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Making Politics Popular (Like Puppies)

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Donald Trump and other politicians are using social media to bypass the media and get their message straight to the public. So what can news organizations do to get their political content noticed? In this interactive session, panelists will share their experiences and research on what makes news content – specifically political content – go viral. Attendees will leave with new, creative ideas for how to better reach their social media audience ahead of the 2018 election.

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Making Politics Popular (Like Puppies)

  1. 1. Making Politics Popular (Like Puppies) Ashley Muddiman, Engaging News Project Patrick Costello, Naytev Trevor Eischen, Politico
  2. 2. What type of content gets shared the most on social media?
  3. 3. This.
  4. 4. And this.
  5. 5. And anything this guy posts.
  6. 6. He’s not alone. More politicians are using social media to connect with the public.  In September 2009, only 205 Congressional members (38%) had a registeredTwitter account. By January 2012, that number had doubled to 78.7%.  By January 2013, all 100 U.S. senators had createdTwitter accounts. Source: Congressional Research Service, Social Media in Congress:The Impact of Electronic Media on Member Communications, May 2016
  7. 7. How do we get the public to see more of this type of content?
  8. 8. We’re here to help. Engaging News Project  Based at the University ofTexas at Austin  Goal: Provide research-based techniques for engaging audiences in commercially viable and democratically beneficial ways  A/B tested hundreds of social media posts with tens of thousands of social media users to determine what makes news content – specifically political content – go viral
  9. 9. We’re here to help. Naytev  Y Combinator and Knight Foundation-backed company  Provides the media industry’s first unified social media A/B testing and distribution platform  Has worked with news organizations, likeVICE andTechCrunch, to use A/B testing to grow their audience and increase engagement
  10. 10. We’re here to help. Politico  Global news and information company at the intersection of politics and policy  Publishes roughly 3,000 stories, 2,000 pushed news alerts for subscribers and 1,000 reported morning newsletters in an average month  Averages 26 million unique visitors per month to its U.S. website
  11. 11. What we hope to accomplish atSXSW.  Share our experience with using social media to promote news (especially political content)  Share our research on what qualities help social media posts go viral  Brainstorm new, creative ideas for how to better reach social media audiences ahead of the 2018 election

Donald Trump and other politicians are using social media to bypass the media and get their message straight to the public. So what can news organizations do to get their political content noticed? In this interactive session, panelists will share their experiences and research on what makes news content – specifically political content – go viral. Attendees will leave with new, creative ideas for how to better reach their social media audience ahead of the 2018 election.

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