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#NISMIL News Impact Milan: Online reputation for journalists

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Presentarsi, curare la propria immagine, costruire la fiducia. In un mondo in cui chiunque ha imparato a “googlare” i nostri nomi per informarsi su chi siamo e cosa facciamo, creare e consolidare la reputazione online è fondamentale. Ancora di più per i professionisti dell’informazione.

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#NISMIL News Impact Milan: Online reputation for journalists

  1. 1. BUILDING YOUR REPUTATION IN DIGITAL ENVIRONMENT Milano, 4 marzo 2016 Barbara Sgarzi barbara.sgarzi@gmail.com
  2. 2. «When times change, change your business» (Clayton M. Christensen, David Skok, James Allworth, «Breaking news» - 2012)
  3. 3. Giornalismo aperto (Open Journalism The Guardian) I.  Non siamo soli e nulla ci riporterà a «prima» II.  Lavorare con gli altri conviene III.  Più informazioni, maggiore verifica IV.  Maggiore trasparenza V.  Più credibilità
  4. 4. • ProPublica: reporters have to submit 5 possible tweets when they file stories, and editors have a meeting regarding social strategy for every story package. • Reuters employs two people solely to search for underperforming stories to repackage and republish. New York Times Innovation Report Nuovi flussi e nuovi skills
  5. 5. In the U.S., 63% of Facebook users said they get news there – up from 47% in 2013. For Twitter users, 63% see that platform as a source of news, an increase of 11 percentage points over two years. Pew Research Center
  6. 6. •  Facebook 72% degli utenti web, più donne, fascia18-29 •  Pinterest 31% utenti di internet. 44% delle donne online •  Instagram 28%. Il 55% degli utenti 18-29 lo usa. LinkedIn 25% degli utenti online, 30-49, il 46% laureati •  Twitter 23% 2014 vs. 2012: proporzione di utenti online che usa Pinterest e Instagram è raddoppiata (dal 15% al 31%; dal 13% al 28%) Pew Internet Research
  7. 7. • Perché non esiste più distinzione offline/online • Perché anche un’assenza parla di te • Perché sempre più persone si informano e condividono informazione sui SM • Perché è importante mantenere un nome oltre o a fianco o al posto della testata à freelance Perché mi dovrebbe interessare?
  8. 8. • I selezionatori utilizzano i social: il 68% LinkedIN, il 52% Facebook • Circa 1/3 ha cestinato un candidato a causa di quello che ha postato online. Soprattutto commenti. • Attraggono: l’esperienza lavorativa precedente, i riconoscimenti professionali e la personalità. • Non interessa il numero dei contatti, -> Qualità vs quantità (Global Report Adecco 2014)
  9. 9. Le ragioni più frequenti per escludere un candidato a causa di una reputazione online non impeccabile sono la pubblicazione di foto sconvenienti (nel 20% dei casi) e le informazioni discordanti rispetto al CV (18%). Adecco, 2014
  10. 10. LinkedIN Resta la piattaforma social più importante per la ricerca di lavoro online: definisce chi sei e cosa sai fare. Facebook Importante per la costruzione dell’immagine sul web: per la valutazione di reputazione, personalità, qualità e quantità di relazioni, assume una rilevanza anche in termini professionali. Adecco, 2014
  11. 11. You might get fired at any time. Every journalist knows that, especially these days. When you get fired, Twitter is an incredible source of encouragement and even job leads. Steve Bu(ry E anche perché…
  12. 12. https://nowthisnews.com fondata da Kenneth Lerer (presidente di BuzzFeed e cofondatore dell’Huffington Post) ed Eric Hippeau (ex Ceo dell’Huffington Post).
  13. 13. }  Sei giornalisti ai quattro angoli del globo, guidati da Andy Carvin. Editore First Look Media, ex-direttore Radio Popolare }  I Social Media come ambiente (TW, FB, Reddit) We want to tell stories from around the world, serving these online communities as our primary platforms for reporting  — not secondary to some website or app.We want to produce native journalism for social media communities, in conjunction with members of those communities.
  14. 14. • Non serve essere ovunque • Scegliete dove volete stare e siateci davvero, al meglio. • Fate egosurfing per presidiare il resto
  15. 15. 1. Presentatevi 2. Create un piano editoriale 3. Costruite la fiducia 4. Siate utili 5. Correggete gli errori 6. Usate gli strumenti giusti Qundi, che dovremmo fare?
  16. 16. 1. Presentatevi Chi sono? Di cosa parlo? Chi seguo?
  17. 17. ?
  18. 18. barbara.sgarzi@gmail.com
  19. 19. barbara.sgarzi@gmail.com
  20. 20. barbara.sgarzi@gmail.com
  21. 21. Ce l’avete il Google CV?
  22. 22. Non c’è (più) privato e pubblico «If you trust your staff to go on air and report to millions of people, you should trust them on social media too. […] You cannot separate private and public. You should have the same face on Twitter and on television» (Vicky Taylor, editor for new media news at Channel 4 – Fonte: What good is Twitter?)
  23. 23. Ma sono io o sono “il giornalista”? Twitter is not just like print. But is not a private conversation in a bar either. A professional journalist using Twitter should behave professionally. Your profile should identify you as a journalist with your news organization. You should behave accordingly. Steve Buttry
  24. 24. Journalists who are active on Twitter have to be hyper-aware that what they write may be used in ways they never imagined. It’s all too easy to think you’re in a conversation involving a few, or even a few hundred, people. In fact, it’s the entire wired universe, or – if it’s used in a printed newspaper – even the non-wired universe. M. Sullivan, NYT http://publiceditor.blogs.nytimes.com/ 2014/01/06/when-a-partial-tweet-becomes-an-ad-what-are-the- rules/
  25. 25. Memo • Essere professionisti dell’informazione aggiunge ‘peso’ ai contenuti condivisi • Non esiste pubblico/privato. L’unico modo per non rendere pubblica un’informazione è non metterla online • L’etica e la deontologia restano uguali: date i giusti crediti, verificate le fonti, non fatevi coinvolgere in liti inutili, correggete gli errori
  26. 26. “Open the bottle, close twitter”
  27. 27. I social media non vi renderanno simpatici, bravi, efficienti e neppure “social”, se già non lo siete
  28. 28. Occhio al pregiudizio
  29. 29. 2. Create un piano editoriale Di cosa parlo? A chi parlo? Quanto e come parlo?
  30. 30. «Se dite che i social media sono pieni di stupidaggini, probabilmente state seguendo le persone sbagliate.» Create un network rilevante per voi barbara.sgarzi@gmail.com
  31. 31. “We don’t control newsfeed: you do. Andy Mitchell, direttore news Facebook, IJF15
  32. 32. Twitter non serve solo per promuoversi, ma anche per fare il proprio lavoro in pubblico. Emily Bell, #ijf13
  33. 33. Sì, ma quanto devo twittare?
  34. 34. 1 Too noisy (tweets too often)  2 Too much self-promotion  3 Spammy 4 Not interesting enough  5 Too much repetition 6 Too much automation 7 Offensive / unprofessional 8 Too many ‘begging’ tweets 9 Too quiet 10 Foursquare abusers  11 No conversational tweets  12 Crimes against grammar 13 Too many retweets  14 Auto / DM abuse  15 Hashtag abusers  h(p://econsultancy.com Why Do People Unfollow barbara.sgarzi@gmail.com
  35. 35. • Speak WITH your audience, not just AT them • Replying to tweets • Retweets K. Shamberg, sr social media manager, Huffington Post
  36. 36. Pensa se vuoi scrivere per un click o per un retweet
  37. 37. @HuffingtonPost: 24/7, every 5 minutes Verticals: 24/7, once an hour minimum for both Facebook and Twitter Huffington Post Facebook: 24/7, every 20 minutes during the day, every 30 minutes overnight and weekends
  38. 38. Cosa scrivere, come scriverlo
  39. 39. Il sovraccarico multisensoriale a cui è sottoposto il lettore digitale lo spinge a selezionare con rapidità gli stimoli in arrivo L’ultima notizia, Gaggi M., Bardazzi M. barbara.sgarzi@gmail.com
  40. 40. Nel dubbio, scegliete la frase più breve, le parole d’uso più comune e togliete quanto non è indispensabile. Annamaria Testa, Farsi capire barbara.sgarzi@gmail.com
  41. 41. «Ho fa(o questa le(era più lunga solo perché non ho avuto tempo di farla più corta.» Blaise Pascal, Le(ere Provinciali, XVI barbara.sgarzi@gmail.com
  42. 42. In fact, the only real trick is that the work has to be good. And the only thing, other than mediocrity, that can really sabotage this strategy is writing a headline that overpromises and a story that underdelivers. Ben Smith, BuzzFeed
  43. 43. 3. Costruite la fiducia
  44. 44. Essere professionale -  Cosa hai visto? Cosa sai? Quali le tue fonti? -  Qual è il valore aggiunto che puoi condividere, oltre ai tuoi contenuti? Metterci un tocco umano - Mostrare la personalità coinvolge i lettori - La conversazione ti fa (ri)conoscere Rispettare gli altri - I loro contenuti, la loro esperienza, ciò che sanno (sì, anche i competitor) Essere affidabile -  Condividere informazioni verificate, utili, al momento giusto, con il giusto tono di voce. -  Ammettere/correggere gli errori - Essere avvicinabile à Sei parte di un network
  45. 45. Verifica delle fonti • Creare un network di fonti affidabili; contattarle spesso (anche di persona) • Consultare fonti multiple e credibili • Verificare sia la fonte che il contenuto • Dubitare quando qualcosa è ‘troppo bello per essere vero’: • Essere scettici: video e foto possono essere state ritoccati Assume it is false, and prove it otherwise
  46. 46. Verifica delle fonti • Comunicate e collaborate con i colleghi. Qualcun altro ne sta parlando? È affidabile? Che fonti usa? • Interrompete il circolo vizioso della rapidità. Meglio arrivare secondi, ma corretti Don’t rush to be wrong!
  47. 47. NON CASCHIAMOCI (se possibile)
  48. 48. While social media provides up-to- the-minute information from around the world, journalists verify that information and place it in a larger context. It’s important for professional journalists to bring their experience and judgement on that content. Andy Carvin Servono (ancora di più) i professionisti barbara.sgarzi@gmail.com
  49. 49. Journalists have always had to balance being fast and being accurate. The difference today is that it is very easy for incorrect information to circulate unchecked. In case, tell audiences what is unconfirmed information. A. Hermida, Tweets and Truth. Journalism as a Discipline of Collaborative Verification Rapidità vs. accuratezza barbara.sgarzi@gmail.com
  50. 50. barbara.sgarzi@gmail.com
  51. 51. Say something more than just the headlines when you tweet a link. Turn some of the clever, thoughLul or funny things you say to collegues into tweets. Steve Bu(ry [Just a little of that human touch]
  52. 52. 19. La rete non è un mezzo più di quanto una conversazione sia un mezzo. 20. In rete noi siamo il medium. Noi siamo quelli che spostano i messaggi. Facciamo così che ogni volta che inviamo un tweet, inviamo un link in una mail o postiamo su un social network. 22. Ogni volta che spostiamo un messaggio attraverso la Rete, trasportiamo un po’ di noi stessi con esso. (New Clues)
  53. 53. Nel contesto sbagliato, ognuno è uno stupido [Noi, anche. Ma lo sapevamo già.] Quindi, se stai invitando delle persone a fare una nuotata, pubblica le regole. Tutti i troll, fuori dalla piscina! (New Clues)
  54. 54. 4. Se siete umani, errare è umano
  55. 55. Ammettere gli errori e correggerli pubblicamente genera empatia e costruisce la fiducia • Correggete in maniera chiara e comprensibile, in tutti i canali • Pubblicizzate/retwettate la correzione • Attivate il network anche per le correzioni: raggiungete chi ha condiviso/retwettato
  56. 56. 5. Siate utili
  57. 57. We're living in a world of information overload. When people choose to listen to you it's because you're able to separate signal from noise. You provide a clear, contextually relevant voice within the topic or topics that you create and curate. barbara.sgarzi@gmail.com
  58. 58. barbara.sgarzi@gmail.com
  59. 59. 6. Qualche strumento
  60. 60. Controlli incrociati • Cerca altri account (Fb, LinkedIN, etc) • Cerca immagini • Se hai un nome cognome, cerca su tool come: who.is , Spokeo, White Pages, Pipl.com, WebMii • Prova a contattarlo in DM, via mail, su Skype • Confronta Google Maps/WikiMapia • Usa Archive.org • Foto: TinEye, Google Images Search,Exif • Debunking: Attivissimo
  61. 61. Twitter • Analizza il suo network: following e followers, attività precedente, retweet, preferiti, liste… • Cerca su Google l’account seguito da ‘spam’ ‘spammer’ ‘scam’ per verificare se qualcuno si è lamentato • Liste, tue e altrui • Advanced search • Storyful
  62. 62. Fonte: valigiablu.it
  63. 63. Fonte: valigiablu.it
  64. 64. •  Research trends and formats in fact- checking worldwide •  Provide online and offline training resources for fact-checkers Using technology to turbo-power fact- checking.
  65. 65. Alcuni esperti di verifica da seguire su Twitter: Malachy Browne e Andy Carvin, di reported.ly; Tom Trewinnard di Checkdesk e meedan. Claire Wardle di Tow Center. Team di First Draft: Jenni Sargent. Dhruti Shah, di BBC News. Joey Galvin di Storyful. Jochen Spangenberg di Reveal Project. Anne-Marie Lupu di EBU. Fonte: valigiablu.it
  66. 66. Twitter analytics
  67. 67. Approfondimenti •  http://stevebuttry.wordpress.com/2012/05/03/journalists-should-be-personable-but- professional-in-social-media-use/ •  http://stevebuttry.wordpress.com/2012/08/20/to-build-twitter-followers-join-the- conversation-tweet-often-be-yourself/ •  http://www.poynter.org/how-tos/digital-strategies/198495/8-tips-for-using-twitter-lists/ •  http://www.poynter.org/latest-news/regret-the-error/181508/how-journalists-can-do-a- better-job-of-correcting-errors-on-social-media/ •  http://www.nieman.harvard.edu/reports/article/102764/Inside-the-BBCs-Verification- Hub.aspx •  http://www.pbs.org/mediashift/2011/07/how-to-correct-social-media-errors193/ •  http://www.verificationhandbook.com •  http://www.ted.com/talks/markham_nolan_how_to_separate_fact_and_fiction_online •  http://www.bbc.co.uk/blogs/blogcollegeofjournalism/posts/UGC-Source-check-and- stay-on-top-of-technology •  http://verificationjunkie.com •  http://verificationhandbook.com •  http://www.izitru.com/ •  https://pagellapolitica.it •  http://www.ahref.eu/it/ricerca/progetti/fact-checking.html •  http://www.amnestyusa.org/citizenevidence/
  68. 68. Grazie J barbara.sgarzi@gmail.com @barbarasgarzi

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