social newsroom

Allison Rockey Engagement editor

1Build a social newsroom

We knew what we did not want.

A newsroom of social experts

1. Your Engagement Editor should be a senior role

2. Writers should know how their stories perform on social

3. Weekly lessons and best practices are vital

Writers must package content for social:&

1. All about the headline

2. Care about the share (image)

Social lessons & best practices:&

Why do people share?1. To bring valuable and entertaining content to

others

2. To define ourselves to others

3. To get the word out about causes or issues they care about

New York Times Case Study

2Know your audience

What we know about Vox’s audience:

1. Nerdy, wonky, cares about being informed

2. Curious about the world around them

3. Interested in issues of fairness and justice

Know where they are:

3Create great content

Tricks only get you so far.Stop obsessing about the Facebook algorithm

and just make great content.

Popular content is not all puppies and kittens:

Some of our most popular content has been:1. Ferguson

2. MRI machine video

3. Policy interview with the President

4. Ebola

What works is simple: 1. Know your audience and where they are

2. Only post great content

3. Post it in the way that shows it off best

Social wins are newsroom wins:

1. Provide feedback to the writers

2. Teach best practices to the whole newsroom

3. Celebrate wins

Thanks! Ask Me Anything