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Social Media For Journalists


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What you need to know about Twitter, Facebook and LinkedIn to help you build your brand, gather, publish and promote your stories.

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Social Media For Journalists

  1. 1. Social media for journalists <ul><li>Future of Freelance | Staci Baird | June 2010 </li></ul>What you need to know about Twitter, Facebook and blogs to help you build your brand , find stories and sources , and spread the word .
  2. 2. Secret to social media success <ul><li>Use it! </li></ul><ul><li>Talk to other people about how they’re using it </li></ul><ul><li>Be yourself </li></ul><ul><li>Experiment </li></ul>
  3. 3. Soda - It’s all about branding
  4. 4. <ul><li>So what about your personal brand? </li></ul><ul><li>What makes you unique? </li></ul>
  5. 5. Designing your brand <ul><li>4 components: </li></ul><ul><ul><li>Target audience (who do you want to reach?) </li></ul></ul><ul><ul><li>Brand essence (mantra, Disney = Fun Family Entertainment) </li></ul></ul><ul><ul><li>Brand promise (your unique background, experience, voice) </li></ul></ul><ul><ul><li>Brand personality (sarcastic, humorous, serious) </li></ul></ul>Brand Aid | Brad VanAuken |
  6. 6. 4 stages to digital news <ul><li>Gathering </li></ul><ul><li>Producing </li></ul><ul><li>Publishing </li></ul><ul><li>Promoting </li></ul>
  7. 7. Promotion <ul><li>Search Engine Optimization - You want people to find your content! </li></ul><ul><ul><li>You need links to your content </li></ul></ul><ul><ul><li>Stand out above the noise and competition </li></ul></ul><ul><ul><li>Social media plays an important role </li></ul></ul>
  8. 8. Twitter - is it for you? <ul><li>Twitter population </li></ul><ul><ul><li>17 million Americans </li></ul></ul><ul><ul><li>25% are African American </li></ul></ul><ul><ul><li>55% female </li></ul></ul><ul><ul><li>45% 18-34 </li></ul></ul><ul><ul><li>Crowd is slightly more geeky </li></ul></ul><ul><li>What is it? </li></ul><ul><ul><ul><li>Micro blogging short, frequent posts </li></ul></ul></ul><ul><ul><ul><li>Sharing links and info </li></ul></ul></ul><ul><ul><ul><li>Meeting people with similar interests from all over the world </li></ul></ul></ul><ul><ul><ul><li>Promote your content </li></ul></ul></ul>Twitter Usage In America: 2010 | Edison Research
  9. 9. Twitter cheat sheet <ul><li>Download handout from </li></ul>
  10. 10. Twitter <ul><li>Each post can have a max of 140 characters </li></ul><ul><li>Choose your words wisely </li></ul><ul><li>Establish a &quot;voice&quot; that supports your brand </li></ul><ul><li>Username/Bio </li></ul><ul><li>Design - Forget about it </li></ul>
  11. 11. Get started! <ul><li>Setup </li></ul><ul><ul><li>Username </li></ul></ul><ul><ul><li>Bio (160 characters) </li></ul></ul><ul><li>Follow 10 people today, 100 this week </li></ul><ul><li>Spend 2 weeks listening, observing </li></ul><ul><li>Get in the habit of checking it (make it part of your process) </li></ul>
  12. 12. Twitter as a tool for news gathering <ul><li> </li></ul><ul><li>Trending topics (hash tags #FFRL) </li></ul><ul><li>Search for people (listen, observe) </li></ul><ul><li>Connect with people who have similar interests </li></ul><ul><li>Find sources (search names, look at their followers, who they’re following) </li></ul><ul><li>Get in contact (@ or DM) </li></ul><ul><li>Find story ideas - citizen journalists, trends/reports, interesting people </li></ul>
  13. 13. Facebook - is it for you? <ul><li>Facebook population </li></ul><ul><ul><li>103 million Americans (400 million users worldwide) </li></ul></ul><ul><ul><li>54% female </li></ul></ul><ul><ul><li>29% 35-54 (35+ audience is growing) </li></ul></ul><ul><li>What is it? </li></ul><ul><ul><li>Share photos and video </li></ul></ul><ul><ul><li>Join groups </li></ul></ul><ul><ul><li>Play social games </li></ul></ul><ul><ul><li>Promote your content </li></ul></ul>Facebook Demographics and Statistics Report 2010 | iStrategyabs
  14. 14. Personal profile vs personality (brand) page <ul><ul><li>Personal profiles </li></ul></ul><ul><ul><ul><li>Connect with ind. friends </li></ul></ul></ul><ul><ul><ul><li>Privacy controls </li></ul></ul></ul><ul><ul><li>Personality pages </li></ul></ul><ul><ul><ul><li>Connect with fans </li></ul></ul></ul><ul><ul><ul><li>Less personal content, still important to have a voice </li></ul></ul></ul><ul><ul><ul><li>Interact with fans </li></ul></ul></ul>
  15. 15. Getting the most out of your profile <ul><li>Profile info </li></ul><ul><li>The basics: Name, bio </li></ul><ul><li>Privacy settings : Custom controls </li></ul><ul><li>Decide how much you're comfortable sharing </li></ul><ul><li>What actions/content supports your brand image? </li></ul><ul><li>Link to your personality (brand) page </li></ul>
  16. 16. Getting the most out of personality pages <ul><li>You have to have a profile in order to setup a page </li></ul><ul><li>Include a photo, description and additional info (think keywords) </li></ul><ul><li>Update often by posting to the wall </li></ul><ul><li>Add photos, video if appropriate </li></ul><ul><li>Use the Notes like a blog </li></ul><ul><li>Link to revenant content (doesn’t have to be just your content) </li></ul><ul><li>Send an invite to all your friends to “Like” your page </li></ul><ul><li>Interact with fans - if they comment, write back </li></ul>
  17. 17. Managing and monitoring Facebook <ul><li>Getting tagged </li></ul><ul><ul><li>Setup alerts so you know when you’ve been tagged and you can remove if necessary </li></ul></ul><ul><li>Friend requests </li></ul><ul><ul><li>Create groups for managing permissions </li></ul></ul><ul><li>Spam (set ground rules for your page’s wall) </li></ul>
  18. 18. The Facebook news feed <ul><li>Facebook News Feed Optimization (NFO) </li></ul><ul><ul><li>Interaction is key </li></ul></ul><ul><ul><ul><li>Write for the “Like” </li></ul></ul></ul><ul><ul><ul><li>Ask questions to encourage comments </li></ul></ul></ul><ul><ul><li>Post frequent updates </li></ul></ul><ul><ul><li>Manage your own feed </li></ul></ul><ul><ul><ul><li>Top News vs Most Recent </li></ul></ul></ul><ul><ul><ul><li>Hide (best feature ever!) </li></ul></ul></ul>Deconstructing Facebook’s EdgeRank | Chris Sietsema
  19. 19. Facebook as a tool for gathering <ul><li>Facebook search tips </li></ul><ul><ul><li>Basic search </li></ul></ul><ul><ul><li>Filter your search </li></ul></ul><ul><li>Check friends for contacts </li></ul><ul><li>Don’t forget to search groups/pages </li></ul><ul><li>Search Facebook via Google (sometimes more successful) </li></ul>
  20. 20. Linkedin, social media for grown-ups <ul><li>LinkedIn population </li></ul><ul><ul><li>32 million Americans (66 million members worldwide) </li></ul></ul><ul><ul><li>37% 35-49, 31% 50+ </li></ul></ul><ul><ul><li>51% male </li></ul></ul><ul><ul><li>50% are decision makers in their companies </li></ul></ul><ul><li>What is it? </li></ul><ul><ul><li>Resume/portfolio </li></ul></ul><ul><ul><li>Professional networking </li></ul></ul><ul><ul><li>References and recommendations </li></ul></ul><ul><ul><li>Advertising for you and your work </li></ul></ul>Everything you wanted to know about LinkedIn - statistics and trends 2010 | Global Recruiting Roundtable
  21. 21. Linking LINKEDIN <ul><li>Add your blog RSS feed </li></ul><ul><li>Add your Twitter feed </li></ul><ul><li>Embed slideshows using Slideshare </li></ul>
  22. 22. Linkedin groups <ul><li>Search for a pub you'd like to work for. Do you have any connections? </li></ul><ul><li>Join a group </li></ul><ul><ul><li>Post relevant links </li></ul></ul><ul><ul><li>Become an expert on a topic </li></ul></ul>
  23. 23. Manage your social media profiles and still have a life? Yes you can! and still have a life? Yes you can! <ul><li>You don't necessarily have to do it all </li></ul><ul><li>What makes sense for your brand? </li></ul><ul><li>Where is your audience? </li></ul><ul><li>What's your goal? </li></ul><ul><li>Make social media work for you! </li></ul><ul><li>Cross-post content “automagially” </li></ul><ul><li>Setup email alerts (for the most important updates) </li></ul><ul><li>Develop a routine </li></ul><ul><ul><li>Spend 10-15 minutes reading </li></ul></ul><ul><ul><li>Spend 10-15 minutes posting </li></ul></ul>