These slides were part of a presentation for the Reynolds Institute, a workshop for high school teachers who teach journalism or are advisors for their school journalists. The workshop was held at the Cronkite School of Journalism at Arizona State University.

1. +
Social Media for Journalists
ASNE | Reynolds
High School Journalism Institute
Robin J. Phillips, Digital Director,
Reynolds Center for Business Journalism

2. +
introductions

3. +
Robin J. Phillips
@RobinJP | RobinJPhillips.com
 Digital Director, The Reynolds Center for Business Journalism
 Entrepreneur, business partner, Pretty Smart Women LLC
 25 years in news: Newsday, BusinessWeek, others
 Co-founder, #wjchat, weekly online web journalism discussion
 Co-founder of Perfect Moment Project
 Journalism professor, Cronkite School, ASU
 Dutiful daughter, nagging sister, great auntie

4. + Huge and getting bigger
#socialnomics 2014

5. +
goals for the session

6. +
Asked group on FB for goals
TBAdded
 Kristen Therese: Ways to delegate some of the social media
responsibilities to the staff with programs like tweet deck.
 Ginny Miller Twitter, Instagram or both? My students aren't interested
in Facebook. Also, should students who are responsible for tweeting,
posting, etc. sign a social media contract?
 Terry Nielsen Sheffield I know so little about the social media aspect of
journalism that I definitely need the beginner's course--which media to
use and how to implement and organize them.

7. +The web is our constant focus

8. +
Top websites
1. Google
2. Facebook
3. Youtube
4. Yahoo
5. Baidu
6. Wikipedia
7. Qq
8. Taobao
9. Live
10. Twitter
GLOBAL

9. +
Top websites
1. Google
2. Facebook
3. Youtube
4. Yahoo
5. Baidu
6. Wikipedia
7. Qq
8. Taobao
9. Live
10. Twitter
UNITED STATES
1. Google
2. Facebook
3. Youtube
4. Yahoo
5. Amazon
6. Wikipedia
7. Ebay
8. LinkedIn
9. Twitter
10. Craigslist
GLOBAL

10. +
Top websites
1. Google
2. Facebook
3. Youtube
4. Yahoo
5. Baidu
6. Wikipedia
7. Qq
8. Taobao
9. Live
10. Twitter
UNITED STATES
1. Google
2. Facebook
3. Youtube
4. Yahoo
5. Amazon
6. Wikipedia
7. Ebay
8. LinkedIn
9. Twitter
10. Craigslist
GLOBAL
FACEBOOK

11. + Why Social Media matters …
1. It’s where things happen first.
2. It’s huge. And getting bigger.
3. A way to distribute content, information.
4. Self-promotion, branding that stays with you.
5. Building audience for new blog, new service.
6. Cultivating sources, new fans, new audience.
7. Real-time news .. right here, right now.
8. Creating community .. power in the network.
9. Diversity .. opens up your world.
Twitter … and
Facebook…
and LinkedIn…
and Flickr….
and Tumblr…
and Blogger…
and Google+…
and YouTube…
and WordPress…
and Foursquare…
and Google
Reader…

12. + Where things happen first

13. + Social media check-in
Who’s on what?

14. + Social media check-in
Where are the kids going?

15. + Social media check-in
Where are the kids going?

16. +
On cats and the difference between
social media tools

17. +
Right tools for the job
 What’s your goal?
 Use social to share? Report?
Drive traffic to your website?
 Where’s your audience?
 Who’s your audience?
 Will you be sharing your news
on social media?
 Will you be listening to talk on
social, looking for news?
 Who will manage the social
media sites?

18. +
Managing social media
 Great time to reinforce
other messages about
social media and use of
the Internet and phones.
 Establish best practices.
 Train, monitor, reinforce
good work.
 Set up analytics for
website traffic, social
media engagement.
 Set up a team. No one
person can handle it all.
DON’T BE THAT GUY

19. +
Journalism first
 Social media is about a RELATIONSHIP
 Two-way communication – it’s a conversation
 Content is king – use the same standards as with your
other stories
 Journalism first – be transparent, accountable, ethical
 Social media is publishing - be judicious, add value, be
responsible
 Social media is just one of the many tools to do the job

20. +
Bad social
media.
Bad
journalism.
Often shared.
Not real. From
film The Day
After Tomorrow.

21. +
Often
shared.
Not true.
This phony
shark photo
frequently pops
up during bad
weather.
Teach students
to be skeptical.

22. +
Social media FIREHOSE

23. + Teamwork, tools …
… and rules.

24. + Tools to help organize the flood

25. +
Managing all the clutter
Hootsuite

26. +
Managing all the clutter
Tweetdeck

27. +
Social media guidelines
 Identify yourself clearly
 Adhere to journalistic ethics
 Behave like a journalist
 Be human, not robotic
 Be professional
 Assume what you share is public
 Be personal, not private
 Break news
 Keep your ears open for news

28. +
DO SHARE
DON’T
SHARE

29. +
 Largest social platform in the world.
 1.28 billion active users.
 Across the web, worldwide, 70 languages.
 Good way to advance your story, tap into engaged audience.
 Users are very interested, more than half return daily.
 Closed community. You have to friend, follow or like.
 The sky is not falling. Teens are still active on Facebook.

30. + Still there and still coming

31. +
There is a generation gap

32. +
Mobile changes the game

33. +

34. +
Best
practices
Mobile-friendly
Most appealing
updates offer
information,
something
helpful

35. +
 Open commuity
 200 million active users
 Increasingly used to make TV more interactive - Nielsen Social
Twitter ratings
 More than 5.4 million Tweets about the Billboard Music Awards
 Real time and active
 Organize with #hashtags and lists
 … all in 140 characters

36. +
Different from adults
 We use social media more in a
professional sense, news
sharing.
 Teens use it more to hang out
with friends.
 Fewer links.
 Small number of followers.
 Twitter is actual friends.
 More likely to have protected
accounts.
 Young people run from parents
and run from marketers.
'Yeah, if you're not
into the things that
I'm into, don't follow
me on Twitter.'

37. +
Using social media as a
professional tool
 Get yourselves up to speed on the tools.
 Talk about goals.
 Align journalistic goals with social media.
 Students represent the news organization,
their school, not themselves.
 Links help drive
traffic to your stories.

38. +
Searching on Twitter

39. +

40. +
Best
practices
Don’t
sacrifice
grammar
Give readers a
clear call to
action.
Questions & facts
engage and drive
retweets

41. +
 Mobile photo sharing
 Square photos with lots of filters
 Big social component
 Photo and15 second videos
 Bought by Facebook for $1 billion
 Hashtags = communities

42. +
Best
practices
Balance FUN and BUSINESS
Study brands
that do it well
#hashtags and
communities

43. +
Instagram community

44. +

45. +
Other social media sites

46. +

47. +

48. +

49. +
What do social media
sites have in common?
 Sharing
 Status updates
 Communities
 Searching
 Conversations
 Visuals
 Information people want to share

50. +
addictive

51. +
need to be social

52. + tribes ( for more: read Seth Godin )

53. +
looking for a leader

54. +
Lou Holtz on leaders
1. Can I trust you?
2. Are you committed?
3. Do you care about me?

55. +
Final words
 Teamwork
 Goals
 Find your audience
 Journalistic conventions rule
 Check analytics to make sure you’re not wasting your time
 Just because you can automate updates, doesn’t mean you should
 Feedback, feedback, feedback
 Social media is about relationships
 The Internet is a conversation

56. +
the OUTTAKES

57. + Use Twitter lists

58. +

59. +

60. + No tweets yet.

61. +

62. +
Great topic.
Horrible
social media

63. +
Francis Howell
North H.S.
Imitation is sometimes
the sincerest form of
trying to learn. Would
this work at your
school?

64. +

65. +