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SOCIAL
MEDIA
A GUIDE FOR JOURNALISTS
PART 4 OF 4
MORE SOCIAL MEDIA TOOLS

  Twitter      YouTube
  Tumblr       WordPress
  Pinterest    Facebook
  Storify      LinkedIn
  Instagram    Google+
                 Hangouts
Social Media and Journalists: Part 4
Many journalism organizations use Facebook as a link
between their brand and other social media venues.
FACEBOOK
                                     About 40 journalists at
                                     The New York Times
                                     are now using
                                     Facebook subscribe, a
                                     new feature (since
                                     December 2011).

                                             Source: journalism.co.uk




More information: http://www.facebook.com/about/subscribe
Nick Kristof of The New York Times is one of the most active journalists on Facebook.
Kristof uses Facebook mainly for professional communications.
Note the number of likes and comments.
Resource: http://www.facebook.com/journalists
Social Media and Journalists: Part 4
GOOGLE+ HANGOUTS
  Requires a download (Google voice and
   video chat; free)
  Uses the familiar YouTube interface
  Up to 10 people can participate in the
   same video chat
  The session can be saved and viewed
   later by others
On Jan.
30, 2012, Presi
dent Obama
participated in
a 50-minute
Google+
Hangout. He
answered
unscripted
questions
from ordinary
citizens.
Social Media and Journalists: Part 4
LINKEDIN
Business journalists:
 Follow a company from its Company
  Page
 You can follow up to 1,000 companies
 Get updates via e-mail
Resource: http://www.linkedin.com/companies
Resource: http://www.linkedin.com/companies
LINKEDIN
All journalists can:
 Create a resume (c.v.)
 Link up with past and present colleagues
 Link up with sources
LinkedIn: A journalist’s public profile
A WORD ABOUT COMMUNITIES

Many of the social media sites, or
networks, are big and diverse (like
Facebook).
Not really “communities.”
A WORD ABOUT COMMUNITIES

Many of the social media sites, or
networks, are big and diverse (like
Facebook).
But some sites (like Flickr) contain
distinct communities, in which
members know one another well.
A WORD ABOUT COMMUNITIES

Many of the social media sites, or
networks, are big and diverse (like
Facebook).
But some sites (like Flickr) contain
distinct communities, in which
members know one another well.
Be mindful of “invading” a community
or abusing people’s networks.
A WORD ABOUT ETHICS
In May 2011, the American Society of News
Editors (ASNE) published a handy
collection of social media guidelines from
18 different news organizations.
To download the
PDF, search
Google for “10
Best Practices for
Social Media”
ASNE’S 10 “BEST PRACTICES”
1. Traditional ethics rules still apply online.
2. Assume everything you write online will
   become public.
3. Use social media to engage with
   readers, but professionally.
4. Break news on your website, not on
   Twitter.
5. Beware of perceptions.*
  * Conflict of interest; likes and retweets
ASNE’S 10 “BEST PRACTICES”
6. Independently authenticate anything
   found on a social networking site.
7. Always identify yourself as a journalist.
8. Social networks are tools not toys.
9. Be transparent and admit when you’re
   wrong online.
10.Keep internal deliberations confidential.
SOCIAL MEDIA AND JOURNALISM




INTEGRATION
Us   Them
WHAT JOURNALISTS DO
WITH SOCIAL MEDIA

 Invite comments & feedback from
  readers/viewers
 Find & follow useful sources of
  information
 Follow & learn from other journalists
 Share useful links
 Report breaking news, live
WHAT JOURNALISTS DO
WITH SOCIAL MEDIA

Invite comments & feedback from
readers/viewers
 Make it clear you’re reading, listening
 Respond appropriately
 Show respect
 Ignore idiots
WHAT JOURNALISTS DO
WITH SOCIAL MEDIA
Find & follow useful sources of information
 Interested citizens
 NGOs
 Government officials


Note: Some will be background or
off the record
WHAT JOURNALISTS DO
WITH SOCIAL MEDIA

Follow & learn from other journalists
 Partly this satisfies your own desire for
  news
 Partly it can teach you good (and bad)
  habits (avoid the bad ones)
WHAT JOURNALISTS DO
WITH SOCIAL MEDIA

Share useful links
 You should not share a link to something
  that adds nothing new
 You should share links to other sources
  (not only to your news organization)
WHAT JOURNALISTS DO
WITH SOCIAL MEDIA

Report breaking news, live
 Before doing this, weigh the costs and
  benefits
 How many regular people really care?
 Doing this well can attract new
  viewers, readers
 Rare: Not many events warrant this
You can’t do everything.
1. SET PRIORITIES
How can social media help you in your
specific work?
Should your social media identity represent
you as an individual (reporter)?
Or should you downplay your individual
identity and emphasize a news product
instead?
Should you do both? Can you?
2. EXPLORE OPTIONS
Set aside a specific amount of time each
workday to “play” with social media.
Limit this time carefully.
Check out what your competitors are
doing.
Seek out the audience you want to have for
your news product(s).
3. CHOOSE AND USE
Select which social media tools and/or
sites you will focus on.
Limit them to what you can manage.
Commit to using them every day.
Observe and follow typical usage patterns:
for example, microblogging vs. full-scale
blogging.
4. TRACK, MEASURE, EVALUATE
Set goals and establish time frames.
Watch the stats (visits, users, pageviews,
followers, retweets, etc.).
Record and analyze significant events (for
example, a big spike in pageviews or
retweets).
Track user engagement—not only how
many but also when (day and time).
Success can come in
small numbers.
Success can come in
small numbers.
This is not an exact
science.
Success can come in
small numbers.
This is not an exact
science.
Don’t get carried away.
To understand social
media, you must use it.
Us   Them
SOCIAL
MEDIA
Presentation by Mindy McAdams
University of Florida, USA
mmcadams@jou.ufl.edu
Keep up on the latest news and tips
about social media and journalists:
http://www.scoop.it/t/social-media-and-journalists

Follow these sources on Twitter for updates
on the social media universe:
@NiemanLab
@mashable

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Social Media and Journalists: Part 4

  • 1. SOCIAL MEDIA A GUIDE FOR JOURNALISTS PART 4 OF 4
  • 2. MORE SOCIAL MEDIA TOOLS  Twitter  YouTube  Tumblr  WordPress  Pinterest  Facebook  Storify  LinkedIn  Instagram  Google+ Hangouts
  • 4. Many journalism organizations use Facebook as a link between their brand and other social media venues.
  • 5. FACEBOOK About 40 journalists at The New York Times are now using Facebook subscribe, a new feature (since December 2011). Source: journalism.co.uk More information: http://www.facebook.com/about/subscribe
  • 6. Nick Kristof of The New York Times is one of the most active journalists on Facebook.
  • 7. Kristof uses Facebook mainly for professional communications.
  • 8. Note the number of likes and comments.
  • 11. GOOGLE+ HANGOUTS  Requires a download (Google voice and video chat; free)  Uses the familiar YouTube interface  Up to 10 people can participate in the same video chat  The session can be saved and viewed later by others
  • 12. On Jan. 30, 2012, Presi dent Obama participated in a 50-minute Google+ Hangout. He answered unscripted questions from ordinary citizens.
  • 14. LINKEDIN Business journalists:  Follow a company from its Company Page  You can follow up to 1,000 companies  Get updates via e-mail
  • 17. LINKEDIN All journalists can:  Create a resume (c.v.)  Link up with past and present colleagues  Link up with sources
  • 18. LinkedIn: A journalist’s public profile
  • 19. A WORD ABOUT COMMUNITIES Many of the social media sites, or networks, are big and diverse (like Facebook). Not really “communities.”
  • 20. A WORD ABOUT COMMUNITIES Many of the social media sites, or networks, are big and diverse (like Facebook). But some sites (like Flickr) contain distinct communities, in which members know one another well.
  • 21. A WORD ABOUT COMMUNITIES Many of the social media sites, or networks, are big and diverse (like Facebook). But some sites (like Flickr) contain distinct communities, in which members know one another well. Be mindful of “invading” a community or abusing people’s networks.
  • 22. A WORD ABOUT ETHICS In May 2011, the American Society of News Editors (ASNE) published a handy collection of social media guidelines from 18 different news organizations. To download the PDF, search Google for “10 Best Practices for Social Media”
  • 23. ASNE’S 10 “BEST PRACTICES” 1. Traditional ethics rules still apply online. 2. Assume everything you write online will become public. 3. Use social media to engage with readers, but professionally. 4. Break news on your website, not on Twitter. 5. Beware of perceptions.* * Conflict of interest; likes and retweets
  • 24. ASNE’S 10 “BEST PRACTICES” 6. Independently authenticate anything found on a social networking site. 7. Always identify yourself as a journalist. 8. Social networks are tools not toys. 9. Be transparent and admit when you’re wrong online. 10.Keep internal deliberations confidential.
  • 25. SOCIAL MEDIA AND JOURNALISM INTEGRATION
  • 26. Us Them
  • 27. WHAT JOURNALISTS DO WITH SOCIAL MEDIA  Invite comments & feedback from readers/viewers  Find & follow useful sources of information  Follow & learn from other journalists  Share useful links  Report breaking news, live
  • 28. WHAT JOURNALISTS DO WITH SOCIAL MEDIA Invite comments & feedback from readers/viewers  Make it clear you’re reading, listening  Respond appropriately  Show respect  Ignore idiots
  • 29. WHAT JOURNALISTS DO WITH SOCIAL MEDIA Find & follow useful sources of information  Interested citizens  NGOs  Government officials Note: Some will be background or off the record
  • 30. WHAT JOURNALISTS DO WITH SOCIAL MEDIA Follow & learn from other journalists  Partly this satisfies your own desire for news  Partly it can teach you good (and bad) habits (avoid the bad ones)
  • 31. WHAT JOURNALISTS DO WITH SOCIAL MEDIA Share useful links  You should not share a link to something that adds nothing new  You should share links to other sources (not only to your news organization)
  • 32. WHAT JOURNALISTS DO WITH SOCIAL MEDIA Report breaking news, live  Before doing this, weigh the costs and benefits  How many regular people really care?  Doing this well can attract new viewers, readers  Rare: Not many events warrant this
  • 33. You can’t do everything.
  • 34. 1. SET PRIORITIES How can social media help you in your specific work? Should your social media identity represent you as an individual (reporter)? Or should you downplay your individual identity and emphasize a news product instead? Should you do both? Can you?
  • 35. 2. EXPLORE OPTIONS Set aside a specific amount of time each workday to “play” with social media. Limit this time carefully. Check out what your competitors are doing. Seek out the audience you want to have for your news product(s).
  • 36. 3. CHOOSE AND USE Select which social media tools and/or sites you will focus on. Limit them to what you can manage. Commit to using them every day. Observe and follow typical usage patterns: for example, microblogging vs. full-scale blogging.
  • 37. 4. TRACK, MEASURE, EVALUATE Set goals and establish time frames. Watch the stats (visits, users, pageviews, followers, retweets, etc.). Record and analyze significant events (for example, a big spike in pageviews or retweets). Track user engagement—not only how many but also when (day and time).
  • 38. Success can come in small numbers.
  • 39. Success can come in small numbers. This is not an exact science.
  • 40. Success can come in small numbers. This is not an exact science. Don’t get carried away.
  • 41. To understand social media, you must use it.
  • 42. Us Them
  • 43. SOCIAL MEDIA Presentation by Mindy McAdams University of Florida, USA mmcadams@jou.ufl.edu
  • 44. Keep up on the latest news and tips about social media and journalists: http://www.scoop.it/t/social-media-and-journalists Follow these sources on Twitter for updates on the social media universe: @NiemanLab @mashable

Editor's Notes

  1. Parts 1, 2 and 3 are available on SlideShare.
  2. The first 6 were covered in Parts 2 and 3. Available on SlideShare.
  3. Many journalism organizations use Facebook as a link between their brand and other social media venues. NOTE here The Globe and Mail refers to a Google+ Hangout.
  4. It means you don’t have to “friend” people back to allow them to see your updates. See:http://www.facebook.com/about/subscribe Source: http://www.journalism.co.uk/news-features/seven-ways-the-new-york-times-is-using-social-media-for-deeper-engagement/s5/a547827/
  5. Nick Kristof of The New York Times is one of the most active journalists on Facebook.
  6. Nick Kristof (2)
  7. Nick Kristof (3)
  8. Useful tips for how journalists can get more out of Facebook.
  9. On Jan. 30, 2012, President Obama participated in a 50-minute Google+ Hangout. He answered unscripted questions from ordinary citizens.
  10. http://help.linkedin.com/app/answers/detail/a_id/3539
  11. An example (bad use) was the way The New York Times and The Washington Post exploited Facebook in the aftermath of the Virginia Tech killings (2007).
  12. http://asne.org/article_view/articleid/1800/asne-issues-guide-to-10-best-practices-for-social-media.aspx
  13. http://asne.org/article_view/articleid/1800/asne-issues-guide-to-10-best-practices-for-social-media.aspx
  14. http://asne.org/article_view/articleid/1800/asne-issues-guide-to-10-best-practices-for-social-media.aspx
  15. Part 3 of 3: Integration of social media tools into journalism; examples
  16. Social media enables us to use our greatest resource – our audience.
  17. Five slides follow so we can discuss these ONE at a time.
  18. OBSERVE how they deal with comments or replies from regular people. If they get a lot of interaction – why? If not – why not? You can learn from this.
  19. You can’t just throw spaghetti at the wall and hope something will stick. You have to spend some time playing and exploring, but when it comes to really trying to use social media to get some value out of it, you’ve got to draw the line somewhere.
  20. Journalists are not STRATEGIC by nature … but it will help you (with time management especially) if you DO adopt some strategies for how you use and explore social media.
  21. QUALITY vs. quantity (but audience size also counts). If you are getting really useful or helpful information from a few devoted people in the audience, this might be of great value. In other words, success in social media is not all about getting lots of hits or something like that.
  22. Things are always changing. The BIG THING in one part of the world is a no-show in another part. Audiences wax and wane.
  23. You still have to produce journalism. MANAGE your TIME wisely.
  24. It’s a kind of ECOSYSTEM. It’s always evolving, and the right mix for YOU depends on what YOU’RE doing, who you are, what your specialty is.
  25. And don’t forget the biggest asset – the AUDIENCE!
  26. CONTACT http://mindymcadams.com/