1. Social Media ICFJ Sean MussendenUniversity of Maryland Philip Merrill College of Journalism

2. What I’m Going to Talk About Changing Landscape for News Organizations – what’s coming to your country. Overview of Facebook. Exercise – building a Facebook Fan Page Overview of Twitter. Exercise – building a Twitter source list. Questions

3. Why Social Media Matters “Living life online” increasingly means social networks Still in early stages. Search and destination Web sites still VERY important, but becoming less important.

4. Why Social Media Matters How people expect to get news is changing People are lazy and busy. Increasingly expect news to find them. Network of friends/followers and “the crowd” increasingly serve as “editors” that determine what people see. Trust. People more likely to read something suggested by a friend than a stranger.

5. Which Social Networks Matter? In the U.S. - There’s Facebook…and everything else.

6. Which Social Networks Matter? In Georgia – It’s even more all about Facebook

7. Facebook Penetration in Georgia Total Facebook Users: 597,980 in May – up from 400,220 in December! Percent of Online Users on Facebook: 46.00% (US 65%) Percent of Population on Facebook: 13.00% (US 50%)

8. Facebook Use by Age in Pakistan

9. Overview of Facebook How many people here are on Facebook? Let’s take a look around?

10. Facebook Strategy for News Orgs Facebook best platform for news organizations. Less important that individual journalists have a presence – unless you’re really famous. Two things to consider: Facebook.com presence – fan pages, news feed. Integration of Facebook on your Web site.

11. Facebook Strategy for News Orgs It All Starts with the Fan Page

12. Facebook Strategy for News Orgs The Importance of Niche Pages Niche Page Examples Segment audience so they get only what they want Spreads responsibility for Facebook across organization Drawback – takes more staff time

13. Facebook Strategy for News Orgs The Pages Don’t Matter - Focus on the Feeds

14. Facebook Strategy for News Orgs Everything from friends and fan pages* User studies: not looked at as often at Top News. Not the default view. Users have to take action to see it. Most valuable real estate on Facebook – “Boardwalk” User studies: most frequently visited part of Facebook. Algorithm – Facebook’s “Secret Sauce” – determines what shows up here. Your goal: get your content here. Most Recent Feed Top News Feed

15. Facebook Strategy for News Orgs Algorithm tries to determine what users care about Most important factors: User’s previous interaction with that person/org. In this order: Share, Comment, Like. User’s friend network interacting with a given post. In this order: Share, Comment, Like. Secondary factors: High level of interaction from outside user’s friend network. Inclusion of links, photos and videos. Inside Facebook’s Secret Sauce

16. Facebook Strategy for News Orgs If you want people to see your content: You need to work to build a relationship. You need to post content that people want to talk about and that they want to share with their friends. You need to post content that includes pictures/video and links. Big Takeaway

17. Facebook Strategy for News Orgs Lighter content tends to work better than “heavier” stuff. Don’t dump everything. Select for potential for virality. Must be things people would want to talk about. “Hey Mabel” stories. Engage the audience. Crowdsource Ask questions (NOT: “what do you think?”) Quizzes Stick to your niche. What kind of content is best on Facebook?

18. Facebook Strategy for News Orgs Short, catchy blurbs Conversational tone Timing matters! Eye-catching photos and videos Adjust based on metrics Links: goal is always to drive people back to your site. Have to pay the bills. Remember: your competition is not just other media orgs, but pics of users’ grandkids. Writing Effectively for Facebook

19. Facebook Exercise Building a Fan Page

20. Facebook Strategy for News Orgs Important to give users the FB experience on your site. FacebookOpenGraph makes this easy – talk with your developers. Three basic levels – beginner, intermediate and advanced. Incorporate Facebook on Your Site

21. Facebook Strategy for News Orgs Allow visitors to like individual pieces of content and share it with their network. Put in multiple locations. Allow visitors to become a fan/follow. Should be prominent on every page. Incorporate Facebook on Your Site - Beginners

22. Facebook Strategy for News Orgs Show visitors what people in their network are reading/watching on your site. Incorporate Facebook on Your Site - Intermediate

23. Facebook Strategy for News Orgs Make recommendations based on Facebook reading habits. This will creep out some users. Integrate comment system. Incorporate Facebook on Your Site - Advanced

24. Twitter for Journalists More about relationships built around shared topical interest than friendships. Importance is growing, but not near Facebook level. Of all social networks, best sourcing and informational tool. Not as important for branding and distribution, but can drive traffic.

25. Twitter for Individual Journalists An amazing knowledge acquisition tool. “Mindcasting” - A lot of smart people who know more about the topics you care about than you, sharing their knowledge for free. “The People Formerly Known as the Audience.” – Jay Rosen Don’t be passive. Engage people you follow. Tap into the Wisdom of the Crowd

26. Twitter for Individual Journalists Start with a few smart people and mine the list of people they follow. Tools for finding new people: Twellow, Twibes, WeFollow, LocalTweeps, GeoChirp. Edit aggressively. Drop people who aren’t useful. Strategies for Building Your Twitter Network

27. Twitter Exercise Building Up Your Source List and Building a Twitter List

28. Twitter for Individual Journalists Carve out a niche and stick to it. Write a short, catchy bio and include a picture. Insert yourself into discussions. Engage with other users who share similar interests. Court the big influencers in your topic area. A RT from someone with 100K followers better than someone with 100 followers. Tweet regularly. More tweets = more opportunities for new followers. Building a Brand on Twitter

29. Twitter for Individual Journalists Provide useful information. Not what you had for breakfast. Don't just shill your work. Link to the work of others. Links, links, links. Use a URL shortener (i.e. Bit.ly). Use #hashtags. Good way to attract new followers. Leave approx. 20 characters out of 140 for RTs. Abbreviate, within reason. Timing matters! Writing Effective Tweets

30. Twitter Exercise Writing an Effective Bio and Picture Let’s look at some of yours

31. About Sean Mussenden On faculty at the University of Maryland Philip Merrill College of Journalism Focus on intersection of social media and news and multimedia news production Former newspaper reporter, multimedia journalist and Web editor Consultant who has helped several news orgs improve social media strategy Twitter: @smussenden Facebook: /sean.mussenden smussenden@gmail.com smussenden@jmail.umd.edu Cell: 202-590-2190 Slides from this presentation available About Sean Contact Info