Allison Rockey is the engagement editor at Vox.com. She works with journalists to create content that is successful on social. That ranges from sharing social media best practices across the staff to one-on-one refinement of stories and beats. She also oversees the Vox social channels and community engagement on the site. Prior to Vox, Rockey was the director of social media at Blue State Digital. In her nearly five years at BSD, Rockey created digital fundraising and engagement campaigns for nonprofits, brands and advocacy organizations ranging from the American Red Cross to Ford Motor Company and the Green Bay Packers.

1. social newsroom

2. Allison Rockey
Engagement editor

3. 1
Build a social newsroom

4. We knew what we did not
want.

6. A newsroom of social
experts
1. Your Engagement Editor should be a senior role
2. Writers should know how their stories perform on
social
3. Weekly lessons and best practices are vital

7. Writers must package
content for social:
&
1. All about the headline
2. Care about the share (image)

8. Social lessons & best
practices:
&

9. Why do people share?
1. To bring valuable and entertaining content to others
2. To define ourselves to others
3. To get the word out about causes or issues they care
about
New York Times Case Study

10. 2
Know your audience

11. What we know about Vox’s
audience:
1. Nerdy, wonky, cares about being informed
2. Curious about the world around them
3. Interested in issues of fairness and justice

12. Know where they are:

13. 3
Create great content

15. Tricks only get you so far.
Stop obsessing about the Facebook algorithm and
just make great content.

16. Popular content is not all
puppies and kittens:

22. Some of our most popular
content has been:
1. Ferguson
2. MRI machine video
3. Policy interview with the President
4. Ebola

23. What works is simple:
1. Know your audience and where they are
2. Only post great content
3. Post it in the way that shows it off best

24. Social wins are newsroom
wins:
1. Provide feedback to the writers
2. Teach best practices to the whole newsroom
3. Celebrate wins

25. Thanks! Ask Me Anything