Branding for Journalists


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Social media, branding and metrics tools for journalists. Seminar originally given at Toronto Newstrain, 9/13-14.

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Branding for Journalists

  1. 1. Journalism, Branding & Social Media Mandy Jenkins @mjenkinsToronto NewsTrain #TORbrands
  2. 2. Crafting Your Brand•  Define yourself before others do•  Show off your best work•  Make yourself/your newsroom easy to contact
  3. 3. Dont Be This Guy
  4. 4. Define Your Persona
  5. 5. 8 Rules of Social Journalism1. Respond to replies, comments and questions (especially questions) everywhere2. Be transparent in all you do3. Ask for help when you need it4. Be thankful
  6. 6. 8 Rules of Social Journalism5. Make corrections quickly and publicly6. Address criticism without spats7. Be consistent8. Dont just push your content out, share other links too
  7. 7. Questions for News Brands•  Who is my audience?•  What do they want?•  When is my audience online?•  What sort of tone is right for my audience?
  8. 8. Who manages social media? When do we update?
  9. 9. Twitter forJournalists
  10. 10. Tips for Reporters•  Post links w/ comment or question, not headline•  Monitor the people you cover•  Crowdsource stories by asking for info•  Quickly find witnesses, info with search•  Live report from the scene of a news event•  Show your work
  11. 11. RT News & Photos
  12. 12. Ask For Tips
  13. 13. Target & mention big names
  14. 14. Twitter Chats
  15. 15. Build Twitter ListsMake sense of incoming tweetsLists to build:•  Sources•  Others reporting on your beat•  Coworkers
  16. 16. Its All About Who You Follow
  17. 17. Who you should follow•  Your competitors (& bloggers too)•  People in your field of interest/beat•  Popular people in your local/topical Twittersphere•  Those who reply to you•  Those who re-tweet, share your links
  18. 18. Finding who to follow•  By subject/location:,• (for finding journalists)•  Look at others’ follows/followers•  Spy on Twitter lists•
  19. 19. Brands Behaving Badly
  20. 20. Brands Behaving Badly
  21. 21. Journalists on Facebook
  22. 22. Profiles Pages•  One place to manage •  Completely separate everything presence from profile•  Control your privacy •  Completely public•  Timeline design with •  Timeline design with large image large image•  Could mix personal/ •  Detailed analytics to professional see who visits
  23. 23. Going Public On Facebook•  Turn on Subscriptions: Anyone can read your public posts•  Set up a vanity url at username•  Add your job history and a snappy bio to About section (and make it public)
  24. 24. Build Friends Lists
  25. 25. Build Interests Lists
  26. 26. Target updates
  27. 27. Custom Privacy Settings
  28. 28. Customize Who Sees Photos
  29. 29. Everyone Sees It Differently
  30. 30. Create An Engaging Presence Take advantage of timeline with photos, milestones and videos
  31. 31. Whatever You Like•  What would you share on Facebook?•  Ask questions, feature the responses in stories•  During news, you cant overpost•  Photos and videos work well
  32. 32. Tell Your Story Here
  33. 33. Tell Your Story Here
  34. 34. Wording Matters • Posed Questions +64% • Call to read or take a closer look +37% • Personal reflections +25% • Clever, catchy tone +18%% more feedback over averageSource: Facebook
  35. 35. Images Matter
  36. 36. Monitoring Success
  37. 37. Metrics That Matter•  How many story ideas were inspired by what you read on social media?•  How many sources did you find on social media?•  How many times did people share or retweet your message?•  How many sites/blogs linked to you?
  38. 38. Track Your Followers Over
  39. 39. Track Your
  40. 40. Tweet at the Right
  41. 41. Bitly: Measure Click-Thrus
  42. 42. How are readers finding it?
  43. 43. Set up your results from your company site:"first last"
  44. 44. THANKS! Mandy @mjenkins Blog: These slides & more at
  45. 45. Presentation Element Credits•  Deborah Petersen, @deborapertsen•  Kevin Sablan, @ksablan