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How to Get Your Story Read
Workshop No. 1
January 28, 2015
Philly.com overview
• More than 800 million pageviews across the
websites in 2014; 90 million unique visitors
• Mobile is growing while desktop is declining, with
mobile making up more than half of many stories
• While news and sports make up half of our
pageviews, opportunities for growth and greater
engagement exist in our other sections
• Overall traffic is stable, but we want to grow both
pageviews and engagement and need your help
How we get our news has changed…
Image Credit: American Press Institute
…so how we produce the news must
change
- No guaranteed audience: Simply publishing
content (or landing on the Philly.com
homepage) does not mean your story will get
read.
- To get people to read your story, you need to
break through the noise and cultivate an
audience, largely through social media.
- Facebook, Twitter, Reddit, Instagram, etc
elevate content that is shareable.
There are similarities to shareable stories…you want to create shareable content not just to
get pageviews, but to be rewarded with the large, engaged audience your content
deserves.
Image Credits: NPR and Edelman Media Network
What’s Most Popular on Philly.com (Dec 10, 2014 to Jan 21, 2015)
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 137,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• Jim's Steaks owner Abner Silver dies at 79 - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
People love dramatic stories that trigger their emotions
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 138,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM - 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
People will click out of curiosity
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 138,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
People want a Philly connection to national news
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 137,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
People want to hear opinions
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 138,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery - 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
People love to feel informed and prepared. Helpful is the new informed.
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 138,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014- 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
People click on stories with strong imagery and video.
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 137,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
Successful content on Philly.com is…
• Timely  people read to feel informed
• Emotional  people read to be entertained
• Drives curiosity  people read to satisfy curiosity
• Opinionated  people read to agree/disagree
• Local  people read to see how the city is affected
• Helpful  people read to improve their lives
• Visual  people read if an image catches their eye
Sometimes this calls for new storytelling forms…
Other options for this story:
• Headline change: How the city sold 11
school buildings, but only netted $2M
• Format change: The cost of selling schools:
Does the SRC’s math add up?
• Format change: Photo gallery with captions
in longform format
Other options for this story:
• Headline: What you missed at yesterday’s MLK
march
• Format change: 10 best quotes from the speeches
More examples
Headline change: What I Learned from the
Homeless in Suburban Station
Format change: Photos with captions
Headlines matter
• Headlines get people to click
• Headlines show up everywhere from on the homepage to social
media to search queries
• Search engine results are determined by headlines
• Some quick tips from Poynter…
• Is the headline accurate?
• Does it work out of context?
• How compelling a promise does it make?
• How easy is it to parse?
• Could it benefit from a number?
• Are all the words necessary?
• Does it obey the Proper Noun Rule?
• Would it work better as an explanatory headline?
• Does it focus on events or implications?
• Could it benefit from one of these 10 words? Top, Why, How, Will, New, Secret,
Future, Your, Best, Worst.
How Chickungunya virus arrived in Philly from Caribbean
Chickungunya: a paralyzing disease now found in PA
One reason to avoid Florida this winter: Chickungunya
Finally, when in doubt, go to social media
Once the story is written …
Tweet Your Story Four Times
1. Straight headline tweet + link
Why it works: It’s short, clear and descriptive of the story.
Tweet Your Story Four Times
2. Pull quote + a link
Why it works: I like the voice of the person quoted and I want to hear more about
what (s)he has to say.
Tweet Your Story Four Times
3. Amazing stat/WTF/personal note + link
Why it works: The words “I admire” create an emotional response in me. I want to
know more about this person.
Tweet Your Story Four Times
4. Tags, tags, tags + link
Why it works: It alerts the people directly connected to the story that they’ve been
mentioned on Twitter.
A Few More Quick Twitter Tips
• RT or tweet about stories from elsewhere in
the newsroom.
• Have conversations on social media with your
coworkers. It’s humanizing.
• Tweet out the stuff you’ve read to research
your stories.
When You Follow Up …
Include:
• A link to the story
• Any relevant Twitter handles or Facebook pages
• A direct call to action
Example: Thanks for your help with this story. I
wanted to pass along a link in case you’d like to
share it with your social networks. The Inquirer’s
Twitter account is @PhillyInquirer and mine is
@MarySmith.
Use the Social Networks You Like to
Promote Your Work
Find a social network where you feel
comfortable and build a community there.
Instagram
Why it works: The photo is compelling. The
caption is emotionally impactful, but also lets
me know that Helen was doing this as part of
her reporting. It makes me interested in reading
that story and I’ll be on the look out for it.
Facebook
Why it works: Stu has built a
community of people who expect to
see his stories on Facebook. Through
consistent and genuine posting, he’s
built an audience who will click on
what he shares because he’s earned
their trust.
LinkedIn
Why it works: Joe has made posting to LinkedIn part of his routine by using
Hootsuite. His business stories make sense on LinkedIn, where people are searching
for job-related news.
Tie Old Stories to Current Events on
Social Media
Thank you!
• dlind@philly.com
• epalan@philly.com
Social media office hours:
Tuesdays, 9 a.m to 10:30 a.m.
Thursdays, 3:30 p.m. to 5 p.m.

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How to Get Your Story Read

  • 1. How to Get Your Story Read Workshop No. 1 January 28, 2015
  • 2.
  • 3. Philly.com overview • More than 800 million pageviews across the websites in 2014; 90 million unique visitors • Mobile is growing while desktop is declining, with mobile making up more than half of many stories • While news and sports make up half of our pageviews, opportunities for growth and greater engagement exist in our other sections • Overall traffic is stable, but we want to grow both pageviews and engagement and need your help
  • 4. How we get our news has changed… Image Credit: American Press Institute
  • 5. …so how we produce the news must change - No guaranteed audience: Simply publishing content (or landing on the Philly.com homepage) does not mean your story will get read. - To get people to read your story, you need to break through the noise and cultivate an audience, largely through social media. - Facebook, Twitter, Reddit, Instagram, etc elevate content that is shareable.
  • 6. There are similarities to shareable stories…you want to create shareable content not just to get pageviews, but to be rewarded with the large, engaged audience your content deserves. Image Credits: NPR and Edelman Media Network
  • 7. What’s Most Popular on Philly.com (Dec 10, 2014 to Jan 21, 2015) • Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967 • Uproar over Phila. paramedic's Instagram post – 137,006 • Clean Plates - 136,279 • Kacie McDonnell no longer engaged to Aaron Murray - 118,491 • Shane Montgomery's family: We found and brought Shane home - 116,353 • Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292 • Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695 • Phillies trade Jimmy Rollins to Dodgers - 84,7574 • The rise and fall of Howie Roseman as Eagles GM -– 63,664 • Frontier increasing its presence in Philadelphia - 55,257 • Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410 • PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827 • Bradley Cooper responds to 'American Sniper' criticism - 42,048 • Lights out for local Jersey Shore TV station -40,819 • No holiday cheer at the Gallery - 38,496 • The Insider – Collingswood café closes after 3 weeks - 38,246 • 15 best ways to make money on the side when you have a full-time job -35,831 • When you get one wit', what are you getting? - 32,371 • Kerry Barrett leaves Fox 29, among other changes for the station - 34,204 • Finding Philly pho - 29,520 • Jim's Steaks owner Abner Silver dies at 79 - 27,339 • Best and worst shows of 2014 – 27,326 • New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997 • Penn ethicists call for a return of the mental asylum -25,726 • 66 grocery stores closing in Philly, Pittsburgh - 25,086 • 13 things frugalists do that confuse and scare others - 23,810 • She baby-sat, now she has his baby - 22,295 • Changing Skyline: The anti-Gallery -- 17,640 • Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224 • Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
  • 8. People love dramatic stories that trigger their emotions • Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967 • Uproar over Phila. paramedic's Instagram post – 138,006 • Clean Plates - 136,279 • Kacie McDonnell no longer engaged to Aaron Murray - 118,491 • Shane Montgomery's family: We found and brought Shane home - 116,353 • Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292 • Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695 • Phillies trade Jimmy Rollins to Dodgers - 84,7574 • The rise and fall of Howie Roseman as Eagles GM - 63,664 • Frontier increasing its presence in Philadelphia - 55,257 • Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410 • PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827 • Bradley Cooper responds to 'American Sniper' criticism - 42,048 • Lights out for local Jersey Shore TV station -40,819 • No holiday cheer at the Gallery - 38,496 • The Insider – Collingswood café closes after 3 weeks - 38,246 • 15 best ways to make money on the side when you have a full-time job -35,831 • When you get one wit', what are you getting? - 32,371 • Kerry Barrett leaves Fox 29, among other changes for the station - 34,204 • Finding Philly pho - 29,520 • The Insider - Jim's Steaks owner - 27,339 • Best and worst shows of 2014 – 27,326 • New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997 • Penn ethicists call for a return of the mental asylum -25,726 • 66 grocery stores closing in Philly, Pittsburgh - 25,086 • 13 things frugalists do that confuse and scare others - 23,810 • She baby-sat, now she has his baby - 22,295 • Changing Skyline: The anti-Gallery -- 17,640 • Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224 • Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
  • 9. People will click out of curiosity • Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967 • Uproar over Phila. paramedic's Instagram post – 138,006 • Clean Plates - 136,279 • Kacie McDonnell no longer engaged to Aaron Murray - 118,491 • Shane Montgomery's family: We found and brought Shane home - 116,353 • Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292 • Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695 • Phillies trade Jimmy Rollins to Dodgers - 84,7574 • The rise and fall of Howie Roseman as Eagles GM -– 63,664 • Frontier increasing its presence in Philadelphia - 55,257 • Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410 • PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827 • Bradley Cooper responds to 'American Sniper' criticism - 42,048 • Lights out for local Jersey Shore TV station -40,819 • No holiday cheer at the Gallery - 38,496 • The Insider – Collingswood café closes after 3 weeks - 38,246 • 15 best ways to make money on the side when you have a full-time job -35,831 • When you get one wit', what are you getting? - 32,371 • Kerry Barrett leaves Fox 29, among other changes for the station - 34,204 • Finding Philly pho - 29,520 • The Insider - Jim's Steaks owner - 27,339 • Best and worst shows of 2014 – 27,326 • New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997 • Penn ethicists call for a return of the mental asylum -25,726 • 66 grocery stores closing in Philly, Pittsburgh - 25,086 • 13 things frugalists do that confuse and scare others - 23,810 • She baby-sat, now she has his baby - 22,295 • Changing Skyline: The anti-Gallery -- 17,640 • Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224 • Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
  • 10. People want a Philly connection to national news • Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967 • Uproar over Phila. paramedic's Instagram post – 137,006 • Clean Plates - 136,279 • Kacie McDonnell no longer engaged to Aaron Murray - 118,491 • Shane Montgomery's family: We found and brought Shane home - 116,353 • Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292 • Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695 • Phillies trade Jimmy Rollins to Dodgers - 84,7574 • The rise and fall of Howie Roseman as Eagles GM -– 63,664 • Frontier increasing its presence in Philadelphia - 55,257 • Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410 • PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827 • Bradley Cooper responds to 'American Sniper' criticism - 42,048 • Lights out for local Jersey Shore TV station -40,819 • No holiday cheer at the Gallery - 38,496 • The Insider – Collingswood café closes after 3 weeks - 38,246 • 15 best ways to make money on the side when you have a full-time job -35,831 • When you get one wit', what are you getting? - 32,371 • Kerry Barrett leaves Fox 29, among other changes for the station - 34,204 • Finding Philly pho - 29,520 • The Insider - Jim's Steaks owner - 27,339 • Best and worst shows of 2014 – 27,326 • New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997 • Penn ethicists call for a return of the mental asylum -25,726 • 66 grocery stores closing in Philly, Pittsburgh - 25,086 • 13 things frugalists do that confuse and scare others - 23,810 • She baby-sat, now she has his baby - 22,295 • Changing Skyline: The anti-Gallery -- 17,640 • Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224 • Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
  • 11. People want to hear opinions • Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967 • Uproar over Phila. paramedic's Instagram post – 138,006 • Clean Plates - 136,279 • Kacie McDonnell no longer engaged to Aaron Murray - 118,491 • Shane Montgomery's family: We found and brought Shane home - 116,353 • Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292 • Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695 • Phillies trade Jimmy Rollins to Dodgers - 84,7574 • The rise and fall of Howie Roseman as Eagles GM -– 63,664 • Frontier increasing its presence in Philadelphia - 55,257 • Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410 • PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827 • Bradley Cooper responds to 'American Sniper' criticism - 42,048 • Lights out for local Jersey Shore TV station -40,819 • No holiday cheer at the Gallery - 38,496 • The Insider – Collingswood café closes after 3 weeks - 38,246 • 15 best ways to make money on the side when you have a full-time job -35,831 • When you get one wit', what are you getting? - 32,371 • Kerry Barrett leaves Fox 29, among other changes for the station - 34,204 • Finding Philly pho - 29,520 • The Insider - Jim's Steaks owner - 27,339 • Best and worst shows of 2014 – 27,326 • New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997 • Penn ethicists call for a return of the mental asylum -25,726 • 66 grocery stores closing in Philly, Pittsburgh - 25,086 • 13 things frugalists do that confuse and scare others - 23,810 • She baby-sat, now she has his baby - 22,295 • Changing Skyline: The anti-Gallery - 17,640 • Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224 • Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
  • 12. People love to feel informed and prepared. Helpful is the new informed. • Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967 • Uproar over Phila. paramedic's Instagram post – 138,006 • Clean Plates - 136,279 • Kacie McDonnell no longer engaged to Aaron Murray - 118,491 • Shane Montgomery's family: We found and brought Shane home - 116,353 • Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292 • Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695 • Phillies trade Jimmy Rollins to Dodgers - 84,7574 • The rise and fall of Howie Roseman as Eagles GM -– 63,664 • Frontier increasing its presence in Philadelphia - 55,257 • Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410 • PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827 • Bradley Cooper responds to 'American Sniper' criticism - 42,048 • Lights out for local Jersey Shore TV station -40,819 • No holiday cheer at the Gallery - 38,496 • The Insider – Collingswood café closes after 3 weeks - 38,246 • 15 best ways to make money on the side when you have a full-time job -35,831 • When you get one wit', what are you getting? - 32,371 • Kerry Barrett leaves Fox 29, among other changes for the station - 34,204 • Finding Philly pho - 29,520 • The Insider - Jim's Steaks owner - 27,339 • Best and worst shows of 2014- 27,326 • New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997 • Penn ethicists call for a return of the mental asylum -25,726 • 66 grocery stores closing in Philly, Pittsburgh - 25,086 • 13 things frugalists do that confuse and scare others - 23,810 • She baby-sat, now she has his baby - 22,295 • Changing Skyline: The anti-Gallery -- 17,640 • Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224 • Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
  • 13. People click on stories with strong imagery and video. • Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967 • Uproar over Phila. paramedic's Instagram post – 137,006 • Clean Plates - 136,279 • Kacie McDonnell no longer engaged to Aaron Murray - 118,491 • Shane Montgomery's family: We found and brought Shane home - 116,353 • Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292 • Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695 • Phillies trade Jimmy Rollins to Dodgers - 84,7574 • The rise and fall of Howie Roseman as Eagles GM -– 63,664 • Frontier increasing its presence in Philadelphia - 55,257 • Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410 • PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827 • Bradley Cooper responds to 'American Sniper' criticism - 42,048 • Lights out for local Jersey Shore TV station -40,819 • No holiday cheer at the Gallery - 38,496 • The Insider – Collingswood café closes after 3 weeks - 38,246 • 15 best ways to make money on the side when you have a full-time job -35,831 • When you get one wit', what are you getting? - 32,371 • Kerry Barrett leaves Fox 29, among other changes for the station - 34,204 • Finding Philly pho - 29,520 • The Insider - Jim's Steaks owner - 27,339 • Best and worst shows of 2014 – 27,326 • New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997 • Penn ethicists call for a return of the mental asylum -25,726 • 66 grocery stores closing in Philly, Pittsburgh - 25,086 • 13 things frugalists do that confuse and scare others - 23,810 • She baby-sat, now she has his baby - 22,295 • Changing Skyline: The anti-Gallery -- 17,640 • Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224 • Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255
  • 14. Successful content on Philly.com is… • Timely  people read to feel informed • Emotional  people read to be entertained • Drives curiosity  people read to satisfy curiosity • Opinionated  people read to agree/disagree • Local  people read to see how the city is affected • Helpful  people read to improve their lives • Visual  people read if an image catches their eye
  • 15.
  • 16. Sometimes this calls for new storytelling forms…
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23. Other options for this story: • Headline change: How the city sold 11 school buildings, but only netted $2M • Format change: The cost of selling schools: Does the SRC’s math add up? • Format change: Photo gallery with captions in longform format
  • 24. Other options for this story: • Headline: What you missed at yesterday’s MLK march • Format change: 10 best quotes from the speeches
  • 25. More examples Headline change: What I Learned from the Homeless in Suburban Station Format change: Photos with captions
  • 26.
  • 27. Headlines matter • Headlines get people to click • Headlines show up everywhere from on the homepage to social media to search queries • Search engine results are determined by headlines • Some quick tips from Poynter… • Is the headline accurate? • Does it work out of context? • How compelling a promise does it make? • How easy is it to parse? • Could it benefit from a number? • Are all the words necessary? • Does it obey the Proper Noun Rule? • Would it work better as an explanatory headline? • Does it focus on events or implications? • Could it benefit from one of these 10 words? Top, Why, How, Will, New, Secret, Future, Your, Best, Worst.
  • 28. How Chickungunya virus arrived in Philly from Caribbean Chickungunya: a paralyzing disease now found in PA One reason to avoid Florida this winter: Chickungunya
  • 29. Finally, when in doubt, go to social media
  • 30. Once the story is written …
  • 31.
  • 32. Tweet Your Story Four Times 1. Straight headline tweet + link Why it works: It’s short, clear and descriptive of the story.
  • 33. Tweet Your Story Four Times 2. Pull quote + a link Why it works: I like the voice of the person quoted and I want to hear more about what (s)he has to say.
  • 34. Tweet Your Story Four Times 3. Amazing stat/WTF/personal note + link Why it works: The words “I admire” create an emotional response in me. I want to know more about this person.
  • 35. Tweet Your Story Four Times 4. Tags, tags, tags + link Why it works: It alerts the people directly connected to the story that they’ve been mentioned on Twitter.
  • 36. A Few More Quick Twitter Tips • RT or tweet about stories from elsewhere in the newsroom. • Have conversations on social media with your coworkers. It’s humanizing. • Tweet out the stuff you’ve read to research your stories.
  • 37.
  • 38. When You Follow Up … Include: • A link to the story • Any relevant Twitter handles or Facebook pages • A direct call to action Example: Thanks for your help with this story. I wanted to pass along a link in case you’d like to share it with your social networks. The Inquirer’s Twitter account is @PhillyInquirer and mine is @MarySmith.
  • 39.
  • 40. Use the Social Networks You Like to Promote Your Work Find a social network where you feel comfortable and build a community there.
  • 41. Instagram Why it works: The photo is compelling. The caption is emotionally impactful, but also lets me know that Helen was doing this as part of her reporting. It makes me interested in reading that story and I’ll be on the look out for it.
  • 42. Facebook Why it works: Stu has built a community of people who expect to see his stories on Facebook. Through consistent and genuine posting, he’s built an audience who will click on what he shares because he’s earned their trust.
  • 43. LinkedIn Why it works: Joe has made posting to LinkedIn part of his routine by using Hootsuite. His business stories make sense on LinkedIn, where people are searching for job-related news.
  • 44.
  • 45. Tie Old Stories to Current Events on Social Media
  • 46. Thank you! • dlind@philly.com • epalan@philly.com Social media office hours: Tuesdays, 9 a.m to 10:30 a.m. Thursdays, 3:30 p.m. to 5 p.m.

Editor's Notes

  1. Diana Lind, Director of Digital Audience Development. Mission is to acquire, engage and convert our audience — meaning get more people to Philly.com, get them to keep coming back, and convert them to digital/print subscribers and event attendees. Erica Palan, Social Media Manager Mission is to help the news rooms use social media, not only to get more readers but also to encourage journalists to use social media as another tool for reporting.
  2. Unlike newspapers where all content in the print edition has ostensibly a chance of being read, just publishing your content doesn’t mean people will see it People accessing content via social media, apps, newsletters, not the homepage so lobbying for play on Philly.com homepage won’t guarantee success either Content is not pre-selected for people, meaning editors have less a say in what gets read than other people do More content than ever and tremendous “noise”, causing people to be selective about what they click and requiring stories to break through
  3. 10k pageviews
  4. Now that Diana has talked about the kinds of stories that do well online and given us some inspiration for different ways to create and showcase these stories, I want to talk about what to do once your content is posted on Philly.com. We have a lot of branded social media channels, like the main phillydotcom Twitter account or the main Inquirer Facebook page, that share content out throughout the day, but YOU are the first and best person to share your own story. People are more likely to click on and share a story shared by someone they know, which is why it’s important to think about the different ways you can promote your own work. I have some suggestions here that I hope will be new to you or get you thinking about what makes sense for the kind of stories you write.
  5. Let’s start with Twitter, because I think it’s the social network used most by the three newsrooms here. I know most people here are pretty good about tweeting out their own stories. But the nature of Twitter is that it moves fast. Just because you send a tweet about it doesn’t mean that all your followers will see it, because they might not be online at the same time that you are. That’s why I suggest tweeting your story out at four different times and in four different ways. If you aren’t a person who is comfortable tweeting that often throughout the workday, you can schedule your tweets using a tool like Hootsuite or Tweetdeck. And I’m happy to get you set up on those tools. Just shoot me an email and we’ll figure out a time that works.
  6. So, there are four different ways you can consider tweeting out your story. The first is a straight headline + link. It’s short, clear and descriptive. It does the job.
  7. This doesn’t apply to every story and every source, but it’s important to remember that sometimes the people who are in your story or who helped with the research in your story might be interested in sharing your story with their communities.
  8. I’m not suggesting that you ask every person or institution that you write about to tweet out a link to your story. If you wrote a negative or contentious piece about a politician or a local personality, I would never suggest that you ask them to tweet out a link. But if you have a good rapport with a source on a positive piece, I don’t think there is anything wrong with sending them an email and mentioning that they could share it on social media. And just like we want to create content that is easy to share, we want to make it easy for those people to do the actual sharing, so include a link, the relevant Twitter handles or Facebook pages and a direct call to action. I’ll give you an example. Last year I was working for a social media company and my client was the Philadelphia Parking Authority. Stephanie Farr at the Daily News wrote a really cool piece about the PPA’s taxi lost and found. As the person running the PPA’s Twitter account, I was going to tweet out that story anyway—but if she’d dropped me (or the PR person) an email and said, “Hey, here’s the link and my Twitter handle,” it would’ve made it a hundred times easier for me to share it.
  9. It’s not just about Twitter. There’s no one-size-fits-all strategy that is going to work for every single person in this room. You have to find the place on social media where you feel comfortable.
  10. I don’t’ want to force you to use Snapchat or Instagram if you hate the idea of posting pictures online. I don’t want you to feel like you have to be reading and posting on Reddit 10 times a day if that site totally overwhelms you. But what I DO want is for everyone here to find a way to share the stories you work so hard on with a bigger audience. The next couple of slides are examples of ways you can use social networks besides Twitter to promote your work.
  11. A story doesn’t stop being relevant on the day it is published. Philadelphia is full of crazy characters who pop up over and over again.
  12. Tweet (or Facebook or reddit or whatever) an old story when it relates to a new time hook. People are hungry for information about breaking news and providing historical context about a person or event is a helpful service to readers. Here’s two examples …