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Jason Falls's Blog World Expo presentation discussing ways traditional media can use social media to maintain relevance.
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Building brands by creating brand enthusiasts.
Putting Social Media In The Newsroom
How New Media Can Help Old Media Maintain Relevance
Daniel Honigman – Tribune InteractiveJeremy Pepper – Boingo
Jason Falls – Doe-Anderson
11 a.m. | September 21, 2008
The Problem
Putting Social Media In The Newsroom
Newspapers•Daily circulation down 8.5% from 2001
•Sunday down 11.4% from 2001.
•April-Sept. 2007 daily down 2.5% from 2006.
•Since 1990, over 200 daily newspapers have folded. (Audit Bureau of Circulations) (State of The News Media 2008 – Project for Excellence in Journalism) (Editor and Publisher Yearbook)
Magazines•Time and Newsweek cut circulations at least 500K in 2007
•Niche magazines grew (Jet, Economist, The Atlantic) •(State of The News Media 2008 – Project for Excellence in Journalism)
Matt Callow on Flickr
Striatic on Flickr
The Problem
Putting Social Media In The Newsroom
Television•Network nightly news viewership down 5% (1.2 million viewers) from 2006 to 2007
•Dropped 1 million per year for 25 years.
•Morning news was down 4 % in 2007.
•Local evening/late night news down from 3-7% 2006-2007 (Nielsen Media Research)
Radio•Broadcast audience dropped 2% since 1998
•93% of U.S. population age 12 and up listens to broadcast radio
•Audience is fragmenting with Satellite Radio, Podcasts, Web-Based Radio and MP3 player-exclusive listening.•(State of The News Media 2008 – Project for Excellence in Journalism)
Pingnewscom on Flickr
Petroliumjelliffe on Flickr
It’s Bad, But Why?
• Fracture of the media landscape into niches
• 5,000 marketing messages a day (Yankelovich Partners study, 2005)
• Lack of trust in the media
• Emergence of a better alternativePutting Social Media In The Newsroom
Cass on Flickr
Social Media As A Solution
Embraces community and conversation
Provides content
Makes web property more valuable
Putting Social Media In The Newsroom
What’s The Strategy?
• LISTEN (1st Rule of Social Media)
• Determine Your Tools
• Build Community Around The Tools
Putting Social Media In The Newsroom
Waponigirl on Flickr
5C’s of Community Development
Putting Social Media In The Newsroom
Who Is Doing It Well?Magazines
Putting Social Media In The Newsroom
Who Is Doing It Well?
Putting Social Media In The Newsroom
Radio
Who Is Doing It Well?
Putting Social Media In The Newsroom
Television
Who Is Doing It Well?
Putting Social Media In The Newsroom
Newspapers
What Can Media Outlets Do?
•Listen and Decide Tools
•Approach Community Building Strategically
•Educate Your Audience
•Embrace Their Intelligence
Putting Social Media In The Newsroom
Alex-S on Flickr
Food For Thought
• Embrace intelligence of audience
• Protection for citizen journalists
• Separate and elevate paid staff content
• Prove the business model
• Change the advertising model
Brian-Progressive on Flickr
Thank You!
Jason Falls - [email protected] | @jasonfalls
Daniel Honigman – Tribune [email protected] | @dan360man
Jeremy Pepper – [email protected] | @jspepper
