Charlotte & The Convention

Social Media (& Mobile)
Changes Journalism

August 30, 2012
Queens University

Jason Silverstein
SVP, ACBJ
jason@jasonsilverstein / @sleuth

Quick Intro

• Journalism, Chemistry degrees from
• MBA from
• Radio/TV/Internet until 1996; Internet-only after
• Companies worked for:


Quick assumptions

• You know:
• what the internet & journalism are
• what social networks are and are on a few
• how to deep research a speciﬁc network
• You do NOT often talk about:
• antecedents
• branding
• change management


Quick Agenda

• Antecedents to why change must occur
• How Today’s Journalist is different
• Five Ways Social Media Changes Journalism
• Contextual examples
• Questions


The pace of change in
information and supporting
technologies today -- across
industries and geographies --
is nothing short of an
industrial revolution.
- Me (inﬂuenced by many)


Journalism before

Before the Internet Revolution

• Single (or few) distribution channels
• Few authors or experts published; information
often limited
• Large barriers to entry
• Mass media & audiences drive ad buys
• Deadlines were predictable
• News immediacy: radio, TV, newspaper,
magazine


After the Internet Revolution

“Across a Crowd” by Thomas Hawk
http://www.ﬂickr.com/photos/thomashawk/
jason@jasonsilverstein / @sleuth 7215052318/

After the Internet Revolution

• Inﬁnite distribution channels
• 1,000s of authors or experts published; often
information overload
• Minimal barriers to entry
• Niche/targeted media & audiences drive ad buys
• Constantly publishing news cycles
• News immediacy: twitter/facebook, txt, email,
web, radio, TV, newspaper, magazine


See the immediacy change?

• Revisiting:
• AFTER: “twitter/facebook, txt, email, web,
radio, TV, newspaper, magazine”
• BEFORE: “radio, TV, newspaper, magazine”
• Notice anything?
• 1:1 and/or targeted information is part of
immediacy now
• New sources rose to top fast
• Technology gets us there


Social ampliﬁcation


... and mobile adoption is higher

“The rate of iOS and Android device adoption has
surpassed that of any consumer technology in
history. Compared to recent technologies, smart
device adoption is being adopted 10X faster than
that of the 80s PC revolution, 2X faster than that
of 90s Internet Boom and 3X faster than that of
recent social network adoption.”

http://blog.ﬂurry.com/bid/88867/iOS-and-Android-Adoption-Explodes-Internationally


Any surprise journalism
has to change now?

Today’s Journalist

• Still a reporter/gatherer/voice of people but...
• Must be willing to explore (even more)
• Must be multi-talented
• No longer solely tied to time-driven deadlines
• Should understand disintermediation,
audience fragmentation
• Line between editorial/sales/audience blurs


Assumptions in Social

• Start with the same principles, including:
• Trust
• Authenticity
• Veriﬁability
• Relevancy
• Understand if you have policies to be “yourself”
or your company
• Best to separate


“Social media are primarily
Internet- and mobile-based
tools for sharing and discussing
information among human
beings...” - Wikipedia

Source: “kara” by john curley - http://ﬂickr.com/photos/jay_que/2501197232/

How Social Media Changes Your Job

Over the next few slides, we’ll tackle:
1. Content creation/distribution shifting
2. Jack of all trades
3. Expectations of engagement
4. Branding yourself
5. How Social Media helps you with change
management for you and your future job(s)


1. Update Your Content Creation
& Distribution Strategy

• Principal to Agent to Principal
• Share and link to other people’s work
• Be the expert
• Long form content not always best choice
• Delivering pieces and the whole
• Multi-platform distribution, using best for what
you’re doing


Why?

• One in 7 minutes spent online is on Facebook.
(Source: PR Daily)

• 82% of the worlds population can be reached by
a social network
(Source: comScore)

• 62% of adults use Social Media
(Source: Social Skinny)

• More than 20% of social media use is to ﬁnd
information or recommendations
(Source: JD Power)

• 76% of people online read news regularly
(Source: media Bistro)


2. Jack of All Trades (Master of Many, Too)

• Carry the right tools (pic)
• Learn how to record
audio on your phone
• Learn how to record
video on your phone
• If you can, learn from a producer how to
package different elements
• Share your work smartly


Why?

• People are most likely to engage with branded
content on social media that contains pictures
(44%), status updates (40%) and videos (37%)
(Source: Gartner)

• Images increase click-through rates on social
media as well as search engines
(Source: Omniture, Google Analytics)

• YouTube alone is responsible for over 4 billion
video views/day
(Source: comScore)


3. Engagement becomes expected

• Not just responding to comments
• Adding value on networks like Quora
• Facebook Pages for Journalists
http://facebook.com/journalists
• Requests for feedback on twitter
• Responding to mentions, pluses, responsible
critiques or concerns


The wisdom of different thinking

Why?

• Failure to respond can result in 15% churn rate
for businesses/your brand
(Source: Gartner)

• 62% of adults use Social Media
(Source: Social Skinny)

• Only 25% of business-run social accounts are
considered consistently engaged
(Source: Altimeter study)

• 17% of users are seeking support/service via
social media
(Source: American Express study)


4. Branding Yourself and Company

• Many readers don’t view bylines as much;
disconnect between source & author growing
• Establishing your own “brand”
• Via bigger brand, like media company
• Via social, directly via 1:1 contact
• Use same image on each network
• Have a “home” for content


Why?

• Google+ pages appear in search results for 30%
of brand term searches for brands with G+
pages, up from 5% in February 2012.
(Source: Neilsen)

• Online adults aged 25-54 are 23% more likely
than the average U.S. Internet user to follow a
brand via social networking.
(Source: Neilsen)

• Professional presence, SEO and results


5. Understand Change Management using Social

• Social networks and tools are changing very fast
• Change is now part of your job
• In tech, we say everything is disposable now; the
river of social information supports this
• Quick & nimble > slow & methodical
• Start small/incremental
• Commit to something easy at ﬁrst (I’ll tweet
once/day)


A Few Social Examples/Ideas
for Convention Week


1
2 3

4 5

6


How Google+ and SEO Matters


Others to explore

• Foursquare - see what’s trending in a specific
city/location
• Highlight - find people and let others find you
based on like interests
• LinkedIn - business niche is a good resource for
not just jobs, but sources
• Quora - ask a question, sometimes the source
answers directly
• Pinterest - very visual, not hard news driving


Questions?


Contact Information

Jason Silverstein - http://jasonsilverstein.com

• Email - jason@jasonsilverstein.com

• twitter - @sleuth

Citations

• http://www.dreamgrow.com/21-social-media-marketing-statistics/
• http://thesocialskinny.com/99-new-social-media-stats-for-2012/
• http://www.slideshare.net/parature/23-startling-social-media-statistics
• http://www.mediabistro.com/alltwitter/online-time_b22186


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