The point of the click

the point of the click

@sarahjnichols

a look at social media for high school publications#thinkJ

Sunday, October 13, 13

✤ advise a journalism-related social media account? social media team?

✤ have multiple accounts for your program?

✤ comfort level?

✤ know your ROI?

who’s here and why

#thinkJ #converge13




✤ comfort level?

✤ know your ROI?


#thinkJ #converge13




✤ comfort level?

✤ know your ROI?


#thinkJ #converge13


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris massa erat, semper ut suscipit id, bibendum sed



✤ comfort level?

✤ know your ROI?


#thinkJ #converge13


✤ why you should use social media in your program

✤ what’s scary about social media for your publication

✤ whether you should “friend” your students personally

✤ why your administrators “won’t let you” have social accounts

✤ how to create or set up new accounts

✤ #sorrynotsorry

what this isn’t

@sarahjnichols #JEAai







✤ #sorrynotsorry

what this isn’t








✤ #sorrynotsorry

what this isn’t









✤ #sorrynotsorry

what this isn’t



✤ gather information

✤ extend coverage

✤ invite participation

✤ promotion/marketing

✤ educate/inform/entertain

roles of social media




✤ extend coverage








✤ extend coverage









✤ extend coverage







crowdsourcing


crowdsourcing


crowdsourcing



crowdsourcing


extend coverage


extend coverage


extend coverage



extend coverage


additional content


additional content


additional content



additional content


invite participation









promotion/marketing


promotion/marketing


promotion/marketing



promotion/marketing


source of information












Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris massa erat, semper ut suscipit id, bibendum sed Sunday, October 13, 13

informed, involved readers









game resultsbreaking newslinks to stories

crowdsourcingsneak peeks at pages

spot newsfun factorstandalone shots

tabout usbehind-the-scenesrecruitmentinclusion

define the role for each account

(for example)


goal: read our stories2010:Volleyball storyGood reportingTimely post

No Facebook linkNo photosNo promotion

= 21 separate hits total










goal: read our stories


2010:Volleyball storyGood reportingTimely post




driving traffic to your website2011:Volleyball storyGood reportingTimely post

Facebook linkPhotoTweet











driving traffic to your website


2011:Volleyball storyGood reportingTimely post




✤ a public audience means it will extend beyond your school

✤ social media tools and apps constantly change

✤ once you figure it out, it becomes unpopular (“the death of Facebook”)

✤ technology access and mobile devices vary by student

✤ filters at school block access

things we can’t control

@sarahjnichols #thinkJ



























✤ teach students best practices as they analyze professional media

✤ create a social media guide similar to or as part of your staff manual

✤ make sure ideas are planned, researched, developed, defended

✤ allow for experimentation, flexibility

✤ monitor and measure progress to see what works

... but some things we can

#thinkJ #converge13








#thinkJ #converge13








#thinkJ #converge13









#thinkJ #converge13






2013DETAILSSOCIALMEDIAGUIDE

✤ establish guidelines

✤ emphasize consistency

✤ revisit regularly

social media guide

@ellynangelotti: “Overreaching rules can stifle speech and creativity.”






social media guide







social media guide








social media guide



✤ pitch an idea

✤ conduct research

✤ plan content, execution

proceed with caution

@bramach advises her students to research, plan, pitchSunday, October 13, 13

✤ pitch an idea





✤ pitch an idea






✤ pitch an idea





experiment

#hallowhitney: 213 Instagram photos


experiment



experiment




experiment



analyze

based on ideas from Susan Mernit, J Lab (Knight Community News Network)

✤ What forms of social media are helping increase page views, time spent, and the number of unique visitors to our website?

✤ Which social media tools are most effective for the topic and audience?

✤ What types of messages have been most effective in increasing conversation, participation and connections between users and our site?

✤ Is there a sense of shared community, discourse and discovery that our social media strategy supports?


analyze







analyze








analyze







monitor, measure progress


















foller.me


foller.me


foller.me



foller.me


what works?


what works?


what works?



what works?


what works? we’re guessing✤ post a photo ... no, wait ... post a video

✤ label as “breaking news”

✤ include a link ... no, not at the beginning

✤ post earlier in the day

✤ post later in the day

✤ contra-competitive timing
























make your own memes


make your own memes


make your own memes



make your own memes


subtle (with voice!)









best: a relationship













look for trends


look for trends


look for trends



look for trends


know the metrics✤ SERP: search engine results page

✤ SEO: search engine optimization

✤ uniques

✤ new/repeat visitors

✤ page views

✤ page views per visit

✤ time on page/siteSunday, October 13, 13



✤ uniques


✤ page views





✤ uniques


✤ page views






✤ uniques


✤ page views



other best practicesDo’s

Get specific. For instance, using an established hashtag like #SFcrash on Facebook will probably yield better results than cramming #SanFrancisco #plane #crash in to a post. Facebook search doesn’t search yet for more than one hashtag at a time.

Use generic hashtags sparingly. For instance, if you might occasionally include #Whitney in some posts to attract the attention of Whitney H.S. Facebook users who don’t know you’re there. But putting #Whitney in every update will get old fast.


https://www.facebook.com/hashtag/cofire?fref=ts





















other best practices

1. Keep it short. Be concise. Save characters for RTs and @mentions.2. Be personable, relatable.3. Write for humans; optimize for robots.4. Provide helpful information.5. Appreciate your audience (respond!).6. Experiment, measure, discuss. (Repeat as needed!) 7. Be journalistic.

Do’s




Do’s




Do’s





Do’s


when it works


when it works


when it works



when it works


when it works


when it works


when it works



when it works


when it works


when it works


when it works



when it works


key concepts

Engagement

Impact

How engaged is your audience with your content?What are the levels of interaction and attention?

Reach

What impact do you have on readership?Are you broadening or deepening the conversation?

How is social media connecting your content to the audiences you want to connect with? Do those audiences share with others?



key concepts

Engagement

Impact


Reach





key concepts

Engagement

Impact


Reach






key concepts

Engagement

Impact


Reach






key concepts

Engagement

Impact


Reach






key concepts

Engagement

Impact


Reach






key concepts

Engagement

Impact


Reach







News & Politics

The point of the click