1 The Challenge The Goal Good practices Transforming traditional
uni-platform news production units into New Media Hubs Increasing
product presence on a maximum number of interactive Social Media
Outlets to build notoriety and outreach Training Formal and
Embedded New Social Desk New structures New job description Slide 2
2 The Writing: Shorter Twitter-Length stories Twice the number of
items Wider editorial reach Analytics: Used on an hourly/daily
basis to eliminate substandard achievement (demonstrating how much
traffic you get if you are fast onto a story rather than two/three
hours behind), stories being overwritten a day later by other less
powerful stories, the effect of tip-top promotional text and images
rather than dull space-fillers, the effect of broader agenda. They
are used more generally to prove the benefits of new digital
approaches to a beleaguered and demoralized team. Slide 3 3 Goals:
Improved Social Media Engagement Better promotion of top stories
Engagement, Moderation, Promotion Viral Content Data-driven 24/7
story updates Key posts: 1.Service Editor 2.Social Media Editor
3.Digital Editor Slide 4 4 Social Media Editor Video Editor 3
journalists: 2 on shift 5 days/week 1 on shift weekend Slide 5 5
Strategy of focus-based training Embedded specialists Recruitment
of digital-skilled leaders Talent scouting Regular assessment,
analytics Compact, adaptable media teams High premium on
innovation
