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Community engagement nypa
This document outlines various ways for newspapers to engage their local community through blogs, social media, crowdsourcing content, live chats, contests, and video. It encourages establishing a human voice on social platforms and leading conversations on important topics. Curation of third-party content is also discussed as a form of engagement. Specific engagement tactics are suggested such as hosting group blogs, monitoring hashtags, asking questions to spur discussion, and partnering with local organizations for contests and promotions.
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Community engagement nypa
- 1. Engage Your Community Steve Buttry New York Press Association Sept. 19, 2014 #NYPA14
- 2. Read more aboutit • stevebuttry.wordpress.com • slideshare.net/stevebuttry • @stevebuttry • stephenbuttry@gmail.com
- 3. Stories coming up next week?
- 4. Your homework •Choose 1 or 2 things to try next week • Choose 1 or 2 things to try in October • Write down follow-up questions • Slides and links on my blog
- 5.
- 6. Ways of engaging • Community blogs • Social media • Seek community content • Curation, aggregation • Contests • Don’t forget the newspaper! • Face to face
- 7. Growing your network Finding new bloggers: • Google (blog search w/ community names) • Check local blogs’ blogrolls • Check links of local tweeps • Help set up people with blogs
- 8. Host some groupblogs • Community clubs • Community religious organizations • Youth sports teams • Neighborhood groups • Music (marching bands, church choirs, garage bands, youth recitals) • What else?
- 9. Social media •Community orgs w/ FB pages • Community FB groups (if they’re open) • Community orgs, voices on Twitter • Community orgs w/ YouTube channels • Community orgs on Instagram, Flickr • Community Pinboards
- 10. The Social Media Conversation
- 11. Great for promotion,but also … • Great for reporting • Find story ideas • Crowdsource • Join & spur the conversation (reply, retweet, ask questions)
- 12. engagement • Photosused to engage best, but now links w/ strong photos work best • Don’t autopost, start a conversation • Have a human voice • Engage with (and police) comments • Ask questions • Use polls
- 13.
- 15. Why converse w/no link? • Question invites conversation • Engagement w/ question boosts views/engagement on subsequent links • Builds brand, gain followers • Do you enjoy conversation w/ people always calling attention to themselves?
- 16. CT Twitter study: • Newsroom accounts mostly heads & links • @5thDistrictCT conversational (links to competition, RTs, replies, great info) • @5thDistrictCT = 2x to 10x more referrals per Twitter follower
- 17. Tips for beingconversational: • Monitor @ mentions & reply (answer questions, thank for links, address critics) • Make link posts conversational • RT competition, community bloggers • Ask questions
- 18. Monitor community conversation: • Save searches for key names, hashtags • Save location searches for breaking-news terms (fire, emergency, siren) • Make lists (HootSuite, TweetDeck columns) of key community users • Reply & RT
- 19. Encourage staff tobe conversational: • Be personable (can do that w/o stating opinions) • More than just links • Listen to community; reply & RT • Livetweeting events
- 20. What’s your social-mediavoice • All about me? • Join other conversations? • Appropriate to content (light, serious)? • Who would your social-media voice be (think of a character)?
- 21. Crowdsourcing tips •Say what you know, what you need to know • Don’t ask for help; invite people to tell their stories, share their photos • Reach broader audience (hashtags, ask on FB pages of groups w/ interests)
- 22. Lead the conversation Live chat opportunities: • Enterprise story: Reporter and/or source(s) • Promote upcoming game or other event (or during the event) • Controversial editorial • Community leaders
- 23. Lead the conversation Live chat opportunities: • Promote contest (or contest winner) • Columnist, editor fielding questions • Second screen (Oscars, Super Bowl, election night) • Damage control • What else?
- 24. Live-chat tips •Lots of tools available: CoverItLive, ScribbleLive, WordPress, Superdesk • Twitter chat brings in community audience • Promote on home page, print product • Moderate comments • Don’t solo
- 25. Live-chat tips •Have participants on phone call, so you can promp participants about next questions, know when they’re done answering, etc. • Give start time but not end. Plan for an hour but OK to quit early if it’s run its course.
- 26. Curating the conversation “I think curation has always been a part of journalism; we just didn't call it that.” – Andy Carvin (then of NPR, now with First Look Media), quoted in The Atlantic by Phoebe Connelly
- 27. What is curation? Museum curator: • Studies topic • Chooses relevant content (other sources & museum collection) • Authenticates • Groups related items • Provides context • Presents exhibit Journalism curator: • Studies topic • Chooses relevant content (social media, blogs, staff) • Authenticates • Groups related items • Provides context • Presents collected content
- 28. Curation tools •Search (Google, Twitter etc.) • Storify • Tumblr • RebelMouse • Pinterest • Geofeedia • Spundge
- 29. Curation sources •Social media (Twitter, Facebook, Flickr, YouTube …) • Blogs • Staff content (current & archives) • Other news media (yes, competition)
- 30. Authenticate & attribute • Ask: “How do you (they) know that?” • Ask careful questions of crowd to help you vet & verify • Check links, tweets & information on sources • Link to original source • Attribute
- 31. Contest possibilities •Holidays (Halloween, Thanksgiving, Christmas, Valentine’s, Mother’s Day, Father’s Day, July 4) • Seasons (fall colors, winter photos, etc.) • Children, pets • Sports • Community locations
- 36. Contest tips •Photo contests rock • Facebook works (brings new likes, helps you in news feed algorithm) • Which is better – judging or voting? • Experiment, learn, laugh • Don’t forget the print product
- 37. Contest sponsorships •Get advertiser(s) to provide prizes • Tie in advertiser’s Facebook page (people can enter by liking it) • Event at sponsor’s business • What else?
- 38. Your contest ideas • Groups of 3-4 • Something for fall or winter engagement • Theme? • How enter? • How judge? • Ideal sponsor?
- 39. Video engagement •Surveillance video • Seek submissions from community • Vine, Tout • Google Voice + still photos • Search YouTube, Vimeo • Hangout (live on YouTube)
- 40. Video engagement •POV camera • Live webcam • Re-ask best question (quick edit) • Post raw video • Live coverage • Video from source, agency
- 43. Your homework •Choose 1 or 2 things to try next week • Choose 1 or 2 things to try in October • Write down follow-up questions • Slides and links on my blog