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Social Media Strategy for College Newsrooms

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Mandy Jenkins
Mandy Jenkins

Twitter and Facebook strategy for college news brands.

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Social Media 101 Twitter and Facebook Strategy for College Newsrooms #social101 NYC12 3/19/2012 Mandy Jenkins @mjenkins
Find Your Persona
Questions to Ask • What sort of tone is right for my audience? • Who is my audience? • What do they want? • When is my audience online?
Who You Should Follow •  Other on and off-campus publications •  Student and local blogs •  Those who RT and reply to you •  Popular people in the local Twittersphere •  Your staff
Finding who to follow • By subject/location: Twellow.com, Wefollow.com • Look at others’ follows/followers • Spy on Twitter lists/Search Listorious.com
Interacting With Users
8 Rules of Social Interaction 1. Respond to replies, comments and questions (especially questions) everywhere 2. Be transparent in all you do 3. Ask for help when you need it 4. Be thankful
8 Rules of Social Interaction 5. Make corrections quickly and publicly 6. Address criticism without spats 7. Be consistent 8. Don't just push your content out
Who manages it? When do we update?
Think like a student! It snowed - are sidewalks plowed? Are classes on time? Is there an awesome thing happening today? Wha? Free burritos? What's going on tonight? What happened last night?
Search.Twitter.Com Search by keywords, location, time All public tweets Also can be done in desktop, mobile apps
RT News and Photos
Ask For Tips
Trendsmap.com
Local Twitter Trends trendsmap.com/local/us/cityname
Curate Your Campus •  Keep open searches for local keywords for daily use •  Establish a hashtag for students to send you info/photos
Go Live For News & Events Update often, maybe start a hashtag?
Curate & Publish Storify.com
What Not to Do
Brands Behaving Badly
Brands Behaving Badly
Facebook Be more than just friends
Create An Engaging Presence Take advantage of timeline with photos, milestones and videos
Whatever You 'Like' •  What would you share on Facebook? •  Ask questions, feature the responses in stories •  During news, you can't overpost •  Photos and videos work well
Watch Analytics
Wording Matters • Posed Questions +64% • Call to read or take a closer look +37% • Personal reflections +25% • Clever, catchy tone +18% % more feedback over average Source: Facebook
Images Matter
Mandy Jenkins Twitter: @mjenkins ZombieJournalism.com Find these slides at: slideshare.net/mandyjenkins

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