For Advisers Iowa 11

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Logan Aimone, MJE, executive directorNational Scholastic Press Association

Saturday, February 26, 2011

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Today’s TechLet’s start with a quiz!Keep score at your seat,

or just keep track in your head.If you’re really techy, you’ll add

your points on your iPhone or iPad.


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1. Mobile5 points: You have a Web-enabled mobile device (BlackBerry, iPhone, etc.3 points: You have a cellphone with text message capability (that you use)1 point: Cellphones can do that? Yours is just for actual phone calls.0 points: No cellphone.+3 Bonus if you have a Web-enabled phone and iPad


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2. E-mail5 points: You check your e-mail account(s) on your computer, iPad and phone.3 points: You use only a computer to access e-mail.1 point: You have to print your e-mails to file them.0 points: No e-mail.+1 if you’re on Gmail. -1 if you still use AOL.


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3. Microblogging5 points: You have a Twitter account and regularly send tweets.3 points: You set up a Twitter account but never send tweets.1 point: You have at least heard of Twitter.0 points: You think the only “tweets” are from birds.+1 Bonus: You Tweet from your phone, or if you know and use TwitPic.


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4. Curated Links5 points: You have an account on Delicious, Digg, StumbleUpon, Publish2 or another social bookmarking site.3 points: You’ve seen these sites.1 point: You’ve forwarded a link.0 points: You thought curating was for museums.


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5. Social Network5 points: You’re a Facebook expert (pages, groups, photos, links, apps).3 points: You’ve seen these sites.1 point: Your main Facebook activity is Farmville.0 points: No active Facebook.+1 if you manage a fan page or a group. -1 if you have MySpace.


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6. Websites5 points: You own your own domain name and manage the site.3 points: You’ve dabbled online with HTML or WordPress.1 point: You are mainly a user, not a creator online.0 points: You think the Internet is a “series of tubes.”+1 if you access on your phone. -1 if you use WebTV.


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7. Flickr5 points: You have a Flickr account and post images regularly.3 points: You’ve browsed Flickr.1 point: You know Flickr exists.0 points: You’re wondering why this candle term is misspelled.+5 if you know about Creative Commons and have abided by a CC license.


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8. Video5 points: You’ve created and uploaded a video to YouTube or another site.3 points: You’ve watched multiple YouTube videos.1 point: You’ve maybe seen a couple videos online.0 points: You didn’t know YouTube was an online video source.+1 if you have seen the Old Spice ads.+5 if your question was in one.


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9. MiscellaneousBonus Points:+2 if you use RSS feeds+2 if you read Mashable.com+2 if you have apps for news+2 if you have apps for lifestyle+2 if you’re on LinkedIn+2 if you’ve made a Google Map+2 if you use Google Docs+2 if you know about QR Codes


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Scoring35+: Impressive! You’re techy. You probably already tweeted your score.25-34: Not too shabby. You’ll probably update your Facebook about this later.11-24: You’re somewhat techy, but you could to kick it up a notch. Ask your students how.10 and under: Time to start living in the 21st century.


For Advisers OnlyWhat does today’s adviser

need to think about?Logan Aimone, MJE, executive director

National Scholastic Press Association


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Print• Although it has faced challenges from

broadcast media, it remains the most common, widespread and portable form of mass media.

• What is the impact on the school community when printed media are eliminated?

• What should be printed?


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Pixels• While the printed page has been the

dominant medium in scholastic journalism, online publishing has started to take off.

• More student newspapers — and even magazines and yearbooks — are turning to the Web for a variety of reasons.


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Pixels• The Internet allows for instant publishing

of content rather than the infrequent publication of print.

• Compared to the expense of printing an edition of the newspaper, a website is dramatically less expensive — maybe even free.


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Convergence!• The term convergence means a “coming

together” — and that’s what you have available to you today.

• Members of Generation Y (your students!) are comfortable with and operating in a converged media environment.


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Convergence• Online tools allow a media staff to combine

multiple media to deliver content in the most appropriate format: text, audio, images or video.

• Online networks like MySpace, Facebook, YouTube, Delicious, Flickr and Twitter allow users to build a community and to customize and share content.


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Convergence• Ultimately, you and your students need to

answer this question:

• What is the most appropriate format to use to tell this story?


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Tools• Ultimately, it’s the content that matters.

• You have to be in a position to deliver the content in the most appropriate format and platform.

• So, what can you use to do that?


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Social Media• Because teens are comfortable in this

environment, you need to shift your focus to take advantage of where your readers/viewers are.

• Engage your readers in a way that helps them (they get news) and helps you (you get tips for more news).


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Social Media• Do you have any idea how big of an impact

social media are having on every aspect of our lives?

• Let’s watch a short video and see…http://www.youtube.com/watch?v=lFZ0z5Fm-Ng(Social Media Revolution 2, May 5, 2010)


http://www.youtube.com/watch?v=sIFYPQjYhv8




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Social Media• A few highlights from the video:

• Nearly all of you (96%) are on a social network.

• That’s the #1 Web activity.

• More than 500 million people are on Facebook. (More on that in a minute.)

• Fastest-growing segment is women 55-65 (is that you?).


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Social Media• More highlights from the video:

• 80% of Twitter use is by mobile device.

• That’s instant discussion, good or bad.

• Studies show Wikipedia is more accurate than Encyclopedia Brittanica.

• But that’s not an excuse for using it as your sole source.


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Social Media• More highlights from the video:

• 78% of people trust peer recommendations. Only 14% trust ads.

• 25% of Americans watched a short video in the last month on their phone.


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Facebook• In June 2009, the average United States

user spent an average of 4 hours, 39 minutes on the site per month (~9 minutes per day), according to Nielsen Media.

• In January 2010, the average U.S. user spent more than 7 hours per month (~14 minutes per day) on Facebook.

• That’s more time on Facebook than on Google, Yahoo!, YouTube, Microsoft, Wikipedia and Amazon — combined.


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15 Things to Think About This Year

Improving youroperation in 2011


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1. Be excellent• It probably goes without saying, but I’ll say

it anyway: Strive for excellence.

• Excellence isn’t settling for pretty good.

• Good enough is not good enough.

• Set goals to improve with each edition or deadline.


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2. Get out there• You can’t really get a story unless you get

out and talk to people. In person.

• Yes, in person!

• You can always tell the difference when a writer has observed and interviewed in person.

• E-mail or chat interviews fill a need, but they are not as effective as being there.


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3. Find stories• Establish a solid beat system in place to

gather the routine news.

• Expect that each beat will yield some briefs and longer stories.

• Demand enterprise from reporters (editors, too). That means digging around to find something newsworthy and writing it in a compelling, interesting and useful way.


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4. Show us• Probably the most widely read (and most

liked) stories are those that tell interesting stories about people.

• Your school and community are full of these stories.

• Localize national issues with the stories of people around you.


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5. Get a Website• There’s really no excuse today for not

having at least a basic Web site.

• Basic: You could post a PDF version of the printed paper.

• Advanced: You could update news throughout the school day.

• An online presence opens up a new universe of multimedia opportunities.


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6. Get social• MySpace and Facebook accounts are free.

Interact with readers by posting links to stories and by getting tips from readers.

• With 60 million Facebook status updates daily, you can monitor what’s happening or ask them to let you know about events occurring outside school (or at school but not known).

• Let readers submit photos, letters, etc., to you through these pages.


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7. Start Tweeting• Twitter is a free “microblogging” site that

works in 140-character messages.

• As you gather “followers” you will be able to pass along messages to a wide group of people. That means instantly informing your followers when news happens (sports scores, lockdown, free burritos at Chipotle).

• Use hashtags (#word) to label and search.


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8. Get Delicious• Delicious.com is a social bookmarking site

that is, guess what, free.

• You can post links there that will be useful to others.

• The links can be labeled and sorted in a number of ways.

• This is a way to enhance content beyond the printed page.

• You can also see what others bookmarked.


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9. Use Flickr• Flickr is an online image-sharing service.

Yep, it’s free for a basic account.

• You can make your images available for people to browse.

• Through a Creative Commons license, you can get images to use (free and legal!).


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10. Use YouTube• YouTube is a solution to upload videos.

• It might be blocked on your school’s computers.

• However, it’s not blocked on mobile devices or at home, which is where most people will probably access the videos anyway.

• If you need a site to get by school filters, try SchoolTube.com instead.


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11. Do multimedia• With a website, not only can you update

news and information as frequently as you want, you can improve the content.

• The newspaper can showcase one or two images from an event. Online, you can have dozens — with audio and captions.

• Yearbook staffs can promote the book through “sneak peeks” or extras that are posted online.


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12. Be the #1 source• Be serious about being the top information

source for all things about your school.

• If someone wants to know a fact, score, date, record, time or whatever — be the place they turn for that information.

• Own sports stats, especially JV and lower squads.

• Scoop the local paper. Doesn’t it feel good when that happens?


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13. Do fewer…• Horoscopes and advice columns

• Superficial columns (carpe diem, senioritis, slow drivers, etc.) that could be in any year

• Double-truck stories on “hot topics” that aren’t tied to a news event. Make sure you have a news peg if you’re committing that much space.


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14. Follow the law• Obey copyright.

• Only use “fair use” images or get permission. Flickr lets you search for Creative Commons images.

• Use copyright-free music unless you pay a royalty.

• Saying it’s “for education” doesn’t let you off the hook.

• Know privacy rules. Know your rights.


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15. Remember…• The role of student media is to inform and

enlighten your audience.

• You and your students have a responsibility — an obligation, even — to take that seriously and to do it well.

• Your audience needs you to tell them the things no one else will tell them.


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Thanks!Twitter: @NSPA

Facebook:National Scholastic

Press AssociationAny questions?


Documents

For Advisers Iowa 11