Diana Lind and Erica Palan will host a series of workshops in 2015 with the goal of giving journalists at Philadelphia Inquirer, Philadelphia Daily News and Philly.com the tools to do their best digital work. The aim is simple: We want these stories to get the large, engaged audience they deserve, and we’re going to show you how you can help make that happen. During this hour-long session, you’ll learn about what content does well on Philly.com, how to write in ways that engage online audiences and how to expand your story’s reach through social media. This is not a workshop on how to tweet, but rather how to maximize an article’s digital impact.

1. How to Get Your Story Read
Workshop No. 1
January 28, 2015

3. Philly.com overview
• More than 800 million pageviews across the
websites in 2014; 90 million unique visitors
• Mobile is growing while desktop is declining, with
mobile making up more than half of many stories
• While news and sports make up half of our
pageviews, opportunities for growth and greater
engagement exist in our other sections
• Overall traffic is stable, but we want to grow both
pageviews and engagement and need your help

4. How we get our news has changed…
Image Credit: American Press Institute

5. …so how we produce the news must
change
- No guaranteed audience: Simply publishing
content (or landing on the Philly.com
homepage) does not mean your story will get
read.
- To get people to read your story, you need to
break through the noise and cultivate an
audience, largely through social media.
- Facebook, Twitter, Reddit, Instagram, etc
elevate content that is shareable.

6. There are similarities to shareable stories…you want to create shareable content not just to
get pageviews, but to be rewarded with the large, engaged audience your content
deserves.
Image Credits: NPR and Edelman Media Network

7. What’s Most Popular on Philly.com (Dec 10, 2014 to Jan 21, 2015)
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 137,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• Jim's Steaks owner Abner Silver dies at 79 - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255

8. People love dramatic stories that trigger their emotions
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 138,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM - 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255

9. People will click out of curiosity
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 138,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255

10. People want a Philly connection to national news
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 137,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255

11. People want to hear opinions
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 138,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery - 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255

12. People love to feel informed and prepared. Helpful is the new informed.
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 138,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014- 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255

13. People click on stories with strong imagery and video.
• Inside the Sixers: Questions surround Embiid's conditioning, maturity - 138,967
• Uproar over Phila. paramedic's Instagram post – 137,006
• Clean Plates - 136,279
• Kacie McDonnell no longer engaged to Aaron Murray - 118,491
• Shane Montgomery's family: We found and brought Shane home - 116,353
• Lottery legend Joan Ginther bet flabbergasting sums on scratch-offs - 112,292
• Multiple accidents slow traffic on I-76, I-95 and I-495 - 108,695
• Phillies trade Jimmy Rollins to Dodgers - 84,7574
• The rise and fall of Howie Roseman as Eagles GM -– 63,664
• Frontier increasing its presence in Philadelphia - 55,257
• Watch: Dover police officer can't stop dancing to 'Shake It Off’– 48,410
• PhillyGossip: Watch Chase Utley surprise a fan battling cancer on 'Ellen' –43,827
• Bradley Cooper responds to 'American Sniper' criticism - 42,048
• Lights out for local Jersey Shore TV station -40,819
• No holiday cheer at the Gallery - 38,496
• The Insider – Collingswood café closes after 3 weeks - 38,246
• 15 best ways to make money on the side when you have a full-time job -35,831
• When you get one wit', what are you getting? - 32,371
• Kerry Barrett leaves Fox 29, among other changes for the station - 34,204
• Finding Philly pho - 29,520
• The Insider - Jim's Steaks owner - 27,339
• Best and worst shows of 2014 – 27,326
• New York Times' ranks Philly no. 3 in list of places to go in 2015 - 26,997
• Penn ethicists call for a return of the mental asylum -25,726
• 66 grocery stores closing in Philly, Pittsburgh - 25,086
• 13 things frugalists do that confuse and scare others - 23,810
• She baby-sat, now she has his baby - 22,295
• Changing Skyline: The anti-Gallery -- 17,640
• Researchers Take 'First Baby Step' Toward Anti-Aging Drug - 17,224
• Too Much Sitting Can Be Deadly -- Even if You Exercise, Review Finds -16,255

14. Successful content on Philly.com is…
• Timely  people read to feel informed
• Emotional  people read to be entertained
• Drives curiosity  people read to satisfy curiosity
• Opinionated  people read to agree/disagree
• Local  people read to see how the city is affected
• Helpful  people read to improve their lives
• Visual  people read if an image catches their eye

16. Sometimes this calls for new storytelling forms…

23. Other options for this story:
• Headline change: How the city sold 11
school buildings, but only netted $2M
• Format change: The cost of selling schools:
Does the SRC’s math add up?
• Format change: Photo gallery with captions
in longform format

24. Other options for this story:
• Headline: What you missed at yesterday’s MLK
march
• Format change: 10 best quotes from the speeches

25. More examples
Headline change: What I Learned from the
Homeless in Suburban Station
Format change: Photos with captions

27. Headlines matter
• Headlines get people to click
• Headlines show up everywhere from on the homepage to social
media to search queries
• Search engine results are determined by headlines
• Some quick tips from Poynter…
• Is the headline accurate?
• Does it work out of context?
• How compelling a promise does it make?
• How easy is it to parse?
• Could it benefit from a number?
• Are all the words necessary?
• Does it obey the Proper Noun Rule?
• Would it work better as an explanatory headline?
• Does it focus on events or implications?
• Could it benefit from one of these 10 words? Top, Why, How, Will, New, Secret,
Future, Your, Best, Worst.

28. How Chickungunya virus arrived in Philly from Caribbean
Chickungunya: a paralyzing disease now found in PA
One reason to avoid Florida this winter: Chickungunya

29. Finally, when in doubt, go to social media

30. Once the story is written …

32. Tweet Your Story Four Times
1. Straight headline tweet + link
Why it works: It’s short, clear and descriptive of the story.

33. Tweet Your Story Four Times
2. Pull quote + a link
Why it works: I like the voice of the person quoted and I want to hear more about
what (s)he has to say.

34. Tweet Your Story Four Times
3. Amazing stat/WTF/personal note + link
Why it works: The words “I admire” create an emotional response in me. I want to
know more about this person.

35. Tweet Your Story Four Times
4. Tags, tags, tags + link
Why it works: It alerts the people directly connected to the story that they’ve been
mentioned on Twitter.

36. A Few More Quick Twitter Tips
• RT or tweet about stories from elsewhere in
the newsroom.
• Have conversations on social media with your
coworkers. It’s humanizing.
• Tweet out the stuff you’ve read to research
your stories.

38. When You Follow Up …
Include:
• A link to the story
• Any relevant Twitter handles or Facebook pages
• A direct call to action
Example: Thanks for your help with this story. I
wanted to pass along a link in case you’d like to
share it with your social networks. The Inquirer’s
Twitter account is @PhillyInquirer and mine is
@MarySmith.

40. Use the Social Networks You Like to
Promote Your Work
Find a social network where you feel
comfortable and build a community there.

41. Instagram
Why it works: The photo is compelling. The
caption is emotionally impactful, but also lets
me know that Helen was doing this as part of
her reporting. It makes me interested in reading
that story and I’ll be on the look out for it.

42. Facebook
Why it works: Stu has built a
community of people who expect to
see his stories on Facebook. Through
consistent and genuine posting, he’s
built an audience who will click on
what he shares because he’s earned
their trust.

43. LinkedIn
Why it works: Joe has made posting to LinkedIn part of his routine by using
Hootsuite. His business stories make sense on LinkedIn, where people are searching
for job-related news.

45. Tie Old Stories to Current Events on
Social Media

46. Thank you!
• dlind@philly.com
• epalan@philly.com
Social media office hours:
Tuesdays, 9 a.m to 10:30 a.m.
Thursdays, 3:30 p.m. to 5 p.m.