Claire Wardle's presentation at the International Journalism Festival in Perugia (April 2012). The slides demonstrate some best practice in terms of collaborative journalism, and how news organisations can use social media to build community and reach new audiences.

1. Using social media to build
community & reach new audiences
International Journalism Festival
Perugia
27 April 2012
Claire Wardle

2. If you had to give yourself a mark out of 10 for your level of
comfort/confidence with social media PERSONALLY, what
would it be?

3. If you had to give yourself a mark out of 10 for your level of
comfort/confidence with social media PROFESSIONALLY, what
would it be?

4. Why news organisations think they should be using
social media (hint: not enough collaboration!)
1. Newsgathering and research ✔
2. To share your content ✔
3. To collaborate with the audience ✔

5. Too many news organisations see social media as a resource they can
simply suck content from…

6. Even more see social media as just another distribution platform

7. Instead it needs to be about information flowing in and out as a proper
dialogue between the newsroom and the ‘audience’

8. Collaborative
content – e.g.
community
reporting
network
The arrow shows how some
types of collaboration require
more time and resourcing – but
this can provide the most
powerful content
storyful.

9. Collaborative
content – e.g.
community
reporting network
But also worth
remembering, that when the
audience starts discussing your
content without prompting, you
know what you’re doing is
working
storyful.

10. Which of the following do you trust to provide the most accurate opinion?
A family member
A close friend
A good contact on a
social network
A neighbour
A store assistant
The author of a blog you read
regularly
ournalist for a national newspaper
A television news reader
The main contacts on your
microblog e.g. twitter
A well known celebrity
Your country’s leader/politicians
1.5 2.0 2.5 3.0 3.5 4.0
storyful.

11. Why do people share?
To bring valuable and entertaining content to
Altruism others. We think about what our friends want to
know, and try to help them out.
To define ourselves to others…“you are what you
share.” People consciously shape their online
Self-definition persona by the types of things they share
To strengthen and nourish our relationships.
Empathy Sharing shows someone else we’re thinking about
them and we care.
To get credit and feedback for being a good
Connectedness sharer, to feel valuable in the eyes of others
To spread the word about a cause or brand we
Evangelism we believe in.
http://nytmarketing.whsites.net/mediakit/pos/
storyful.

12. Pre-transmission Post-transmission
CONTENT
PRODUCER
USER
Traditional sense of how news work
storyful. Original - Meg Pickard (megpickard.com)

13. Pre-transmission Post-transmission
CONTENT
PRODUCER
USER
Current audience expectations
storyful. Original - Meg Pickard (megpickard.com)

14. “You can email us, text us,
phone us or you can find us on
our official website, or ‘like us’
on our facebook website, or
tweet us at our twitter address.
There are many ways to get in
touch....
storyful.

15. Very funny clip about how desperate news
organisations can sound when asking for UGC
storyful.

16. ?
Could you list every social media account linked
with your newsroom
storyful.

17. Look at your output. Does it work strategically for the audience?
NPR understands different roles of Facebook and Twitter very nicely.
storyful.

18. Structuring your accounts
core services
Programmes/sections:
if big or niche
‘talent’ accounts
personal individual accounts
storyful.

19. trailing ahead
finding experts
broadcast/pub
lication
Making
finding case
studies
Content out of Process feedback
about the
piece
gathering
ideas for new
ideas for
angles
stories
storyful.

20. storyful.

21. storyful.

22. storyful.

23. storyful. http://www.bbc.co.uk/news/uk-11628252

24. http://www.flickr.com/groups/613122@N25/
storyful.

25. storyful. http://tubestrike.crowdmap.com/

26. http://www.bbc.co.uk/worldservice/specialreports/saveoursounds.shtml
storyful.

27. http://blogg.svt.se/svtpejl/pejl/nu-har-vi-kartlagt-polisen-och-miljonbrotten-har-ar-
storyful.

28. abc.open.net.au
storyful.

29. What makes people contribute?
1. When calls to action are simple
2. When the instructions are clear and detailed
3. If they believe their contributions are being read/listened to
by journalists
4. If they believe their contributions are having a wider impact
5. If the subject matter has a low barrier to entry – personal
experience vs opinion
storyful.

30. Fish where the fish are
storyful.

31. storyful.

33. Someone out there knows more than
you do about the topics you’re
working on.
Find them and work with them to
make more compelling content.
Ask people what they KNOW not
what they think.....

34. Thank You
claire.wardle@storyful.com
@cward1e
storyful.