Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Lessons to be Learned from TBD

Lessons to be gleaned from the Washington, D.C. news startup TBD - what worked and what did not - geared toward an audience of Russian journalists (English version).

  • Login to see the comments

Lessons to be Learned from TBD

  1. 1. Building an Online Community Lessons from a Washington D.C. news startup Mandy Jenkins
  2. 2. What is TBD? <ul><li>A social media-driven local news website and cable TV station covering the Washington, D.C. area </li></ul><ul><li>Launched August 9, 2010 </li></ul><ul><li>Started by former Washington Editor Jim Brady </li></ul><ul><li>Owned by Allbritton Communications </li></ul>
  3. 3. The Setup <ul><li>14 reporters </li></ul><ul><li>4 editors </li></ul><ul><li>3 news aggregators </li></ul><ul><li>5 community engagement staff members </li></ul><ul><li>More than 200 local blogs </li></ul><ul><li>More than 5 million residents in the coverage area </li></ul>
  4. 4. Lesson #1: Do what you do best and link to the rest
  5. 5. Aggregation <ul><li>The news everyone else is reporting </li></ul><ul><li>Link off to other sites </li></ul><ul><li>Competitors and partners </li></ul><ul><li>Be a hub for all local news </li></ul>
  6. 6. Report original news <ul><li>Phone robberies on Metro </li></ul><ul><li>In-depth on a rash of homicides in January </li></ul><ul><li>Fact-checking politicians </li></ul><ul><li>Lists of the day </li></ul>
  7. 7. Lesson #2: Don’t go it alone
  8. 8. Blog Network <ul><li>222 blogs and more. Featuring: </li></ul><ul><li>News, features, sports </li></ul><ul><li>Neighborhood-level news </li></ul><ul><li>In-depth watchdog reporting </li></ul><ul><li>Sharing readers both ways </li></ul>
  9. 9. Lesson #3: Capitalize on Social Media
  10. 10. How TBD used social media <ul><li>Broadcasting </li></ul><ul><li>Breaking news on Twitter </li></ul><ul><li>Sharing news from others by re-tweeting </li></ul><ul><li>Live-tweeting events and press conferences </li></ul><ul><li>Listening </li></ul><ul><li>Watch Twitter feeds of other media and reporters </li></ul><ul><li>Watch local trends on Twitter </li></ul><ul><li>Get tips from readers </li></ul><ul><li>Watch keywords for news </li></ul><ul><li>Search for info </li></ul><ul><li>Be responsive to followers </li></ul>
  11. 11. Reader tip network
  12. 12. Using tips <ul><li>Get further contact info </li></ul><ul><li>Ask follow-up questions </li></ul><ul><li>Verify the tip info with trusted sources </li></ul><ul><li>Thank and acknowledge public tipsters </li></ul>
  13. 13. Tips <ul><li>Fires </li></ul><ul><li>Crimes </li></ul><ul><li>Car accidents </li></ul><ul><li>Weather </li></ul><ul><li>Events </li></ul><ul><li>Why? Because they trust us & we respect them </li></ul>
  14. 14. Search tweets for news <ul><li>Search.Twitter.Com </li></ul><ul><li>Search by keywords, location, time </li></ul><ul><li>Find what happened, witnesses, photos </li></ul>
  15. 15. Lesson #4: Interact with readers
  16. 16. On social channels <ul><li>Respond to questions on Twitter and Facebook </li></ul><ul><li>Address criticism from outside </li></ul><ul><li>Share good responses with everyone </li></ul><ul><li>Ask for help when you need it </li></ul><ul><li>Be open about corrections and mistakes </li></ul><ul><li>No arguing! </li></ul>
  17. 17. On the web <ul><li>Interact as a staff member in comments on your site and sites where TBD is discussed </li></ul><ul><li>Answer questions, criticism </li></ul><ul><li>Get ideas for follow-up stories </li></ul><ul><li>But stay out of the way of discussion </li></ul><ul><li>Remember: No arguing! </li></ul>
  18. 18. In person <ul><li>Regular reader meetups at local bars </li></ul><ul><li>Regular meetups with blog network members </li></ul><ul><li>Reporters holding open office hours in public places </li></ul><ul><li>Newsroom café (Journal Register Co.) </li></ul><ul><li>Allows readers a way to meet staff and one another face-to-face </li></ul>
  19. 19. Lesson #5: Get readers involved in stories
  20. 20. Complete this story Asks readers for missing or more info in an ongoing story.
  21. 21. Reader-made map : Valentine’s Day
  22. 22. Reader-made map : Metro problems
  23. 23. Suggestion box : Best hamburgers
  24. 24. More projects <ul><li>New Metro station names – gathered on Twitter and mapped . </li></ul><ul><li>Placing readers’ tweets and photos into stories using </li></ul><ul><li>Readers suggest stories to cover </li></ul>
  25. 25. What didn’t work
  26. 26. TBD pitfalls <ul><li>Not enough involvement with WJLA, partner TV station, led to unproductive relationship </li></ul><ul><li>TV advertising sales force couldn’ t sell online ads </li></ul><ul><li>Blog network advertising arrangement fell through </li></ul><ul><li>High costs for a startup </li></ul>
  27. 27. Questions?
  28. 28. Thank You! <ul><li>Mandy Jenkins </li></ul><ul><li>Twitter: @mjenkins </li></ul><ul><li> </li></ul>