Secrets of Social Media CRMA 2011


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Secrets of Social Media CRMA 2011

  1. 1. Secrets of Social Media<br />CRMA 2011<br />Sean MussendenUniversity of Maryland Philip Merrill College of Journalism<br />
  2. 2. What I’m Going to Talk About<br />Overview of why social media matters to news organizations<br />Priorities in social networks<br />Focus on Facebook – the most important platform for branding and distribution. Better for news orgs. <br />Focus on Twitter – an emerging tool better suited for sourcing. Better for individual reporters. <br />Beyond Twitter and Facebook – Stumble Upon, Reddit, YouTube.<br />Questions<br />
  3. 3. Why Social Media Matters<br />“Living life online” increasingly means social networks<br />Still in early stages. Search and destination Web sites still VERY important, but becoming less important. <br />
  4. 4. Why Social Media Matters<br />How people expect to get news is changing <br />People are lazy and busy. Increasingly expect news to find them. <br />Network of friends/followers and “the crowd” increasingly serve as “editors” that determine what people see. <br />Trust. People more likely to read something suggested by a friend than a stranger. <br />
  5. 5. Which Social Networks Matter?<br />There’s Facebook…and everything else. <br />
  6. 6. Facebook Strategy for News Orgs<br />Facebook best platform for news organizations. <br />Less important that individual journalists have a presence – unless you’re really famous. <br />Two things to consider: <br /> presence – fan pages, news feed. <br />Integration of Facebook on your Web site. <br />
  7. 7. Facebook Strategy for News Orgs<br />It All Starts with the Fan Page<br />
  8. 8. Facebook Strategy for News Orgs<br />The Importance of Niche Pages<br />Niche Page Examples<br />Segment audience so they get only what they want<br />Spreads responsibility for Facebook across organization<br />Drawback – takes more staff time<br />
  9. 9. Facebook Strategy for News Orgs<br />The Pages Don’t Matter - Focus on the Feeds<br />
  10. 10. Facebook Strategy for News Orgs<br />Everything from friends and fan pages*<br />User studies: not looked at as often at Top News. <br />Not the default view. Users have to take action to see it.<br />Most valuable real estate on Facebook – “Boardwalk”<br />User studies: most frequently visited part of Facebook. <br />Algorithm – Facebook’s “Secret Sauce” – determines what shows up here. <br />Your goal: get your content here. <br />Most Recent Feed<br />Top News Feed<br />
  11. 11. Facebook Strategy for News Orgs<br />Algorithm tries to determine what users care about<br />Most important factors:<br />User’s previous interaction with that person/org. In this order: Share, Comment, Like.<br />User’s friend network interacting with a given post. In this order: Share, Comment, Like.<br />Secondary factors: <br />High level of interaction from outside user’s friend network.<br />Inclusion of links, photos and videos. <br />Inside Facebook’s Secret Sauce<br />
  12. 12. Facebook Strategy for News Orgs<br /> If you want people to see your content:<br />You need to work to build a relationship.<br />You need to post content that people want to talk about and that they want to share with their friends. <br />You need to post content that includes pictures/video and links. <br />Big Takeaway<br />
  13. 13. Facebook Strategy for News Orgs<br />Lighter content tends to work better than “heavier” stuff. <br />Don’t dump everything. Select for potential for virality.<br />Must be things people would want to talk about. “Hey Mabel” stories. <br />Engage the audience. <br />Crowdsource<br />Ask questions (NOT: “what do you think?”)<br />Quizzes<br />Stick to your niche. <br />What kind of content is best on Facebook?<br />
  14. 14. Facebook Strategy for News Orgs<br />Short, catchy blurbs <br />Conversational tone<br />Timing matters!<br />Eye-catching photos and videos<br />Adjust based on metrics<br />Links: goal is always to drive people back to your site. Have to pay the bills. <br />Remember: your competition is not just other media orgs, but pics of users’ grandkids. <br />Writing Effectively for Facebook<br />
  15. 15. Facebook Strategy for News Orgs<br />Important to give users the FB experience on your site. <br />FacebookOpenGraph makes this easy – talk with your developers. <br />Three basic levels – beginner, intermediate and advanced. <br />Incorporate Facebook on Your Site <br />
  16. 16. Facebook Strategy for News Orgs<br />Allow visitors to like individual pieces of content and share it with their network. Put in multiple locations.<br />Allow visitors to become a fan/follow. Should be prominent on every page. <br />Incorporate Facebook on Your Site - Beginners<br />
  17. 17. Facebook Strategy for News Orgs<br />Show visitors what people in their network are reading/watching on your site.<br />Incorporate Facebook on Your Site - Intermediate <br />
  18. 18. Facebook Strategy for News Orgs<br />Make recommendations based on Facebook reading habits. This will creep out some users. <br />Integrate comment system.<br />Incorporate Facebook on Your Site - Advanced<br />
  19. 19. Twitter for Journalists<br />More about relationships built around shared topical interest than friendships. <br />Importance is growing, but not near Facebook level.<br />Of all social networks, best sourcing and informational tool.<br />Not as important for branding and distribution, but can drive traffic. <br />
  20. 20. Twitter for Individual Journalists<br />An amazing knowledge acquisition tool. <br />“Mindcasting” - A lot of smart people who know more about the topics you care about than you, sharing their knowledge for free. <br />“The People Formerly Known as the Audience.” – Jay Rosen<br /> Don’t be passive. Engage people you follow. <br />Tap into the Wisdom of the Crowd<br />
  21. 21. Twitter for Individual Journalists<br />Start with a few smart people and mine the list of people they follow. <br />Tools for finding new people: Twellow, Twibes, WeFollow, LocalTweeps, GeoChirp. <br />Edit aggressively. Drop people who aren’t useful. <br />Strategies for Building Your Twitter Network<br />
  22. 22. Twitter for Individual Journalists <br />Carve out a niche and stick to it. <br />Write a short, catchy bio and include a picture.<br />Insert yourself into discussions.  Engage with other users who share similar interests. <br />Court the big influencers in your topic area. A RT from someone with 100K followers better than someone with 100 followers.<br />Tweet regularly.  More tweets = more opportunities for new followers.  <br />Building a Brand on Twitter<br />
  23. 23. Twitter for Individual Journalists<br />Provide useful information. Not what you had for breakfast.<br />Don't just shill your work.  Link to the work of others.<br />Links, links, links.  Use a URL shortener (i.e.<br />Use #hashtags.  Good way to attract new followers.<br />Leave approx. 20 characters out of 140 for RTs. <br />Abbreviate, within reason. <br />Timing matters!<br />Writing Effective Tweets<br />
  24. 24. Beyond Facebook and Twitter<br />
  25. 25. Beyond Facebook and Twitter<br />Can be a huge traffic driver to sites if a story gets legs. <br />Directs people to “best of the Web.” <br />Important to submit your content. <br />Important to make it easy for people to share your content on the network. <br />StumbleUpon<br />
  26. 26. Beyond Facebook and Twitter<br />Extremely active social community built around thousands of topical channels<br />When Digg died, it got bigger<br />Important to make it easy for people to share your content on Reddit. <br />Reddit<br />
  27. 27. About Sean Mussenden<br />On faculty at the University of Maryland Philip Merrill College of Journalism<br />Focus on intersection of social media and news and multimedia news production<br />Former newspaper reporter, multimedia journalist and Web editor<br />Consultant who has helped several news orgs improve social media strategy <br />Twitter: @smussenden<br />Facebook: /sean.mussenden<br /><br /><br />Cell: 202-590-2190<br />Slides from this presentation available <br />About Sean<br />Contact Info <br />