Slides for a workshop for an audience of international journalists visiting DePaul University in Chicago, June 2016. Workshop learning objectives: 1) Increase understanding of a U.S. context for social media shifts in news production and consumption; 2) Learn practical ways to overcome “content shock;” 3) Apply social listening techniques to analyze ways in which U.S. and Georgian news outlets are covering current news (e.g. using Orlando Pulse nightclub terrorist attack as case study); and 4) Understanding of how to apply “design thinking” techniques to developing audience-centered social media strategy.

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