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  1. 1. Tweet this:Using social media to find, report, and distribute the news<br />Rachele Kanigel<br />San Francisco State University<br />
  2. 2. “If the news is important, it will find me.” -Mark Zuckerberg<br />
  3. 3. Digital Publishing Life Cycle<br />
  4. 4. Which social media tools are you using?<br /><ul><li>Facebook
  5. 5. Twitter
  6. 6. Tumblr
  7. 7. Cover it Live
  8. 8. Foursquare
  9. 9. Storify
  10. 10. Other tools?</li></li></ul><li>Social media strategizing<br />Facebook and Twitter are THE news source for many people, especially college students. If you’re not there, how will people find your content? <br />Search Engine Optimization - You want people to find your content! You need links to your content.<br />Stand out above the noise and competition (Demonstrate personality! Offer readers valuable material.)<br /><ul><li>Use social media to get and give information – make it a two-way street.</li></li></ul><li>What are you doing with social media?<br /><ul><li>Are you simply promoting stories?
  11. 11. Are you posting news updates?
  12. 12. Are you engaging readers?
  13. 13. Are you asking questions?
  14. 14. Are you getting responses?
  15. 15. Are you getting story ideas?
  16. 16. Are you finding sources?
  17. 17. Are you getting contributions – photos, videos, news alerts?</li></li></ul><li>
  18. 18. Seven steps to using social media<br />
  19. 19. Step 1: Set up your social media presence<br />Facebook – publication page; personality pages for columnists, editor-in-chief<br />Twitter – accounts for publication and for key topics/people --@PublicationSports, @PublicationArts, @PublicationEditor<br />Storify -- for special stories or events<br />Cover it Live – for important meetings, games<br />
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  21. 21. Step 2: Develop your publication’s social media identity<br />What kind of “personality” does your publication have in the social media sphere?<br />Campus publications should be:<br /><ul><li>Friendly -- approachable, not snarky
  22. 22. Outgoing – reaching out to readers
  23. 23. Curious -- interested in what’s happening on campus
  24. 24. Authoritative – a reliable source of information
  25. 25. Fast – the first to report campus (and sometimes community) news</li></li></ul><li>Step 3: Connect with others<br />Follow campus officials, professors, student government leaders, coaches, athletes and other key campus figures on Twitter<br />Link to campus organizations on Facebook<br />If your school has relationships with other schools – it’s part of a statewide system or it’s embroiled in a fierce rivalry – connect to people/institutions at those schools <br />
  26. 26. Step 4: Engage with readers<br />Retweet and reply to Twitterers<br />Pose questions<br />Ask for feedback<br />Invite contributions<br />Converse<br />Offer free stuff – giveways, contests<br />
  27. 27. Step 5: Look for news/story ideas<br />Check out postings by key sources on your campus or beat<br /> Search your school (and/or your beat) on Twitter periodically – what are people talking about?<br />Check postings about events by hashtag<br />
  28. 28. Step 6: Use social media tools to report stories<br />Ask readers:<br />Did you feel the earthquake?<br />Are you at the game tonight?<br />What do you think of the controversial new drinking policy?<br />
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  31. 31. Step 7: Tell stories with social media tools<br />Incorporate social media posts in stories<br />Try new storytelling formats<br />
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  33. 33. http://www.washingtonpost.com/wp-srv/special/metro/facebook-story-mothers-joy-familys-sorrow.html<br />
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  35. 35. Step 7: Distribute the news<br />Don’t use traditional headlines – be more engaging<br />Be selective – don’t post every story. Choose stories that will play well in the social media sphere<br />Promote content that people are likely to retweet, “like” and share – cool videos, shocking news, weird photos<br />

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