This document discusses strategies for news organizations to engage with viewers on social media to shape news coverage. It specifically highlights a campaign by KARE 11 called #BLAMEJERRID where they solicited photos and feedback from viewers on social media platforms like Facebook, Instagram, and their website. The #BLAMEJERRID hashtag became a national trending topic with over 1,000 mentions in the first 24 hours and has continued with about 80 mentions per month since. The document attributes the success of this campaign to on-air promotion by the station, participation by both viewers and staff, and creating a fun and light-hearted shared experience for the community.

1. #BLAMEJERRID
…and other social stories from KARE 11
Katie Schutrop – Digital Media Producer
Twitter: @kshoop

2. ENGAGING WITH VIEWERS ON SOCIAL TO
SHAPE THE NEWS
Facebook
 Twitter
 Instagram
 Foursquare
 Tumblr
 Pinterest
 Google+
 Vine


3. SOLICITING PHOTOS: FACEBOOK

4. SOLICITING PHOTOS: KARE11.COM

5. SOLICITING PHOTOS: KARE11.COM

6. SOLICITING PHOTOS: INSTAGRAM

7. TIPS AND STORY IDEAS

8. TIPS AND STORY IDEAS

9. TIPS AND STORY IDEAS

10. TIPS AND STORY IDEAS

11. GAUGE INTEREST

12. SOLICIT FEEDBACK FOR ON-AIR

13. SOLICIT QUESTIONS FOR ON-AIR

14. SOLICIT QUESTIONS FOR ON-AIR

15. REPORTERS & ANCHORS

16. REPORTERS & ANCHORS

17. REPORTERS & ANCHORS

18. #BLAMEJERRID

19. #BLAMEJERRID: FIRST 24 HRS

National trending topic

Over 1,000 mentions of #blamejerrid

Hashtag still being used: about 80/month

20. VIEWER PARTICIPATION

21. VIEWER PARTICIPATION

22. VIEWER PARTICIPATION

23. STAFF PARTICIPATION

24. STATION FOLLOW UP

25. WHY IT WORKED…
Jerrid
 Heavy on-air integration
 Staff participation
 Fun, light-hearted joke that everyone was in on


26. QUESTIONS?