The document provides tips for making content social and engaging audiences on social media. It recommends starting with clear goals for what you want people to do after reading content, such as taking action or sharing. It also suggests understanding the target audience by finding what issues are most important to them. Additionally, the document offers ideas for social elements to include like headlines, images, factoids, and calls to action that make content more shareable. Metrics and engaging in conversations on social media after publishing are also discussed.
2. You’re not competing with (other news sites) you're competing with videos of cats on Roombas.
~ @plautmaayan
3. Did you read that story
about…?
Did you watch the news
last night?
News is a conversation.
Did you see that
photo of…?
Did you see that video
on YouTube?
12. Some potential goals for your story
• Take action!
• Share on social networks, email, text
• Request more information
• Complete a survey
• Write their congressman
• Volunteer, donate
13. Who should read your story?
If you say “everyone” you risk no one reading it.
22. What do you want people to do after reading your story?
These are your goals.
23. Who needs to read the story
(who can take action, make a change)?
This is your target audience.
24. What will success look like?
Make success something you can measure.
25. What is being said about your topic right now?
Use listening tools:
Social mention
Google search hashtags
Twitter search
Facebook search
Instagram search
Pinterest search
Google + search
26. Post publishing promotion
• Share the stories on your organization’s social channels as well as your
personal networks.
• Unpack the package and share the story components as individual pieces
of content.
*Always link back to the full story. “Read more, Learn more. Find out…”
• Ask for feedback.
• Respond to comments. Join the conversation.
• Review the metrics.
27. Help your social media team
• Provide the social media team with
• Quotes
• Original photos/infographics
• Short video clips
32. Headline examples
• Stanford Biologist and Computer Scientist Discover the ‘Anternet’
• 5 Ways Your Life Is Going To Change Because Of Obamacare
• 19 Things America, Canada, And The U.K. Cannot Agree On
• Americans are actually getting skinnier. New study shows 43% drop in
obesity among young children in the U.S.
33.
34. Images
• EVERY story should have some visual component
• Infographic
• Photo
• Photo gallery
39. Factoid examples
• How Much Snow Does It Take To Shut Down Schools Across The U.S.?
Spoiler: About an inch of snow can shut down the entire South!
• “Obamacare can't work, folks. It just cannot.” ~Rush Limbaugh
• “I don't want to pay for a sex-change operation … I’m not interested. I like
being a boy.” – Rep. Paul Broun (R-Ga
!
!
*Hint: these make great Tweets!
45. Calls to action
• Tell readers what they should do
• Take this survey to find out x…
• Register to x…
• Write your congressman and ask them to x…
• Share this photo to ….
• Like this story if…
• Please RT