Social Media and Journalism


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Social Media Training session to the editors at the MediaQuest Corp in Dubai.

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Social Media and Journalism

  1. 1. The New World Of Wired Journalism Leveraging online tools to drive innovation Client: MediaQuest Corp, Middle East Trainer: Akanksha Goel, Bhavishya Kanjhan, Socialize Date: 8th March 2010 Socialize
  2. 2. The Agenda What is social media: It‘s evolution and the objectives of using social tools Why a social media policy is important and templates to create your own When in a publications lifecycle should a journalist get online Who is using wired journalism well ? Looking at some examples and case studies How to approach the key tools strategically to maximize the time spent online and measure/monitor ROI 8/3/2010 2
  3. 3. The R/evolution of Information 8/3/2010 Source: 3
  4. 4. Old Vs. New Journalism Old: We controlled the information and the publishing platform New: Data is shared; publishing platforms are cheap and ubiquitous and many citizen bloggers cover news on the hottest topics This isn't just a kind of fad from someone who's an enthusiast of technology. I'm afraid you're not doing your job if you can't do those things. It's not discretionary. Peter Horrocks, the BBC's director of global news 8/3/2010 4
  5. 5. Networking Publishing Information Collaboration Tumblr RSS Wave Facebook Twitter Buzz DropBox LinkedIn Picasa Maktoob YouTube UAETweets Foursquare Slideshare Stumble Upon Blogger Delicious Scribd Docstoc Social Media is an umbrella term for online tools and platforms that allow content publishing, information gathering and networking between and by individuals, globally. 8/3/2010 5
  6. 6. Objectives Of Social Media Usage For Journalists From Inspiration: Find and cultivate sources/story ideas Follow news and events in real time To Publication: Reach readers where they are Drive traffic to your publication Promote your work and yourself Create a loyal and engaged reader community 8/3/2010 6
  7. 7. ACHIEVING THE OBJECTIVES A strategic approach to understand the tools involved and the action plan for each : Using COAST Process
  8. 8. The COAST Process Customers: Understanding the reader‘s social activities on the chosen social platform Objectives: Prioritizing what you want to accomplish from the campaign/strategy Actioned by: Resources/People within the company wh0 will take ownership of the activities Strategy: Ideas and approaches to reach readers and have sustainable impact Tools: Free online tools to monitor the campaign and increase productivity 8/3/2010 Created by the Socialize team, for strategy sessions and in-house training 8
  9. 9. RSS 8/3/2010 9
  10. 10. [C] Twitter: UAE Readers According to the MENA Twitter Survey, 59% of respondents said they interacted frequently with journalists and over 85% of Twitter users surveyed said that they used the service to find news or stay updated, while 55% actively use the service to research new opinion and information. In Sept 2009, UAE (5778) accounted for majority of Twitter users in the MENA (14296)…and that number is growing. 8/3/2010 Source: 10
  11. 11. 8/3/2010 11 Journey of a tweet, by NGOnline
  12. 12. [O &A] Twitter: Objectives & Resources Get real-time reports from sources Report a scene/story from your phone real-time Push traffic to your story and publication‘s site Use Twitter #hashtags to track specific subjects and meetings remotely Personal accounts for journalists (with corporate association) Connect publication‘s account to RSS feed from the main site (only if needed) 8/3/2010 12
  13. 13. [S] Twitter Strategy for Journalists See who follows you and others, then follow people, post a message, then check @replies and direct messages See a discussion and contribute to it, ―re-tweet‖ others Share links to your news/ articles and welcome reader feedback. Use the 80-20 rule, for every link you post, talk to/reply or re-tweet 4 readers Monitor traffic and your stats to see the customers readers that interact with you the most Personality to adopt: Personal with corporate association Editors to take lead and create a ‗mastermind community‘ amongst all other writers 8/3/2010 13
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  16. 16. [T] Twitter Tools To track trends: Trendistic Create a twitter dashboard: Tweetdeck/Hootsuite Local tweeps: Localtweeps/Twellow To Monitor: Twinfluence, TwitterGrader, Twittorati or Tweetstats To post pictures and videos: TwitPic / Twitcam Also look at: MuckRack/ Breaking Tweets 8/3/2010 Read: 16
  17. 17. [C&O] Facebook: Objectives End of 2009, UAE had over 1 Million active users and more than 10 million users in the region. Local is people. Our job is not to deliver content or a product. Our job is to help them make connections with information and each other. --- Jeff Jarvis An opportunity to interact with your most committed readers Build a community and reach a larger audience Build your brand Finding sources/generate leads 8/3/2010 17
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  19. 19. [S] Facebook: Strategy & Ideas Create a combined group for all Media Quest publications. Eg: Middle East Business News. Focus on the strength of the publications and pool in articles. Invite sources/readers to join the group Make all editors admin, so that they can react to comments/questions on their articles (tag journalists on posts) Recommended Publishing Schedule: 2 selected news pieces per day Put up customer polls and create a story around the results Try to mix up different update types – a status update, a Link, a Note, a Photo or video update. 8/3/2010 19
  20. 20. 1: Name Middle East Business/Marketing News 2: Picture: Logos of publications/collage of magazine cover pages 3: Thumbnail 4: Vanity Url: MediaQuest 5: Schedule : 1 post/day 6: Mix it up! 8/3/2010 20
  21. 21. [A&T] Facebook Resources & Tools Head of digital content/online publications to take lead to pick the hot articles of the day, post on Facebook and thus drive traffic to the publication‘s online site Monitor reader comments on the site and flag relevant comments to journalists Recording all activity on a schedule, it‘s easier to map it against exported stats data from your page‘s insights. Profile picture: 200 px (12 gutter) Set up to point to your Fanpage/ Get a Vanity URL after you have a 100 followers 8/3/2010 21
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  23. 23. Social Media Revolution 8/3/2010 23 Source:
  24. 24. [C&O] Uses of LinkedIn Business networking at it‘s best : however, under utilized by most All 500 of the Fortune 500 are represented in LinkedIn and 499 of these are represented by Director level (and above) people Get noticed for the work you do, increase visibility/Google Page Rank Find an expert, fast Network without making it a full time job Promote your publication‘s site Create thought leadership 8/3/2010 24
  25. 25. [S] LinkedIn: Strategies to adopt Control who makes it to your in-box by going to LinkedIn's Accounts & Settings page to alter your notification preferences. Have a profile that‘s a 100% complete Join key industry/business groups in the region and initiate pre-story discussions Update your profile with the article/subject you‘re writing about Post your publication‘s top articles as ‗news‘ on groups Answer industry specific questions and create thought leadership 8/3/2010 25
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  29. 29. RSS Tools for Crowd sourcing The Old Way The New & Smart Way 8/3/2010 29 RSS: Really Simple Syndicate
  30. 30. A Look At RSS: COAST Customer: You Objectives: Collect information from various sources in one place Let the information come to you Consume greater, quicker. Track and monitor extensive information. Actioned by: Individual journalists with personal accounts Tools: Make RSS readers the HUB 8/3/2010 Example used: Customized Google Reader Account (Click on RSS icon) 30
  31. 31. Bring it all home: Website Share this story on Twitter / Facebook / Buzz / Email Twitter / Facebook / RSS icons Facebook and Google Connect User Profiles – increase Personal Branding Embed supporting Multimedia content with SlideShare, YouTube, Qik, Scribd, BlogTalkRadio etc. 8/3/2010 31
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  33. 33. A DAY IN THE LIFE OF A: Wired Journalist Digital Content Leader/Marketer
  34. 34. A day in the life of: Wired Journalist 1: Use crowd sourcing to get a story idea 2: Follow up on leads and write story 3: Let tweeps know what you‘re writing about, ask questions and get comments 3: Publish on magazine‘s online site 4: Tweet the link, put it up as your LinkedIn profile note (perhaps, share it on Facebook) 5: Follow up with reader comments and suggestions 6: At a press conference ? Why not Tweet from there if the news is not confidential ? 8/3/2010 34
  35. 35. A day in the life of a: Digital Director / Marketing Manager 1: Check website analytics and see where the traffic is coming from. Once a month, let journalists know which of their activities is bringing in most traffic 2: Select top stories from publications and post up on Facebook Fanpage and relevant LinkedIn groups 3: Monitor/Track online conversation happening around your various brands – track which stories got the most interest, why and how 8/3/2010 35
  36. 36. A summary: To gain fans, followers and connection Be human. You‘re not a detached observer, but a participant who need to share and give back instead of just taking. If you‘re using Facebook/Twitter just to just publicize stories you‘ve written, you‘re using it wrong. It is about sharing, not about broadcasting. It‘s all about karma. The community won‘t share with you unless you‘ve shared (your experiences, your thoughts, your passions) with them. Take it offline, promote your social platforms along with the monthly editors note. Create badges on your email signature and websites Commit: Don‘t put a toe in the water and expect to create more than a ripple. Dive in. Experience in the best teacher 8/3/2010 36
  37. 37. SOCIAL MEDIA POLICY A social media policy outlines for employees the corporate guidelines or principles of communicating in the online world.
  38. 38. Must-haves for your policy Introduce the purpose of social media Be responsible for what you write Be authentic Consider your audience Exercise good judgment Understand the concept on community Respect copyrights and fair use Protect confidential and proprietary info Bring Value Promote Productivity 8/3/2010 38
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  42. 42. Companies have existing communications policies, directives that spell out the company‘s expectation when employees use the phone or email. Since the conversation has moved to the Web, it‘s important for organizations large and small to acknowledge that and extend their existing communications policies to include online sites. Scott Monty, Ford Motor Company 8/3/2010 42
  43. 43. War 2.0: Micro Reporting from the Front Lines 8/3/2010 43 Source:
  44. 44. CRISIS COMMUNICATION Good news travels fast online, but bad news travels faster. Discussing a framework to approach negativity generated online.
  45. 45. Keys concepts and constructs Pay attention: Use online tools (Google alerts etc) to track what is being said about you and follow reader comments Be calm. Be concise. Be clear Timing is important: address promptly and proactively Be authentic: Acknowledge their viewpoint first, then explain yours Don‘t over think: Fix the problem/article Every journalist is responsible for his/her piece View: Handout on web posting response assessment 8/3/2010 45
  46. 46. TWO (More) EXAMPLES UAE Publication | International Journalist
  47. 47. Shufflegazine Shufflegazine is an Apple lifestyle print magazine with content posted online on their website as well. They can be found on a variety of Social platforms but this case study focuses on their use of Twitter and Facebook. Shufflegazine uses Twitter and Facebook for the following objectives: • Drive traffic to website articles by posting them on Twitter and Facebook • Publish Local and International Technology news • Building a relationship with fans by engaging them on various platforms • Keeping them updated on Magazine activities (upcoming features, presence at Press conferences, ) • Gathering feedback on their coverage and activities. Shufflegazine on Twitter and Facebook 8/3/2010 47
  48. 48. Daniel Victor Daniel Victor, 25, is a reporter for The (Harrisburg, Pa.) Patriot-News. Is active on Facebook, LinkedIn, Twitter and has a blog of his own at Uses his blog to write about how he uses blogging, social networking and the rest of the Web as a reporter. Use Cases: Needed seek out a little-known charity or organization to feature.. So he asked a question of Twitter and Facebook and got 21 recommendations from 19 people. Responses in less than an hour. Typing two sentences resulted in support and solutions from the community. Needed to cover a political story, on a weekend, in an area not his expertise. Made a few calls and dropped some emails, but they went unanswered. He posted the query up on Twitter: 2 minutes later, responses started coming in and helped him connect to the contact needed. Result: Daniel got the interview his piece desperately needed. 8/3/2010 48
  49. 49. MEASURING AND MONITORING FOR JOURNALISTS What metrics to consider, the tools to measure the metrics and and discussing associated ROI
  50. 50. Measurement Myths Stop confusing ROI with results, and measurement with counting ―Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores. Measurement is a process that requires you to compare results against something— either with your competition or with your own results over time. You note the change, analyze the reasons why, and improve your program accordingly.‖ 8/3/2010 Source: Stop confusing ROI with results, and measurement with counting, KD Payne 50
  51. 51. Tracking & Monitoring Digital Content Director Journalists Metrics to track Metrics to track • Number of visitors via • Facebook Fans / Twitter platform(source) followers • Pageviews and Pages per visit • Twitter and Facebook shares • Time spent on site (ReTweets and ―Via shares‖) • Search Engine Keywords • Traffic via platform • Facebook fan interactions (Likes, • Mentions on Blogs / Websites Shares and Comments) • RSS Subscribers Tools to Use • Brand Mentions • Facebook and Twitter Profiles • Twitter clients (Tweetdeck, Tools to use Hootsuite) • Website Analytics • URL Shortener statistics • Facebook Insights • Google Alerts • FeedBurner • Twitter Search and Google Alerts 8/3/2010 51
  52. 52. Make It A Part Of The Job You‘re not going to find out by reading about it. You need to just do it. To create a compelling story, you need people who are directly affected by the story you‘re reporting on. Use social media to find those real people. They‘re out there tweeting. The beauty of these social media [sites] is they‘re searchable. Through the course of a day a reporter comes across a lot of information. Share it. Find what you‘re good at and something you can be consistent with. Make sure you‘re doing it every day. Reporters have to become more than a by line. They have to become a person. 8/3/2010 52
  53. 53. One Lake Plaza, 15-01 Jumeirah Lake Towers Dubai 124628 Tel: +971 4 4308575 Fax: +971 4 4308574 Twitter: @SocializeUAE Blog: 8/3/2010 53
  54. 54. Resources Five Barriers to Journalists Using Twitter journalists-using-twitter/ Top Twitter Tools for Journalists The Ultimate Guide to Twitter everything-twitter/ The ROI of Journalists and Twitter magazines-using-twitter/ How Journalists Can Use Twitter use-twitter.html Tweeting the Future of Journalism standards-or-tweeting-the-future-of-journalism/ 8/3/2010 54
  55. 55. Resources 2 Follow by example: –@anamariecox (75K) – Snarky White House correspondent –@ricksanchezcnn (56K) – CNN on-air personality incorporates Twitter into his reports. Facebook fan page has 151K fans. –@newmediajim (23K) – NBC News cameraman and blogger –@mathewi (6K) – Communities manager, Globe & Mail –@LATimesNystrom (2.3K) – Senior producer, social media, LA Times –@bridgetcarey (629) – Miami Herald tech reporter, engages her readers directly and is fun (watch her go ‗Christian Bale‘) •Journalism & Social Media blogs: access-edition/ 8/3/2010 55