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Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows Valery Levchenko , Deputy Editor in ...
Mass Media Audience Has Changed, No Doubt  <ul><li>Users do not distinguish between professional media,influential blogger...
Main 2010 Trend: Integration Of Websites With The Social Media  Main players in Russia and elsewhere:  Twitter, Facebook L...
Russian Media In Social Media  The most media popular in *official  Twitter stats  as of 8 Feb 2011 Followers* Vesti 26 79...
RIA Novosti In Twitter  http://twitter.com/rianru  Followers:  13  763   Average referrals per day:  3   600 Maximum refer...
Experimenting With  Twitter <ul><li>Formerly </li></ul><ul><li>Automatic News Export : all headlines go to Twitter </li></...
Likeable & Discussable Topics <ul><li>Twitter </li></ul><ul><li>- Laws and proposed changes to the legislation that direct...
Moscow, 15 December 2010.  Live Coverage Of An Unsanctioned Street Gathering   The surge of public interest came at 6 pm, ...
How Mass Media Use Social Media   <ul><li>to enter into  new segments  of the readership </li></ul><ul><li>to  expand the ...
<ul><li>Mass Media  now strive for the Reader to let them into her close circle of network friends. </li></ul><ul><ul><ul>...
COMMUNICATION ON TOP FORUM Davos ,  Switzerland , February 2011  Thank you! Valery Levchenko , Deputy Editor in Chief RIA ...
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Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows

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Mass Media are increasingly using Social Media to approach and interact with their audiences. Here's one example from Russia, as presented at the Communication on Top forum in Davos on 17 February, 2011.

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Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows

  1. 1. Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows Valery Levchenko , Deputy Editor in Chief, RIA Novosti COMMUNICATION ON TOP FORUM Davos, Switzerland, February 2011
  2. 2. Mass Media Audience Has Changed, No Doubt <ul><li>Users do not distinguish between professional media,influential bloggers and quasi-media corporate portals </li></ul><ul><li>Users are ready to be both recipients and creators of content </li></ul><ul><li>They want to be involved in news-making process </li></ul><ul><li>They want to influence editor choice </li></ul><ul><li>Technology lets everybody be a publisher </li></ul>
  3. 3. Main 2010 Trend: Integration Of Websites With The Social Media Main players in Russia and elsewhere: Twitter, Facebook Local SM in Russia: Vkontakte , Odnoklassniki , Moy Mir Tools that allow to increase a website's readership together with the size of the relevant group in the Social Media.
  4. 4. Russian Media In Social Media The most media popular in *official Twitter stats as of 8 Feb 2011 Followers* Vesti 26 794 Forbes Russia 17 719 Vedomosti 14 453 RIA Novosti 13 763 Snob 12 322 Kommersant 10 013 Russia Today 9 785 Gazeta.ru 8 596 Delovoy Peterburg 6 445 Slon 5 072 lentaruofficial 3 134 1 kanal 2 110 Chaskor 1 515 Echo Moskvy 1 163
  5. 5. RIA Novosti In Twitter http://twitter.com/rianru Followers: 13 763 Average referrals per day: 3 600 Maximum referrals: 14 213   RIA Novosti Twitter: News channel plus interaction with the users *as of 8 Feb 2011
  6. 6. Experimenting With Twitter <ul><li>Formerly </li></ul><ul><li>Automatic News Export : all headlines go to Twitter </li></ul><ul><li>Outcome </li></ul><ul><li>Huge flow of tweets, repelling the users </li></ul><ul><li>No difference from RSS </li></ul><ul><li>No diference from the website </li></ul><ul><li>No interaction </li></ul><ul><li>Currently </li></ul><ul><li>Manual Mode r </li></ul><ul><li>Outcome </li></ul><ul><li>Information carefully measured out </li></ul><ul><li>Editor's choice news </li></ul><ul><li>Flexibility to reword headlines and highlight multimedia content to increase conversion </li></ul><ul><li>Opportunites for interaction: questions, requests for content and verification replies to users, polls etc. </li></ul>
  7. 7. Likeable & Discussable Topics <ul><li>Twitter </li></ul><ul><li>- Laws and proposed changes to the legislation that directly affect the citizens' lives </li></ul><ul><ul><li>Presidential aide suggests to cancel stipends for students: 217 RTs </li></ul></ul><ul><li>- International news relevant to Russians </li></ul><ul><ul><ul><li>Russian tourists refuse to leave Egypt </li></ul></ul></ul><ul><li>- Twitter activity of the President and other officials and politicians </li></ul><ul><ul><ul><li>Dmitry Medvedev retweets a request for help to a child: 56 RTs </li></ul></ul></ul><ul><li>- Weather, its anomalies, Acts of God </li></ul><ul><li>- All about top stories </li></ul><ul><li>- Tech news, gadgets </li></ul><ul><li>- Science news </li></ul><ul><li>- Celebrity news </li></ul>
  8. 8. Moscow, 15 December 2010. Live Coverage Of An Unsanctioned Street Gathering The surge of public interest came at 6 pm, when according to bloggers, an attack reportedly staged by the «North Caucasians» was supposed to happen. During that single day we received a lot of referrals directly from social networks:: Facebook: 9 278 referrals Vkontakte: 216 058 referrals Twitter:   38 120 referrrals Compare to News Yandex: 495 К referrals
  9. 9. How Mass Media Use Social Media <ul><li>to enter into new segments of the readership </li></ul><ul><li>to expand the circle of loyal users </li></ul><ul><li>to better understand the readers by analysing comments, rates, replies. </li></ul><ul><li>to virally distribute hyperlinks to stories </li></ul><ul><li>to get user generated content to find eyewitnesses and additional material to develop news stories </li></ul><ul><li>to personalize news </li></ul><ul><li>to offer journalists creative haven </li></ul>
  10. 10. <ul><li>Mass Media now strive for the Reader to let them into her close circle of network friends. </li></ul><ul><ul><ul><ul><ul><li>A great challenge, good opportunities but also some big pitfalls </li></ul></ul></ul></ul></ul>
  11. 11. COMMUNICATION ON TOP FORUM Davos , Switzerland , February 2011 Thank you! Valery Levchenko , Deputy Editor in Chief RIA Novosti Twitter: v_at_l Facebook: valerylev Skype: valery.levchenko

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