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So you're a journalist on social media, but not so sure you're taking the right approach? This session offers tactics and tips to improve your comfort on social media, establish your brand, encourage audience engagement, and measure how well your social media efforts are working over time.
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Journey ReportingSocial Media Best Practices 2.0
by @MistyMontano9NEWS Digital Content Manager
Journey Reporting:Social Media Best Practices 2.0
• Guidelines - clean and simple
• Use - breaking news and day-to-day
• Best Practices - tips and ideas
• Measure - know how well you’re doing
• Resources - read and ask
Guidelines
• Most Important: Think First
• Know your organization’s social media policy - if one doesn’t exist follow existing ethics, code of conduct policies.
• Don’t trust Facebook
• It’s not all about you
• Use only the social networks in which you can invest the time
Guidelines: What to Post• Non-exclusive*/sensitive information about the story you’re working
• Update progress of the story through the day to keep people interested
• Behind the scenes pictures and video blogs to make readers/viewers feel like they’re part of the process
DON’T POST:
- Sarcastic status updates. You and your friends might find them funny, but others might not
- Posts that would offend anyone
- Posts about other stations (examples: their coverage, personalities, encounters, etc…)
Most Important: Think before you post.
Guidelines: Don’t Post
• Sarcastic status updates. You and your friends might find them funny, but others might not
• Critical posts about other journalists, media organizations, your own colleagues (examples: their coverage, personalities, encounters, etc…) STAY CLASSY
Guidelines: Don’t Post
• Personal political views
• Personal religious views
• Inside baseball - the inside jokes of the news team that you have not made public or want followers to participate with you
Best Practices:Expand your brand & reach
• Live by lists in both Twitter & Facebook
• Use apps or tools to make using Facebook and Twitter easier
• Apps in the field: Facebook Page Manager, Tweetcaster, Tweetbot
• Management tools that can schedule posts/Tweets: TweetDeck, Facebook scheduling, HootSuite
Best Practices: The C’sExpand your brand & reach
• Content is KING - Relevant, Visual
• Conversational
• Consistent
• Collaboration
• Community
• Competition
Best Practices: Breaking NewsExpand your brand & reach
• Be aggressive
• Share links, video, photos
• Post updates to see story through
• Use Hashtags - know commonly used hashtags for your beat
Best Practices: Day-to-DayExpand your brand & reach
• Twitter: Continual updates
• Facebook: 2-3 posts
• Ask questions
• Respond
Best Practices: Expand your brand & reach
• Post pictures or upload video on Facebook- you can edit, add updates*
Best PracticesExpand your brand & reach
• Don’t think in teases or headlines
• Use Active words and phrases: Happening now, breaking news, working on, developing, writing, editing
Best PracticesExpand your brand & reach
• CALL TO ACTION***
• Like
• Comment
• Share
• ReTweet
Best Practices: Expand your brand & reach
• Don’t be afraid to try and then change
• Work with others to make it happen: editors, web team, colleagues
• Tweet pictures instead of emailing
Best Practices:Expand your brand & reach
• Be your own pimp. Share links to all your stories.
• Follow Your Colleagues - ReTweet them
• DON’T Share Facebook posts - instead copy/paste/quote & republish on your Facebook
Best Practices:Expand your brand & reach
• Enterprise Stories
• Make a Social Media Plan
• Take photos and record notes of interesting items that can be shared closer to when story is published
• Be willing to share items that don’t make finished piece, speak with manager
• Think about “Inside look” blog to accompany finished article
Best Practices:Expand your brand & reach
• Don’t let links attach to your FB posts*
Measure:Facebook Reach
• DON’T Trust Facebook - policy & algorithms continually change*
• EdgeRank
• Story Bump
• Actors - Last 50 Actors, Chronological
• Artificial Intelligence - just announced in MIT Review.
Measure:Facebook EdgeRank
Infographic by PostRocket
Measure:Facebook Reach
• Story Bump
• FB looking not only at posts made since last time you checked your news feed, but at recent “new-to-you” posts that may be older
Measure:Facebook Reach
• Story Bump
TechCrunch 8/6/13
Measure:Facebook Reach
• Last 50 Actors
• Facebook tracks your last 50 actions you’ve made on FB and uses those actions to decide what you’ll see in the short-term in your news feed
Measure:Facebook Reach
• Last 50 Actors
• The more people interact with your posts - like, comment, share - the more that one post and similar posts of yours will stay relevant to those people and their friends
Measure:Facebook Reach
• Chronological Actors
• FB trying to be more like Twitter - figuring out what is “real-time” posting and show those in chronological order in news feeds
• FB rolling out trends and public posts to some organizations to compete with Twitter SocialTV
Measure:Facebook Reach
• Facebook Page Insights
• Can track reach of each post
• Can find demographics of fans
• Can find out what time your fans are on Facebook
Measure:Facebook Reach
Measure:Twitter Reach: Impressions & Engagement
Measure:Twitter Reach - http://ads.twitter.com
Measure:Twitter Reach - http://ads.twitter.com
Resources• Twitter for Journalists
• Tweet Your Beat and Tweet Sports Beat
• Facebook for Journalists
• Facebook for Business
• Industry websites: Mashable, All Facebook, Social Media Examiner
• Participate in industry chats, ie #JournChat on Monday nights
• Poynter NewsU Webinars
• Find journalists or others to follow: MuckRack
Resources
Journey ReportingSocial Media Best Practices 2.0
by @MistyMontano9NEWS Digital Content Manager
slideshare.net/mistymontanonews
