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Class slides and lesson overview on social media for new brands, prepared for my Entrepreneurial Journalism class at Georgetown University.
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Social Media and the Entrepreneurial Journalist
Social media can be part of the solution for the 3 key challenges an entrepreneurial journalist faces: content, distribution and monetization.
Social Content: YouTube
Social Content: Flickr
cc licenses
Curating Content: Simple Slides
Tumblr Reblogging
Crowdsourcing Content
Google Docs
● Gathering info using Forms
● Crowdsourcing
● Free word processor/Excel/Powerpoint
Crowdsourced map: Google Maps
Polling, Gathering Ideas
Feature Example - TBDNews Example - HuffPost
Search for Content
● Search by keywords, location, time● Reach out for more info● Follow who you reach out to
Social Media for Distribution & Storage
Social Media for Monetization
Why is social media important for a new brand?
Social Media and Brands
Establish your brand's identity before consumers or competitors can
Perform customer service
Reach influential audiences
Getting Started
Find Your Persona
Who is my Brand?
Questions to Ask
● How conversational should the tone be?● What sort of tone is right for my content and
audience?● Am I a friend, a voice of authority or
somewhere in-between?
Audience
● Who is my audience?● What do they want?● When is my audience online?
Overall Strategy
● How much two-way communication?● Who am I competing with? What can I
do better on social media?● Do I re-tweet? Who? Why?● How will I have time?
Source: Pew, 2011
● 13% of all American web users
● Those aged 18-29 more likely users than older Americans
● African-Americans and Latinos are more than twice as likely to use Twitter as are white internet users
● Majority are college-educated
Powered by followers
You follow
They follow
Who you should follow
● Your competitors (bloggers too)● People in your field of interest● Popular people in your related/local
Twittersphere● Those who reply to you● Those who re-tweet, share your links
Finding who to follow
● By subject/location: Twellow.com, Wefollow.com
● Muckrack.com (for finding journalists)● Look at others’ follows/followers● Spy on Twitter lists ● Listorious.com
Interacting With Users
8 Simple Rules of Social Interaction
1. Respond to replies, comments and questions (especially questions) everywhere
2. Be transparent in all you do
3. Ask for help when you need it
4. Be thankful
8 Simple Rules of Social Interaction
5. Make corrections quickly and publicly
6. Address criticism without spats
7. Be consistent
8. Don't just push your content out
Tweeting Like You Mean It
●Curation > Broadcasting●Use your news nose●Timing is everything●Think like a copyeditor●Think before you re-tweet
What Not to Do
Brands Behaving Badly
Brands Behaving Badly
Be More Than Just Friends
Source: Facebook
● 94.7 million Americans, about 50% penetration in most states
● Growing fastest among older Americans
● Majority women, but may differ for brands
Pages Not Profiles
Get Them Talking
● Sports● Politics● Heartwarming stories & photos● Behind the scenes info● Hot topics
Wording Matters
● Posed Questions +64%● Call to read or take a closer look +37%● Personal reflections +25%● Clever, catchy tone +18%
% more feedback over averageSource: Facebook
Images Matter
Timing Matters
● Post late in the week and on weekends● Post throughout the day
Source: Facebook
Page Management
● Set your word filters, moderate comments
● Take advantage of media, people respond to videos and photos
● Don't go automatic
Tips from the PR experts...
Interact with fans in comments
Address negative comments quickly
Share stories, inspire others to do the same
Don't be "selling" all the time, just be real
Reputation Management
Find out what people are saying and address it head-on
Google Alerts
Know what's out there - and respond
Set up your alerts
google.com/alerts
Eliminate results from your company site:
"first last" -yoursiteurl.com
Twitter keyword searches
More alerts
Video alerts
RSS feed alerts
Social mention reports
Ways To Open Up
Chats
Real Life Engagement
Mandy Jenkins
Twitter: @mjenkinsZombieJournalism.com
Find these slides at:slideshare.net/mandyjenkins
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