The document provides information on relevant social media channels for journalism, including pros, cons, and recommended posting frequencies for platforms like Twitter, Facebook, Tumblr, YouTube, Pinterest, Storify, Flickr/Instagram. It also offers tips on encouraging participation, focusing content, and dealing with potential conflicts when moderating community responses on social media.

2. Relevant Social Media Channels
Twitter
Pros Cons Frequency
Fast and direct Need to respond within 4-8 time a days, with 2-
a couple of hours 3 status updates and
Engage directly with the rest as responses
followers Higher level of content
needed
Capture people’s http://visual.ly/science-
reactions to the news Exposure to potential social-timing (EST time)
and journalists negative reactions
Be seen as accessible

5. Relevant Social Media Channels
Facebook
Pros Cons Frequency
Facebook has huge Need to keep track and 1-2 status updates a
penetration and is moderate user day with a response for
largely used for responses every 3-5 comments
personal use
Content created needs Lunchtime, 5pm, or
Can produce richer to be more in-depth Saturday morning.
status updates than Twitter
http://visual.ly/science-
Tempo is more sedate Can’t reach out beyond social-timing (EST time)
Fans already connected
Can project a more
rounded view of
journalists

6. Relevant Social Media Channels
Tumblr
Pros Cons Frequency
Can produce long form More work required to 1 long post every 1 or 2
blog posts as well as create entries days, or 1-2 short posts
short photo/video/quote every day. Responses
based ones Need to moderate as required.
comments if enabled
Ability to embed 4pm, 7pm EST,
content i.e. Storify especially Fridays.
Existing community
within the blogging
network who can reblog
Greater visual
customisation

7. Relevant Social Media Channels
YouTube
Pros Cons Frequency
Established community Comment quality can be Assuming populated
very low based on video
Easy to embed or share production plan
videos on other Need to moderate
networks comments if enabled 6pm, especially
Wednesdays and
Easily promote brand Exposure to potential Thursday
videos negative reactions
Can respond to others’
videos

8. Relevant Social Media Channels
Pinterest
Pros Cons Frequency
Massively popular Community still not 3-5 pins a day,
image site reached full maturity comments as required
Designed for sharing & Few tools to track 2-4pm, 8pm-1am,
embedding activity Saturday Morning EST
Ability to curate groups Benefits still debatable
of themed images
Can embed a link within
image

9. Relevant Social Media Channels
Storify
Pros Cons Frequency
Fantastic curation tool Time consuming to 1 story board every 3-5
build each story board days, updated regular
Can build story with any during that period.
embeddable content Needs updating to Responses to comments
remain relevant as required
Great way to promote
other people and build Tool can be unreliable If UK story cover UK
community hours early morning
No great community to
Be seen as speak of yet
knowledgeable and a
source of information

10. Relevant Social Media Channels
Flickr / Instagram
Pros Cons Frequency
Easy tools to build Instagram needs access Instagram should be at
database of images to a smartphone least 1 photo a day or
2, Flickr as and when
Instagram more Very hard to get any images produced
community driven and traction in Flickr
immediate community No set time for Flickr
Can be used to embed
images in other social
channels
Be seen as accessible

11. The Editorial Process

12. What to Write?
Encourage people to participate. The more you
solicit and respond to content from your followers,
the more engagement you’ll see.
Aim to fill a gap. Try for a unique angle, cover
topics or provide information which is missing from
the existing discussion.
Don’t try to be everything to everyone – or your
content will mean nothing to anyone.

13. How to Deal With Conflict
Identify what might be causing the conflict
Takes plenty of screenshots
Escalate if necessary as per your procedures
Publicly acknowledge the issue
Ask questions of the participants to try and help
clear up any misunderstandings
Take a step back
Address the emotional aspect of the argument
Limit possible escalation into name-calling
Encourage communication in a non-judgmental way

14. Community Response Workflow

15. Contact
eModeration
Tamara Littleton, CEO
b: http://blog.emoderation.com
tw: www.twitter.com/emoderation
li: www.linkedin.com/emoderation
fb: https://www.facebook.com/eModeration
g+: http://gplus.to/emoderation
p: http://pinterest.com/emoderation
ss: http://www.slideshare.net/emoderation