Online Journalism

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Contact: Julian Matthews m: +6012-9159528,
e: julian@trinetizen.com, w: http://www.trinetizen.com
ONLINE JOURNALISM TRAINING FOR REPORTERS
1.0 INTRODUCTION
Welcome to Trinetizen Media’s online journalism workshop. We hope you will actively
participate in making this training successful.
Trinetizen Media is an independent media training company and consultancy based in
Kuala Lumpur, Malaysia.
As certified trainers, we have trained over 500 senior management, executives and
professionals in multinationals, small-and-medium enterprises and non-governmental
organisations on social media, media relations, investor relations, crisis communications
and effective spokesperson communications.
We have also trained over 300 journalists, editors and photojournalists in The Star, the
No 1 English daily in Malaysia, Bernama, the national news agency and RTM, the
national broadcasting station, the Commonwealth Journalists Association (Sarawak),
HCK Media and Mongoose Publishing from 2006-2016.
Our full suite of journalism courses include Basic Journalism, Basic Photojournalism,
Advance Photojournalism, Multimedia Journalism, Social Media Journalism, Business
Journalism and Mobile Video Journalism.
We also consult with clients on formulating crisis communications plans and media
relations strategies for online and print media and continue to produce news and feature
stories for placements in targetted media.
2.0 OBJECTIVES
1. To conduct a two-day interactive and customized training on online journalism.
2. To learn to use social media apps responsibly on a daily basis to gather, source,
verify, produce and promote stories from your news organisation.
3. To connect, build and grow a community of followers and fans that are loyal to
your brand.
3.0 KEY BENEFITS AND LEARNING OUTCOMES
1. This two-day programme will help reporters and editors use social media
networks as a means to find new story ideas; connect with readers/viewers in
new ways; and promote their own work for the news organisation’s benefit.
2. Participants may already be using some of these tools, but the programme will
provide new tips and techniques, examine case studies and various examples by

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other news organisations and set best practices and guidelines for planned
projects in future.
3. The programme will also demystify the use of social media apps and raise the
confidence of your management and staff on how to integrate social media in
their daily tasks and workflow management.
4.0 STRUCTURE AND PROGRAMME OUTLINE
DAY 1
9am – 10.15am
MODULE 1: ONLINE JOURNALISM
 Overview on the social media and online journalism
 Key trends in social media: statistics in Malaysia, the region and the world
 Social networks and challenges of online journalism
 Case studies: MH370
Exercise: Identify quake photos
Exercise: Identify before and after flood photos
10.15am – 10.30am – Tea-break
10.30am – 11.30am
MODULE 2: MOBILE AND VISUAL JOURNALISM
Useful Social Media Apps:
 The power and impact of photos
 Twitter: App run-through, shortlinks, hashtags, uploading photos and video
 Instagram: App run-through: Posting, hashtags
 Facebook: App run-through, following newsmakers, sourcing for story ideas,
creating an album, posting videos
 Using Buffer for scheduled posts
 Aggregation and Curation: Storify, Storyful
 Live streaming: CoverItLive, UStream, Livestream
 The power of hashtags and lists
Exercise: Post a set of photos on Twitter
Exercise: Post an update on Facebook with a set of photos
Exercise: Set up Instagram account. Post photo, caption and use hashtags
11.30am – 1pm
MODULE 2: (Continue)
 Periscope: App run-through
 Best practices: Attribution and verification
Exercise: Set up Periscope, livestream a broadcast
1pm – 2pm: Lunch

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2pm – 3.15pm
MODULE 3: WINDOWS LIVE MOVIE MAKER
 App run-through
Exercise: Use Movie Maker to create video with captions and incorporating photos,
music, and video
3.15pm– 3.30pm: Tea break
3.30pm – 5pm
Continue Module 3
DAY 2:
9am – 10.15am
MODULE 4: PERSONAL BRANDING AND SOCIAL MEDIA POLICY
 Dos and Don’ts for journalists on social media
 Best practices in your social media profiles to promote your media organisation
 Taking the leap from bylines to personal branding
 Adding value: Shameless plugging vs authentic engagement
 Leveraging on professional networks and online journalists networks
 Social Media Policy: Setting a framework of interactions on social media
 Case studies: Successful use of social media by reporters and news orgs
10.15am – 10.30am – Tea-break
10.30am – 11am
MODULE 5: MOBILE VIDEO (PART 1)
 Doing it all on one device. Useful apps on Smartphone eg. iPhone, Android Phone,
Windows Phone
 Apps to file stories
 Apps for capturing and editing photos, audio and video
 Examples of news organizations using mobile apps: Instagram, Periscope,
Meerkat, Vine, Storify, Storyful, Snapchat, Viber Public Chat
11am – 1pm
 Basic video terminology, camera angles: wide shot, medium shot, close up
 Framing - rule of thirds, lead space, headroom
 Movement - panning & zooming
 Shooting with your smartphone
1pm – 2pm: Lunch
2pm – 3.15pm
Exercise: Shoot and upload video on YouTube: one-on-one, event, standupper
 Basic online editing and mixing of audio
3.15pm – 3.30pm: Teabreak

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3.30pm – 4.30pm
MODULE 6: METRICS AND KPIs
 Defining Key Performance Indicators in Social Journalism
- Quantity: Pageviews, visitors, posts, comments, tweets, re-tweets, clicks to
shortlinks, number of fans, followers, commenters, subscribers, number of
embeds and downloads, new subscribers
- Quality: Conversations, engagement, positive comments, pass-along or buzz
value, useful feedback, story ideas for follow-ups or new angles, new sources
 Free tools to track, monitor and measure results.
4.30pm – 5pm
- Summary by facilitators.
- Feedback form and certificate presentation
*Please note that modules above are only suggestions and subject to change on day of
presentation

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FACILITATOR’S PROFILE
JULIAN MATTHEWS,
Diploma in Multimedia Production, SAE, New Zealand,
Certified by Human Resource Development Council of
Malaysia Trainer.
Digital media trainer Julian Matthews is one of the pioneers in
online journalism in Malaysia.
He was the first Malaysian correspondent for AsiaBizTech.com, a
Nikkei Business Publications, Inc (NBP) website based in Silicon
Valley in 1997 and the Malaysian correspondent for Nikkei
Electronics Asia, also published by NBP, for 14 years.
Besides NBP, he was also at various times, the Malaysian correspondent for some of
the most prominent online technology and business publishers in the Asia Pacific region
including CNET, ZDNet and Newsbytes, a Washington Post-Newsweek subsidiary.
As a journalist, Julian has contributed to the New Straits Times, The Star and The Edge
in Malaysia and the New Zealand Herald. He is skilled in writing and editing news
stories as well as doing analyses and features for print and online publications.
Julian began his career as a freelancer for New Straits Times, and then as a journalist
with The Star in 1984. He switched to travel writing in 1989 and won the Tourist
Development Corporation’s Best Travel Writer award that same year.
Since 1991, he has established a career as a professional business and technology
writer for various corporations, trade publications, magazines and online media.
As a web designer, he has developed various websites with strong emphasis on
marketing niche services and raising awareness for non-government organisations.
As a media consultant, Julian has extended corporate writing services to companies
such as IBM, HP, Accenture and Nestlé.
Julian designed, developed and presented over 30 workshops on Multimedia Journalism
and Social Media Journalism for reporters, editors and photographers of The Star,
Bernama and RTM which he designed and developed specifically for media
professionals transitioning to online media.
As a trainer, Julian has trained executives and senior management of multinationals on
Effective Media Relations, Effective Investor Relations, Online Advertising, Online
Marketing, Corporate Social Media and Crisis Communications.

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CITED IN ASIA’S MEDIA INNOVATORS BY STEPHEN QUINN (KONRAD
ADENAUER STIFTUNG)
(The Star Group in Malaysia) also employed former Star journalists Julian and Anita
Matthews as multimedia trainers. “We prefer to outsource because we have lots of good
trainers in KL. And our training manager is on-board when it comes to multimedia,”
Asohan (Aryaduray, former editor for new media) said. In the multimedia training
courses Star journalists learned how to create their own slide show and put it on the
Internet, shoot video, and use 3G phones to take pictures. They practised how to make
a story out of the content they gathered and how to find information on the Internet. On
the last day they had to create a multimedia story and put it on the Net.
TESTIMONIALS OF PREVIOUS PARTICIPANTS
“Being a ‘warga emas’ (senior citizen) I found the course to be very beneficial. The
delivery by Mr Matthews was also excellent,” Hussain Ali, deputy chief sub-editor,
Bernama
"It's a good session where I can actually revive what I've gained earlier from Stephen
Quinn's course back in 2009. Impressed that social media is actually expanding and lots
can be done in journalism by using social media tools -- as what is taught through this
course,” Nabilah Saleh, journalist, Bernama
“Informative, an eye-opener for me,” Nuruljannah, journalist, BernamaTV
"I have learned many interesting tips from Julian Matthews and could use them in my
current and future job scope,” Wan Asmanizan Wan Ahmad Najib, editorial executive,
Bernama
“The programme has provided me with the basic and advance knowledge about social
media and its benefits to be used in my journalistic profession,” Siti Hawa Othman,
Assignment Editor/AV
“Since I was not so internet-savvy, this programme opened my eyes. I know now that
social media can help me in my work as a journalist,” Farhanah Azmi, journalist.
“The trainer has good knowledge of the subject that he was presenting. Very informative
and an eye opener to social media tools,” Jaiarajo Letchumanan, sub-editor, Bernama
“I never knew there was so much I didn't know about social media. About how to connect
different media (Facebook, Twitter, blogs) and how to sync them to better manage and
update them. Thanks for showing me the tricks and short cuts, we should do this more
often,” Suraya Ali, journalist, Bernama
“Excellent teaching material and passionate trainer in Julian Matthews,” Leanne Goh,
acting group chief editor, The Star
“Benefitted tremendously from this workshop! Thanks a lot,” Veera Pandiyan Manickam,
associate editor, The Star

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“This is my 4th course with Trinetizen Media and all four courses have been excellent!”
Andrew Sia, chief reporter, The Star
“A great fun way to get quickly updated on what social media can offer,”
P. Gunasegaram, former managing editor of The Star, currently founding editor, KiniBiz
“Great workshop with ample time to practice what we learnt,” Lim Wey Wen, journalist.
“Great stuff, good ideas. You know your stuff and it helps,” BK Sidhu, news editor, The
Star
“I would highly recommend this workshop to anyone who is interested in an overview of
how social media works,” Oh Cheng Bee, deputy editor, The Star
“Julian is an excellent presenter and appears to be very knowledgeable. His background
as a print journo is, I believe, essential in getting the points to us in this static industry,”
Edward Gomez, sub-editor, The Star
“Julian is a good facilitator who knows his stuff and provides lots of great, relevant
resource material. As a bonus, he is easily contactable to answer queries even after the
training session,” Tan Shiow Chin, journalist, The Star
“Our video journalism workshop had a good mix of fun and approachability about it for
people who were total beginners underpinned by a tone of professionalism that you
would expect from veterans in the field like Julian Matthews and Johann Annuar. Had
good fun, but still learned something new,” Margaret Apau, editor, Borneo Post Online
“Very approachable and interactive speakers. An enjoyable experience. 5/5,” Doreen
Ling, reporter, New Sarawak Tribune

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Module 1:
Online Journalism
Challenges and
Opportunities
Early days…

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Upskilling editorial and advertising
personnel since 2005
• Search
• Blogging
• Digital Photography
• Digital Audio
• Facebook
• Twitter
• Personal branding
• Slideshows
• Mobile video
• Digital video editing
How to:
• Link
• Post
• Share
• Tweet – 140 characters
• Search, sift, verify
• Collate, aggregate, curate
• Create dashboards
• Manage comments, live feed
• Embed – photos, videos
• Edit – audio, photos, videos
• Interview – email, messaging,
video calls
• Package multimedia stories
• Analyze data sets and traffic
MH370: Milestone in journalism

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Newsmakers are self-publishing
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Reporters have alternative selves

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Celebs have huge
reach and influence
Facebook Fan Page:
Zizan Razak : 3.55m likes
Lisa Surihani : 2.75m likes
Twitter:
@LisaSurihani : 2.98m Followers
@zizanrajalawak : 2.14m Followers
Instagram:
Zizanrazak869 : 2.6m Followers
Iamlisasurihani : 2.2m Followers
Twitter:
@bharianmy : 966k Followers
@StarOnline : 672k Followers
@hmetromy : 516k Followers
@Malaysiakini : 498k Followers
@bernamadotcom: 400k Followers
@umonline : 301k Followers
* As of March 1, 2016
Facebook Fan Page:
Berita Harian : 3.51m likes
Harian Metro : 3.09m likes
Sinar Harian : 2.48m likes
Utusan Online : 1.59m likes
Malaysiakini : 1.25m likes
TheStarOnline : 603k likes
Bernama : 291k likes
Competition from unlikely places

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Cameras everywhere
Quake or fake?
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Exercise: Quake or fake?
•Go to tineye.com OR
images.google.com
•Upload quake photo from desktop
•Where was photo likely to have
been taken?
•Mobile:
http://ctrlq.org/google/images/#
The Internet circa 1995
14

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Internet in 2016
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Where is everyone?
1.55 billion monthly active users
Malaysia: >18 million
1b unique users/month, 6b hrs watched/month
100hrs of video uploaded/1 min
1b active users/month
Malaysia: 75% penetration
400 million active users/month
414m registered users
Malaysia: >2m
320m monthly active users
Malaysia: >2m (estimate)
200m daily active users
Malaysia: ?
217 million blogs
76.5 million blogs
100 million active users 16
Sources: Statista(Feb, 2016), ExpandedRamblings.com, Facebook, Linkedin, Twitter,
Socialbakers.com ,YouTube , GreyReview, Google, Tumblr, Instagram, Whatsapp, DMR

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“57 channels and nothing on” –
B.Springsteen

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New roles in journalism
• Web editor
• Community developer
• Search engine optimization (SEO) specialist
• Multimedia producer
• Digital content producer
• Database programmer
• Data visualization programmer
• Content aggregator or curator
• Director of audience engagement or development
• “Seeking nerdy journalist or journalism nerd” *
* Actual advert for a new publication

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Actual job ad: Senior editor
• Support advertising teams to achieve revenue targets
• Demonstrate and apply a deep understanding of audiences, through data and analytics
• Grow audiences and increase engagement and loyalty
• Timely updates of the services with relevant content and data with multiple stories
every hour
• Gain user and industry recognition that the services are best-in-class in SEA EN-lang
markets
• Ensure balanced and diverse curation of content and data from partners
• Knowledge of the media landscape in Singapore, Malaysia & the Philippines, including
leading media publishers, offline, online and all main digital platforms (eg. Apple,
Android, Windows)
• Understand what is trending with audiences in the markets and international media,
apps and the web
• Skilled curation of multi-media content reflecting day-to-day events eg. News and Sport
• Experienced understanding of topical stories and features in the markets and globally
• Adobe Photoshop – intermediate to expert level
• Use of digital photo libraries
• Experience of using CMS
• Experience of using and understanding audience tracking systems
• Expertise in MS software and apps/web data analytics
• Very good knowledge of written and spoken English language

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Basic problems with new reporters
• Poor spelling, grammar, sentence structure.
• Have difficulty meeting deadlines and juggling
assignments.
• Don't come up with their own story ideas and expect
hand-outs from editors.
• Lack tenacity and motivation. “This is just a 9-to-5
job”.
• Problems adapting to newsroom culture.
• Lack diversity of experience or “real world”
experiences.
• No compunction about making up quotes, copy-and-
pasting from web.
Challenges: Mid-career journalists
• Too reliant on same sources
• Set in their ways, writing styles
• Cynical about everything, esp. new digital tools,
app, social media , multimedia
• Will not use new tools, apps unless it has a proven
advantage
• Always complaining about “too much work”
• Do not know how to webify, produce multimedia
stories
• No interest in role beyond job scope unless forced –
subbing, layout, photography, voice recording,
multimedia, social media: “More work lah”.

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Challenges to media organisations
• Fragmentation of audience, platform/brand
agnostic
• Decentralization of video: Emergence of a
generation of video-snackers to season-bingers
• Screenagers with “good enough” mentality. No
need for broadcast quality, source or attribution –
as long as it’s entertaining, they will share it
• Varied screens, formats, platforms: mobile, pads,
LCD, TVs, Web
• Dark cloud of copyright: Freebooting, embedding,
plagiarism, spin, outright theft without attribution
• Online ad model as survival,
paywall/subscriptions still unproven, free-mium
model and apps work only in niche areas

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Challenges to transformation
• Fear of change: Journalists, editors not savvy
with explosion of new apps and tools
• Online/mobile not fully embraced by
management nor developed as independent entity
• Resources squeezed, management does not
want to spend money on new tools, training
• New journalists: Not a vocation, copy-and-paste
culture, attitude, lack of initiative
• Silo thinking in editorial/sections/ad depts
• Online and mobile news sites not generating
enough revenue
• A few big media setting up paywalls (may fail)
• Competition from unlikely competitors continues
to grow
Opportunities
• Still early, never too late to learn, vast resources to
learn new skills eg: MOOCs
• You can tap into the public as sources of for story
ideas, quotes, photos, videos like never before
• More accountability, transparency and community
participation in the journalism process. Engage
them!
• New forms of storytelling are opening up
• You can become a brand: Individual
journalists/editors may be able to break out on their
own and create new ventures for the company or
themselves.

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Facebook.com/journalists
Are we ready for the BIG one?
#MH370
#MH17
#QZ8501
#SabahQuake
#Najib
#Anwar
#Mahathir
#Muhyuddin
#Rohingyas
#Corruption
#GST
#Bersih4
#ISIS
#AbuSayyaf
#Haze
#LostOrangAsli
#BR1M
#1MDB
#TPP
#PFI

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“Technology is nothing. What's
important is that you have a faith
in people, that they're basically
good and smart, and if you give
them tools, they'll do wonderful
things with them,”
Steve Jobs

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Module 2:
Mobile and visual
journalism
Don’t be fooled by Photoshop

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Photo purportedly of recent refugees
were actually of anti-Islam rally in 2012

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Bomb? Photos must be verified

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Editor's Note
On Monday, March 31, the Los Angeles Times published a front-page
photograph that had been altered in violation of Times policy.
The primary subject of the photo was a British soldier directing Iraqi
civilians to take cover from Iraqi fire on the outskirts of Basra. After
publication, it was noticed that several civilians in the background
appear twice. The photographer, Brian Walski, reached by telephone
in southern Iraq, acknowledged that he had used his computer to
combine elements of two photographs, taken moments apart, in
order to improve the composition.
Times policy forbids altering the content of news photographs.
Because of the violation, Walski, a Times photographer since 1998,
has been dismissed from the staff.
Case study: MH17

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Attribution & Verification
Tips on attribution
• Always ask for permission: even though you are
their ‘friend’ on social networks doesn’t mean they
want to be quoted. Respect privacy.
• Be skeptical: Photos, videos can be manipulated
• Always attribute to primary source: plagiarism can
get you in serious trouble
• Find and link to primary source. For images: Use
tineye.com, images.google.com
• Caveat: “This information as yet to be verified
through independent sources”
Link: http://stevebuttry.wordpress.com/2011/10/31/you-can-quote-me-on-that-advice-on-attribution-for-
journalists/

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Verifying information on social media
• Examine profile: bio,
links, email, previous
updates, retweets,
friends, followers
• Check time of update
esp. breaking news
• Check photos, location,
correlate with other
tweets, updates
• Send email, message,
ask for photos
Source:
http://stevebuttry.wordpress.com/2013/01/21/how-to-verify-information-from-tweets-check-it-out/
Hoax-debunkers
Bonus tip: Tineye.com

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Good photographs sell the story
•Photojournalism is the art of
communicating news visually via
photographs
•A good photograph can draw
readers into the story
•A good photograph sometimes can
leave a lasting memory
Benefits of cropping
• Cut out unwanted or distracting parts
• The photo has more impact
• It zooms in for more detail

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Cropping
Captions and hashtags
• Captions are the first thing readers look at after
they see the photo
• If the photo and caption complement each other,
the reader will look back at the photo again
• Use present tense to describe action in a photo
• Give readers information they cannot get from just
looking at a photo
• Captions should not repeat information contained
in the lead
• Name people only if they are important to the
picture
• Use hashtags to link a set of photos together
• Always credit the photographer/agency

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What kind of photos do readers want?
Action

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32
Twitter 101
1. Tweet: A tweet is 140 characters long
2. ReTweet: re-tweet other tweets you think are worth
repeating
3. Reply: @username: used to reply to someone or
engage in a conversation. This a public tweet
everyone can see. Eg: @username “message”
4. Direct Message: dm or d followed by space, then
name of person eg: d username message OR click
gear icon and send a Direct messages
* You can send private message to someone only if
they follow you.

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Must-know Twitter basics
Settings: Profile
Time Zone/Location
Email Notifications
Design
Follow
Tweet
RT
Reply @Username
Shortlink
Messages(DM)
#hashtag
Favorite
Interactions
Mentions
Searches
Lists
Trends
Post a photo
Post a video
Post to Facebook
Selective Tweets
Block spammer
Who To Follow
Apps
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Short links
• Helps reduce character space. Became popular
with rise of Twitter
• Popular services: tinyurl.com, bit.ly
• Others: is.gd, snipurl.com, tr.im
• When posting a link, use Topsy.com to find out
how popular/timely the link already is and whether
your friends have already tweeted/posted it.
• Bit.ly provides transparent stats: Add + sign at the
end of shortlink eg: bit.ly/123456+
1. 2.

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35
Twitter 101: Using #hashtags
• The Hashtag aka Pound Symbol [#] is used to
categorize tweets into topics, events, trends. A
hashtag organizes tweets into keywords that
are linkable eg: #raok
• Search specific hashtags and “Save Search”
for future reference.
• Tip: Use a unique hashtag for specific event or
incident, or eg: #sabahquake
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Compose first tweet
Tweet + Link + Hashtag =
140 characters
Click on button on top right

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37
Exercise: Twitter
• Go to Twitter (set up account, if you don’t already
have one)
• Find a news story from your site to tweet
• Make a shortlink using bit.ly of that story link
• Create tweet and add the short link
• Find people to follow
• Create a list
• Re-tweet another person’s tweet
• Post a photo
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Exercise: Twitter
Find a story in a news site, create a short link using
http://bit.ly, tweet it in these voices:
Professional
Casual
Commentary
Quotable
Inside story
Funny

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Sample Twitter Accts/Lists
• Media on Twitter: http://www.mediaontwitter.com
• Journalists on Twitter: http://muckrack.com
• List of Malaysian journalists:
http://twitter.com/trinetizen/malaysian-journalists
• List of Malaysian media:
http://twitter.com/trinetizen/malaysian-media
• List of Malaysian politicians:
http://twitter.com/trinetizen/malaysian-politicians
• List of Malaysian celebs:
http://twitter.com/trinetizen/malaysian-celebs
• List of Malaysian brands:
http://twitter.com/trinetizen/malaysian-brands
40
How are journalists using Twitter
• Posting breaking news
• Monitoring newsmakers,
early warning system
• Promoting stories
• Providing insider views in
parliament, court,
disasters, major events
• Doing interviews
• Researching trends
• Finding leads, tips,
sources, angles, photos
• Posting on-site photos
• Community building,
networking, tweetups
• Posting updates to
drive traffic to primary
website or blogs
• Connecting with
editorial team
• Coordinating, updating
decentralized teams
• Mentoring
• Work-related problem-
solving
• Event planning
• Showing human side
• Purely social

21
Twitter: Best practices for journalists
• Fill your profile: Use proper headshot, real
name
• Listen: Follow popular tweeters first
• Share and cite: Find great stuff to share, cite
sources
• Tweet your beat: Use hashtags, lists
• Be authentic and interact: Don’t be robotic
• Be active! Tweet, re-tweet regularly
• Don’t hard sell: If you are plugging your own
story, say so. Preface with “Shameless plug…”
• Have personal opinions but know when to draw
the line (you still represent the company 24/7).
• Don’t share information said in confidence, or will
reflect badly on your organisation’s
reputation

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43
Posting multiple photos on Twitter
Use Buffer to schedule posts

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Examples of curation,
aggregation, live coverage
• Storify: https://storify.com/abcnews/new-
hampshire-primary-pictures
• Storyful: Boston Marathon Bombing:
http://blog.storyful.com/2013/06/28/storyfuls-
coverage-of-the-boston-marathon-bombings/
• Live: Liveblog, CoverItLive, Ustream,
Livestream, Periscope, Meerkat
Exercises
• Exercise: Post a set of photos on Twitter
• Exercise: Post an update on Facebook with a
set of photos
• Exercise: Set up Instagram account. Post
photo, caption and use hashtags
• Exercise: Set up Periscope account. Post
livestream

3/3/2016
1
Module 3
Windows Live Movie Maker
Follow tutorial on link below
Credit: The Meejah Channel
https://youtu.be/ZGQN3nkGBa4?t=1m2s

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Module 4:
Personal Branding
And Journalism
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Your personal brand matters

2
3
Power is shifting from institutions
to the individual journalist
• Readers are gravitating to the work of individual
writers and voices, and away somewhat from
institutional brand.
• Journalists who have left legacy news
organizations are attracting funding to create their
own websites and become independent
contractors, offering expert coverage to many
places.
Examples: Huffington Post, TechCrunch, Talking Points
Memo
Local examples: MalaysiaKini, The Malaysian Insider, The
Malay Mail Online, Free Malaysia Today,
Digitalnewsasia.com
Source: http://www.stateofthemedia.org
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Why personal branding matters
• In traditional media you are a faceless
byline or an end credit
• On the net you are what you share: your
images, your stories, your videos, your
resume, your profiles, your comments,
your status updates, your tweets, your
favourite books, music, movies, links, your
bookmarks.
• If you identify yourself as an employee of
your media organisation, you are already
a brand ambassador for the company

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5
Brands permeate every waking
moment of our lives
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“The art of marketing is the art of brand-
building. If you are not a brand, you are
a commodity. Then price is everything
and the low-cost producer is the only
winner.”
Philip Kotler, marketing guru

4
7
Brands and eggs
8
Made in Germany
Made in Japan
Made in Switzerland
Made in Italy
Made in U.S.A
Made in Malaysia

5
9
Brands can dominate a category
10
Brands can differentiate within a
category: Luxury car versus…
“Engineering excellence”
“High performance”
“Safety”

6
11
Brands = personality
12
Your image matters

7
13
Expect to be attacked
14
Brands can evolve

8
15
“I wanted the campaign
to be very bold, very
sensual and very
atmospheric. To carry off
all these references and
all this sophistication,
we needed the ultimate
performer, and for me,
that was Madonna,”
Louis Vuitton designer
Marc Jacobs
16
“In technoratic and colourless
times, brands bring warmth,
familiarity and trust.”
Peter Brabeck-Letmathe,
former CEO, Nestle

9
17
18
Exercise: Personal brand audit
• Search your “full name” (with quotes) or
byline on Google, Google Images
• Rate the first page results: positive,
negative, neutral, doppelganger?
• Do the first page results link accurately to
your story, your media org, your personal
website, your blog, your social network
profile, your resume, your image?

10
19
Personal audit “your name”
Google
search
Google
images
Google
news
Positive
Negative
Neutral
Doppelganger
20
So what does your
personal brand stand for?
accountable accurate adventurous authentic
brave bold caring classy cool consistent creative
credible curious daring driven dynamic exciting
efficient energetic fearless fun futuristic gentle
genuine human humble healthy imaginative
innovative inspiring intense irreverent joyful jovial
kind loving nurturing organised persistent
professional powerful passionate provocative
reliable radical resolute sensuous sensible
sincere smart steady strong sexy soulful
technological trustworthy uncommon undaunted
unexpected unorthodox unusual unwavering
vociferous visionary

11
21
Social media and the banana leaf
22
Digital banana leaf

12
23
1st Social Media President
24
Example: Niki Cheong

13
25
The inside story on a blog
26
Tweet, status update on Facebook

14
27
Using available platforms
• Sign up with Yahoo or Gmail = Free
• Facebook, LinkedIn, Twitter (social networks)
= Free
• Blogger, Wordpress, Tumblr, Pinterest =
Free
• YouTube, Vine, Vimeo (video) = Free
• Instagram, Picasa, Flickr (photos) = Free
Do you sense a pattern?
Source: Lee Aase, Mayo Clinic
28
Best practices: Personal branding
• Set up a personal website, or archive
your stories on a blog
• Update profiles on LinkedIn, Facebook,
Twitter, Instagram
• Post photos or videos regularly
• Post useful tweets, status updates, blog
posts and link to the rest
• Become the go-to person of your beat
• Contribute ideas to professional groups
MORE: http://www.chrisbrogan.com/100-personal-branding-tactics-
using-social-media/

15
29
Your digital neighbourhood matters
300
90,000
27,000,000
30
Social media policy for journalists
Eg 1: ABC.com.au
• Do not mix the professional and the personal
in ways likely to bring the ABC into
disrepute.
• Do not undermine your effectiveness at
work.
• Do not imply ABC endorsement of your
personal views.
• Do not disclose confidential information
obtained through work.
Source: http://about.abc.net.au/reports-publications/use-of-social-media-policy/

16
31
Media brands are increasingly
defined more by the community
http://www.flickr.com/photos/hankins/

1
Module 5:
Mobile journalism
Useful smartphone apps
• Real-time chatting: FB Messenger,
WhatsApp, Viber, WeChat, Line, Telegram
• Taking notes: Evernote, Recorder: PCM
Recorder,To-do lists: Wunderlist
• Upload photos: Dropbox, Google Photos
• Email: Gmail, Y!Mail
• Photos: Instagram, Snapseed, VSCO
• Videos: Keek, Vine, Periscope, Meerkat
• Editing videos: Andromedia, Kinemaster,
WeVideo
• Twitter clients: Hootsuite, Ubersocial

2
Exercise
• Share an app you use with the participant
next to you
• Explain how you use the app for fun or for
work
• Share your experience in
learning/teaching the new app with the
class
3
Empower others:
Orang Asli learn video production skills
to highlight their local issues

3
Challenges
• Lack of basic skills in shooting and editing
video
• Shooting low quality videos with poor audio
• Not having presence of mind to shoot video
when something happens
• Not believing that shooting photos or videos
are part of their job specifications: “I’m too
busy lah, someone else should do it.”
• Not savvy with social media apps and
networks
• Unwilling to learn
Opportunities
• Early days yet. It’s never too late to learn. Vast
resources on the Internet.
• The cost is low. Smartphones, cameras,
videocams, video platforms are relatively
cheap.
• You can tap into the public globally as
sources for story ideas, quotes, photos, videos,
donations like never before
• Instant feedback. More community
participation in the process
6

4
BASIC VIDEO
– Camera angles
• Long/Wide, Medium & Close-up shots
Extreme Wide Shot Very Wide Shot Wide Shot
Mid Shot Medium Close Up Close Up
BASIC VIDEO
Extreme Close Up Over The Shoulder Point of View
High Angle Shot Low Angle Shot Dutch Angle Shot

5
7 basic rules of shooting video
1. Shoot in landscape mode
2. Rule-of-thirds
3. Keep it steady
4. Minimize movement
5. Don’t zoom
6. Keep the light behind you
7. Avoid noise and distractions
Close up, Headroom
Credit: http://video101course.com/shooting/the-shots.html
} Headroom

6
Looking room, Background
Credit: http://video101course.com/shooting/the-shots.html
Diagonal lines

7
Ferrari crash, Kuching, 2015
A Few Good Men: Court Scene

8
Video 101
Video 101: Shooting
http://video101course.com/shooting/index.html
5-shot sequence, 10 seconds
http://www.jou.ufl.edu/faculty/mmcadams/video/five_shot.html
5-shot technique
1. A closeup on the hands of a subject –
showing WHAT is happening
2. A closeup on the face – WHO is doing it
3. A wide shot – WHERE it’s happening
4. An over the shoulder shot (OTS) – linking
together the previous three concepts
5. An unusual, or side/low shot – providing
story-specific context

9
Uploading raw footage - iPhone
• Select the video you want to share
– Thru the camera roll (click photos)
– Or by clicking on the thumbnail in the camera app
• Click on the share icon
– If you can’t see the icon, click once on the screen
• Select “Send to YouTube”
– type in Title & Description
– select a tag & category
– change to ‘unlisted’
• Click ‘Publish’
Uploading raw footage – Android
• Select the video you wish to share
– Thru the gallery
– Or by clicking on the thumbnail in the camera app
– click & hold on the video you wish to upload
– You can select more than one
• click “Share”
• click “YouTube”
– set a Title
– click “More details”
– add a Description
– Select “Unlisted”
• click “Upload”

10
Uploading raw footage - PC
• Transfer from Phone to Laptop
• Login to YouTube account
• click “upload”
• click “Select files from your computer”
• click on the file you want to upload
• click “Open”
• VERY IMPT: Under “Privacy Settings” select
“unlisted”
Uploading raw footage - PC
• Title
• Click on “Advanced Settings”
• Location
• Date
• Playlist
• Share

11
EDITING
• Understanding the video editing software
– http://www.youtube.com/editor
– Log in
– Change title of project
• 3 main spaces:
– Media (and media type selection bar)
– Preview Monitor
– Timeline
EDITING
• Threading it together
– Select the clips you will use
– Arrange them on the timeline
– Colour correction
– Tighten the edit (when in doubt, CUT!)

12
EDITING
– Titles & captions
– Transitions & Effects
– Add the sound
– Save the project
– Export the edited project
Mobile video apps
– Better shooting
• CinePro or Filmic Pro (iPhone)
• Capture and Precorder (iPhone)
• IgCamera (Android)
– In-device editing
• iMovie (iPhone)
• AndroMedia or Kinemaster (Android)
• WeVideo

1
1
Module 6:
Metrics
Measuring social media
journalism projects
2
How do you measure
success in print?
• Circulation, readership, subscription
• Advertising
• Letters to the editor
• Participation in marketing events, charity
runs, contests, donations
• Focus groups: Determine what people
read, what’s popular and why
• Eyetrack studies: Determine how people
read what they read and why

2
3
Measuring in online
and mobile world
• Quantitative:
– Page views
– Unique Visitors
– Time spent
– Engagement
– Online advertising (conversions)
• Most emailed, most viewed, most visited, most downloaded
• Facebook: Number of friends, fans, participants in event, reach and
engagement rate
• Twitter: Number of followers, tweets, re-tweets, favourited, clicks to short
links (eg: bit.ly provides stats)
• Blogs: Number of pageviews, visitors, number of comments, re-posts,
mentions on other blogs, RSS subscriptions
• Video, podcasts: Number of views, embeds, downloads
• Apps, widgets, badges: Downloads
4
Measuring in online
and mobile worlds
• Qualitative:
– Were we able to resolve a community issue, avert a crisis
or injustice, save costs, improve an infrastructure, inspire
change, encourage action from authorities for our readers
– Blog/Twitter/Facebook Comments:
Positive/negative/neutral
• Did we learn something that we didn’t know before?
• Did our readers learn something?
• Were we able to engage our readers in new
conversations?
– Interaction and conversations:
• What are people blogging/tweeting about our stories?

3
5
Tools to track and monitor
• Google Analytics
• Google Alerts
• Tweetbeep
• Social Mention
• Xinu
• Feedburner
• Social Too
• BoardTracker
• BackType
• KeoTag
• Compete
• Trackur
Commercial: Nielsen BuzzMetrics, Radian6, TNS
Cymfony, Ubervu
6

4
7
Signs of success… on
When your brand is Googled:
1. Leads to story or set of stories on websites, social media
pages or clients’ news sites
2. Leads to active discussions on issues related to stories or
social media networks quoting your brands as the source
3. Leads to blogs and commentary on other sites linked to
your stories or project.
4. Does not lead to something controversial or negative,
(unless a lesson to be learnt)
When your bylines are individually Googled:
1. Doesn’t come up blank.
2. Leads to your blog, webpage, social media profiles or
pages, individual or brand photo or video site
8
Signs of success…on blogs,
microblogs, social networks
 Your followers, fans are rising
 They update their followers regularly and link to your stories
 They share, re-tweet your posts, tweets
 They voluntarily answer questions
 They have interesting things to say about your posts, stories
or social media projects
 They respond to your solicitation for story ideas, feedback, on
polls and offer to help
 They show genuine interest in engaging with the community
you are building

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