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Social Media Strategy
1. Social Media
Strategy
Steve Buttry
University of Texas-Arlington Shorthorn
August 14, 2012
#utashorthorn
2. Read more about it
• stevebuttry.wordpress.com
• slideshare.net/stevebuttry
• @stevebuttry
• stephenbuttry@gmail.com
• zombiejournalism.com
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5. • Do agencies, people on beat use?
• Watch for public videos getting attention
(will often see links, mentions on Twitter)
• Embed in stories, blogs
6. • Interview by video Hangouts
• Find sources on breaking news stories
• Follow sources in Circles
• Follow beat topics in Sparks
• Boosts search results
8. • Do agencies, people on beat post
photos?
• Search for keywords, photos
• Invite people to contribute photos on
news stories
• Connect w/ people posting photos
• Seek permission (check conditions)
• Give credit
12. • “Mayor” is great source about a business
or venue (employee or customer)
• See who has checked in for breaking
news story
• Tips might provide questions for stories
• Break story w/ Foursquare “shout”
• Provide tips on campus-area venues
16. • Connect with sources
• Find new sources through connections,
groups
• Discussions help find experts
• Check updates, slides, travel
• Search by location & keyword
20. Ways to use social media
• Daily routine • Report news
• Find sources • Distribute content
• Breaking news • Personal &
• Crowdsourcing newsroom accounts
• Investigative • Market brand
reporting • Generate revenue
21. • Many more users • Great for breaking
• Much info private news
• Tougher to search • Great real-time
• Not as immediate search
(less frequent • Engagement not as
updates) intrusive
• Engage, don’t • Hashtags help w/
intrude search, conversation
22. • Connect w/ sources (balance,
disclosure?)
• Check pages of agencies, people on beat
• Crowdsourcing (ask on their pages as
well as yours)
• Look for people in the news
• Ask for permission to use photos
24. Why use ?
• It can save you time
• It extends your reach
• It’s an engaging, conversational tool
• It’s great for connecting with
eyewitnesses
• Powerful real-time search
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31. Before the big story breaks
• Follow lots of local people (location
search, replies, retweets, check
followers)
• Join local conversation
• Master Twitter search (advanced)
• Promote local #hashtag taxonomy
(#okstorm, #utanews)
• Use Twitter routinely on your beat
37. When the big story breaks
• Twitter Search • Converse
(advanced) • Answer questions
• Connect w/ witnesses • Thank contributors
• Crowdsource • Promote fresh content
• Tweet early & often • Link to new reports
• Seek verification (even competitors’)
• Address rumors (say • Be human (fun where
what you don’t know) appropriate)
• Seek photos
We’ll discuss how reporters need to use social media to cover their beats more efficiently.
We’ll discuss the leading social tools for journalists: Facebook, Twitter and YouTube, each strong for a few years now, and Google+, the newest (potentially) major player.
We’ll start with some examples of why Twitter is a valuable breaking-news tool. Most will, of course, remember that Twitpic had the first shot of the Hudson landing.
We’ll also discuss the Denver plane crash that Mike Wilson survived and how the media missed an opportunity by not using Twitter.
The next several slides will illustrate points from my February case study of how @statesman used Twitter effectively in the story of the terrorist plane crash into the IRS building in Austin.