Social Media for the Campus Progress Journalism Network
HELLO.I’m @tarakutz Today we will be discussing: • Social Media for Publications • Platforms • Building an Audience • Best Practices + Pro Tips • Resources & Evaluation • Q&A
SOCIAL MEDIA FOR PUBLICATIONS Why social? Publication structure Tools for managing social media Visibility
WHY SOCIAL? “There is an innate feeling in all of us to achieve progress, to advance, to solve problems. Emerging technologies have changed how we communicate and how we engage with the world around us. One voice can now ripple to millions and we can now share our passions openly and across cultural and geographic boundaries. Change is happening everywhere. Startups are disrupting entire industries and scaling their businesses globally. Tyranny, injustice and unethical behavior are being exposed around the world. Groups are self organizing to take positive action. Transparency, accountability, information sharing, and collaboration are accelerating progress to levels never before seen.” - Social Media Week Social media, for publications, is about meeting people where they’re at…and people are online. It’s about getting your content in front of the right pair of eyes, and sharing your ideas and values across an increasingly engaged population of readers and citizens.
PUBLICATION STRUCTURE1. Are you primarily a(n)… - Online publication - Print publication - Both2. How often do you publish? - Daily - Weekly - Monthly - Quarterly - Bi-annually
PUBLICATION STRUCTURE3. Which social media platforms are you currently using (for your publication)?- Twitter- Facebook- Tumblr- Google +- Pinterest- Instagram- Other
PUBLICATION STRUCTURE4. How often do you (aka your publication) post on social media?- Several times a day- Once a day- Few times a week- Once a week- Couple times a month- Once a month- Never?
PUBLICATION STRUCTURE5. Do you have a designated social media editor/manager?If no, why not?
TOOLS FOR MANAGING SOCIAL MEDIA TweetDeck HootSuite Buffer
VISIBILITY Consider these… Is your publication easy to find online? Can you easily share content from your site? Are your handles consistent with your brand and easy to find on social media sites?
SOCIAL MEDIA PLATFORMS Twitter Tumblr Facebook Google + Storify Pinterest, Instagram, Reddit
TWITTERTwitter is a MUST for journalists in 2013.If you have any questions regarding the validity of this statement, we cantalk later.“Twitter, when used properly, is like being in a room withhundreds of the smartest and most influential people youcare to be around, and not only do you get to listen in on allthe clever conversations at once, without small talk, you canbutt in without being considered rude AND THEY MIGHTACTUALLY TALK TO YOU!” - Emily Crockett, Contributing Editor for Campus Progress 2/1/2013
FACEBOOK• Despite the Facebook haters out there, Facebook is still king• Capitalize on the amount of time your audience is spending online• Facebook Pages have great Insights• Facebook + Journalists• GOOD EXAMPLE: • Daily Kos • NPR
TUMBLR• Personal, behind-the-scenes feel• Curate your content• Works seamlessly with other platforms• Follow publications, persons, journos and more• Multimedia features (GIFs!)• GOOD EXAMPLES: • TIME Magazine • Campus Progress See also: #realtalk from your editor
GOOGLE +• Rumor has it: Having a presence on Google+ boosts your search engine performance• Also: Google Authorship--bloggers can link their Google Plus profile to the content they create.• Circles are awesome• Examples: • New York Times READ: Plus-One This: Proof that Google Plus Will Prevail
STORIFY• Curate social media content to tell a social story• Pull content from YouTube, Flickr, Instagram, Facebook, Twitter, and more• Great for live-coverage of events• Good tool for engagement because you can notify people whose content you include in your story• GOOD EXAMPLES: • Hip-Hop Video Model „Kat Stacks‟ Sheds Persona, Supports the DREAM Act • Election News, Millennials Choose– A Web Roundup
PINTEREST• Great for curating and bookmarking visual content• Infographics, typography, design concepts• Perfect for photojournalists looking to share their work• GOOD EXAMPLES: • Think Progress READ: 5 Ways Journalists Can Use Pinterest
INSTAGRAM• Focus on the visual• Great for live event reporting• Seamless integration with other platforms• Where the people are!• EXAMPLES: • NBC News • Slate See also: The Most Popular and Active News Brands on Instagr
REDDIT• “The front page of the Internet”• Popular content gets voted up, goes viral• Community-drivenFrom DVWLR:Why Visit Reddit?Answer: interaction or entertainment, or both. It‟s like YouTube or Twitter inthat sense: you don‟t have to create content to enjoy the content.Entertainment: read the stuff other people have created, posted, and votedon.Interaction: create content, vote on content, and talk to other people.
BUILDING AN AUDIENCE: RESEARCH• Research • Find out who‟s talking about your issues or covering similar beats • Build lists of relevant pubs, journos, experts and hashtags• Monitor • Know what‟s going on and use it to inform your reporting and editorial schedule
BUILDING AN AUDIENCE: SEO• Create content for PEOPLE, not search engines.• Search engines like Google actually penalize sites for being “over optimized” See also: SEO & Social Media
BUILDING AN AUDIENCE: ENGAGE• Utilize your research!• Include relevant hashtags and target @ people for the majority of what you post (twitter) and try to tag people or organizations when possible for Facebook posts• Be relevant + not selfish• Engage with your sources and subjects • Chris Lewis & @NickKristof• Live tweet events
BEST PRACTICES + PRO TIPS• Post content on a daily basis• Use link-shortening service like bit.ly• Use your voice when appropriate• Engage with your sources and subjects• Tag your posts — on all platforms• Engage with comments* and conversations on social media and blogs *Remember to be respectful and professional in comments and include links where possible• Prepare a cheat sheet (aka “tweet sheet”) when live-tweeting an event• Utilize the gchat status• Be sure to use some sort of punctuation before tagging someone in a tweet, otherwise only people who follow both of you will see it in their feed• Try to leave at least 10 characters at the end of your tweet so people can RT you• It’s totally ok to use the button, but try to use the mention when space allows
EVALUATE• Decide what’s right for you and your publication• Use all your tools to evaluate your social media impact• Where does it make the most sense to spend your time/resources?• Report: make the case for social media through metrics READ: 5 Social Media Metrics You Should Be Monitoring
TOOLS & RESOURCES• If This Then That• TweetReach• MuckRack• Klout• Visual.ly• Facebook+Journalists