1. For Advisers Only
Logan Aimone, MJE, executive director
National Scholastic Press Association
Saturday, February 26, 2011
2. Today’s Tech
Let’s start with a quiz!
Keep score at your seat,
or just keep track in your head.
If you’re really techy, you’ll add
your points on your iPhone or iPad.
For Advisers Only
Saturday, February 26, 2011
3. 1. Mobile
5 points: You have a Web-enabled
mobile device (BlackBerry, iPhone, etc.
3 points: You have a cellphone with
text message capability (that you use)
1 point: Cellphones can do that? Yours
is just for actual phone calls.
0 points: No cellphone.
+3 Bonus if you have a Web-enabled
phone and iPad
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Saturday, February 26, 2011
4. 2. E-mail
5 points: You check your e-mail
account(s) on your computer, iPad and
phone.
3 points: You use only a computer to
access e-mail.
1 point: You have to print your
e-mails to file them.
0 points: No e-mail.
+1 if you’re on Gmail.
-1 if you still use AOL.
For Advisers Only
Saturday, February 26, 2011
5. 3. Microblogging
5 points: You have a Twitter account
and regularly send tweets.
3 points: You set up a Twitter account
but never send tweets.
1 point: You have at least heard of
Twitter.
0 points: You think the only “tweets”
are from birds.
+1 Bonus: You Tweet from your phone,
or if you know and use TwitPic.
For Advisers Only
Saturday, February 26, 2011
6. 4. Curated Links
5 points: You have an account on
Delicious, Digg, StumbleUpon,
Publish2 or another social
bookmarking site.
3 points: You’ve seen these sites.
1 point: You’ve forwarded a link.
0 points: You thought curating was for
museums.
For Advisers Only
Saturday, February 26, 2011
7. 5. Social Network
5 points: You’re a Facebook expert
(pages, groups, photos, links, apps).
3 points: You’ve seen these sites.
1 point: Your main Facebook activity is
Farmville.
0 points: No active Facebook.
+1 if you manage a fan page or a group.
-1 if you have MySpace.
For Advisers Only
Saturday, February 26, 2011
8. 6. Websites
5 points: You own your own domain
name and manage the site.
3 points: You’ve dabbled online with
HTML or WordPress.
1 point: You are mainly a user, not a
creator online.
0 points: You think the Internet is a
“series of tubes.”
+1 if you access on your phone.
-1 if you use WebTV.
For Advisers Only
Saturday, February 26, 2011
9. 7. Flickr
5 points: You have a Flickr account and
post images regularly.
3 points: You’ve browsed Flickr.
1 point: You know Flickr exists.
0 points: You’re wondering why this
candle term is misspelled.
+5 if you know about Creative
Commons and have abided by a CC
license.
For Advisers Only
Saturday, February 26, 2011
10. 8. Video
5 points: You’ve created and uploaded
a video to YouTube or another site.
3 points: You’ve watched multiple
YouTube videos.
1 point: You’ve maybe seen a couple
videos online.
0 points: You didn’t know YouTube
was an online video source.
+1 if you have seen the Old Spice ads.
+5 if your question was in one.
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Saturday, February 26, 2011
11. 9. Miscellaneous
Bonus Points:
+2 if you use RSS feeds
+2 if you read Mashable.com
+2 if you have apps for news
+2 if you have apps for lifestyle
+2 if you’re on LinkedIn
+2 if you’ve made a Google Map
+2 if you use Google Docs
+2 if you know about QR Codes For Advisers Only
Saturday, February 26, 2011
12. Scoring
35+: Impressive! You’re techy. You
probably already tweeted your score.
25-34: Not too shabby. You’ll probably
update your Facebook about this later.
11-24: You’re somewhat techy, but you
could to kick it up a notch. Ask your
students how.
10 and under: Time to start living in
the 21st century.
For Advisers Only
Saturday, February 26, 2011
13. For Advisers Only
What does today’s adviser
need to think about?
Logan Aimone, MJE, executive director
National Scholastic Press Association
Saturday, February 26, 2011
14. Print
• Although it has faced challenges from
broadcast media, it remains the most
common, widespread and portable form of
mass media.
• What is the impact on the school
community when printed media are
eliminated?
• What should be printed?
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Saturday, February 26, 2011
15. Pixels
• While the printed page has been the
dominant medium in scholastic
journalism, online publishing has started
to take off.
• More student newspapers — and even
magazines and yearbooks — are turning to
the Web for a variety of reasons.
For Advisers Only
Saturday, February 26, 2011
16. Pixels
• The Internet allows for instant publishing
of content rather than the infrequent
publication of print.
• Compared to the expense of printing an
edition of the newspaper, a website is
dramatically less expensive — maybe even
free.
For Advisers Only
Saturday, February 26, 2011
17. Convergence!
• The term convergence means a “coming
together” — and that’s what you have
available to you today.
• Members of Generation Y (your students!)
are comfortable with and operating in a
converged media environment.
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Saturday, February 26, 2011
18. Convergence
• Online tools allow a media staff to combine
multiple media to deliver content in the
most appropriate format: text, audio,
images or video.
• Online networks like MySpace, Facebook,
YouTube, Delicious, Flickr and Twitter
allow users to build a community and to
customize and share content.
For Advisers Only
Saturday, February 26, 2011
19. Convergence
• Ultimately, you and your students need to
answer this question:
• What is the most appropriate format to
use to tell this story?
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Saturday, February 26, 2011
20. Tools
• Ultimately, it’s the content that matters.
• You have to be in a position to deliver the
content in the most appropriate format and
platform.
• So, what can you use to do that?
For Advisers Only
Saturday, February 26, 2011
21. Social Media
• Because teens are comfortable in this
environment, you need to shift your focus
to take advantage of where your readers/
viewers are.
• Engage your readers in a way that helps
them (they get news) and helps you (you
get tips for more news).
For Advisers Only
Saturday, February 26, 2011
22. Social Media
• Do you have any idea how big of an impact
social media are having on every aspect of
our lives?
• Let’s watch a short video and see…
http://www.youtube.com/watch?
v=lFZ0z5Fm-Ng
(Social Media Revolution 2, May 5, 2010)
For Advisers Only
Saturday, February 26, 2011
23. Social Media
• A few highlights from the video:
• Nearly all of you (96%) are on a social
network.
• That’s the #1 Web activity.
• More than 500 million people are on
Facebook. (More on that in a minute.)
• Fastest-growing segment is women 55-65
(is that you?).
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Saturday, February 26, 2011
24. Social Media
• More highlights from the video:
• 80% of Twitter use is by mobile device.
• That’s instant discussion, good or bad.
• Studies show Wikipedia is more accurate
than Encyclopedia Brittanica.
• But that’s not an excuse for using it as
your sole source.
For Advisers Only
Saturday, February 26, 2011
25. Social Media
• More highlights from the video:
• 78% of people trust peer
recommendations. Only 14% trust ads.
• 25% of Americans watched a short video
in the last month on their phone.
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Saturday, February 26, 2011
26. Facebook
• In June 2009, the average United States
user spent an average of 4 hours, 39
minutes on the site per month (~9 minutes
per day), according to Nielsen Media.
• In January 2010, the average U.S. user
spent more than 7 hours per month (~14
minutes per day) on Facebook.
• That’s more time on Facebook than on
Google, Yahoo!, YouTube, Microsoft,
Wikipedia and Amazon — combined.
For Advisers Only
Saturday, February 26, 2011
27. 15 Things to Think
About This Year
Improving your
operation in 2011
For Advisers Only
Saturday, February 26, 2011
28. 1. Be excellent
• It probably goes without saying, but I’ll say
it anyway: Strive for excellence.
• Excellence isn’t settling for pretty good.
• Good enough is not good enough.
• Set goals to improve with each edition or
deadline.
For Advisers Only
Saturday, February 26, 2011
29. 2. Get out there
• You can’t really get a story unless you get
out and talk to people. In person.
• Yes, in person!
• You can always tell the difference when a
writer has observed and interviewed in
person.
• E-mail or chat interviews fill a need, but
they are not as effective as being there.
For Advisers Only
Saturday, February 26, 2011
30. 3. Find stories
• Establish a solid beat system in place to
gather the routine news.
• Expect that each beat will yield some briefs
and longer stories.
• Demand enterprise from reporters (editors,
too). That means digging around to find
something newsworthy and writing it in a
compelling, interesting and useful way.
For Advisers Only
Saturday, February 26, 2011
31. 4. Show us
• Probably the most widely read (and most
liked) stories are those that tell interesting
stories about people.
• Your school and community are full of
these stories.
• Localize national issues with the stories of
people around you.
For Advisers Only
Saturday, February 26, 2011
32. 5. Get a Website
• There’s really no excuse today for not
having at least a basic Web site.
• Basic: You could post a PDF version of the
printed paper.
• Advanced: You could update news
throughout the school day.
• An online presence opens up a new
universe of multimedia opportunities.
For Advisers Only
Saturday, February 26, 2011
33. 6. Get social
• MySpace and Facebook accounts are free.
Interact with readers by posting links to
stories and by getting tips from readers.
• With 60 million Facebook status updates
daily, you can monitor what’s happening
or ask them to let you know about events
occurring outside school (or at school but
not known).
• Let readers submit photos, letters, etc., to
you through these pages.
For Advisers Only
Saturday, February 26, 2011
34. 7. Start Tweeting
• Twitter is a free “microblogging” site that
works in 140-character messages.
• As you gather “followers” you will be able
to pass along messages to a wide group of
people. That means instantly informing
your followers when news happens (sports
scores, lockdown, free burritos at
Chipotle).
• Use hashtags (#word) to label and search.
For Advisers Only
Saturday, February 26, 2011
35. 8. Get Delicious
• Delicious.com is a social bookmarking site
that is, guess what, free.
• You can post links there that will be useful
to others.
• The links can be labeled and sorted in a
number of ways.
• This is a way to enhance content beyond
the printed page.
• You can also see what others bookmarked.
For Advisers Only
Saturday, February 26, 2011
36. 9. Use Flickr
• Flickr is an online image-sharing service.
Yep, it’s free for a basic account.
• You can make your images available for
people to browse.
• Through a Creative Commons license, you
can get images to use (free and legal!).
For Advisers Only
Saturday, February 26, 2011
37. 10. Use YouTube
• YouTube is a solution to upload videos.
• It might be blocked on your school’s
computers.
• However, it’s not blocked on mobile devices
or at home, which is where most people
will probably access the videos anyway.
• If you need a site to get by school filters, try
SchoolTube.com instead.
For Advisers Only
Saturday, February 26, 2011
38. 11. Do multimedia
• With a website, not only can you update
news and information as frequently as you
want, you can improve the content.
• The newspaper can showcase one or two
images from an event. Online, you can
have dozens — with audio and captions.
• Yearbook staffs can promote the book
through “sneak peeks” or extras that are
posted online.
For Advisers Only
Saturday, February 26, 2011
39. 12. Be the #1 source
• Be serious about being the top information
source for all things about your school.
• If someone wants to know a fact, score,
date, record, time or whatever — be the
place they turn for that information.
• Own sports stats, especially JV and lower
squads.
• Scoop the local paper. Doesn’t it feel good
when that happens?
For Advisers Only
Saturday, February 26, 2011
40. 13. Do fewer…
• Horoscopes and advice columns
• Superficial columns (carpe diem,
senioritis, slow drivers, etc.) that could be
in any year
• Double-truck stories on “hot topics” that
aren’t tied to a news event. Make sure you
have a news peg if you’re committing that
much space.
For Advisers Only
Saturday, February 26, 2011
41. 14. Follow the law
• Obey copyright.
• Only use “fair use” images or get
permission. Flickr lets you search for
Creative Commons images.
• Use copyright-free music unless you pay
a royalty.
• Saying it’s “for education” doesn’t let you
off the hook.
• Know privacy rules. Know your rights.
For Advisers Only
Saturday, February 26, 2011
42. 15. Remember…
• The role of student media is to inform and
enlighten your audience.
• You and your students have a responsibility
— an obligation, even — to take that
seriously and to do it well.
• Your audience needs you to tell them the
things no one else will tell them.
For Advisers Only
Saturday, February 26, 2011
43. Thanks!
Twitter: @NSPA
Facebook:
National Scholastic
Press Association
Any questions?
For Advisers Only
Saturday, February 26, 2011