Let's Get Engaged


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Let's Get Engaged

  1. 1. Let’s Get Engaged Logan H. Aimone, executive director National Scholastic Press Association Online: slideshare.net/loganaimoneFriday, March 16, 12
  2. 2. What is social media? It’s the use of Web-based and mobile technologies to turn communication into interactive dialogue. Let’s Get EngagedFriday, March 16, 12
  3. 3. How journalists use social media Distribution: Sharing / referring content Crowdsourcing Searching for sources or subjects Interviewing Monitoring Story ideas User feedback / engagement Let’s Get EngagedFriday, March 16, 12
  4. 4. Primary social media journalists use (or should): Facebook / LinkedIn Google+ Twitter Vimeo / YouTube / Flickr Geolocating: Foursquare, Google Latitude/Maps, Gowalla, etc. Pinterest Let’s Get EngagedFriday, March 16, 12
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  6. 6. FACEBOOK: Definition and statistics Among world’s largest social media websites with more than 845 million monthly active users (December 2011) who create a network of friends 425 million mobile users (December 2011) Average user has 130 friends 50% of users return daily to the site Photos are most popular shared and viewed item 280 million photos uploaded per day Source: Facebook + Journalists, July 2011 Let’s Get EngagedFriday, March 16, 12
  7. 7. FACEBOOK: Impact “If searching for the news was the most important development of the last decade, sharing the news may be among the most important of the next.” — “Navigating News Online, Pew Research Center’s Project for Excellence in Journalism, May 2011 Facebook drove 3% of traffic to 21 of 25 news sites in study, and 8% of traffic to Huffington Post. Headlines have been organized by editors. Now they are organized by friends. Let’s Get EngagedFriday, March 16, 12
  8. 8. FACEBOOK: Statistics Users are 3-4 times more likely to click “Like” for a story if they see a friend’s face as someone who “liked” the story. Journalists who post content on a page or profile are likely to get more traffic if they… Use a 4- or 5-line post Ask a question Include a thumbnail or photo Source: Facebook + Journalists, July 2011 Let’s Get EngagedFriday, March 16, 12
  9. 9. FACEBOOK: Profiles & Pages A Facebook Profile is the standard user experience. An individual develops a personal network of friends (up to 5,000) and can share status updates, photos, links and videos. With the Subscribe feature, you can determine who sees which updates — even targeting updates to certain groups. A Facebook Page is a more professional site where a journalist can share and interact while maintaining the traditional separation from sources and avoiding conflicts of interest. You can distribute, engage and have a public presence — and no limit to connections. Source: Facebook + Journalists, July 2011 Let’s Get EngagedFriday, March 16, 12
  10. 10. FACEBOOK: Pages Nicholas Kristof of the New York Times uses Facebook to tell microstories. He says a good story is a good story on Facebook. Source: Facebook + Journalists, July 2011 Let’s Get EngagedFriday, March 16, 12
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  12. 12. FACEBOOK: Pages During breaking news, post often. Readers expect it. Engagement increases. Be transparent about who’s posting. Tag the person posting, or indicate in the text. Pages allow targeted distribution based on gender, age, location, language, etc. Provide a behind-the-scenes look Source: Facebook + Journalists, July 2011 Let’s Get EngagedFriday, March 16, 12
  13. 13. FACEBOOK: Crowdsourcing Crowdsourcing is using the “crowd” to provide ideas, sources, information and leads. Submitted content Enlisting readers in the process Story ideas Direct access to the source (source available to respond to questions via Facebook, etc.) Using Questions feature for high engagement Let viewers decide content Source: Facebook + Journalists, July 2011 Let’s Get EngagedFriday, March 16, 12
  14. 14. FACEBOOK: Other items Feeds don’t work. They’re impersonal and automated. Readers engage when they know a person is behind the post. Find sources with Search. Search public updates. Search administrators of Groups. Videocalling (soon with Skype) for interviews facebook.com/journalists Source: Facebook + Journalists, July 2011 Let’s Get EngagedFriday, March 16, 12
  15. 15. FACEBOOK: What you should do Build a network of “Likes,” because you will have a broader network for sharing. Use Insights to determine when the best time of day is for posting. Mid-day, 6 p.m., and late night are best, though your community’s peak may vary. You want engegement, which means you must improve reach. Use a long post. Ask a question. Include a thumbnail or photo. Let’s Get EngagedFriday, March 16, 12
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  17. 17. GOOGLE+: Definition and statistics Similar to Twitter, Google+ allows a Google user to both follow and be followed online. One significant difference is the ability to group followers in “circles” and to determine what pieces of information are shared with which circle. People are not told the circle in which they are grouped. Additional features include the ability to save items to read later (compared to a linear stream of information), video chat in “hangouts,” and integration with other Google products like Gmail, Google Docs or YouTube. Let’s Get EngagedFriday, March 16, 12
  18. 18. GOOGLE+: Definition and statistics The service launched June 28, 2011. In the first two weeks, it grew to 10 million users and within four weeks over 25 million users. As of March 2012, it had more than 100 million users. After the first few months, only about 12.5% of users were women. As of March 2012, about 29% of users are women. Google+ now has pages for businesses. Let’s Get EngagedFriday, March 16, 12
  19. 19. GOOGLE+: Uses Because of the selective sharing options with “Circles” in Google+, a journalist could share some information publicly while some only with close friends. This avoids having people create two profiles — one public and one private — to share with different audiences. “Hangouts” could become the next focus group, group interview or way to interact with reporters or sources. “Sparks” allows a user to identify interest areas, and Google will suggest items — like a pre-search. The +1 button allows users to recommend items. Content can be downloaded. Let’s Get EngagedFriday, March 16, 12
  20. 20. GOOGLE+: Big questions Will it replace Facebook? Maybe — if users can migrate content from an established social network and if Facebook doesn’t develop selective sharing. (Skype chat is coming soon in Facebook.) Will it be more like Google Buzz or Wave? Google+ doesn’t seem to be catching on with common use compared to Facebook, and many of its features are also now available in Facebook. Let’s Get EngagedFriday, March 16, 12
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  22. 22. TWITTER: Definition and statistics Twitter is a microblogging website with mobile apps that provides 140-character updates. Users can have followers, follow others and be part of lists. Non-users can search or see public tweets. Twitter turned 6 this week in March 2012! 200 million users and 350 billion tweets per day (175,000 tweets per second) A hashtag is a term used to tag a post for search. It includes the # sign and a word, phrase or abbreviation. According to the Pew study, Twitter drove about 1% of referrals to news sites (and 3% for the Los Angeles Times). Let’s Get EngagedFriday, March 16, 12
  23. 23. TWITTER: Uses The main uses for Twitter are distribution, engagement and monitoring. Build a network of relevant followers (and people to follow). Interact with them in the ways below. Use Twitter to share content or refer users to content. Use Twitter to engage with users: ask/answer questions, clarify, respond to criticism, get ideas. Use Twitter to monitor what others are tweeting about to get leads, ideas and sources. Curate tweets as basis for a sidebar in print or online. Let’s Get EngagedFriday, March 16, 12
  24. 24. TWITTER: More uses Go to http://media.twitter.com/newsrooms #TfN Report: Search, sources and mobile apps Engage: Effective writing, promotion and branding Publish: Tools and display guidelines Extras: Blogs, copyright and troubleshooting Let’s Get EngagedFriday, March 16, 12
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  26. 26. VIMEO / YOUTUBE / FLICKR: Definition and statistics Vimeo and YouTube are video-sharing websites. Flickr is a photo/image-sharing site. Let’s Get EngagedFriday, March 16, 12
  27. 27. VIMEO / YOUTUBE / FLICKR: Uses Vimeo and YouTube channels can be utilized for sharing extra video from a news story; a behind-the- scenes look at the journalist’s job; or to interact with users, like responding to queries. Flickr can be used in some of the same ways but with still images. All can also be used to search for sources or monitor what people are talking about or find interesting. 200 million videos are watched on YouTube every hour! Let’s Get EngagedFriday, March 16, 12
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  29. 29. GEOLOCATION APPS: Definition and statistics Typically, geolocation apps do two things: They report your location to other users. They associate real-world locations (such as restaurants and events) to your location. These apps use the GPS chip in a phone or mobile device to determine location. Apps like Foursquare allow users to “check in” at a location. Sometimes businesses will offer deals for checking in. Let’s Get EngagedFriday, March 16, 12
  30. 30. GEOLOCATION: Uses Journalists can use geolocation apps to see who has checked in at a location or event. Use the apps to monitor buzz or develop story ideas. Some mobile apps like Yelp! allow users to post reviews of businesses. Combine geolocation with other mobile device-based tools such as QR codes or Groupons. Let’s Get EngagedFriday, March 16, 12
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  32. 32. PINTEREST: Uses Pinterest is a “virtual pinboard,” where users can organize and share items they find online. They can browse pinboards created by other users to discover new things and shared interests. It’s the #7 social network, ahead of Google+ and Tumblr. Home, Arts and Crafts and Style/Fashion are the most popular categories. Top five sources for pins are Etsy, Google, Flickr, Tumblr and weheartit. The site is two years old and has 11.7 million active users and 1,090 visitors per hour. Let’s Get EngagedFriday, March 16, 12
  33. 33. PINTEREST: Uses Over 80% of pins are re-pins. That means content is shared and re-shared. The viral aspect of Pinterest contributed to its rapid growth. It’s another tool to curate the Web — and show, not just tell. A user gathers and bundles images and ideas from multiple sources. Browse. Listen/monitor. Curate a pinboard of resources. Top 10 lists. Photo of the Day. Share the news. Let’s Get EngagedFriday, March 16, 12
  34. 34. Other digital media tools Delicious: Social bookmarking Tumblr: A place to post anything and everything Storify: A website that allows curation and combination of multiple elements from social media (like tweets, Facebook status updates, etc.) Instagr.am: Mobile photo sharing Evernote: Keep track of many bits of information from multiple formats Let’s Get EngagedFriday, March 16, 12
  35. 35. How will you utilize these powerful new tools? They are evolving rapidly. Research data are becoming available, which will prove valuable to how journalists use the tools effectively. Let’s Get EngagedFriday, March 16, 12
  36. 36. Questions? Find this presentation at slideshare.net/loganaimone Email me at logan@studentpress.org Let’s Get EngagedFriday, March 16, 12