Let's Get Engaged 13

Let’s Get Engaged
Logan H. Aimone, executive director
National Scholastic Press Association
Online: slideshare.net/loganaimone

Friday, March 22, 13

What is social media?
It’s the use of Web-based
and mobile technologies
to turn communication
into interactive dialogue.

Let’s Get Engaged


How journalists use
social media

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How journalists use
social media
Distribution: Sharing / referring content

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How journalists use
social media
Crowdsourcing

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How journalists use
social media
Crowdsourcing
Searching for sources or subjects

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How journalists use
social media
Crowdsourcing
Interviewing

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How journalists use
social media
Crowdsourcing
Interviewing
Monitoring

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How journalists use
social media
Crowdsourcing
Interviewing
Monitoring
Story ideas

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How journalists use
social media
Crowdsourcing
Interviewing
Monitoring
Story ideas
User feedback / engagement
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Primary social media
journalists use (or should):

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Facebook / LinkedIn / Google+

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Twitter / Tumblr / Flickr / Instagram

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Vimeo / YouTube

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Vimeo / YouTube
Geolocating: Foursquare, Google Latitude/Maps,
Gowalla, etc.

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Vimeo / YouTube
Geolocating: Foursquare, Google Latitude/Maps,
Gowalla, etc.
Pinterest

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FACEBOOK: Deﬁnition and statistics

Source: Facebook 2013; Facebook + Journalists, July 2011 Let’s Get Engaged


Among world’s largest social media websites with more
than 1 billion monthly active users (December 2012)
who create a network of friends



680 million monthly active mobile users (Dec. 31, 2012)



Average user has 130 friends



50% of users return daily to the site



Photos are most popular shared and viewed item



Photos are most popular shared and viewed item
280-300 million photos uploaded per day



FACEBOOK: Impact

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FACEBOOK: Impact
Headlines have been organized by editors. Now
they are organized by friends.

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FACEBOOK: Impact
“If searching for the news was the most important
development of the last decade, sharing the news may
be among the most important of the next.”
— “Navigating News Online, Pew Research Center’s
Project for Excellence in Journalism, May 2011

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FACEBOOK: Impact
“If searching for the news was the most important
development of the last decade, sharing the news may
be among the most important of the next.”
— “Navigating News Online, Pew Research Center’s
Project for Excellence in Journalism, May 2011
Facebook drove 3% of traffic to 21 of 25 news sites in
study, and 8% of traffic to Huffington Post.

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FACEBOOK: Statistics

Source: Facebook + Journalists, July 2011 Let’s Get Engaged


Users are 3-4 times more likely to click “Like” for a
story if they see a friend’s face as someone who “liked”
the story.



the story.
Journalists who post content on a page or proﬁle are
likely to get more trafﬁc if they…



the story.
Use a 4- or 5-line post



the story.
Ask a question



the story.
Ask a question
Include a thumbnail or photo



FACEBOOK: Proﬁles & Pages

Source: Facebook Let’s Get Engaged


An Individual Page (aka Proﬁle) is the standard user
experience. An individual develops a personal network
of friends (up to 5,000) and can share status updates,
photos, links and videos. With the Subscribe feature,
you can determine who sees which updates — even
targeting updates to certain groups.



An Individual Page (aka Proﬁle) is the standard user
experience. An individual develops a personal network
of friends (up to 5,000) and can share status updates,
photos, links and videos. With the Subscribe feature,
you can determine who sees which updates — even
targeting updates to certain groups.
An Organization Page is a more institutional site
where an organization, business or public person can
share and interact while maintaining separation from
sources and avoiding conﬂicts of interest. Distribute
content, engage with the audience and have a public
presence — and no limit to connections.



FACEBOOK: Pages



FACEBOOK: Pages
Nicholas Kristof of the New York Times uses Facebook
to tell microstories. He says a good story is a good
story on Facebook.



FACEBOOK: Pages
During breaking news, post often. Readers expect it.
Engagement increases.



FACEBOOK: Pages
Be transparent about who’s posting. Tag the person
posting, or indicate in the text.



FACEBOOK: Pages
Pages allow targeted distribution based on gender,
age, location, language, etc.



FACEBOOK: Pages
Pages allow targeted distribution based on gender,
age, location, language, etc.
Provide a behind-the-scenes look



FACEBOOK: Crowdsourcing



Crowdsourcing is using the “crowd” to provide ideas,
sources, information and leads.



Submitted content



Submitted content
Enlisting readers in the process



Submitted content
Story ideas



Submitted content
Story ideas
Direct access to the source (source available to
respond to questions via Facebook, etc.)



Submitted content
Story ideas
Using Questions feature for high engagement



Submitted content
Story ideas
Using Questions feature for high engagement
Let viewers decide content



FACEBOOK: Other items



Feeds don’t work. They’re impersonal and automated.
Readers engage when they know a person is behind
the post.



the post.
Find sources or discover connections with Graph
Search (friends or people who like a topic or have
photos posted).



the post.
photos posted).
Search public updates.



the post.
photos posted).
Search administrators of Groups.



the post.
photos posted).
Videocalling for interviews



the post.
photos posted).
Videocalling for interviews
facebook.com/journalists



FACEBOOK: What you should do

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Build a network of “Likes,” because you will have a
broader network for sharing.

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Use Insights to determine when the best time of day is
for posting.

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for posting.
Mid-day, 6 p.m., and late night are best, though your
community’s peak may vary.

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for posting.
You want engagement, which means you must
improve reach. Get more “likes” for your page.

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for posting.
Use a long post.

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for posting.
Use a long post.
Ask a question.

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for posting.
Use a long post.
Ask a question.
Include a thumbnail or photo. Let’s Get Engaged


GOOGLE+ and LinkedIn: Deﬁnition and statistics

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Google+ allows a Google user to both follow and be
followed online. The user has the ability to group
followers in “circles” and determine what information is
shared with each circle. People are not told the circle in
which they are grouped.

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Additional features: ability to save items to read later
(compared to a linear stream of information), video chat
in “hangouts,” integration with Google products like
Gmail, Google Drive and YouTube.

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Additional features: ability to save items to read later
(compared to a linear stream of information), video chat
in “hangouts,” integration with Google products like
Gmail, Google Drive and YouTube.
LinkedIn is a social networking website for people in
professional occupations.

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GOOGLE+: Deﬁnition, statistics and uses

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Google+ launched June 28, 2011. As of December
2012, it had more than 500 million users.

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Google+ now has pages for businesses.

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“Hangouts” could become the next focus group, group
interview or way to interact with reporters or sources.

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“Sparks” allows a user to identify interest areas, and
Google will suggest items — like a pre-search.

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The +1 button allows users to recommend items.

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The +1 button allows users to recommend items.
Content can be downloaded.

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LinkedIn: Uses

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LinkedIn: Uses
LinkedIn launched May 5, 2003, and has 200 million
active users.

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LinkedIn: Uses
LinkedIn launched May 5, 2003, and has 200 million
active users.
LinkedIn allows users to build and maintain contacts,
upload a résumé, seek jobs, subscribe to and
distribute/share content, and participate in discussion
groups.

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TWITTER: Deﬁnition and statistics

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Twitter is a microblogging website with mobile apps
that provides 140-character updates. Users can have
followers, follow others and be part of lists. Non-users
can search or see public tweets. Twitter turned 7 in
March 2013.

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March 2013.
140 million active users and 340 million tweets per day.
Average user has tweeted 307 times and has 51
followers. 62 percent of users are age 18-34.

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March 2013.
32 percent of all Internet users are using Twitter, and
half of those are by mobile device.

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March 2013.
32 percent of all Internet users are using Twitter, and
half of those are by mobile device.
A hashtag is a term used to tag a post for search. It
includes the # sign and a word, phrase or abbreviation.
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TWITTER: Uses

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TWITTER: Uses
The main uses for Twitter are distribution, engagement
and monitoring.

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TWITTER: Uses
and monitoring.
Build a network of relevant followers (and people to
follow). Interact with them in the ways below.

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TWITTER: Uses
and monitoring.
Share content or refer users to content.

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TWITTER: Uses
and monitoring.
Engage with users: ask/answer questions, clarify,
respond to criticism, get ideas.

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TWITTER: Uses
and monitoring.
Monitor what others are tweeting about to get leads,
ideas and sources.

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TWITTER: Uses
and monitoring.
Monitor what others are tweeting about to get leads,
ideas and sources.
Curate tweets as basis for a sidebar in print or online.

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INSTAGRAM / TUMBLR / FLICKR: Deﬁnition and statistics

Let’s Get Engaged


Instagram is a social photo-sharing site with mobile
integration. It is owned by Facebook. User takes a
photo, applies a ﬁlter, selects location and shares with
the audience (including other platforms).

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Tumblr is a microblogging platform and social
networking website where users can post multimedia
and follow others’ blogs.

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Tumblr is a microblogging platform and social
networking website where users can post multimedia
and follow others’ blogs.
Flickr is a photo/image-sharing site.

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VIMEO / YOUTUBE / FLICKR: Deﬁnition and statistics

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Vimeo and YouTube are video-sharing websites.

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Vimeo and YouTube are video-sharing websites.
Flickr is a photo/image-sharing site.

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PHOTO/VIDEO BLOGGING SITES: Uses

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Vimeo and YouTube channels can be utilized for
sharing extra video from a news story; a behind-the-
scenes look at the journalist’s job; or to interact with
users, like responding to queries.

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Instagram, Tumblr and Flickr can be used in some of
the same ways but with still images.

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All can also be used to search for sources or monitor
what people are talking about or ﬁnd interesting.

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All can also be used to search for sources or monitor
what people are talking about or ﬁnd interesting.
200 million videos are watched on YouTube every hour!

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PHOTO/VIDEO BLOGGING SITES: Statistics

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Instagram has 100 million monthly active users.

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40 million photos are uploaded to Instagram daily.

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Users can like a photo and share (also embedded
within Facebook).

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Users can like a photo and share (also embedded
within Facebook).
Instagram records more than 8,500 likes and 1,000
comments — per second.

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GEOLOCATION APPS: Deﬁnition and statistics

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Typically, geolocation apps do two things:

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They report your location to other users.

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They associate real-world locations (such as
restaurants and events) to your location.

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These apps use the GPS chip in a phone or mobile
device to determine location.

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These apps use the GPS chip in a phone or mobile
device to determine location.
Apps like Foursquare allow users to “check in” at a
location. Sometimes businesses will offer deals for
checking in.

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GEOLOCATION: Uses

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GEOLOCATION: Uses
Journalists can use geolocation apps to see who has
checked in at a location or event.

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GEOLOCATION: Uses
Use the apps to monitor buzz or develop story ideas.

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GEOLOCATION: Uses
Some mobile apps like Yelp! allow users to post
reviews of businesses.

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GEOLOCATION: Uses
Some mobile apps like Yelp! allow users to post
reviews of businesses.
Combine geolocation with other mobile device-based
tools such as QR codes or Groupons.

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PINTEREST: Uses

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PINTEREST: Uses
Pinterest is a “virtual pinboard,” where users can
organize and share items they ﬁnd online. They can
browse pinboards created by other users to discover
new things and shared interests. It’s the third-largest
social network, behind Facebook and Twitter.

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PINTEREST: Uses
Home, Arts and Crafts and Style/Fashion are the most
popular categories.

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PINTEREST: Uses
popular categories.
Top ﬁve sources for pins are Etsy, Google, Flickr, Tumblr
and weheartit.

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PINTEREST: Uses
popular categories.
Top ﬁve sources for pins are Etsy, Google, Flickr, Tumblr
and weheartit.
The site is three years old and has 48.7 million active
users (ahead of Tumblr).

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PINTEREST: Uses
Over 80% of pins are re-pins.

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PINTEREST: Uses
That means content is shared and re-shared. The viral
aspect of Pinterest contributed to its rapid growth.

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PINTEREST: Uses
It’s another tool to curate the Web — and show, not
just tell. A user gathers and bundles images and ideas
from multiple sources.

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PINTEREST: Uses
Browse. Listen/monitor.

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PINTEREST: Uses
Curate a pinboard of resources. Top 10 lists. Photo of
the Day.

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PINTEREST: Uses
Curate a pinboard of resources. Top 10 lists. Photo of
the Day.
Share the news.

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Other digital media tools

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Delicious: Social bookmarking

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Storify: A website that allows curation and combination
of multiple elements from social media (like tweets,
Facebook status updates, etc.)

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Evernote: Keep track of many bits of information from
multiple formats

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Evernote: Keep track of many bits of information from
multiple formats
Snapchat: Share photos with a limited circle of friends.
The photos are only visible temporarily.

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How will you utilize these
powerful new tools?

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powerful new tools?
They are evolving rapidly.

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powerful new tools?
They are evolving rapidly.
Research data are becoming available, which will prove
valuable to how journalists use the tools effectively.

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Questions?

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Questions?
Find this presentation at slideshare.net/loganaimone

Let’s Get Engaged


Questions?
Find this presentation at slideshare.net/loganaimone
Email me at logan@studentpress.org

Let’s Get Engaged


Let's Get Engaged 13

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