Social Media Presentation


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This power point was presented at the Kentucky Press Association's Board Meeting in July.

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Social Media Presentation

  1. 1. Kentucky Press Association Social Media: Who are you following?
  2. 2. Social Media + KPA <ul><li>Why is KPA on social media sites? </li></ul><ul><ul><li>Because that’s where our members are </li></ul></ul><ul><ul><li>Because that’s where the newspaper readers are </li></ul></ul><ul><ul><li>Because it’s a part of our strategic plan </li></ul></ul><ul><li>With what social media sites has KPA become involved? </li></ul><ul><ul><li>Facebook & Twitter </li></ul></ul>
  3. 3. Facebook <ul><li>More than 50 Kentucky newspapers have a presence on Facebook </li></ul><ul><ul><li>40+ newspapers actively post and interact with their readers… and KPA! </li></ul></ul><ul><ul><li>Most newspapers use Facebook for headlines & latest news, while others post photographs and utilize it as a PR tool </li></ul></ul>
  4. 4. Posting Photos The Messenger changes its profile picture daily to its front page. The Messenger also posts recent photos 2-3 times a week.
  5. 5. Leading Readers to a Website The Bowling Green Daily News often posts links to stories that are located on their website. Many stories they post are features they think Facebook fans would find interesting.
  6. 6. Teasing Stories The Kentucky New Era tends to tease stories in future editions of the paper. This is a great PR/marketing tool for the paper.
  7. 7. Breaking News <ul><li>Breaking news on a website and directing people to that website through Facebook is a great tool for Weeklies. The Georgetown News-Graphic uses this feature quite often. </li></ul>
  8. 8. Twitter <ul><li>More than 25 publications are on Twitter </li></ul><ul><li>In addition, there are many individual reporters on Twitter from Kentucky newspapers. </li></ul><ul><li>Twitter is a great tool for newspapers because they can break news in a more viral way than with their website or Facebook. </li></ul><ul><li>Twitter allows only 140 characters in each “status” - the perfect amount of space for a headline. </li></ul>
  9. 9. Leading Readers to a Website <ul><li>Like Facebook, newspapers can post headlines and links to their websites, just as the Frankfort State Journal’s sports twitter account has done. </li></ul>
  10. 10. Personality <ul><li>It’s more than just headlines on Twitter, it’s all about being witty in 140 characters or less. </li></ul><ul><li>Using hashtags (#) can also place newspapers in a viral conversation with thousands of Twitter users across the country. </li></ul><ul><li>The Courier-Journal does both with their sports Twitter account. </li></ul>
  11. 11. Direct Communication <ul><li>Much like Facebook, Twitter has a way to talk directly with readers, or in our case member newspapers. </li></ul><ul><li>But the conversation on Twitter is entirely public. Answer a question important to a reader and answer it for all following in the Twitter world. </li></ul><ul><li>For example, Brad Luttrell, a freelance journalist from Louisville mentioned us in a tweet (using the @ symbol) for all of his followers to see. This is great viral exposure. </li></ul>
  12. 12. Community <ul><li>Twitter allows communities to stay informed on local events and happenings. The Winchester Sun proves Twitter is a great outlet for small towns. </li></ul>
  13. 13. Why is it important for KPA to use social media? <ul><li>Social media exposes ourselves and our services to the Kentucky newspaper world. </li></ul><ul><li>The fact that we interact with papers, reporters, editors and readers on Facebook and Twitter gives our association approachability. </li></ul><ul><li>We can reach goals in our Strategic Plan. </li></ul>
  14. 14. Strategic Plan + Social Media <ul><li>With the help of Facebook and Twitter we can: “collaborate with [our] members and other media to better understand the needs and interests of [our] consumers.” </li></ul><ul><li>“ KPA must better understand how to use and help its membership capitalize on Twitter, Facebook…etc. in order to advance the organization into the future.” </li></ul>
  15. 15. What are we posting? <ul><li>We’re asking questions and getting input: </li></ul>
  16. 16. What are we posting? <ul><li>We are marketing ourselves: </li></ul>
  17. 17. What are we posting? <ul><li>We’re providing valuable content: </li></ul>
  18. 18. What are we posting? <ul><li>We’re pointing to other social media platforms to further our brand among newspaper members and other associations. </li></ul><ul><li>For example, in the tweet below we point our followers to our blog: </li></ul>
  19. 19. What are the numbers saying? <ul><li>On Facebook we have gained more than 400 fans in less than eight weeks. </li></ul>
  20. 20. What are the numbers saying? <ul><li>In our first few days, we had nearly 430 page views. </li></ul>
  21. 21. What are the numbers saying? <ul><li>Our highest number of unique views was nearly 100, while our median unique views are six and we average 13 unique views per day. </li></ul>
  22. 22. What are the numbers saying? <ul><li>We not only have fans, but we have fans who are interacting with our page. </li></ul><ul><li>Interactions include posting a comment or a wall post and/or liking a status or post. </li></ul>
  23. 23. When are fans interacting? <ul><li>Fans interact when interaction is encouraged by us. </li></ul><ul><li>For example, on May 27, we posted a simple question that warranted numerous responses, accounting for one of our highest spikes in interaction data. </li></ul>
  24. 24. When are fans interacting? <ul><li>Fans interact when we promote ourselves or upcoming events. </li></ul><ul><li>For example, on June 23, we started posting about our new website to generate excitement. </li></ul>
  25. 25. When are fans interacting? <ul><li>Fans interact when we post quality content, especially things they cannot find on our website or blog (items exclusive to Facebook). </li></ul><ul><li>For example, on July 6 we posted a link to the website “1 for All” in celebrating the Fourth of July. </li></ul>
  26. 26. Who are our fans? <ul><li>Our primary audience is primarily in the 45-54 age range. </li></ul><ul><li>Only 1 percent of our fans are 13-17. </li></ul><ul><li>And only 10 percent are ages 18-24. </li></ul>
  27. 27. Who are our fans? <ul><li>Our primary audience is from the Louisville area </li></ul><ul><li>Some of our fans are from outside the state (Cincinnati and Nashville) </li></ul><ul><li>We have a disproportionate amount of fans from Owensboro and Bowling Green in comparison to Lexington. </li></ul>
  28. 28. Who is following us? <ul><li>On Twitter, in less than one week, we’ve gained more than 20 followers. </li></ul><ul><li>We’re following nearly 60 Twitter accounts, many are Kentucky newspapers and reporters. </li></ul><ul><li>The more followers we have, the more opportunities we have for others to share us with their followers. </li></ul>
  29. 29. So what does all this mean? <ul><li>People are extremely receptive to KPA on social media sites which shows there was a demand for such a move. </li></ul><ul><li>Three goals for KPA’s social media sites: interact, inform & improve image. </li></ul>
  30. 30. Questions?