web property more valuable Putting Social Media In The Newsroom
  6. 6. What’s The Strategy? <ul><ul><li>LISTEN (1 st Rule of Social Media) </li></ul></ul><ul><ul><li>Determine Your Tools </li></ul></ul><ul><ul><li>Build Community Around The Tools </li></ul></ul>Putting Social Media In The Newsroom Waponigirl on Flickr
  7. 7. 5C’s of Community Development Putting Social Media In The Newsroom
  8. 8. Who Is Doing It Well? <ul><li>Magazines </li></ul>Putting Social Media In The Newsroom
  9. 9. Who Is Doing It Well? <ul><li>Radio </li></ul>Putting Social Media In The Newsroom
  10. 10. Who Is Doing It Well? Putting Social Media In The Newsroom Television
  11. 11. Who Is Doing It Well? Putting Social Media In The Newsroom Newspapers
  12. 12. What Can Media Outlets Do? <ul><ul><li>Listen and Decide Tools </li></ul></ul><ul><ul><li>Approach Community Building Strategically </li></ul></ul><ul><ul><li>Educate Your Audience </li></ul></ul><ul><ul><li>Embrace Their Intelligence </li></ul></ul>Putting Social Media In The Newsroom Alex-S on Flickr
  13. 13. Food For Thought <ul><ul><li>Embrace intelligence of audience </li></ul></ul><ul><ul><li>Protection for citizen journalists </li></ul></ul><ul><ul><li>Separate and elevate paid staff content </li></ul></ul><ul><ul><li>Prove the business model </li></ul></ul><ul><ul><li>Change the advertising model </li></ul></ul>Brian-Progressive on Flickr
  14. 14. Thank You! <ul><ul><li>Jason Falls - SocialMediaExplorer.com </li></ul></ul><ul><ul><li>jfalls@doeanderson.com | @jasonfalls </li></ul></ul><ul><ul><li>Daniel Honigman – Tribune Interactive </li></ul></ul><ul><ul><li>dhonigman@tribune.com | @dan360man </li></ul></ul><ul><ul><li>Jeremy Pepper – pop-pr.blogspot.com </li></ul></ul><ul><ul><li>jspepper@gmail.com | @jspepper </li></ul></ul>

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