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Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare

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A social media policy that drives more and more readers to El Nuevo Herald's website is described in this presentation, which chronicles a two-week visit to Miami in 2012, sponsored by the Scripps Howard Foundation. Implications for matching social media and audience, particularly in the diverse Hispanic/Latino markets for news are explored.

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Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare

  1. 1. Scripps Howard Social Media Grant 2012 Crossing Boundaries at El Nuevo Herald: How Two Newspapers in One Newsroom Use Social Media to Reach Their Audiences Dr. Kay L. Colley
  2. 2. How do readers find El Nuevo Herald’s website? •50-60% make it to the website from Facebook •20-40% from Twitter •A trend that was typical of all websites from the parent company, McClatchy in July 2012
  3. 3. Staffing for social media El Nuevo • Online news editor—1 per shift; Miami Herald had multiple people in this position – Update website – Tweet continually – Update Facebook no sooner than every 15 minutes, unless live coverage of a major event – RT tweets of reporters during live coverage
  4. 4. El Nuevo Herald website July 18, 2013
  5. 5. El Nuevo Herald Facebook July 18, 2013 compared to Miami Herald Notice the number of likes
  6. 6. El Nuevo TwitterEl Nuevo Twitter July 18, 2013 compared to Miami Herald Notice the number of followers
  7. 7. Notice the numbers La Estrella of DFW, another McClatchy entity
  8. 8. Again, look at the difference Al Dia of DFW, a Belo entity
  9. 9. Twitter Comparison Miami: Fort Worth Spanish-Language Newspapers 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Twitter El Nuevo La Estrella Al Dia
  10. 10. The Take Away • Changing face of journalism is here • Spanish-language market for newspapers, at least in Miami, is alive and well • Everyone needs to know how to use social media at a newspaper • New and interesting area of study
  11. 11. Questions??? Michael McGuire and Teresa Frontado in newsroom My contact info: Dr. Kay L. Colley Texas Wesleyan University kcolley@txwes.edu 817-584-4691 Spring Visit from Teresa Frontado

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