Social Media for News Brands

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Tips and trick for establishing and strengthening

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  • Intro with my background in building social media for brands
  • Tweeting on the wrong account no tweets/updates in a long time inconsistent timing duplicates back to back no shortened links no breaking news updates local stuff posted to national (and vice versa) nobody's home on the other end
  • If the brand were a person, who would they be? What are their interests? How would they talk? What would their priorities be?
  • Establish your strategy
  • Exclusive news and scoops: If information is exclusive to your site, you may want to save the information for a quick blog post so a link can be tweeted with the breaking news.
  • Brand pages, not profiles About Us: Address, contact info, links to other social accounts Facebook analytics Apps and features: Questions, featured moderators, other liked Pages
  • Think about which kind of stories you’d share with friends on Facebook. 
  • thumbnail images brought  65% increase in likes and 50% increase in comments on those posts. Customize head and text to explain, not duplicate Think about when people actually use Facebook, and post when they’re on. (Don’t forget weekends!) If you do want to share updates between Twitter and Facebook, do not set it up to function automatically from one to the other.
  • Have everyone go a quick worksheet of the questions listed above. I'll walk around and help them individually and take questions from the group as they go over them.
  • Social Media for News Brands

    1. 1. News Brands Get Social Mandy Jenkins, @mjenkins New Jersey NewsTrain
    2. 2. Brands Behaving Badly
    3. 3. Find Your Persona
    4. 4. Who is my Brand?
    5. 6. First Steps <ul><ul><li>What kind of content am I sharing here? </li></ul></ul><ul><ul><li>Niche or general interest? </li></ul></ul><ul><ul><li>What is the coverage area? </li></ul></ul>
    6. 7. Audience <ul><ul><li>Who is my audience? </li></ul></ul><ul><ul><li>What do they want? </li></ul></ul><ul><ul><li>When is my audience online? </li></ul></ul>
    7. 8. Overall Strategy <ul><ul><li>Do I break news or wait for links? </li></ul></ul><ul><ul><li>How much two-way communication? </li></ul></ul><ul><ul><li>Who am I competing with? </li></ul></ul><ul><ul><li>Do I re-tweet? Who? Why? </li></ul></ul><ul><ul><li>Who runs it? </li></ul></ul>
    8. 9. Assessing Your Staff
    9. 10. Assessing Your Staff <ul><ul><li>Who gets it? </li></ul></ul><ul><ul><li>Who needs help? </li></ul></ul><ul><ul><li>Who will teach them? </li></ul></ul>
    10. 11. Tweeting Like You Mean It <ul><ul><li>Curation > Broadcasting </li></ul></ul><ul><ul><li>Use your news nose </li></ul></ul><ul><ul><li>Timing is everything </li></ul></ul><ul><ul><li>Think like a copyeditor </li></ul></ul><ul><ul><li>Think before you re-tweet  </li></ul></ul>
    11. 12. Break News Early & Often
    12. 13. Facebook Be More Than Just Friends
    13. 14. Pages Not Profiles
    14. 15. Get Them Talking <ul><ul><li>Sports </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Heartwarming stories & photos </li></ul></ul><ul><ul><li>Behind the scenes info </li></ul></ul><ul><ul><li>Hot topics </li></ul></ul>
    15. 16. Wording Matters <ul><ul><li>Posed Questions +64% </li></ul></ul><ul><ul><li>Call to read or take a closer look +37% </li></ul></ul><ul><ul><li>Personal reflections +25% </li></ul></ul><ul><ul><li>Clever, catchy tone  +18% </li></ul></ul>% more feedback over average Source: Facebook
    16. 17. Images Matter
    17. 18. Interacting With Users
    18. 19. Mandy Jenkins Twitter: @mjenkins ZombieJournalism.com Find these slides at: slideshare.net/mandyjenkins

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