Social Media For Entrepreneurial Journalists

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Class slides and lesson overview on social media for new brands, prepared for my Entrepreneurial Journalism class at Georgetown University.

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Social Media For Entrepreneurial Journalists

  1. 1. Social Media andthe Entrepreneurial Journalist
  2. 2. Social media can be part of the solutionfor the 3 key challenges anentrepreneurial journalist faces: content,distribution and monetization.
  3. 3. Social Content: YouTube
  4. 4. Social Content: Flickrcc licenses
  5. 5. Social Content: Twitter Photos
  6. 6. Curating Content: Simple Slides
  7. 7. Storify
  8. 8. Social Bookmarking
  9. 9. Tumblr Reblogging
  10. 10. Quizzes and Surveys
  11. 11. Crowdsourcing Content
  12. 12. Google Docs● Gathering info using Forms● Crowdsourcing● Free word processor/Excel/Powerp oint
  13. 13. Crowdsourced map: Google Maps
  14. 14. CrowdmappingFree, fast and reader-friendly
  15. 15. Polling, Gathering IdeasFeature Example - TBDNews Example - HuffPost
  16. 16. Search for Content● Search by keywords, location, time● Reach out for more info● Follow who you reach out to
  17. 17. Social Media forDistribution & Storage
  18. 18. Social Media for Monetization
  19. 19. Create your own social product
  20. 20. Why is social media important for a new brand?
  21. 21. Social Media and BrandsEstablish your brands identity before consumersor competitors canPerform customer serviceReach influential audiences
  22. 22. Getting Started
  23. 23. Find Your Persona
  24. 24. Who is my Brand?
  25. 25. Questions to Ask● How conversational should the tone be?● What sort of tone is right for my content and audience?● Am I a friend, a voice of authority or somewhere in-between?
  26. 26. Audience● Who is my audience?● What do they want?● When is my audience online?
  27. 27. Overall Strategy● How much two-way communication?● Who am I competing with? What can I do better on social media?● Do I re-tweet? Who? Why?● How will I have time?
  28. 28. Twitter ● 13% of all American web users ● Those aged 18-29 more likely users than older Americans ● African-Americans and Latinos are more than twice as likely to use Twitter as are white internet users ● Majority are college-educatedSource: Pew, 2011
  29. 29. Powered by followers You They follow follow
  30. 30. Who you should follow● Your competitors (bloggers too)● People in your field of interest● Popular people in your related/local Twittersphere● Those who reply to you● Those who re-tweet, share your links
  31. 31. Finding who to follow● By subject/location: Twellow.com, Wefollow.com● Muckrack.com (for finding journalists)● Look at others’ follows/followers● Spy on Twitter lists● Listorious.com
  32. 32. Interacting With Users
  33. 33. 8 Simple Rules of Social Interaction1. Respond to replies, comments and questions(especially questions) everywhere2. Be transparent in all you do3. Ask for help when you need it4. Be thankful
  34. 34. 8 Simple Rules of Social Interaction5. Make corrections quickly and publicly6. Address criticism without spats7. Be consistent8. Dont just push your content out
  35. 35. Tweeting Like You Mean It● Curation > Broadcasting● Use your news nose● Timing is everything● Think like a copyeditor● Think before you re-tweet
  36. 36. What Not to Do
  37. 37. Brands Behaving Badly
  38. 38. Brands Behaving Badly
  39. 39. FacebookBe More Than Just Friends
  40. 40. Facebook ● 94.7 million Americans, about 50% penetration in most states ● Growing fastest among older Americans ● Majority women, but may differ for brandsSource: Facebook
  41. 41. Pages Not Profiles
  42. 42. Get Them Talking● Sports● Politics● Heartwarming stories & photos● Behind the scenes info● Hot topics
  43. 43. 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
  44. 44. Images Matter
  45. 45. Timing Matters ● Post late in the week and on weekends ● Post throughout the daySource: Facebook
  46. 46. Page Management● Set your word filters, moderate comments● Take advantage of media, people respond to videos and photos● Dont go automatic
  47. 47. Tips from the PR experts...Interact with fans in commentsAddress negative comments quicklyShare stories, inspire others to do the sameDont be "selling" all the time, just be real
  48. 48. Reputation Management Find out what people are saying and address it head-on
  49. 49. Google AlertsKnow whats out there - and respond
  50. 50. Set up your alertsgoogle.com/alertsEliminate results from your company site:"first last" -yoursiteurl.com
  51. 51. Twitter keyword searches
  52. 52. More alertsVideo alertsRSS feed alertsSocial mention reports
  53. 53. Ways To Open Up
  54. 54. Chats
  55. 55. Real Life Engagement
  56. 56. Mandy Jenkins Twitter: @mjenkins ZombieJournalism.com Find these slides at:slideshare.net/mandyjenkins

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