Beyond The Ink Smudge To Digital Relevancy : Social Media For Newspapers, the Media, Small Business, Brands
Always in motion is the future”– Yoda
As both digital and legacy (local) news competition continues its battle for audience and advertisers every resource and strategy must be held accountable in order to move the business forward. Social media is no longer a “feel good” tactic. It must produce results. What those results might be and how social media can be used to achieve them is what this session focused on.
This presentation, for Inland 2014 Inland Press Mobile and Social Solutions Conference, deconstructs social media in terms of newspaper brand, journalists and advertisers. There are resource worksheets included to help guide you through the process of reconstructing or contstructing your social media plan. Best of luck!
When the history of online journalism is written, it will be hard to ignore the biggest mistake
made by news organizations and media companies: thinking of the World Wide Web as primarily
a one-way broadcasting or publishing medium.
Richard Gordon, Medill School of Journalism Northwestern
If Social Media Is Not …
The Front Page
Then What IS Social Media?
To build digital
now I care
The Point of Posting
Yours, Mine & Ours
Hash tags can increase
engagement almost 100% (2x) for
journalists and 50% (1.5x) for
news organizations. ~ Twitter
1. Tweet your beat
2. Share some personal
3. Include urls, photos, video
4. @ cite your sources
5. Create lists
6. Thank your community
for retweets, mentions
7. Behind the scenes
8. Live tweet breaking news
9. Participate in tweet chats
10. More is less .. 120 characters
11. @ each other
12. Talk with your community!
Grow Your Twitter Community – Journalists
Accuracy 1st … never sacrifice for speed
e.g. breaking news posts
Verification of sources including digital
Credit: Quote marks, via @, thanks to
@ HT @ (Hat Tip)
Only Facts? Can Opinions Be Included?
Indicate if your opinion or an ‘editorial
Be careful regarding perceived (digital)
bias. Q: Will who you follow impact
Errors: take responsibility, correct.
Inside Out Golden Rule:
Do unto others as they would like not
as you would want.
News organizations that tweet 20% fewer URLs and 100
more @mentions grow followers 17% more than
expected. ~ Twitter
“Your followers don't need you as much as you
think. They can easily move on to another
individual or change sources if they sense that you
aren't who they think you are.”
Professor (of media) Dennis Blader, University of New Haven
content to others
Grow and nurture
Tell about causes
NYT Research http://nytmarketing.whsites.net/mediakit/pos
networks. You and
the brand are 2nd.
Trust is the cost of
Keep it simple and
it will get share
and won't get
Questions Your Responses
What is success for your
newspaper? For you?
What is your area/your beat of
Who is your audience/s?
Who will you follow/friend?
What social networks will best
Where will you dedicate your to
color outside the line time?
How will you actively
participate with your
How often will you post and
What type of content will you
focus on media posts, topic
curation, your creation?
Getting Started: Journalists