FB savior to campus media ACP-BOM 2017

savior to campus media

presented by Kay O’DonnellNorth Central College, Naperville, Ill.

FACEBOOK

Who we are:

Facebook is Eating the WorldEmily Bell, CJR 2016

“Social media hasn’t just swallowed journalism, it has swallowed everything. It has swallowed political campaigns, banking systems, personal histories, the leisure industry, retail, even government and security. The phone in our pocket is our portal to the world.”

Emily Bell, CJR 2016“With billions of users and hundreds of thousands of articles, pictures, and videos arriving online everyday, social platforms have to employ algorithms to try and sort through the important and recent and popular and decide who ought to see what. And we have no option but to trust them to do this.”

Let’s look at those FB algorithms

Let’s look at those FB algorithms

FB still provides the strongest link

Let’s learn from WillWill Federman is a journalist, editor and media observer who studies new and emerging platforms, mobile technologies and social media. He is now the managing editor of The Tylt, having been audience engagement editor at Fortune Magazine.

will.federman@fortune.com

Will’s six steps …Goals:1. Craft social language2. Develop audience strategy3. Develop SEO strategy4. Assign stories5. Talk about trending6. Look at analytics

VIDEO STILL RULES(upload directly,

don’t link)

Two-part process …1. Use social to drive traffic/referrals to site.

2. Then use social as THE news and information outlet since people don’t like to leave their social media.

GOAL: they’re already on FB; you want to make sure they are seeing your content.

When it comes to FB … non-specific language in status bar

increases engagement – and length increasingly matters.

photos tend to do better if they have WOW factor (and hyperlocal focus)

Creating loyalty to your FB page Takes time, patience

and dedicated effort (and, more than ever, money) to grow and maintain an audience – these can be in short supply for student media.

Make a plan ~ the BIG THREE Designated person or, preferably, team

What’s your voice? what type of messages matter? (hint: HYPERLOCAL) tone/style of the content

Schedule posts: routine/consistency is important

CASE STUDY: NCClinked.com

NCClinked.com The website is the product

Maintains 3 primary channels (FB, Twitter, Instagram) and 2 secondary (Snapchat, YouTube)

Social media serves two functions: drive traffic to the site offer original “social-only” content

content serves to heighten NCClinked brand

Driving traffic …

‘Organic’ connection:

‘Organic’ connection:

‘Boosted’ connection:

Raising the bar: watch your Insights

THE POWER OF ONE STORY:

Data tell stories: lessons?

Numbers behind the story:

Data tell stories: lessons?