This presentation was part of a session given to high school journalism teachers, part of the ASNE Reynolds Fellowship in Phoenix in the summer 2012. More resources: Robin J Phillips - http://robinjphillips.com/

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ASNE Reynolds High School
Journalism Institute 2012
Social Media
By Robin J Phillips, Digital Director,
The Reynolds Center for Business Journalism
Cronkite School of Journalism & Mass Communications

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Robin J Phillips | About Me
 25 years in the news business
 Digital Director, The Reynolds Center for Business Journalism
 Experience in print, magazines, wire services, online
 Deputy business editor, Newsday, The Arizona Republic
 Community news manager, azcentral.com
 Small Business Editor, BusinessWeek Online
 Business Editor, The Record of Hackensack (N.J.)
 Co-founder, #wjchat, weekly online web journalism discussion
 NLGJA, Arizona chapter president
 Co-founder of Perfect Moment Project

3. + Why Social Media matters …
1. It’s where things happen first Twitter … and
2. It’s huge. And getting bigger.
Facebook…
and LinkedIn…
3. A way to distribute content, information
and Flickr….
4. Self-promotion, branding that stays with you
and Tumblr…
5. Building audience for new blog, new service
and Blogger…
6. Cultivating sources, new fans, new customers
and Google+…
7. Real-time news .. right here, right now
and YouTube…
8. Creating community .. power in the network
and WordPress…
9. Diversity .. opens up your world and Foursquare…
and Google
Reader…

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How you use social media
 Social media
marketing
 Social marketing
 Sharing, listening
and engaging on
social media tools

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Miss Seattle complains about…
Seattle

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901 million
people on
483 million
use it daily

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140 million
active users on

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10. + Newspaper readers

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Everybody’s doing it

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Five generations | Arizona

13. + Common reasons for not exploring
opportunities in Social Networks
 We can’t control it
 We don’t want to encourage negative comments
 We don’t want to see comments on our videos
 Immigration or other sensitive topics might come up
 Our board/council/regents/principals are afraid
 We might be held responsible for negative comments
 We don’t have the personnel to manage these tools

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Doing nothing is not an option

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Opportunities
 Social media allows you to talk directly to students, parents,
faculty, staff.
 People want news.
 They want information.
 They want to connect.
 They want to hear from trusted sources.

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Education on social media
Social media is an extension of the school’s brand
 Develop a strategy and set goals
 Pick your platforms
 Empower and support individual departments
 Put guidelines in place
 Develop a consistent voice across platforms
 Communicate across campus
 Share important information
 Track what people are saying about you

17. + What’s the difference?
SM tool Community Advantage
Twitter People you don’t know Real-time search
but who have common engine; platform for
interests. listening, promoting
work; crowdsourcing.
Facebook People you know or who Excellent source for
know someone you finding sources;
know. listening, sharing work;
crowdsourcing.
YouTube People who like your Viral marketing and
product or who stumble specific targeting to fans.
upon your videos.

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Top Social Media tips
 Make every word count.
 Keep it simple.
 Write killer headlines.
 Graphics expand the story.
 People make things interesting.
 Share related content.
 Consider your audience.
 Be as human as possible.

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Getting the word out - Twitter
Celebrate your
victories.
Remind students,
parents about
deadlines, events.
Ask for feedback.

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Facebook shares
Photos, photos, photos

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Government on Social Media
Get young
reporters
accustomed
to following
local news
sources

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Identifying news Have students follow
local news
organizations, cities
and towns, police, fire
… even major local
businesses.

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Personal vs. professional images

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What’s the difference?

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Your friends and fans
Places to find
new people,
organizations to
follow.

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What are they saying about you?

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Who’s talking to YOU!?

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Make sure you listen
… and then talk back.
The
Internet
is a
conversation.

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So, how do I do this?
 Choose your platforms
 What type of content do you want to share?
 Who should you follow?
 Follow people to get the word out that you’re there
 Create lists, categories of people in your “tribe”
 Set some goals – followers, interaction, links to a blog
or website
 Have fun!

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Bit.ly for short URLs

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Google url shortener
Helps to track
analytics.

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Tools to help cut filter
Tweetdeck

34. + Tools to help cut filter
Hootsuite

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Lots of links
 Your friend as editor by Alfred Hermida
 NYT’s Nick Kristof on engaging on social media
 Social media major tool in disaster response
 Social media reshapes journalism by Robert Quigley
 Social media ethics: NPR, Newsroom social media guidelines
by Steve Buttry
 Facebook and Journalists, Twitter Media

36. +
THANK YOU!