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Let’s Get Engaged
          Logan H. Aimone, executive director
          National Scholastic Press Association
          Online: slideshare.net/loganaimone




Friday, March 16, 12
What is social media?
                         It’s the use of Web-based
                         and mobile technologies
                         to turn communication
                         into interactive dialogue.




                                       Let’s Get Engaged


Friday, March 16, 12
How journalists use
          social media
                Distribution: Sharing / referring content
                Crowdsourcing
                Searching for sources or subjects
                Interviewing
                Monitoring
                Story ideas
                User feedback / engagement
                                                            Let’s Get Engaged


Friday, March 16, 12
Primary social media
          journalists use (or should):
                Facebook / LinkedIn
                Google+
                Twitter
                Vimeo / YouTube / Flickr
                Geolocating: Foursquare, Google Latitude/Maps,
                Gowalla, etc.
                Pinterest

                                                         Let’s Get Engaged


Friday, March 16, 12
Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: Definition and statistics
                Among world’s largest social media websites with more
                than 845 million monthly active users (December 2011)
                who create a network of friends
                425 million mobile users (December 2011)
                Average user has 130 friends
                50% of users return daily to the site
                Photos are most popular shared and viewed item
                280 million photos uploaded per day



           Source: Facebook + Journalists, July 2011       Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: Impact
                “If searching for the news was the most important
                development of the last decade, sharing the news may
                be among the most important of the next.”
                — “Navigating News Online, Pew Research Center’s
                Project for Excellence in Journalism, May 2011
                Facebook drove 3% of traffic to 21 of 25 news sites in
                study, and 8% of traffic to Huffington Post.
                Headlines have been organized by editors. Now
                they are organized by friends.




                                                           Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: Statistics
                Users are 3-4 times more likely to click “Like” for a
                story if they see a friend’s face as someone who “liked”
                the story.
                Journalists who post content on a page or profile are
                likely to get more traffic if they…
                       Use a 4- or 5-line post
                       Ask a question
                       Include a thumbnail or photo




           Source: Facebook + Journalists, July 2011        Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: Profiles & Pages
                A Facebook Profile is the standard user experience.
                An individual develops a personal network of friends
                (up to 5,000) and can share status updates, photos,
                links and videos. With the Subscribe feature, you can
                determine who sees which updates — even targeting
                updates to certain groups.
                A Facebook Page is a more professional site where a
                journalist can share and interact while maintaining the
                traditional separation from sources and avoiding
                conflicts of interest. You can distribute, engage and
                have a public presence — and no limit to connections.


           Source: Facebook + Journalists, July 2011        Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: Pages
                Nicholas Kristof of the New York Times uses Facebook
                to tell microstories. He says a good story is a good
                story on Facebook.




           Source: Facebook + Journalists, July 2011     Let’s Get Engaged


Friday, March 16, 12
Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: Pages
                During breaking news, post often. Readers expect it.
                Engagement increases.
                Be transparent about who’s posting. Tag the person
                posting, or indicate in the text.
                Pages allow targeted distribution based on gender,
                age, location, language, etc.
                Provide a behind-the-scenes look




           Source: Facebook + Journalists, July 2011       Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: Crowdsourcing
                Crowdsourcing is using the “crowd” to provide ideas,
                sources, information and leads.
                Submitted content
                Enlisting readers in the process
                Story ideas
                Direct access to the source (source available to
                respond to questions via Facebook, etc.)
                Using Questions feature for high engagement
                Let viewers decide content

           Source: Facebook + Journalists, July 2011        Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: Other items
                Feeds don’t work. They’re impersonal and automated.
                Readers engage when they know a person is behind
                the post.
                Find sources with Search.
                       Search public updates.
                       Search administrators of Groups.
                Videocalling (soon with Skype) for interviews
                facebook.com/journalists



           Source: Facebook + Journalists, July 2011            Let’s Get Engaged


Friday, March 16, 12
FACEBOOK: What you should do
                Build a network of “Likes,” because you will have a
                broader network for sharing.
                Use Insights to determine when the best time of day is
                for posting.
                       Mid-day, 6 p.m., and late night are best, though your
                       community’s peak may vary.
                       You want engegement, which means you must
                       improve reach.
                Use a long post.
                Ask a question.
                Include a thumbnail or photo.                    Let’s Get Engaged


Friday, March 16, 12
Let’s Get Engaged


Friday, March 16, 12
GOOGLE+: Definition and statistics
                Similar to Twitter, Google+ allows a Google user to both
                follow and be followed online.
                One significant difference is the ability to group
                followers in “circles” and to determine what pieces of
                information are shared with which circle. People are not
                told the circle in which they are grouped.
                Additional features include the ability to save items to
                read later (compared to a linear stream of information),
                video chat in “hangouts,” and integration with other
                Google products like Gmail, Google Docs or YouTube.



                                                             Let’s Get Engaged


Friday, March 16, 12
GOOGLE+: Definition and statistics
                The service launched June 28, 2011. In the first two
                weeks, it grew to 10 million users and within four
                weeks over 25 million users. As of March 2012, it had
                more than 100 million users.
                After the first few months, only about 12.5% of users
                were women. As of March 2012, about 29% of users
                are women.
                Google+ now has pages for businesses.




                                                           Let’s Get Engaged


Friday, March 16, 12
GOOGLE+: Uses
                Because of the selective sharing options with “Circles”
                in Google+, a journalist could share some information
                publicly while some only with close friends. This avoids
                having people create two profiles — one public and
                one private — to share with different audiences.
                “Hangouts” could become the next focus group, group
                interview or way to interact with reporters or sources.
                “Sparks” allows a user to identify interest areas, and
                Google will suggest items — like a pre-search.
                The +1 button allows users to recommend items.
                Content can be downloaded.
                                                             Let’s Get Engaged


Friday, March 16, 12
GOOGLE+: Big questions
                Will it replace Facebook? Maybe — if users can
                migrate content from an established social network and
                if Facebook doesn’t develop selective sharing. (Skype
                chat is coming soon in Facebook.)
                Will it be more like Google Buzz or Wave? Google+
                doesn’t seem to be catching on with common use
                compared to Facebook, and many of its features are
                also now available in Facebook.




                                                          Let’s Get Engaged


Friday, March 16, 12
Let’s Get Engaged


Friday, March 16, 12
TWITTER: Definition and statistics
                Twitter is a microblogging website with mobile apps
                that provides 140-character updates. Users can have
                followers, follow others and be part of lists. Non-users
                can search or see public tweets.
                Twitter turned 6 this week in March 2012!
                200 million users and 350 billion tweets per day
                (175,000 tweets per second)
                A hashtag is a term used to tag a post for search. It
                includes the # sign and a word, phrase or abbreviation.
                According to the Pew study, Twitter drove about 1% of
                referrals to news sites (and 3% for the Los Angeles
                Times).                                      Let’s Get Engaged


Friday, March 16, 12
TWITTER: Uses
                The main uses for Twitter are distribution, engagement
                and monitoring.
                Build a network of relevant followers (and people to
                follow). Interact with them in the ways below.
                Use Twitter to share content or refer users to content.
                Use Twitter to engage with users: ask/answer
                questions, clarify, respond to criticism, get ideas.
                Use Twitter to monitor what others are tweeting about
                to get leads, ideas and sources.
                Curate tweets as basis for a sidebar in print or online.

                                                               Let’s Get Engaged


Friday, March 16, 12
TWITTER: More uses
                Go to http://media.twitter.com/newsrooms
                #TfN
                Report: Search, sources and mobile apps
                Engage: Effective writing, promotion and branding
                Publish: Tools and display guidelines
                Extras: Blogs, copyright and troubleshooting




                                                           Let’s Get Engaged


Friday, March 16, 12
Let’s Get Engaged


Friday, March 16, 12
VIMEO / YOUTUBE / FLICKR: Definition and statistics
                Vimeo and YouTube are video-sharing websites.
                Flickr is a photo/image-sharing site.




                                                         Let’s Get Engaged


Friday, March 16, 12
VIMEO / YOUTUBE / FLICKR: Uses
                Vimeo and YouTube channels can be utilized for
                sharing extra video from a news story; a behind-the-
                scenes look at the journalist’s job; or to interact with
                users, like responding to queries.
                Flickr can be used in some of the same ways but with
                still images.
                All can also be used to search for sources or monitor
                what people are talking about or find interesting.
                200 million videos are watched on YouTube every hour!



                                                               Let’s Get Engaged


Friday, March 16, 12
Let’s Get Engaged


Friday, March 16, 12
GEOLOCATION APPS: Definition and statistics
                Typically, geolocation apps do two things:
                       They report your location to other users.
                       They associate real-world locations (such as
                       restaurants and events) to your location.
                These apps use the GPS chip in a phone or mobile
                device to determine location.
                Apps like Foursquare allow users to “check in” at a
                location. Sometimes businesses will offer deals for
                checking in.



                                                                   Let’s Get Engaged


Friday, March 16, 12
GEOLOCATION: Uses
                Journalists can use geolocation apps to see who has
                checked in at a location or event.
                Use the apps to monitor buzz or develop story ideas.
                Some mobile apps like Yelp! allow users to post
                reviews of businesses.
                Combine geolocation with other mobile device-based
                tools such as QR codes or Groupons.




                                                           Let’s Get Engaged


Friday, March 16, 12
Let’s Get Engaged


Friday, March 16, 12
PINTEREST: Uses
                Pinterest is a “virtual pinboard,” where users can
                organize and share items they find online. They can
                browse pinboards created by other users to discover
                new things and shared interests. It’s the #7 social
                network, ahead of Google+ and Tumblr.
                Home, Arts and Crafts and Style/Fashion are the most
                popular categories.
                Top five sources for pins are Etsy, Google, Flickr, Tumblr
                and weheartit.
                The site is two years old and has 11.7 million active
                users and 1,090 visitors per hour.

                                                             Let’s Get Engaged


Friday, March 16, 12
PINTEREST: Uses
                Over 80% of pins are re-pins.
                That means content is shared and re-shared. The viral
                aspect of Pinterest contributed to its rapid growth.
                It’s another tool to curate the Web — and show, not
                just tell. A user gathers and bundles images and ideas
                from multiple sources.
                Browse. Listen/monitor.
                Curate a pinboard of resources. Top 10 lists. Photo of
                the Day.
                Share the news.

                                                            Let’s Get Engaged


Friday, March 16, 12
Other digital media tools
                Delicious: Social bookmarking
                Tumblr: A place to post anything and everything
                Storify: A website that allows curation and combination
                of multiple elements from social media (like tweets,
                Facebook status updates, etc.)
                Instagr.am: Mobile photo sharing
                Evernote: Keep track of many bits of information from
                multiple formats
                                                            Let’s Get Engaged


Friday, March 16, 12
How will you utilize these
          powerful new tools?
                They are evolving rapidly.
                Research data are becoming available, which will prove
                valuable to how journalists use the tools effectively.




                                                           Let’s Get Engaged


Friday, March 16, 12
Questions?
                Find this presentation at slideshare.net/loganaimone
                Email me at logan@studentpress.org




                                                            Let’s Get Engaged


Friday, March 16, 12

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Let's Get Engaged

  • 1. Let’s Get Engaged Logan H. Aimone, executive director National Scholastic Press Association Online: slideshare.net/loganaimone Friday, March 16, 12
  • 2. What is social media? It’s the use of Web-based and mobile technologies to turn communication into interactive dialogue. Let’s Get Engaged Friday, March 16, 12
  • 3. How journalists use social media Distribution: Sharing / referring content Crowdsourcing Searching for sources or subjects Interviewing Monitoring Story ideas User feedback / engagement Let’s Get Engaged Friday, March 16, 12
  • 4. Primary social media journalists use (or should): Facebook / LinkedIn Google+ Twitter Vimeo / YouTube / Flickr Geolocating: Foursquare, Google Latitude/Maps, Gowalla, etc. Pinterest Let’s Get Engaged Friday, March 16, 12
  • 6. FACEBOOK: Definition and statistics Among world’s largest social media websites with more than 845 million monthly active users (December 2011) who create a network of friends 425 million mobile users (December 2011) Average user has 130 friends 50% of users return daily to the site Photos are most popular shared and viewed item 280 million photos uploaded per day Source: Facebook + Journalists, July 2011 Let’s Get Engaged Friday, March 16, 12
  • 7. FACEBOOK: Impact “If searching for the news was the most important development of the last decade, sharing the news may be among the most important of the next.” — “Navigating News Online, Pew Research Center’s Project for Excellence in Journalism, May 2011 Facebook drove 3% of traffic to 21 of 25 news sites in study, and 8% of traffic to Huffington Post. Headlines have been organized by editors. Now they are organized by friends. Let’s Get Engaged Friday, March 16, 12
  • 8. FACEBOOK: Statistics Users are 3-4 times more likely to click “Like” for a story if they see a friend’s face as someone who “liked” the story. Journalists who post content on a page or profile are likely to get more traffic if they… Use a 4- or 5-line post Ask a question Include a thumbnail or photo Source: Facebook + Journalists, July 2011 Let’s Get Engaged Friday, March 16, 12
  • 9. FACEBOOK: Profiles & Pages A Facebook Profile is the standard user experience. An individual develops a personal network of friends (up to 5,000) and can share status updates, photos, links and videos. With the Subscribe feature, you can determine who sees which updates — even targeting updates to certain groups. A Facebook Page is a more professional site where a journalist can share and interact while maintaining the traditional separation from sources and avoiding conflicts of interest. You can distribute, engage and have a public presence — and no limit to connections. Source: Facebook + Journalists, July 2011 Let’s Get Engaged Friday, March 16, 12
  • 10. FACEBOOK: Pages Nicholas Kristof of the New York Times uses Facebook to tell microstories. He says a good story is a good story on Facebook. Source: Facebook + Journalists, July 2011 Let’s Get Engaged Friday, March 16, 12
  • 12. FACEBOOK: Pages During breaking news, post often. Readers expect it. Engagement increases. Be transparent about who’s posting. Tag the person posting, or indicate in the text. Pages allow targeted distribution based on gender, age, location, language, etc. Provide a behind-the-scenes look Source: Facebook + Journalists, July 2011 Let’s Get Engaged Friday, March 16, 12
  • 13. FACEBOOK: Crowdsourcing Crowdsourcing is using the “crowd” to provide ideas, sources, information and leads. Submitted content Enlisting readers in the process Story ideas Direct access to the source (source available to respond to questions via Facebook, etc.) Using Questions feature for high engagement Let viewers decide content Source: Facebook + Journalists, July 2011 Let’s Get Engaged Friday, March 16, 12
  • 14. FACEBOOK: Other items Feeds don’t work. They’re impersonal and automated. Readers engage when they know a person is behind the post. Find sources with Search. Search public updates. Search administrators of Groups. Videocalling (soon with Skype) for interviews facebook.com/journalists Source: Facebook + Journalists, July 2011 Let’s Get Engaged Friday, March 16, 12
  • 15. FACEBOOK: What you should do Build a network of “Likes,” because you will have a broader network for sharing. Use Insights to determine when the best time of day is for posting. Mid-day, 6 p.m., and late night are best, though your community’s peak may vary. You want engegement, which means you must improve reach. Use a long post. Ask a question. Include a thumbnail or photo. Let’s Get Engaged Friday, March 16, 12
  • 17. GOOGLE+: Definition and statistics Similar to Twitter, Google+ allows a Google user to both follow and be followed online. One significant difference is the ability to group followers in “circles” and to determine what pieces of information are shared with which circle. People are not told the circle in which they are grouped. Additional features include the ability to save items to read later (compared to a linear stream of information), video chat in “hangouts,” and integration with other Google products like Gmail, Google Docs or YouTube. Let’s Get Engaged Friday, March 16, 12
  • 18. GOOGLE+: Definition and statistics The service launched June 28, 2011. In the first two weeks, it grew to 10 million users and within four weeks over 25 million users. As of March 2012, it had more than 100 million users. After the first few months, only about 12.5% of users were women. As of March 2012, about 29% of users are women. Google+ now has pages for businesses. Let’s Get Engaged Friday, March 16, 12
  • 19. GOOGLE+: Uses Because of the selective sharing options with “Circles” in Google+, a journalist could share some information publicly while some only with close friends. This avoids having people create two profiles — one public and one private — to share with different audiences. “Hangouts” could become the next focus group, group interview or way to interact with reporters or sources. “Sparks” allows a user to identify interest areas, and Google will suggest items — like a pre-search. The +1 button allows users to recommend items. Content can be downloaded. Let’s Get Engaged Friday, March 16, 12
  • 20. GOOGLE+: Big questions Will it replace Facebook? Maybe — if users can migrate content from an established social network and if Facebook doesn’t develop selective sharing. (Skype chat is coming soon in Facebook.) Will it be more like Google Buzz or Wave? Google+ doesn’t seem to be catching on with common use compared to Facebook, and many of its features are also now available in Facebook. Let’s Get Engaged Friday, March 16, 12
  • 22. TWITTER: Definition and statistics Twitter is a microblogging website with mobile apps that provides 140-character updates. Users can have followers, follow others and be part of lists. Non-users can search or see public tweets. Twitter turned 6 this week in March 2012! 200 million users and 350 billion tweets per day (175,000 tweets per second) A hashtag is a term used to tag a post for search. It includes the # sign and a word, phrase or abbreviation. According to the Pew study, Twitter drove about 1% of referrals to news sites (and 3% for the Los Angeles Times). Let’s Get Engaged Friday, March 16, 12
  • 23. TWITTER: Uses The main uses for Twitter are distribution, engagement and monitoring. Build a network of relevant followers (and people to follow). Interact with them in the ways below. Use Twitter to share content or refer users to content. Use Twitter to engage with users: ask/answer questions, clarify, respond to criticism, get ideas. Use Twitter to monitor what others are tweeting about to get leads, ideas and sources. Curate tweets as basis for a sidebar in print or online. Let’s Get Engaged Friday, March 16, 12
  • 24. TWITTER: More uses Go to http://media.twitter.com/newsrooms #TfN Report: Search, sources and mobile apps Engage: Effective writing, promotion and branding Publish: Tools and display guidelines Extras: Blogs, copyright and troubleshooting Let’s Get Engaged Friday, March 16, 12
  • 26. VIMEO / YOUTUBE / FLICKR: Definition and statistics Vimeo and YouTube are video-sharing websites. Flickr is a photo/image-sharing site. Let’s Get Engaged Friday, March 16, 12
  • 27. VIMEO / YOUTUBE / FLICKR: Uses Vimeo and YouTube channels can be utilized for sharing extra video from a news story; a behind-the- scenes look at the journalist’s job; or to interact with users, like responding to queries. Flickr can be used in some of the same ways but with still images. All can also be used to search for sources or monitor what people are talking about or find interesting. 200 million videos are watched on YouTube every hour! Let’s Get Engaged Friday, March 16, 12
  • 29. GEOLOCATION APPS: Definition and statistics Typically, geolocation apps do two things: They report your location to other users. They associate real-world locations (such as restaurants and events) to your location. These apps use the GPS chip in a phone or mobile device to determine location. Apps like Foursquare allow users to “check in” at a location. Sometimes businesses will offer deals for checking in. Let’s Get Engaged Friday, March 16, 12
  • 30. GEOLOCATION: Uses Journalists can use geolocation apps to see who has checked in at a location or event. Use the apps to monitor buzz or develop story ideas. Some mobile apps like Yelp! allow users to post reviews of businesses. Combine geolocation with other mobile device-based tools such as QR codes or Groupons. Let’s Get Engaged Friday, March 16, 12
  • 32. PINTEREST: Uses Pinterest is a “virtual pinboard,” where users can organize and share items they find online. They can browse pinboards created by other users to discover new things and shared interests. It’s the #7 social network, ahead of Google+ and Tumblr. Home, Arts and Crafts and Style/Fashion are the most popular categories. Top five sources for pins are Etsy, Google, Flickr, Tumblr and weheartit. The site is two years old and has 11.7 million active users and 1,090 visitors per hour. Let’s Get Engaged Friday, March 16, 12
  • 33. PINTEREST: Uses Over 80% of pins are re-pins. That means content is shared and re-shared. The viral aspect of Pinterest contributed to its rapid growth. It’s another tool to curate the Web — and show, not just tell. A user gathers and bundles images and ideas from multiple sources. Browse. Listen/monitor. Curate a pinboard of resources. Top 10 lists. Photo of the Day. Share the news. Let’s Get Engaged Friday, March 16, 12
  • 34. Other digital media tools Delicious: Social bookmarking Tumblr: A place to post anything and everything Storify: A website that allows curation and combination of multiple elements from social media (like tweets, Facebook status updates, etc.) Instagr.am: Mobile photo sharing Evernote: Keep track of many bits of information from multiple formats Let’s Get Engaged Friday, March 16, 12
  • 35. How will you utilize these powerful new tools? They are evolving rapidly. Research data are becoming available, which will prove valuable to how journalists use the tools effectively. Let’s Get Engaged Friday, March 16, 12
  • 36. Questions? Find this presentation at slideshare.net/loganaimone Email me at logan@studentpress.org Let’s Get Engaged Friday, March 16, 12