Social Media on a (Time) Budget from 2010 WTPA Convention


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This is the presentation associate director Andrew Chavez gave at the 2010 West Texas Press Association convention in Odessa.

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  • Hi Mr. Chavez,

    My name is Rachael Brownell, and I’m the Director of Outreach for PKIDs (Parents of Kids with Infectious Diseases). PKIDs is a national nonprofit serving families of children affected by infectious diseases and promoting disease prevention methods across the lifespan through various educational channels.

    I've been trying to find an email address for you, but cannot find one... so I'm leaving this comment here. This is a fantastic presentation and we were wondering if you'd consider leading a webinar for us (on this topic).

    If you are interested, please contact me:


    Are you sure you want to  Yes  No
    Your message goes here
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Social Media on a (Time) Budget from 2010 WTPA Convention

  1. 1. How to be social[And keep your day job]<br />Andrew Chavez (@adchavez)Texas Center for Community Journalism (@tccj)<br />
  2. 2. why social media matters<br />
  3. 3. People use them<br />65%of teen Internet users<br />35%of adult Internet users<br />Source: Pew Internet & American Life Project<br />
  4. 4. What’s active in your community<br />Source: Survey of participants<br />
  5. 5. Still popular in small towns<br />Source: Pew Internet and American Life Project<br />
  6. 6. They’re growing = more people<br />Source: Compete<br />
  7. 7. They’re growing = more people<br />Source: Compete<br />
  8. 8. More people spending more time<br />5:35:05<br />2:10:27<br />Source: Nielsen<br />
  9. 9. More people spending more time<br />7:01:41<br />21:40<br />16:04<br />Source: Nielsen<br />
  10. 10. More people spending more time and more money<br />$209 million<br />Source: Borrell Associates<br />
  11. 11. Facebook<br />400 million active users<br />Each with about 130 friends<br />50% login every day<br />Used by 56% of Internet users<br />Is the No. 3 site for Web users 65+<br />Growing fastest among 35+<br />Very personal, lots of info<br />Source: Facebook, Nielsen, Inside Facebook<br />
  12. 12. twitter<br />15 million active users, 75 million total<br />Average users has 27 followers<br />Active users account for most of Twitter’s activity<br />Growing among young people<br />Growing among 24<<br />Short information bursts, very adaptable<br />Source: RJMetrics, Business Insider<br />
  13. 13. Promoting your content<br />
  14. 14. Levels of engagement<br />
  15. 15. Assess the need<br />Sign up, find a few people in your community and look at their connections<br />Search posts on the site for your town’s name<br />Try a “geo-search” on Twitter using your zip code<br />
  16. 16. Your promotion options<br />Automate your updates<br />Update manually<br />Requires an RSS feed<br />Suitable for getting started<br />OK if a network has no users but you want presence<br />Not as personal<br />Doesn’t conform to conventions<br />All content promoted<br />Links show up in bursts<br />Highly personal (and users know it)<br />Promote select content<br />Have full control over timing<br />Use language, voice not suitable for your newspaper’s site<br />Re-post, repurpose content (archives, slideshows, etc.)<br />
  17. 17. How-to<br />HootSuite – free at – handles URL shortening, image sharing, RSS feeding, multiple accounts, keyword monitoring, etc.<br />
  18. 18. Easy automation<br />In Hootsuite, go to “Launch” > “Settings” > “RSS/Atom” > “Add New Feed”<br /> provides similar functionality, but is more difficult to configure<br />
  19. 19. Effective manual updating<br />You don’t have to post every story<br />Reporters can promote their content, too<br />Archived stories have value<br />“Police Chief Jones stepped down today. Remember this profile we published on him when he came to Texas?<br />If the story’s big, rephrase and repost<br />Update multiple networks at once (again … Hootsuite)<br />Plain, to-the-point language works best<br />Use a link shortener (more on this later)<br />
  20. 20. Widgetize / button-up<br />For &<br />For<br />For &<br />
  21. 21. suggest your facebook page<br />On your page, click “Suggest to Friends” under your picture<br />Begin with your staff<br />Ask your fans to do the same<br />
  22. 22. Twitter: follow other users<br />Find people to Follow<br />Get staffers on individually<br />Make sure you have a Bio, Photo and Web link<br />Respond, reach out to other users<br />
  23. 23. Invite them in<br />Also:<br />
  24. 24. Curating the social space: comments<br />
  25. 25. comments > forums<br />In forums, users set the topic<br />You may have to censor entire subjects<br />With comments, you focus it<br />Lets you delete off-topic posts<br />
  26. 26. implementations<br />Using your CMS<br />With an outside system<br /><br /><br />
  27. 27. Using an outside system<br />Integration with other social networks<br />Avoid anonymous commenters without requiring registration<br />Tie trolls directly to their public online personas<br />Easily ban repeat offenders<br />Feed integration<br />E-mail notifications (not available with many self-run systems)<br />Block specific terms<br />Reduce spam<br />
  28. 28. More thoughts<br />They don’t have to be available on every story<br />An e-mail us link can substitute for some uses<br />Commenters don’t always have something to add.<br />Respond to users. Let them know you’re listening.<br />Don’t talk down to people.<br />Develop a written policy and enforce it. Encourage users to as well.<br />
  29. 29. Commenting policy:<br />
  30. 30. Commenting policy:<br />
  31. 31. tools<br />Monitor keywords and phrases<br />Search at or<br />Use an app such as Hootsuite<br />
  32. 32. Social media analytics<br />
  33. 33. Helpful tools: Facebook insights<br />On your page, click “Edit page” under your picture<br />Under “Insights” on the right side of the page, click “All Page Insights”<br />There’s no equivalent for Twitter<br />Example<br />
  34. 34. clickthroughs<br />Available from your link shortener<br />Hootsuite ( provides them inside the app<br /> provides them with the API<br />
  35. 35. Site analytics<br />Look at referrals<br />Not always completely accurate<br />Example<br />
  36. 36. Don’t be discouraged<br />ROI is more than clickthroughs; don’t forget:<br />Story tips<br />User content<br />No analytics solution shows the complete picture<br />
  37. 37. Advantages of a page<br /><ul><li>Preserves user’s privacy
  38. 38. Allows you to publish into their stream
  39. 39. Gives you analytics data</li></li></ul><li>What you’re doing<br />
  40. 40. Your newspapers<br />100%have websites<br />Average circulation of 4,803<br />Source: Survey of participants<br />
  41. 41. You<br />90%are on Facebook<br />45%have a Twitter account<br />Source: Survey of participants<br />
  42. 42. Your newspapers<br />Source: Survey of participants<br />
  43. 43. How often you post<br />Source: Survey of participants<br />
  44. 44. what you post<br />Source: Survey of participants<br />
  45. 45. examples<br /><br />@tccj lists<br />
  46. 46. Social networks as reporting tools<br />
  47. 47. tools<br />Use a people finder<br />Searches the “deep Web”<br />
  48. 48. Finding sources<br />Search for key terms on Facebook and Twitter within content of posts<br />Find user profiles and reach out directly<br />Seek out user groups<br />Contact members<br />Post open messages<br />Just ask for insight (think Kevin Bacon)<br />
  49. 49. tools<br />Track the conversation over time by searching Tweets<br />Enter your search at, then click “Updates”<br />
  50. 50. Finding stories<br />Follow your users<br />Encourage users to reach out<br />Ask questions (they don’t have to be open-ended)<br />“What issues do you think are important during the next election?”<br />“Did the Council make the right decision with the smoking ordinance.”<br />Seek out expertise<br />“Are there any experts out there who understand how road construction works. Call us: 555-5555.”<br />Grab person-on-the-street quotes<br />“Tell us what you have to say about the Lions’ win. We’ll print a few responses in next week’s story.”<br />
  51. 51. Give credit<br />Reward your tipsters<br />“Twitter user Jake White informed the Times of the issue on Facebook last week.”<br />“News reader Jack Johnson submitted this photo via Facebook.”<br />Attribute responses from social media<br />“Smith said in a post on his personal Twitter account.”<br />“Doe wrote in a comment on the Tribune’s Facebook page.”<br />
  52. 52. Background sources<br />LinkedIn and Facebook often contain employment histories<br />Look for common connections to facilitate difficult conversations<br />Have accounts before you need them<br />
  53. 53. Crowdsource content<br />Ask for pictures and video<br />Users can upload content to YouTube and send you links<br />Pictures can be emailed<br />Items can be posted as “fan content” on your Facebook page<br />
  54. 54. Monitor trends<br />Stay updated on developing trends<br />Let others do your research for you<br />Find experts before you need them<br />
  55. 55. Final thoughts<br />
  56. 56. Game Plan<br />Make a minimum six-month commitment<br />Look beyond ROI<br />Be prepared to give up control<br />Setbacks are inevitable<br />Connect with the Center<br />Connect with each other<br />
  57. 57. Resources<br />Me<br /><br /><br /><br />Blog:<br />Texas Center for Community Journalism<br /><br /><br /><br />Website:<br />