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How to Build Your Brand and Engage Audiences on Social Media

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Anthony Adornato

The document provides tips for using social media for journalism and news organizations. It emphasizes focusing on content, consistency, responsiveness, interactivity and collaboration. Reporters should engage with audiences on social media and use tools like live tweeting, live blogging, Q&As and hashtags to promote events. Photos, videos and community storytelling are also encouraged. Measurement of social media efforts is important.

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@anthonyadornato
When cobras and puppies tweet…how do you know what to believe? 2
 Content is King  Consistency  Responsiveness  Interactivity  Collaboration | Relationships  80-20 rule
 Guidelines  Don’t make SM an afterthought  Reporter engagement key to brand success  Workflow  Measurement
 Newsgathering  Dissemination  Relationship with the audience
 What you’re working on  Requests for information – ask questions  Retweets of other knowledgeable sources  Replies to followers  Photos and videos  Lift the veil!
 Facebook algorithm calculates how often posts should display in followers’ feeds  More interactivity with a post, more likely to show up in a newsfeed  Links are favored over status updates  Photos and videos trump links
 Live tweeting  Live blogging of events - CoverItLive  Q&As  Promote via SM with a hashtag Syracuse.com
 Photo and video fun!  Community storytelling  NPR – monthly theme and hashtag #PSHardWork  Today Show - behind the scenes
 Highlight feature content  Respond to news events  Showcase local attractions, events
The News Tribune  Google Doc  Place bug in print edition  Spread via social media  Google Fusion Table  Results: 300 datapoints and 12,000+ pageviews
 “Neighborsgo has helped The Dallas Morning News strengthen community connections and reinforce the concept of journalism as a conversation.” –Managing Editor
 Audience is going mobile  Headlines  Responsive site | Mobile app  Ability to share on Facebook, Twitter, LinkedIn, Google Plus, and more  Integrate reporters’ Twitter handles Social and mobile go together like peanut butter andjelly.
Smart-phone video: On the scene Newsday's RTC McCarthy warns motorists about slippery spots. View story

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How to Build Your Brand and Engage Audiences on Social Media

  • 2. When cobras and puppies tweet…how do you know what to believe? 2
  • 3.  Content is King  Consistency  Responsiveness  Interactivity  Collaboration | Relationships  80-20 rule
  • 4.
  • 5.  Guidelines  Don’t make SM an afterthought  Reporter engagement key to brand success  Workflow  Measurement
  • 6.  Newsgathering  Dissemination  Relationship with the audience
  • 7.  What you’re working on  Requests for information – ask questions  Retweets of other knowledgeable sources  Replies to followers  Photos and videos  Lift the veil!
  • 8.  Facebook algorithm calculates how often posts should display in followers’ feeds  More interactivity with a post, more likely to show up in a newsfeed  Links are favored over status updates  Photos and videos trump links
  • 9.  Live tweeting  Live blogging of events - CoverItLive  Q&As  Promote via SM with a hashtag Syracuse.com
  • 10.  Photo and video fun!  Community storytelling  NPR – monthly theme and hashtag #PSHardWork  Today Show - behind the scenes
  • 11.  Highlight feature content  Respond to news events  Showcase local attractions, events
  • 12. The News Tribune  Google Doc  Place bug in print edition  Spread via social media  Google Fusion Table  Results: 300 datapoints and 12,000+ pageviews
  • 13.
  • 14.  “Neighborsgo has helped The Dallas Morning News strengthen community connections and reinforce the concept of journalism as a conversation.” –Managing Editor
  • 15.  Audience is going mobile  Headlines  Responsive site | Mobile app  Ability to share on Facebook, Twitter, LinkedIn, Google Plus, and more  Integrate reporters’ Twitter handles Social and mobile go together like peanut butter andjelly.
  • 16. Smart-phone video: On the scene Newsday's RTC McCarthy warns motorists about slippery spots. View story

Hinweis der Redaktion

  1. http://www.slideshare.net/stevebuttry/put-the-crowd-to-workhttp://www.slideshare.net/stevebuttry/mastering-twitter-for-journalism
  2. liveblogs at The Guardian (like this Dr. Who liveblog) received 300% more views and 233% more visitors than conventional news articles
  3. Briggs P. 65 – News Tribune Tacoma, Wash. Used this during a snowstorm. Readers were invited to submit their own totals, photos.