Involving your-audience

involving
your
audience ideas from Sarah Nichols, MJE
#hsjTX @sarahjnichols

Friday, November 16, 12

why audience matters

• consider your publication, staff goals
• people are talking; be part of the conversation
• understanding your readers improves
your coverage
• strive for long-term relationships


big idea #1

The way to build sustainable
relationships with your readers
is to be interesting, relevant,
unique.


what we know

• compelling images
• multiple entry points
• striking layouts
• captivating stories
• something for everyone


... but this is not that session!


going social (or getting better at it)

• necessary in order to be relevant
• requires new thinking
• provides challenges in terms of measurement
• complex (many tools, ways to measure)
• changes constantly (new tools, options)


crowd sourcing

• readers feel connected to stories when
they’re affected personally or know others
in the same situation
• invite your audience to be interviewed or
to provide important information
• adds context, meaningful details
• casts a wider net in finding sources
(you don’t know everyone!)


crowd sourcing

• ask for reader input:
provides a teaser to
upcoming coverage
and helps measure
student interest
• monitor comments
for potential sources
or secondary angles


everyone’s a photographer


#quarrybowl
• create or promote
a common hashtag
• gather additional
angles, sources
for existing stories
• comment or like
photos to gain
follow-backs
• ask for the photos
you’d like to use in
your publication


using hashtags

• invites readers to share information, interact
• easily searchable
• choose carefully (length, simplicity)
• #whitesweatergirl


submitted photos


invite story submissions


adding an app


professional tools


focus groups

• organized feedback with targeted audiences
• by topic, medium, season, issue
• provides time for Q/A, idea sharing
• the why
• the how


sports focus group


find a focus

• topic-specific
vs. open-ended
• incentives
• avoiding
oversaturation


big idea #2

Talk less and listen more.


reader feedback

• asking your audience to share their likes,
dislikes, reactions shows your commitment
to their wants/needs
• Survey Monkey, Survey Gizmo, Poll Daddy
• aim for 10 percent minimum student sample


instant feedback

• ask about more/
less coverage
• wants/needs
• cover design
• school colors


show & tell


snacks for surveys

• short question set
• friendly faces
• incentives (food!)
• open-minded
approach to
their criticism


see what sticks


trendspotting

• let your audience show you what they’re
thinking about through their online activity
• assign your social media editor to monitor
the news feed
• assign newer staffer members to find
three new story ideas from their friends’
social media content


monitor posts for activity


big idea #3

The strategies will change but
the goal should stay the same.
How can you evaluate your
progress?


measuring your reach

• campus buzz
• sales and circulation
• followers, friends, fans, likes, retweets
• pageviews


measuring your reach


promotion expands visibility


big idea #4

Look beyond the numbers
and create quality content.


studying best practices


treat your audience like a friend


spot news

• social media as instant reporting tool
• tags help extend your reach
• going viral vs. having sharable content
• invite participation (likes, comments, shares)


learn by example: #election2012


interactives

• things to click or do to engage with content
• QR codes for additional content online
• quizzes/matching quick-reads (print, digital)
• CoverItLive or online chats


link to photo galleries


#hallowhitney: 213 Instagram photos


big idea #5

Do something nobody else
is doing.


managing the chaos


best practices

• create your own
social media guide
• revisit constantly
• establish consistency
• revisit goals

2013
DETAILS
SOCIAL
MEDIA
GUIDE


holler!

• @sarahjnichols
• about.me/sarahjnichols
• sarahjnichols.sjn@gmail.com


Involving your-audience

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (12)

Similar to Involving your-audience

Similar to Involving your-audience (20)

Involving your-audience