The presentation is part of a speech given by J-Lab's Jan Schaffer at Howard University as part of the Social Media Technology Conference 2012 (http://socialmediatechnologyconference.com/). You can read the full text of Schaffer's speech on the J-Lab website: http://www.j-lab.org/workshops/category/speeches/social-media-and-journalisms-new-directions/.

1. Howard University, Sept. 27,2012

2. Journalism: Seven Emerging
Trends
 Smaller news outlets > bigger impact
 Indy startups – state, community, niche
 Soft Advocacy sites
 University news sites
 Collaboration
 Non-narrative journalism –
Storify, Twitter, Databases, Comics
 Tech sites as media makers

3. Watchdog Reporting Sites

4. Local Indy News Startups

5. Spinning off Satellite Sites

6. Mission-Driven (Soft Advocacy) Sites

7. Rise of Arts & Culture Sites

8. Niche Sites:
Environmental, Health

9. Entrepreneurial U-News
Sites

10. Non-Narrative Journalism
 Comics
 Databases
 Events
 Storify/Twitter

11. Storify Stories

12. Events as Journalism

13. Collaboration: Seattle 55 News
Partners

14. Indy/ Public Radio Partnerships

15. Five Models of
Collaboration
 Distributive partnerships. Republishing content another
news outlet created.
 Co-reporting partnerships. Working together on
reporting a story.
 Content-creation partnerships. Creating content usually
for a legacy media partner.
 Networked journalism partnerships. Memberships in
formal metro-area blog or news-site networks.

16. Where does Social Media
Fit?
 Collaboration tool
 Distribution and engagement tools
 Non-narrative story platforms, Storify
 Data-gathering tool for tech companies –
Facebook, Twitter, Google/You Tube
to be content creators

17. Measuring
Interactions, Engagement
and Conversions

18. Social Media
 Distribute Content
 Market Sites
 Track Users

19. Can Engagement > Conversion?

20. Engagement Avenues

21. Measuring Engagement

22. Rank by Importance

23. Top Metrics
for Tracking Engagement
#1 Website: unique visitors page
views
#2 Social media connectors:
Facebook, Twitter

24. Dilemma
“We’re interested not just in
breadth of engagement but
more in depth of engagement.”

25. Four Strata of Engagement
 *Outreach – driving content consumption
 *Reaction – inviting
comments, shares, likes, chats
 Stakeholder participation – eliciting
stories, labor, funding
 Civic Participation – addressing issues

26. Strategies: Emotions

27. Master Narratives

28. Asset Mapping

29. Recommendations
 Seed innovation in metrics tools
 Require baseline tracking tools
 Support community engagement
editors
 Training and best practices

31. Smaller and smaller pieces build

32. Thanks!
Jan Schaffer www.j-lab.org
jans@j-lab.org www.kcnn.org
@janjlab www.j-learning.org