SlideShare a Scribd company logo
Toledo Press Club Presentation
Power of One Viral Picture
 UGC sent by a viewer
 160k shares, 51 likes
 Seen by more than 5 million
people
 Launched our TAT to 683k
 Launched WTOL posts to
6.3m people in 1 week
How do you harness the power of
social media?
 Posting content your user wants the way they want
it
How do you harness the power of
social media?
 Post content your user wants they way they want it
 Maintain consistent engagement
How do you harness the power of
social media?
 Post content your user wants they way they want it
 Consistent engagement
 Have a social strategy
Pitfall: It’s easy to fail!
Social Strategy
 Posting strategy should involve tone, content choice,
timing
 NEWS: Breaking news and weather strategy in place
 Engagement/Clarity/Accuracy should be the goal
 Best Practices need to be in place so expectations are
clear
 Digital staff needs constant training and feedback, just
like newscasts reporters and producers
 Managers need to have judgment conversations about
what worked and what didn’t
Successful Posts on Facebook
 Image
 Video
 Text only
 Posts w/Links & Images
 Video Only
 Video w/links
Be ready to deliver when it counts
 Impactful event
coverage provides
huge opportunities to
prove brand value,
create loyalty, build
new audience
Social Strategy pays off
 Consistency of posting and engagement are key to
keeping Talking About This number high
 The higher the TAT, the more attention and
engagement your posts will get
Engagement = REACH
REACH = Eyeballs on your brand
Pitfall: Falling on Empty Ears
 No scheduled posting strategy, no consistent
engagement, low TAT = much smaller audience on
Facebook
Power: Twitter
 Twitter can be a breaking news tool
 All on-air talent should use Twitter as a breaking news
and Recruit to watch tool, especially reporters
 Tweetdeck should be employed by managers to monitor
activity of talent, competition, station account, and @
mentions/replies
What works on Twitter
Social Media Management
 Shoutlet, Buffer, Hootsuite, Tweetdeck are all good
ways to monitor and manage multiple posts at once
Pitfall: The Race
 One of the main pitfalls of social media in journalism
is the race to be first. Because it’s competitive and
time-sensitive, many journalists jump the gun and
make mistakes. This can run the gamut from a spelling
mistake to retweeting an unreliable source to grabbing
a Facebook profile picture of a murder victim and
having it be the wrong person.
 Instead of a race to be first, newsrooms should
emphasize the race to be right. Old-fashioned official
confirmation and spell-check still go a long way.
Pitfall: The Filter
 Journalists have to stay unbiased, so reporters need to
be careful when they can and cannot express personal
opinions in a public forum
 People like to fight on the Internet, and it can be a
liability to your credibility as a station. Rule of thumb:
Never post what you wouldn’t say out loud
 Some selfie addicts blur the line between journalist
and personality – and it can be hard for viewers to take
talent seriously if they’re not careful about
maintaining a professional image online.
Power: Pushes to monetized
platforms
 You may not get credit for Facebook likes and retweets
but it pays to build a loyal social audience. Posts &
tweets that include links to stories/articles, many
times with an attached video or slideshow, can be huge
drivers to your .com
Planning makes perfect
You can’t harness the power of social media without a
plan. Sure, there’s luck involved in big posts… but it’s
mostly good planning.

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Power & Pitfalls of Social Media

  • 1. Toledo Press Club Presentation
  • 2. Power of One Viral Picture  UGC sent by a viewer  160k shares, 51 likes  Seen by more than 5 million people  Launched our TAT to 683k  Launched WTOL posts to 6.3m people in 1 week
  • 3. How do you harness the power of social media?  Posting content your user wants the way they want it
  • 4. How do you harness the power of social media?  Post content your user wants they way they want it  Maintain consistent engagement
  • 5. How do you harness the power of social media?  Post content your user wants they way they want it  Consistent engagement  Have a social strategy
  • 7. Social Strategy  Posting strategy should involve tone, content choice, timing  NEWS: Breaking news and weather strategy in place  Engagement/Clarity/Accuracy should be the goal  Best Practices need to be in place so expectations are clear  Digital staff needs constant training and feedback, just like newscasts reporters and producers  Managers need to have judgment conversations about what worked and what didn’t
  • 8. Successful Posts on Facebook  Image  Video  Text only  Posts w/Links & Images  Video Only  Video w/links
  • 9. Be ready to deliver when it counts  Impactful event coverage provides huge opportunities to prove brand value, create loyalty, build new audience
  • 10. Social Strategy pays off  Consistency of posting and engagement are key to keeping Talking About This number high  The higher the TAT, the more attention and engagement your posts will get Engagement = REACH REACH = Eyeballs on your brand
  • 11. Pitfall: Falling on Empty Ears  No scheduled posting strategy, no consistent engagement, low TAT = much smaller audience on Facebook
  • 12. Power: Twitter  Twitter can be a breaking news tool  All on-air talent should use Twitter as a breaking news and Recruit to watch tool, especially reporters  Tweetdeck should be employed by managers to monitor activity of talent, competition, station account, and @ mentions/replies
  • 13. What works on Twitter
  • 14. Social Media Management  Shoutlet, Buffer, Hootsuite, Tweetdeck are all good ways to monitor and manage multiple posts at once
  • 15. Pitfall: The Race  One of the main pitfalls of social media in journalism is the race to be first. Because it’s competitive and time-sensitive, many journalists jump the gun and make mistakes. This can run the gamut from a spelling mistake to retweeting an unreliable source to grabbing a Facebook profile picture of a murder victim and having it be the wrong person.  Instead of a race to be first, newsrooms should emphasize the race to be right. Old-fashioned official confirmation and spell-check still go a long way.
  • 16. Pitfall: The Filter  Journalists have to stay unbiased, so reporters need to be careful when they can and cannot express personal opinions in a public forum  People like to fight on the Internet, and it can be a liability to your credibility as a station. Rule of thumb: Never post what you wouldn’t say out loud  Some selfie addicts blur the line between journalist and personality – and it can be hard for viewers to take talent seriously if they’re not careful about maintaining a professional image online.
  • 17. Power: Pushes to monetized platforms  You may not get credit for Facebook likes and retweets but it pays to build a loyal social audience. Posts & tweets that include links to stories/articles, many times with an attached video or slideshow, can be huge drivers to your .com
  • 18. Planning makes perfect You can’t harness the power of social media without a plan. Sure, there’s luck involved in big posts… but it’s mostly good planning.

Editor's Notes

  1. Ryan has 10k followers, Jordan has 6.5 because they constantly engage