Getting your story read: Maximizing social media for branding and audience engagement - Jessica Pucci - Phoenix NewsTrain - April 6, 2018

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Jessica Pucci prepared this presentation on maximizing social media for branding and audience engagement for journalists attending APME's Phoenix NewsTrain on April 6-7, 2018. She discusses the data-informed content cycle and its application to Instagram, Twitter and Facebook. Pucci is the Ethics and Excellence professor of practice, data analysis and audience engagement at Arizona State University's Cronkite School of Journalism and Mass Communication. Is is accompanied by her handout, "Maximizing social media for branding and audience engagement." NewsTrain is a training initiative of Associated Press Media Editors (APME). More info: http://bit.ly/NewsTrain

Social Media

News discovery
on Twitter,
YouTube,
& Snapchat
has increased!

What do we want to do for our audience?
➔ Give them compelling, timely, relevant
content and/or offers.
➔ Prove ourselves as authorities and our
content worthy of their trust and loyalty.
➔ Give our department a human voice.
➔ Become a reliable, regular source of
content.
➔ Build and acknowledge authentic
relationships with them.

What do we want our audience to do for us?
➔ Engage with our content: Read it, watch it,
like it, click it, buy it.
➔ Find enough value in our content/product
that they’re mobilized and motivated to
share it.
➔ Become loyalists and evangelists.
➔ Talk to us. Tell us what matters to them.
➔ Be our eyes and ears; share info, tips and
photos with us. (Even their “silent” behavior
tells us something!)

How it used to work:
LINEAR CONTENT METHOD
Content Engagement

How it works now:
THE DATA-INFORMED
CONTENT CYCLE
Analytics Insights
ContentEngagement

ORGANIC POSTS!
ADS!
POLLS!
TARGETING!
SHARING!
GROUPS!
VIDEO!
LIVE!
EPHEMERAL CONTENT!

Example: Audience research using...
Keyhole.co
Ritetag.com
Trends.google.com

TWITTERTIP: Use TweetDeck to geolocate content!

FACEBOOKTIP: Consider video, Live and Groups

Example: Audience research using
FB Audience Insights

Do more of what performs well, and less of what doesn’t.
THE DATA-INFORMED
CONTENT CYCLE
Analytics Insights
ContentEngagement

THANKS...What do you want to
try first?
Let’s connect!
TWITTER: @jessica_pucci
FACEBOOK: @jessicapucci8
IG: @jpucci8
EMAIL: jepucci@asu.edu

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Getting your story read: Maximizing social media for branding and audience engagement - Jessica Pucci - Phoenix NewsTrain - April 6, 2018

1. GETTING YOUR STORY READ: Maximizing Social Media for Branding & Audience Engagement Jessica Pucci

2. News discovery on Twitter, YouTube, & Snapchat has increased!

4. OUR GOAL: Reciprocal relationships

5. What do we want to do for our audience? ➔ Give them compelling, timely, relevant content and/or offers. ➔ Prove ourselves as authorities and our content worthy of their trust and loyalty. ➔ Give our department a human voice. ➔ Become a reliable, regular source of content. ➔ Build and acknowledge authentic relationships with them.

6. What do we want our audience to do for us? ➔ Engage with our content: Read it, watch it, like it, click it, buy it. ➔ Find enough value in our content/product that they’re mobilized and motivated to share it. ➔ Become loyalists and evangelists. ➔ Talk to us. Tell us what matters to them. ➔ Be our eyes and ears; share info, tips and photos with us. (Even their “silent” behavior tells us something!)

7. How it used to work: LINEAR CONTENT METHOD Content Engagement

8. How it works now: THE DATA-INFORMED CONTENT CYCLE Analytics Insights ContentEngagement

10. ORGANIC POSTS! ADS! POLLS! TARGETING! SHARING! GROUPS! VIDEO! LIVE! EPHEMERAL CONTENT!

11. Example: Audience research using... Keyhole.co Ritetag.com Trends.google.com

12. INSTAGRAM

13. TWITTERTIP: Use TweetDeck to geolocate content!

14. FACEBOOKTIP: Consider video, Live and Groups

15. Example: Audience research using FB Audience Insights

16. Do more of what performs well, and less of what doesn’t. THE DATA-INFORMED CONTENT CYCLE Analytics Insights ContentEngagement

17. Example: Twitter & Facebook analytics

18. THANKS...What do you want to try first? Let’s connect! TWITTER: @jessica_pucci FACEBOOK: @jessicapucci8 IG: @jpucci8 EMAIL: jepucci@asu.edu

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