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Extending Reach Through Social Media
The document is an overview of a workshop on extending reach through social media, focusing on the impact of social media on news consumption in the U.S. It highlights trends such as the rise of mobile content, social sharing dynamics, and strategies for effective content dissemination amidst 'content shock.' Key insights include the importance of understanding audience needs, the role of social listening, and the necessity for innovative, shareable content to thrive in a saturated media landscape.
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Extending Reach Through Social Media
- 1. Jill Hopke @jillhopke Extending Reach Through Social Media
- 2. Workshop Overview Social Media and News In the United States “Content Shock” and Rise of Mobile How to rise above the noise? “Social Listening” with Crimson Hexagon “Design Thinking” for User-‐Centered News
- 3. Smartphone and Tablet Device Ownership Rising Pew. (2015). Technology Device Ownership. Source: h?p://www.pewinternet.org/2015/10/29/technology-‐device-‐ownership-‐2015/
- 4. News on Facebook and Twi?er Pew. (2015). The Evolving Role of News on TwiSer and Facebook. Source: Source: h?p://www.journalism.org/2015/07/14/the-‐evolving-‐role-‐of-‐news-‐on-‐twi?er-‐and-‐facebook/
- 5. High Engagement in Niche PlaQorms Source: h?p://www.journalism.org/2016/02/25/seven-‐in-‐ten-‐reddit-‐users-‐get-‐news-‐ on-‐the-‐site/
- 6. Upward Trend of Mobile Content Pew. (2015). State of the News Media 2015. Source: h?p://www.journalism.org/2015/04/29/state-‐of-‐the-‐news-‐media-‐2015/pj_2015-‐04-‐29_sotnm_overview_01/
- 7. The Rise of Long-‐Form Content TwiSer users spend more Ume with content, compared to Facebook Source: h?p://www.journalism.org/ 2016/05/05/4-‐cellphone-‐news-‐users-‐ spend-‐the-‐most-‐Xme-‐reading-‐long-‐ form-‐content-‐when-‐arriving-‐at-‐an-‐ arXcle-‐from-‐an-‐internal-‐link-‐least-‐ Xme-‐when-‐arriving-‐via-‐a-‐social-‐ network/
- 8. Long-‐Form Gets More Mobile Engagement TwiSer users spend more Ume with content, compared to Facebook Source: h?p://www.journalism.org/ 2016/05/05/long-‐form-‐reading-‐ shows-‐signs-‐of-‐life-‐in-‐our-‐mobile-‐ news-‐world/
- 9. How U.S. Adults Get News on the 2016 PresidenUal ElecUon
- 10. “Most helpful” news sources, vary by age TwiSer users spend more Ume with content, compared to Facebook Source: h?p://www.journalism.org/ 2016/02/04/the-‐2016-‐presidenXal-‐ campaign-‐a-‐news-‐event-‐thats-‐hard-‐ to-‐miss/
- 11. Facebook for PoliXcal News TwiSer users spend more Ume with content, compared to Facebook Source: h?p://www.pewresearch.org/fact-‐ tank/2016/05/12/liberal-‐democrats-‐ most-‐likely-‐to-‐have-‐learned-‐about-‐ elecXon-‐from-‐facebook/
- 12. Why do people share online and social content?
- 13. Social Sharing for the InformaXon Age New York Times MarkeUng Study (n.d.). Retrieved from hSp://nytmarkeUng.whsites.net/mediakit/pos/
- 14. Why do people share? New York Times MarkeUng Study (n.d.). Retrieved from hSp://nytmarkeUng.whsites.net/mediakit/pos/
- 15. Types of social sharing pracXces New York Times MarkeUng Study (n.d.). Retrieved from hSp://nytmarkeUng.whsites.net/mediakit/pos/
- 16. “Through social media, news is resurfacing as a social experience, shared by word of month between friends, relaUves and strangers… Facebook, TwiSer, YouTube and the myriad of other services resonate with the basic human urge to be social.” Alfred Hermida, Tell Everyone (p. 5)
- 17. Good Content Doesn’t Cut it Anymore
- 18. Content Strategy in 3 Digital “RevoluXons” ① Presence ② Discover ③ UXlity Late 1990’s (era of AOL, Netscape, Prodigy) Having a website was enough Search Engine OpXmizaXon (SEO) Make your content accessible and people will find it Social and mobile tech “Micro-‐moments” in Google speak Help someone do something Sharable content key Schaefer, M. W. (2015). The content code. @markwschaefer
- 19. Now, Imagine a Ze?abyte… 1 zeSabyte = 1.1 billion gigabytes By 2020, esUmated increase in informaUon online by 500%
- 20. “There is just too much content and too precious li?le Xme for people to consume it.” So what do we do? InformaXon Overload = “Content Shock” Schaefer, M. W. (2015). The content code (p. 11). @markwschaefer
- 21. How to rise above the noise?
- 22. Spreadability • Flow of ideas • Dispersed material • Open-‐ended parXcipaXon • Diversified experiences • Good ideas circulate • CollaboraXon across roles (e.g. journalist, public) “If it doesn’t spread, it’s dead.” Jenkins, H. et al. (2013). Spreadable Media: Crea5ng Value and Meaning in a Networked Culture.
- 23. 1. Unsaturated niches 2. Target niche audiences 3. Consistently produce quality content 4. Keep innovaXng Look for Emerging PlaQorms / New Niches Extra text/sources here Schaefer, M. W. (2015). The content code. @markwschaefer
- 24. 1. Research your core audience(s) 2. Help people achieve something 3. Use exclusivity to your advantage 4. Tailor to “micro-‐ segment” 5. Harness “fear of missing out” (FOMO) Integrate Shareabilty into Content Extra text/sources here Schaefer, M. W. (2015). The content code. @markwschaefer
- 25. • Awe (25%) • Laughter (17%) • Amusement and entertainment (15%) EmoXons that Make People More likely to Share Extra text/sources here Schaefer, M. W. (2015). The content code. @markwschaefer
- 26. • DescripXve, Tweetable content • Be visual • Lists and infographics • Re-‐purpose content across plaQorms • Responsive design Make User Design InteracXve and Visual Extra text/sources here Schaefer, M. W. (2015). The content code. @markwschaefer
- 27. Social Listening with Crimson Hexagon
- 28. Social Listening in News ReporXng
- 29. Crimson Hexagon PlaQorm Extra text/sources here hSps://forsight.crimsonhexagon.com/ch/login
- 30. AlternaXve PlaQorms for Social Listening • Signal (Facebook): – h?ps://www.facebook.com/facebookmedia/get-‐ started/signal • NewsWhip: – h?ps://www.newswhip.com/ • MenXon: – h?ps://menXon.com/en/ • GroundSignal (tracks social posts by locaXon): – h?p://www.groundsignal.com/
- 31. QuesXons? Jill Hopke jhopke@depaul.edu