Cal Lundmark - Getting Your Story Read: Maximizing Social Media

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If you’re wondering whether what you’re doing on social is working, this session is for you. Learn to use analytics to pay attention to your audience, and construct a personal brand and content strategy that take into account what audience members both want and need to know. Cal Lundmark is leading this session. She is social media editor and regional audience growth producer for The State newspaper in Columbia, SC. @calundmark

Social Media

Confidential
9/8/2018 2
What we’re going to learn:
How to get stories read on Facebook
- Measuring audience responses
- Writing engaging sharelines
- Engaging with readers in comment sections
- Finding influencers with CrowdTangle

Confidential
9/8/2018 8
So how do you get your story read by
Facebook users?

Confidential
9/8/2018 9
So how do you get your story read by
Facebook users?
1.  Learn how your readers like their coffee

Confidential
9/8/2018 10
So how do you get your story read by
Facebook users?
1.  Learn how your readers like their coffee
FACEBOOK INSIGHTS:
Download your Facebook Insights at the post level
- don’t rely solely on the display graphs Facebook gives you!
Identify your median ORGANIC REACH, LIKES, COMMENTS, SHARES and NEGATIVE MARKS
Each month, look into how many posts performed above and below your median threshold and
ask yourself why some posts performed poorly, and what made your good posts so good.

Confidential
9/8/2018 11
So how do you get your story read by
Facebook users?
1.  Learn how your readers like their coffee
CROWDTANGLE:
Subscribe to your daily and weekend digests to identify what is overperforming and
underperforming

Confidential
9/8/2018 12
Overperforming 👇 Underperforming 👇

Confidential
9/8/2018 13
So how do you get your story read by
Facebook users?
1.  Learn how your readers like their coffee
CROWDTANGLE:
NOTE: Crowdtangle measures the performance of posts in relation to the other posts on your page
and over a given period of time. How fast did the post generate interactions in the form of likes,
shares and comments? It does not measure clicks.

Confidential
9/8/2018 14
So how do you get your story read by
Facebook users?
1.  Learn how your readers like their coffee
2.  Write sharelines that encourage readers to comment
and share*

Confidential
9/8/2018 15
What is a shareline?
(a.k.a share text, blurb, chatter, etc.)

Confidential
9/8/2018 16
What is a shareline?
(a.k.a share text, blurb, chatter, etc.)

Confidential
9/8/2018 17
Great shareline examples:

Confidential
9/8/2018 18
Great shareline examples:

Confidential
9/8/2018 19
Great shareline examples:

Confidential
9/8/2018 20
Great shareline examples:

Confidential
9/8/2018 22
So how do you get your story read by
Facebook users?
1.  Learn how your readers like their coffee
2.  Write sharelines that encourage readers to comment
and share*
3.  Respond to comments when appropriate

Confidential
9/8/2018 24
Pages & groups centered around the topic of your story

Confidential
9/8/2018 27
Using Twitter to get your story read:

Confidential
9/8/2018 29
You tell me....
Which journalists do you follow on Twitter?

Confidential
9/8/2018 30
You tell me....
Which journalists do you follow on Twitter?

Confidential
9/8/2018 31
You tell me....
Which journalists do you follow on Twitter?

Confidential
Search Tweetdeck for people in your
geographic area who are talking
about issues related to your story
9/8/2018

Confidential
9/8/2018
Content
Social Sharing
Engagements
& Interactions
Process

Confidential
9/8/2018
So what are
you going to
try first?

Confidential
9/8/2018
QUESTIONS?
Email clundmark@thestate.com
All platforms @calundmark

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