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ONACamp: Branding & Community Engagement


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ONACamp: Branding & Community Engagement

  1. 1. Beyond the Buzzwords Mandy Jenkins @mjenkins, #ONAcamp    Community Engagement  and Self-Branding
  2. 2. What is community engagement?
  3. 3. What is community engagement? <ul><li>Online and offline efforts to bring readers into the newsgathering process and closer to those reporting the news. </li></ul>
  4. 4. Why do it? <ul><ul><li>Build long-lasting relationships with readers and sources </li></ul></ul><ul><ul><li>Branding & loyalty-building </li></ul></ul><ul><ul><li>Create an eager network of reliable tipsters </li></ul></ul><ul><ul><li>Be transparent about how we do our jobs </li></ul></ul>
  5. 5. You may already be doing this.... <ul><ul><li>Using Twitter and/or Facebook </li></ul></ul><ul><ul><li>“ Tell us” in the paper, on TV, etc. </li></ul></ul><ul><ul><li>In-story polls </li></ul></ul><ul><ul><li>Chats </li></ul></ul><ul><ul><li>Comments on on-site stories and blogs (*shudder*) </li></ul></ul>
  6. 6. How's that going?
  7. 7. Don't be one-way
  8. 8. Rules of Engagement <ul><ul><li>Answer all questions </li></ul></ul><ul><ul><li>Address criticism (without spats) </li></ul></ul><ul><ul><li>Share good responses </li></ul></ul><ul><ul><li>Publicly correct yourself </li></ul></ul><ul><ul><li>Always acknowledge news tips </li></ul></ul>
  9. 9. Twitter & Facebook Are you really connecting?
  10. 10. Powered by relationships <ul><li>You follow </li></ul>They follow
  11. 11. Twitter: Find the right crowd <ul><li>Find accounts by their areas of interest:  </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Find accounts using Twitter lists: </li></ul><ul><li> </li></ul><ul><li>Lists of those you follow  </li></ul>
  12. 12. Twitter: <ul><ul><li>Search by  keywords, location, time </li></ul></ul><ul><ul><li>Reach out for more info </li></ul></ul><ul><ul><li>Follow who you reach out to </li></ul></ul>
  13. 13. Twitter: Don't be a news robot <ul><ul><li>Be personable.  </li></ul></ul><ul><ul><li>Tweet more than your links </li></ul></ul><ul><ul><li>Re-tweet, don't re-write </li></ul></ul><ul><ul><li>Openly engage strangers </li></ul></ul><ul><li>Most importantly:  </li></ul><ul><li>Respond to people </li></ul>
  14. 14. FB account vs Pages
  15. 15. Facebook + Journalism Pages <ul><ul><li>Build a custom feed for work-only </li></ul></ul><ul><ul><li>Create a hub around your topic area </li></ul></ul><ul><ul><li>Interact with readers & sources separate from your  personal contacts </li></ul></ul>
  16. 16. Facebook: Find the right crowd <ul><ul><li>Search public groups and pages </li></ul></ul><ul><ul><li>Reach out with private messages </li></ul></ul><ul><ul><li>Don't be a creeper </li></ul></ul>
  17. 17. Search Facebook Statuses <ul><ul><li> </li></ul></ul><ul><ul><li> / </li></ul></ul>
  18. 18. Be Your Own Expert We journalists think we're so smart, so prove it.
  19. 19. Monitor Your Brand <ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Tweetbeep </li></ul></ul>
  20. 20. Take conversation to them <ul><ul><li>Comment on other blogs/stories in your field </li></ul></ul><ul><ul><li>Talk with those talking about you </li></ul></ul>
  21. 21. Curate your expertise <ul><ul><li>Show your research as you go </li></ul></ul><ul><ul><li>Save links to read later </li></ul></ul><ul><ul><li>Share what you're reading </li></ul></ul>
  22. 22. Tools to try <ul><ul><li>Diigo </li></ul></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>Google reader </li></ul></ul><ul><ul><li>Furl </li></ul></ul><ul><ul><li>Twitter/Facebook </li></ul></ul>
  23. 23. Share curation Bonus! Use a bookmarking site to organize & embed your shared link roundups .
  24. 24. Tools for Engagement New ways to do the same old stuff
  25. 25. Storify: Add readers to your story <ul><ul><li>Curate tweets, Facebook statuses, Flickr, YouTube </li></ul></ul><ul><ul><li>Add documents, story elements </li></ul></ul><ul><ul><li>Reaction stories, Twitter fights, a dramatic event through others' words </li></ul></ul>
  26. 26. Suggestion box > Polls <ul><li>All Our Ideas : &quot;Suggestion box for the digital age&quot; </li></ul>Example
  27. 27. Google Forms > &quot;Tell Us&quot; <ul><ul><li>Exists in Google Docs </li></ul></ul><ul><ul><li>Embeds on your site </li></ul></ul><ul><ul><li>Feeds into a spreadsheet </li></ul></ul><ul><ul><li>Can gather info privately or anonymously </li></ul></ul>
  28. 28. Crowdsourced map : Google
  29. 29. Crowdmapping <ul><ul><li>Free </li></ul></ul><ul><ul><li>Lives online </li></ul></ul><ul><ul><li>People submit on-site, by Twitter or text </li></ul></ul><ul><ul><li>Quick to set up </li></ul></ul>
  30. 30. Conversation > Comments <ul><li>Engage with readers, manage the conversation </li></ul>
  31. 31. Clear out the riffraff Beat blogs and niche networks
  32. 32. Why get your own site? <ul><ul><li>Brand yourself as an expert </li></ul></ul><ul><ul><li>Connect with those who care about your area of interest </li></ul></ul><ul><ul><li>Transparency in your story process </li></ul></ul><ul><li>NOT to get page views </li></ul>
  33. 33. Beat Blogs <ul><li>..a regular flow of reporting, resources and commentary in a focused area.   </li></ul><ul><li>Can be geographical , topical , activity-based or somewhere in between. </li></ul><ul><li>Source: </li></ul>
  34. 34. Private networks <ul><ul><li>Message boards </li></ul></ul><ul><ul><li>File/link sharing </li></ul></ul><ul><ul><li>Limited access </li></ul></ul><ul><li>Tools </li></ul><ul><li>Facebook Groups </li></ul><ul><li>Google Groups </li></ul><ul><li>Yahoo Groups </li></ul><ul><li> </li></ul>
  35. 35. Don't freak out
  36. 36. Connect IRL Seriously!
  37. 37. Remember real life? <ul><ul><li>Connect with your readers </li></ul></ul><ul><ul><li>Have sources meet one another & readers </li></ul></ul><ul><ul><li>Get story ideas </li></ul></ul><ul><ul><li>Get feedback on your work </li></ul></ul>
  38. 38. Networking & Meetups <ul><ul><li>ONA </li></ul></ul><ul><ul><li>Social media organizations </li></ul></ul><ul><ul><li>Organizations and events on your beat </li></ul></ul><ul><li>* Have relevant info on your business cards  </li></ul><ul><li>* Use apps like Bump to connect at events </li></ul>
  39. 39. Hosting Meetups <ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>* More: Google Monica Guzman for info on her meetups </li></ul>
  40. 40. &quot;Office Hours&quot; <ul><ul><li>Unplanned meetups outside the office </li></ul></ul><ul><ul><li>Announce it on Twitter, Facebook or in a story </li></ul></ul><ul><ul><li>Have it somewhere public </li></ul></ul><ul><ul><li>Make yourself available </li></ul></ul>
  41. 41. Experiments in RL Engagement <ul><li>Newsroom Cafe (Register Citizen) </li></ul><ul><li>Newsroom, cafe, citizen journalism classes, computer lab, library </li></ul>
  42. 42. How will you engage?
  43. 43. You're done! Mandy Jenkins @mjenkins