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Apse Social Media


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Presentation on use of social media that I gave at 2010 APSE Convention

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Apse Social Media

  1. 1. Using Social Media<br />Presentation by<br />Tim Stephens, Sports Topics Manager<br />Orlando Sentinel<br />APSE Convention<br />June 2010<br />Salt Lake City<br />
  2. 2. What is social media?<br />
  3. 3. Why social media?<br />Effective use of social media helps journalists:<br />Connect with their community.<br />Connect with sources, other journalists.<br />Change the newsroom culture.<br />Because the tools are quick and easy to use.<br />Build themselves and their media outlet as a brand of specific information.<br />Promote content and themselves.<br />Write better. THINK TWITTER, NOT TWAIN!<br />
  4. 4. Social media is NOT…<br />An RSS feed: Readers distinguish between spammers and information-sharers.<br />A one-way conversation: Readers expect information exchange to be an interactive transaction.<br />A free-for-all: Company guidelines on its use are a good idea. My general rule: If I wouldn’t say it in a press box or in print, I probably shouldn’t say it on Twitter or Facebook.<br />
  5. 5. Social media’s impact<br />Ways we’ve found social media works for us:<br />Increase in online traffic.<br />Reader interaction with reporters and editors: including in-game commentary, feedback on stories and other suggestions.<br />User-generated content.<br />Story ideas and links.<br />Identifying hot topics and breaking news.<br />
  6. 6. 10 ways we’ve used social media<br />1. We discovered story ideas – including the most viewed blog post on our Website in 2009.<br />2. We took reader suggestions for headlines during the NBA Finals – and even used some of them.<br />3. We live-blogged important games via Twitter, then directed conversation to our site.<br />4. We sold advertising to sponsors for an NBA Finals “tweet up” watch party.<br />5. We recruited fan bloggers.<br />6. We gathered news, developed sources through contacts found via social media.<br />7. We identify topics people are discussing RIGHT NOW and target content to the conversation.<br />8. We get instant feedback from readers.<br />9. We promote content and build our brand as a source of specific kinds of content.<br />10. We have fun.<br />
  7. 7. Is Twitter really social media?<br />A study by Korean students presented at the 2010 World Wide Web Conference found that Twitter actually is used primarily as a traditional news medium. Their analysis of more than 41 million user profiles and more than 106 million tweets found:<br />Only 22 percent of following on Twitter is reciprocal.<br />The vast majority of updates are filed by an extremely small minority of users.<br />About 35 percent of “retweets” occur within 10 minutes of the original update.<br />They surmised that the majority of Twitter participants are using it as a “live” news service.<br />The headline here is:<br />Your followers are subscribing to YOU.<br />
  8. 8. Devising a strategy<br />We made participation mandatory.<br />We made it competitive.<br />We tracked results.<br />We gave prizes.<br />We experimented around big events.<br />We promoted our social media efforts in print, such as at right on our College Gridiron 365 page.<br />But we still weren’t quite sold until …<br />
  9. 9. Big Baby = BIG BANG<br />The No. 1 blog post on in 2009 originated, was reported and went viral through social media. It:<br />Probably wouldn’t have been a story at all if we’d been thinking like a traditional newspaper.<br />Probably would’ve been overlooked entirely if not for Twitter.<br />Never would have become a continuing storyline without the Web.<br />Was best told in a digital form.<br />Generated residual traffic for months.<br />
  10. 10. Getting started<br />Know your audience.<br />Be very specific in your profile. What will you tweet? What information can people expect from you?<br />Know the platform protocols and how to use them.<br />Learn whom you should follow and how you find them.<br />Know the things that will get you unfollowed.<br />Know the dangers of mixing business and personal life.<br />
  11. 11. Setting up shop<br />Do …<br />Be precise in the bio and contact information.<br />Describe what you’ll be tweeting.<br />Personalize the page look.<br />Include a photograph.<br />Interact.<br />Manage followers.<br />Create lists.<br />
  12. 12. Personalized subject pages<br />Strong points<br />Direct connection to target audiences.<br />Headline feeds easily shared.<br />Strong use for developing sources.<br />Good networking opportunities with other journalists.<br />
  13. 13. Tricks of the Twitter trade<br />Hootsuite<br />URL shorteners<br /> and<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  14. 14.<br />Strong points<br />Web based – not a memory hog.<br />Allows user to track click-throughs.<br />Easy to manage multiple accounts.<br />Easy to publish to other social mediums such as Facebook and LinkedIn.<br />Can pre-set up to 10 RSS feeds.<br />Can pre-schedule tweets.<br />
  15. 15.<br />Strong points<br />Useful tool for live Web broadcasts, including chats, press conferences, interviews and more.<br />Can be personalized to specific content themes and imbedded into blogs or .html files.<br />Headline tickers and hyperlinks.<br />Can be synchronized with Twitter, Facebook and other social media.<br />
  16. 16.<br />Strong points<br />1. Reciprocal following important to you? Learn who follows whom here.<br />
  17. 17.<br />Strong points<br />Grades Twitter users using a formula that calculates number of followers, power of followers, update frequency and recency, ratio of followers to following and engagement.<br />
  18. 18.<br />Strong points<br />Allows users to learn why topics are trending on Twitter. Good tool for identifying and capitalizing on hot topics for content and SEO purposes.<br />
  19. 19.<br />Strong points<br />Analyzes Twitter stream of your follower’s list.<br />Notes key words and topics your followers are discussing.<br />Cloud is updated in real time.<br />Can use findings to target content and followers.<br />
  20. 20.<br />Strong points<br />Organizes headlines generated from links or shortened links within your Twitter feed in a reader-friendly, newspaper-style format.<br />
  21. 21. Sports journalists on Twitter<br />Good list of sports personalities and journalists to follow:<br />Some active Orlando Sentinel staffers: @osaadelson @osgators @osseminoles @osknights @BianchiWrites @JeffShain @GeorgeDiaz @taniaganguli @joshuabrobbins @NCAAFootballMan @MagicMattOS @OS_Recruiting @osvarsity<br />APSE on Twitter: @APSE_sportsmedia<br />
  22. 22. Other important sites<br /><br /><br />ASNE social media slideshow: <br />
  23. 23. Now what?<br />Do<br />Don’t<br />1) Encourage your staff to be active in social media.<br />2) Take the lead yourself.<br />3) Talk with readers, not at them.<br />4) Monitor what people are talking about.<br />5) Adjust your delivery to what THEY want.<br />1) Automate it and leave it.<br />2) Be the annoying spammer.<br />3) Forget social media is an extension of yourself and your paper.<br />4) Follow everybody who follows you.<br />5) Lose sight of what your followers are expecting.<br />
  24. 24. More helpful tips<br />Twitter basics for the newsroom: <br /><br />10 things that will get you unfollowed:<br />Common reasons you might struggle to gain followers:<br />Things you absolutely, positively must know about RTs (that’s “retweets” for the newbies) :<br />
  25. 25. For more information<br /><br /><br />E-mail:<br />Phone: 407-420-5698<br />