Engage them, include them and get more of them. This session explores crowdsourcing, polls and surveys, focus groups, social media and interactive copy formats to make sure your audience feels connected to your publication. After all, you're planning and producing it for them. [presented April 27, 2013 at the JEA/NSPA Spring National High School Journalism Convention]

1. involving
ideas from Sarah Nichols, MJE
#hsjSF @sarahjnichols
your
audience
Saturday, May 4, 13

2. why audience matters
• consider your publication, staff goals
• be part of the conversation — it’s happening
either way
• understand your readers — it improves
your coverage
• strive for long-term relationships
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3. big idea #1
The way to build sustainable
relationships with your readers
is to be interesting, relevant,
unique.
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4. what we know
• compelling images
• multiple entry points
• striking layouts
• captivating stories
• something for everyone
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5. Saturday, May 4, 13

6. Saturday, May 4, 13

7. ... but this is not that session!
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8. going social (or getting better at it)
• necessary in order to be relevant
• requires new thinking
• provides challenges in terms of measurement
• complex (many tools, ways to measure)
• changes constantly (new tools, options)
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9. crowd sourcing
• readers feel connected to stories when
they’re affected personally or know others
in the same situation
• invite your audience to be interviewed or
to provide important information
• adds context, meaningful details
• casts a wider net in finding sources
(you don’t know everyone!)
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16. crowd sourcing
• ask for reader input:
provides a teaser to
upcoming coverage
and helps measure
student interest
• monitor comments
for potential sources
or secondary angles
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21. everyone’s a photographer
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22. Saturday, May 4, 13

23. #quarrybowl
• create or promote
a common hashtag
• gather additional
angles, sources
for existing stories
• comment or like
photos to gain
follow-backs
• ask for the photos
you’d like to use in
your publication
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24. using hashtags
• invites readers to share information, interact
• easily searchable
• choose carefully (length, simplicity)
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25. using hashtags, promoting photos
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26. submitted photos
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27. Saturday, May 4, 13

28. invite story submissions
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29. adding an app
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30. professional tools
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31. big idea #2
Focus groups provide
opportunities to let readers
drive coverage and dictate
expectations.
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32. focus groups
• organized feedback with targeted audiences
• by topic, medium, season, issue
• provides time for Q/A, idea sharing
• the why
• the how
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33. sports focus group
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34. find a focus
• topic-specific
vs. open-ended
• incentives
• avoiding
oversaturation
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35. big idea #3
Talk less and listen more.
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36. reader feedback
• asking your audience to share their likes,
dislikes, reactions shows your commitment
to their wants/needs
• Survey Monkey, Survey Gizmo, Poll Daddy
• aim for 10 percent minimum student sample
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37. instant feedback
• ask about more/
less coverage
• wants/needs
• cover design
• school colors
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38. Saturday, May 4, 13

39. show & tell
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40. show & tell
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41. snacks for surveys
• short question set
• friendly faces
• incentives (food!)
• open-minded
approach to
their criticism
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42. Saturday, May 4, 13

43. see what sticks
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44. trendspotting
• let your audience show you what they’re
thinking about through their online activity
• assign your social media editor to monitor
the news feed
• assign newer staffer members to find
three new story ideas from their friends’
social media content
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45. monitor posts for activity
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46. monitor posts for activity
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47. monitor posts for activity
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48. big idea #4
The strategies will change but
the goal should stay the same.
How can you evaluate your
progress?
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49. measuring your reach
• campus buzz
• sales and circulation
• followers, friends, fans, likes, retweets
• pageviews
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50. measuring your reach
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54. promotion expands visibility
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55. Saturday, May 4, 13

56. big idea #5
Look beyond the numbers
and create quality content.
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57. Saturday, May 4, 13

58. studying best practices
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59. treat your audience like a friend
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60. spot news
• social media as instant reporting tool
• tags help extend your reach
• going viral vs. having sharable content
• invite participation (likes, comments, shares)
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61. Saturday, May 4, 13

62. learn by example: #election2012
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68. interactives
• things to click or do to engage with content
• QR codes for additional content online
• quizzes/matching quick-reads (print, digital)
• CoverItLive or online chats
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71. link to photo galleries
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72. link to photo galleries
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75. Saturday, May 4, 13

76. #hallowhitney: 213 Instagram photos
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77. Saturday, May 4, 13

78. big idea #6
Do something nobody else
is doing.
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79. managing the chaos
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80. Saturday, May 4, 13

81. 2013
DETAILS
SOCIAL
MEDIA
GUIDE
• create your own
social media guide
• revisit constantly
• establish consistency
• revisit goals
best practices
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82. holler!
• @sarahjnichols
• about.me/sarahjnichols
• sarahjnichols.sjn@gmail.com
Saturday, May 4, 13