City Journalism - Magazine MA - week 4 - Choosing networks
Choosing the right network Magazine Journalism MACity University, Wednesday 12 October
This course is not about...Being "on Twitter"Or having "a blog"Its about a mixture of different media andprofilesBut which ones?
This is about reaching readersAnd finding out ● Who they are ● What they do ● What they talk about ● Where they talk about it ● What resources are out there that can help you ● And how your journalism can into existing networks
TMBs audience and networks● UK - 60% / US 30% / everywhere else 10%● Media professionals - many very senior, at board level● Intelligent, literate and (some) are digital natives● Interesting in how the industry is changing● Biggest traffic spikes at 7am to 9am - reading on commute or at their desks.● Tend to be aged over 30
● Email newsletters: Aggregation and original analysis - more than 3,000 sent a week ● Twitter: 2,500 followers - growing rapidly, v important ● LinkedIn: 500+ group members - lively debate ● YouTube: 1,000s of views - good marketing platform ● Facebook: 200 likes - but were not a consumer site.-- Some networks work better for professionals than others-- Think about age: TMB average reader age over 30, withmany over 50, so lots of people arent on Twitter / Facebook-- Our readers dont tend to use forums and chatrooms butyours might
● If you’re targeting a local area, is there a healthy online forum? (sometimes you’ll find a lot of news discussion on a local football club site) Are there keen local photographers who use a photo sharing site like Flickr?● If it’s a profession, are they using LinkedIn or a niche professional networking site? Has anyone compiled a Twitter list? Is there a hashtag that they use for regular discussions or themes?● If it’s a hobby or interest, is there a specialist wiki? (My personal favourite is Brickipedia) Or pages on Wikipedia and people who edit those? A YouTube channel?● If it’s a cause, is there a Facebook group, mailing list, and/or e- petition● Are there key bloggers in the network? Do they have Twitter accounts? Delicious or Digg? Google Plus? Search for their username on Google.
Task 1 - existing versus newThink about your chosen community/target audienceand decidea) What already existsb) What you could build to add to that network andincrease your brand footprint
Task 2 - Choose your platforms andtools● A central blog● Social media presences● Shared email account
A few tipsThink about your personal and group biog: describe what youdoThink about tone of voice: is it appropriate for your audienceThink about the time of day you publish: morning, noon ornight?Start following lots of relevant people in your network nowEven better, why not start talking to them?
You should use the time before your next formal lesson to do the following: ● Continue to experiment with web platforms - Wordpress, Blogger, Posterous, Tumblr, Facebook Pages, etc. Don’t wait to be taught to learn technical skills - it is better to come with experience and questions than a blank piece of paper. ● Let the objectives of the project dictate your learning - if you need to learn HTML or CSS to achieve a certain look, then you’ll have a target to hit. If you need to host your own site to access particular functionality, then there’ll be a reason for you learning that. ● Continue to listen to your network and connect with new members. Make yourself useful and build social capital - it will pay off later on.
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