Get Engaged! JEA/NSPA Boston 2013

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The goal with online news isn't just readers, it's engagement. Discover what makes readers engage online and what you can do to increase engagement with your audience.

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Get Engaged! JEA/NSPA Boston 2013

  1. 1. Get Engaged! Logan Aimone, MJE SCHOOL NEWSPAPERS ONLINE Permission is granted for educational use only. http://slideshare.net/loganaimone Wednesday, November 13, 13
  2. 2. You might have a website, but you still need people to click and to read the content. GET ENGAGED! Wednesday, November 13, 13
  3. 3. Referral traffic is becoming increasingly common. GET ENGAGED! Wednesday, November 13, 13
  4. 4. What are the sources of website visits? Direct: Those who type in a URL or click from your website Search: Those who find your stories via a search engine Referral: Those who click on a link via social media GET ENGAGED! Wednesday, November 13, 13
  5. 5. It’s now a two-way conversation. Be comfortable knowing you won’t control it. GET ENGAGED! Wednesday, November 13, 13
  6. 6. Know what to use. Use the social networks your audience uses. Twitter, Tumblr, Instagram, etc. You don’t have to be on every social medium. Pick what you can do well. Know the audience of the social medium. GET ENGAGED! Wednesday, November 13, 13
  7. 7. Know when to use it. Share when your audience is online -- probably not during school. It might be between 9 and 10 p.m. Don’t cross post. Craft your message for each social site individually. Tweet at (or tag) people who are in quoted in the story you wrote or picture you posted. GET ENGAGED! Wednesday, November 13, 13
  8. 8. Know what’s a waste. Don’t feel compelled to put your Twitter feed on your website. Or your Instagram feed. Both of these are best experienced in their native apps. Don’t use autoposters. GET ENGAGED! Wednesday, November 13, 13
  9. 9. Social media are reporting tools, too. Learn to search and listen — monitor what your audience is discussing. Try HootSuite or TweetDeck to monitor accounts. You might report news on Facebook or Twitter and not even have a story on your site for it. That’s OK. GET ENGAGED! Wednesday, November 13, 13
  10. 10. Broaden the conversation. Reporters should promote their own content, especially on Facebook through their own profiles. Engage your audience, have conversations. Tweet back. GET ENGAGED! Wednesday, November 13, 13
  11. 11. Promote carefully. Push the process, not just the final product. Push stories selectively. Don’t push the fact that you uploaded 17 stories. Be selective and space them out. Look at Google Analytics to see what is driving traffic. Use that social network more. It’s working. GET ENGAGED! Wednesday, November 13, 13
  12. 12. How does social media fit in class? GET ENGAGED! Wednesday, November 13, 13
  13. 13. Advisers (and editors) must: Understand the brand and importance of reputation and the news organization’s credibility. Set expectations and train students to meet expectations. Give them the talk before you give them the access. Allow students to earn the responsibility. Have consequences if the expectations aren’t met. GET ENGAGED! Wednesday, November 13, 13
  14. 14. What about grading? Is social media participation part of the grade? Is it “extra”? Determine how use of social media fits in the objectives and how it will be assessed. GET ENGAGED! Wednesday, November 13, 13
  15. 15. Create job of a Social Media Editor. Calendar maintenance and coordinating posts Establishing and revising expectations Exploring new platforms Upholding the standard This person has to “get” it and know what works on Social Media. GET ENGAGED! Wednesday, November 13, 13
  16. 16. Other considerations in class: Address expectations, policies and job descriptions in your staff manual. See who is following you. Would you say this to the principal’s face? He or she is following you. It’s OK to start small and evolve. Start with students promoting via their own accounts. GET ENGAGED! Wednesday, November 13, 13
  17. 17. Each social media platform has its benefits. GET ENGAGED! Wednesday, November 13, 13
  18. 18. Tips for using Twitter Have separate Twitter accounts for news/general and sports to live-tweet games without annoying readers. Tweet creatively. Funny or interesting tweets get readers. Develop consistent hashtags. Engage readers in a conversation. Retweet from personal accounts. Follow every single student. GET ENGAGED! Wednesday, November 13, 13
  19. 19. Tips for using Instagram Faces are more interesting than food. Reveal behind the scenes. Promote your staff and its culture. You can get away with fun, posed pictures. Capture the spirit of a moment at your school. Use hashtags to ask for more photos of a school moment. Follow every single student in your school. GET ENGAGED! Wednesday, November 13, 13
  20. 20. Tips for using Facebook Use tags to get your followers to notice your posts Pay attention to how your post looks (link, thumbnail, teaser) — avoid double links. Longer posts (4-5 lines), photos, links and asking a question increase engagement. Research and best practices: Facebook.com/journalists GET ENGAGED! Wednesday, November 13, 13
  21. 21. Tips for using Reddit Post the stories on topics beyond your school walls. Post stories where your school is the news. Sub-Reddits exist on certain topics. Find a nerdy kid to tell you want to do. GET ENGAGED! Wednesday, November 13, 13
  22. 22. Tips for using Google+ Yes, roll your eyes, but… Share here and your rankings in Google search will go up. GET ENGAGED! Wednesday, November 13, 13
  23. 23. Tips for using LinkedIn Students could have portfolios since the network is now open to anyone above age 14. Use the network to find sources. GET ENGAGED! Wednesday, November 13, 13
  24. 24. Tips for using Tumblr, Vine, Pinterest* *And whatever is next. Kik? Snapchat? People scoffed at Twitter at first, too. Monitor student use for trends and stories. Get submissions from audience. GET ENGAGED! Wednesday, November 13, 13
  25. 25. Use social media effectively for both reporting and promoting. GET ENGAGED! Wednesday, November 13, 13
  26. 26. Simple strategies can help you be more effective. GET ENGAGED! Wednesday, November 13, 13
  27. 27. Experiment and find what works with your audience. GET ENGAGED! Wednesday, November 13, 13
  28. 28. Engage them. GET ENGAGED! Wednesday, November 13, 13
  29. 29. Enjoy the conversation. Don’t try to control it. GET ENGAGED! Wednesday, November 13, 13
  30. 30. Have fun. GET ENGAGED! Wednesday, November 13, 13
  31. 31. Thanks! Questions? Contact me: logan@snosites.com @loganaimone http://slideshare.net/loganaimone GET ENGAGED! Wednesday, November 13, 13

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