This session for high school media students and their advisers addresses questions about the role of social media and whether it's working. The presentation includes examples from student media programs as well as key concepts, best practices, management strategies and measurement tools. A similar version of this slideshow was first presented in July 2013 at the JEA Advisers Institute (#JEAai). This version was presented October 2013 at the JEANC State Convention (#thinkJ, #converge13).
1. the point of the click
a look at social media for high school publications
#thinkJ
@sarahjnichols
Sunday, October 13, 13
2. who’s here and why
✤
advise a journalism-related social media account? social media team?
✤
have multiple accounts for your program?
✤
comfort level?
✤
know your ROI?
#thinkJ #converge13
Sunday, October 13, 13
3. who’s here and why
✤
advise a journalism-related social media account? social media team?
✤
have multiple accounts for your program?
✤
comfort level?
✤
know your ROI?
#thinkJ #converge13
Sunday, October 13, 13
4. who’s here and why
✤
advise a journalism-related social media account? social media team?
✤
have multiple accounts for your program?
✤
comfort level?
✤
know your ROI?
#thinkJ #converge13
Sunday, October 13, 13
5. who’s here and why
✤
advise a journalism-related social media account? social media team?
✤
have multiple accounts for your program?
✤
comfort level?
✤
know your ROI?
#thinkJ #converge13
Sunday, October 13, 13
6. what this isn’t
✤
why you should use social media in your program
✤
what’s scary about social media for your publication
✤
whether you should “friend” your students personally
✤
why your administrators “won’t let you” have social accounts
✤
how to create or set up new accounts
✤
#sorrynotsorry
@sarahjnichols #JEAai
Sunday, October 13, 13
7. what this isn’t
✤
why you should use social media in your program
✤
what’s scary about social media for your publication
✤
whether you should “friend” your students personally
✤
why your administrators “won’t let you” have social accounts
✤
how to create or set up new accounts
✤
#sorrynotsorry
@sarahjnichols #JEAai
Sunday, October 13, 13
8. what this isn’t
✤
why you should use social media in your program
✤
what’s scary about social media for your publication
✤
whether you should “friend” your students personally
✤
why your administrators “won’t let you” have social accounts
✤
how to create or set up new accounts
✤
#sorrynotsorry
@sarahjnichols #JEAai
Sunday, October 13, 13
9. what this isn’t
✤
why you should use social media in your program
✤
what’s scary about social media for your publication
✤
whether you should “friend” your students personally
✤
why your administrators “won’t let you” have social accounts
✤
how to create or set up new accounts
✤
#sorrynotsorry
@sarahjnichols #JEAai
Sunday, October 13, 13
10. roles of social media
✤
gather information
✤
extend coverage
✤
invite participation
✤
promotion/marketing
✤
educate/inform/entertain
@sarahjnichols #JEAai
Sunday, October 13, 13
11. roles of social media
✤
gather information
✤
extend coverage
✤
invite participation
✤
promotion/marketing
✤
educate/inform/entertain
@sarahjnichols #JEAai
Sunday, October 13, 13
12. roles of social media
✤
gather information
✤
extend coverage
✤
invite participation
✤
promotion/marketing
✤
educate/inform/entertain
@sarahjnichols #JEAai
Sunday, October 13, 13
13. roles of social media
✤
gather information
✤
extend coverage
✤
invite participation
✤
promotion/marketing
✤
educate/inform/entertain
@sarahjnichols #JEAai
Sunday, October 13, 13
46. define the role for each account
t
game results
crowdsourcing
about us
spot news
breaking news
sneak peeks at pages
behind-the-scenes
fun factor
recruitment
standalone shots
links to stories
inclusion
(for example)
Sunday, October 13, 13
47. goal: read our stories
2010:
Volleyball story
Good reporting
Timely post
No Facebook link
No photos
No promotion
= 21 separate hits total
Sunday, October 13, 13
48. goal: read our stories
2010:
Volleyball story
Good reporting
Timely post
No Facebook link
No photos
No promotion
= 21 separate hits total
Sunday, October 13, 13
49. goal: read our stories
2010:
Volleyball story
Good reporting
Timely post
No Facebook link
No photos
No promotion
= 21 separate hits total
Sunday, October 13, 13
50. goal: read our stories
2010:
Volleyball story
Good reporting
Timely post
No Facebook link
No photos
No promotion
= 21 separate hits total
Sunday, October 13, 13
51. driving traffic to your website
2011:
Volleyball story
Good reporting
Timely post
Facebook link
Photo
Tweet
= 676 separate hits total
Sunday, October 13, 13
52. driving traffic to your website
2011:
Volleyball story
Good reporting
Timely post
Facebook link
Photo
Tweet
= 676 separate hits total
Sunday, October 13, 13
53. driving traffic to your website
2011:
Volleyball story
Good reporting
Timely post
Facebook link
Photo
Tweet
= 676 separate hits total
Sunday, October 13, 13
54. driving traffic to your website
2011:
Volleyball story
Good reporting
Timely post
Facebook link
Photo
Tweet
= 676 separate hits total
Sunday, October 13, 13
55. things we can’t control
✤
a public audience means it will extend beyond your school
✤
social media tools and apps constantly change
✤
once you figure it out, it becomes unpopular (“the death of Facebook”)
✤
technology access and mobile devices vary by student
✤
filters at school block access
@sarahjnichols #thinkJ
Sunday, October 13, 13
56. things we can’t control
✤
a public audience means it will extend beyond your school
✤
social media tools and apps constantly change
✤
once you figure it out, it becomes unpopular (“the death of Facebook”)
✤
technology access and mobile devices vary by student
✤
filters at school block access
@sarahjnichols #thinkJ
Sunday, October 13, 13
57. things we can’t control
✤
a public audience means it will extend beyond your school
✤
social media tools and apps constantly change
✤
once you figure it out, it becomes unpopular (“the death of Facebook”)
✤
technology access and mobile devices vary by student
✤
filters at school block access
@sarahjnichols #thinkJ
Sunday, October 13, 13
58. things we can’t control
✤
a public audience means it will extend beyond your school
✤
social media tools and apps constantly change
✤
once you figure it out, it becomes unpopular (“the death of Facebook”)
✤
technology access and mobile devices vary by student
✤
filters at school block access
@sarahjnichols #thinkJ
Sunday, October 13, 13
59. ... but some things we can
✤
teach students best practices as they analyze professional media
✤
create a social media guide similar to or as part of your staff manual
✤
make sure ideas are planned, researched, developed, defended
✤
allow for experimentation, flexibility
✤
monitor and measure progress to see what works
#thinkJ #converge13
Sunday, October 13, 13
60. ... but some things we can
✤
teach students best practices as they analyze professional media
✤
create a social media guide similar to or as part of your staff manual
✤
make sure ideas are planned, researched, developed, defended
✤
allow for experimentation, flexibility
✤
monitor and measure progress to see what works
#thinkJ #converge13
Sunday, October 13, 13
61. ... but some things we can
✤
teach students best practices as they analyze professional media
✤
create a social media guide similar to or as part of your staff manual
✤
make sure ideas are planned, researched, developed, defended
✤
allow for experimentation, flexibility
✤
monitor and measure progress to see what works
#thinkJ #converge13
Sunday, October 13, 13
62. ... but some things we can
✤
teach students best practices as they analyze professional media
✤
create a social media guide similar to or as part of your staff manual
✤
make sure ideas are planned, researched, developed, defended
✤
allow for experimentation, flexibility
✤
monitor and measure progress to see what works
#thinkJ #converge13
Sunday, October 13, 13
67. social media guide
✤
establish guidelines
✤
emphasize consistency
✤
revisit regularly
2013
DETAILS
SOCIAL
MEDIA
GUIDE
@ellynangelotti: “Overreaching rules can stifle speech and creativity.”
Sunday, October 13, 13
68. social media guide
✤
establish guidelines
✤
emphasize consistency
✤
revisit regularly
2013
DETAILS
SOCIAL
MEDIA
GUIDE
@ellynangelotti: “Overreaching rules can stifle speech and creativity.”
Sunday, October 13, 13
69. social media guide
✤
establish guidelines
✤
emphasize consistency
✤
revisit regularly
2013
DETAILS
SOCIAL
MEDIA
GUIDE
@ellynangelotti: “Overreaching rules can stifle speech and creativity.”
Sunday, October 13, 13
70. social media guide
✤
establish guidelines
✤
emphasize consistency
✤
revisit regularly
2013
DETAILS
SOCIAL
MEDIA
GUIDE
@ellynangelotti: “Overreaching rules can stifle speech and creativity.”
Sunday, October 13, 13
71. proceed with caution
✤
pitch an idea
✤
conduct research
✤
plan content, execution
@bramach advises her students to research, plan, pitch
Sunday, October 13, 13
72. proceed with caution
✤
pitch an idea
✤
conduct research
✤
plan content, execution
@bramach advises her students to research, plan, pitch
Sunday, October 13, 13
73. proceed with caution
✤
pitch an idea
✤
conduct research
✤
plan content, execution
@bramach advises her students to research, plan, pitch
Sunday, October 13, 13
74. proceed with caution
✤
pitch an idea
✤
conduct research
✤
plan content, execution
@bramach advises her students to research, plan, pitch
Sunday, October 13, 13
79. analyze
✤
✤
✤
✤
What forms of social media are helping increase page views, time spent, and
the number of unique visitors to our website?
Which social media tools are most effective for the topic and audience?
What types of messages have been most effective in increasing conversation,
participation and connections between users and our site?
Is there a sense of shared community, discourse and discovery that our
social media strategy supports?
based on ideas from Susan Mernit, J Lab (Knight Community News Network)
Sunday, October 13, 13
80. analyze
✤
✤
✤
✤
What forms of social media are helping increase page views, time spent, and
the number of unique visitors to our website?
Which social media tools are most effective for the topic and audience?
What types of messages have been most effective in increasing conversation,
participation and connections between users and our site?
Is there a sense of shared community, discourse and discovery that our
social media strategy supports?
based on ideas from Susan Mernit, J Lab (Knight Community News Network)
Sunday, October 13, 13
81. analyze
✤
✤
✤
✤
What forms of social media are helping increase page views, time spent, and
the number of unique visitors to our website?
Which social media tools are most effective for the topic and audience?
What types of messages have been most effective in increasing conversation,
participation and connections between users and our site?
Is there a sense of shared community, discourse and discovery that our
social media strategy supports?
based on ideas from Susan Mernit, J Lab (Knight Community News Network)
Sunday, October 13, 13
82. analyze
✤
✤
✤
✤
What forms of social media are helping increase page views, time spent, and
the number of unique visitors to our website?
Which social media tools are most effective for the topic and audience?
What types of messages have been most effective in increasing conversation,
participation and connections between users and our site?
Is there a sense of shared community, discourse and discovery that our
social media strategy supports?
based on ideas from Susan Mernit, J Lab (Knight Community News Network)
Sunday, October 13, 13
99. what works? we’re guessing
✤
post a photo ... no, wait ... post a video
✤
label as “breaking news”
✤
include a link ... no, not at the beginning
✤
post earlier in the day
✤
post later in the day
✤
contra-competitive timing
Sunday, October 13, 13
100. what works? we’re guessing
✤
post a photo ... no, wait ... post a video
✤
label as “breaking news”
✤
include a link ... no, not at the beginning
✤
post earlier in the day
✤
post later in the day
✤
contra-competitive timing
Sunday, October 13, 13
101. what works? we’re guessing
✤
post a photo ... no, wait ... post a video
✤
label as “breaking news”
✤
include a link ... no, not at the beginning
✤
post earlier in the day
✤
post later in the day
✤
contra-competitive timing
Sunday, October 13, 13
102. what works? we’re guessing
✤
post a photo ... no, wait ... post a video
✤
label as “breaking news”
✤
include a link ... no, not at the beginning
✤
post earlier in the day
✤
post later in the day
✤
contra-competitive timing
Sunday, October 13, 13
123. know the metrics
✤
SERP: search engine results page
✤
SEO: search engine optimization
✤
uniques
✤
new/repeat visitors
✤
page views
✤
page views per visit
✤
time on page/site
Sunday, October 13, 13
124. know the metrics
✤
SERP: search engine results page
✤
SEO: search engine optimization
✤
uniques
✤
new/repeat visitors
✤
page views
✤
page views per visit
✤
time on page/site
Sunday, October 13, 13
125. know the metrics
✤
SERP: search engine results page
✤
SEO: search engine optimization
✤
uniques
✤
new/repeat visitors
✤
page views
✤
page views per visit
✤
time on page/site
Sunday, October 13, 13
126. know the metrics
✤
SERP: search engine results page
✤
SEO: search engine optimization
✤
uniques
✤
new/repeat visitors
✤
page views
✤
page views per visit
✤
time on page/site
Sunday, October 13, 13
127. other best practices
Do’s
Get specific. For instance, using an established
hashtag like #SFcrash on Facebook will probably yield
better results than cramming #SanFrancisco #plane
#crash in to a post. Facebook search doesn’t search
yet for more than one hashtag at a time.
Use generic hashtags sparingly. For instance, if
you might occasionally include #Whitney in some
posts to attract the attention of Whitney H.S.
Facebook users who don’t know you’re there. But
putting #Whitney in every update will get old fast.
Sunday, October 13, 13
128. other best practices
Do’s
Get specific. For instance, using an established
hashtag like #SFcrash on Facebook will probably yield
better results than cramming #SanFrancisco #plane
#crash in to a post. Facebook search doesn’t search
yet for more than one hashtag at a time.
Use generic hashtags sparingly. For instance, if
you might occasionally include #Whitney in some
posts to attract the attention of Whitney H.S.
Facebook users who don’t know you’re there. But
putting #Whitney in every update will get old fast.
Sunday, October 13, 13
129. other best practices
Do’s
Get specific. For instance, using an established
hashtag like #SFcrash on Facebook will probably yield
better results than cramming #SanFrancisco #plane
#crash in to a post. Facebook search doesn’t search
yet for more than one hashtag at a time.
Use generic hashtags sparingly. For instance, if
you might occasionally include #Whitney in some
posts to attract the attention of Whitney H.S.
Facebook users who don’t know you’re there. But
putting #Whitney in every update will get old fast.
Sunday, October 13, 13
130. other best practices
Do’s
Get specific. For instance, using an established
hashtag like #SFcrash on Facebook will probably yield
better results than cramming #SanFrancisco #plane
#crash in to a post. Facebook search doesn’t search
yet for more than one hashtag at a time.
Use generic hashtags sparingly. For instance, if
you might occasionally include #Whitney in some
posts to attract the attention of Whitney H.S.
Facebook users who don’t know you’re there. But
putting #Whitney in every update will get old fast.
Sunday, October 13, 13
131. other best practices
Do’s
1. Keep it short. Be concise. Save characters for RTs and @mentions.
2. Be personable, relatable.
3. Write for humans; optimize for robots.
4. Provide helpful information.
5. Appreciate your audience (respond!).
6. Experiment, measure, discuss. (Repeat as needed!)
7. Be journalistic.
Sunday, October 13, 13
132. other best practices
Do’s
1. Keep it short. Be concise. Save characters for RTs and @mentions.
2. Be personable, relatable.
3. Write for humans; optimize for robots.
4. Provide helpful information.
5. Appreciate your audience (respond!).
6. Experiment, measure, discuss. (Repeat as needed!)
7. Be journalistic.
Sunday, October 13, 13
133. other best practices
Do’s
1. Keep it short. Be concise. Save characters for RTs and @mentions.
2. Be personable, relatable.
3. Write for humans; optimize for robots.
4. Provide helpful information.
5. Appreciate your audience (respond!).
6. Experiment, measure, discuss. (Repeat as needed!)
7. Be journalistic.
Sunday, October 13, 13
134. other best practices
Do’s
1. Keep it short. Be concise. Save characters for RTs and @mentions.
2. Be personable, relatable.
3. Write for humans; optimize for robots.
4. Provide helpful information.
5. Appreciate your audience (respond!).
6. Experiment, measure, discuss. (Repeat as needed!)
7. Be journalistic.
Sunday, October 13, 13
147. key concepts
Engagement
How engaged is your audience with your content?
What are the levels of interaction and attention?
Impact
What impact do you have on readership?
Are you broadening or deepening the conversation?
Reach
How is social media connecting your content to the
audiences you want to connect with? Do those audiences
share with others?
@sarahjnichols #thinkJ
Sunday, October 13, 13
148. key concepts
Engagement
How engaged is your audience with your content?
What are the levels of interaction and attention?
Impact
What impact do you have on readership?
Are you broadening or deepening the conversation?
Reach
How is social media connecting your content to the
audiences you want to connect with? Do those audiences
share with others?
@sarahjnichols #thinkJ
Sunday, October 13, 13
149. key concepts
Engagement
How engaged is your audience with your content?
What are the levels of interaction and attention?
Impact
What impact do you have on readership?
Are you broadening or deepening the conversation?
Reach
How is social media connecting your content to the
audiences you want to connect with? Do those audiences
share with others?
@sarahjnichols #thinkJ
Sunday, October 13, 13
150. key concepts
Engagement
How engaged is your audience with your content?
What are the levels of interaction and attention?
Impact
What impact do you have on readership?
Are you broadening or deepening the conversation?
Reach
How is social media connecting your content to the
audiences you want to connect with? Do those audiences
share with others?
@sarahjnichols #thinkJ
Sunday, October 13, 13
151. key concepts
Engagement
How engaged is your audience with your content?
What are the levels of interaction and attention?
Impact
What impact do you have on readership?
Are you broadening or deepening the conversation?
Reach
How is social media connecting your content to the
audiences you want to connect with? Do those audiences
share with others?
@sarahjnichols #thinkJ
Sunday, October 13, 13
152. key concepts
Engagement
How engaged is your audience with your content?
What are the levels of interaction and attention?
Impact
What impact do you have on readership?
Are you broadening or deepening the conversation?
Reach
How is social media connecting your content to the
audiences you want to connect with? Do those audiences
share with others?
@sarahjnichols #thinkJ
Sunday, October 13, 13
153. key concepts
Engagement
How engaged is your audience with your content?
What are the levels of interaction and attention?
Impact
What impact do you have on readership?
Are you broadening or deepening the conversation?
Reach
How is social media connecting your content to the
audiences you want to connect with? Do those audiences
share with others?
@sarahjnichols #thinkJ
Sunday, October 13, 13