Embed Size (px)
DESCRIPTION
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/.
Citation preview
SOCIAL MEDIA AND JOURNALISM’S
NEW DIRECTIONS
Howard University, Sept. 27,2012
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
Watchdog Reporting Sites
Local Indy News Startups
Spinning off Satellite Sites
Mission-Driven (Soft Advocacy) Sites
Rise of Arts & Culture Sites
Niche Sites: Environmental, Health
Entrepreneurial U-News Sites
Non-Narrative Journalism
Comics Databases Events Storify/Twitter
Storify Stories
Events as Journalism
Collaboration: Seattle 55 News Partners
Indy/ Public Radio Partnerships
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.
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
NEW REPORT:ENGAGING AUDIENCES
Measuring Interactions, Engagement
and Conversions
Social Media
Distribute Content Market Sites Track Users
Can Engagement > Conversion?
Eight out of 10 survey respondents could not tell whether they were turning readers into: Advertisers Donors Content Contributors Volunteers
Engagement Avenues
Measuring Engagement
Rank by Importance
Top Metrics for Tracking Engagement
#1 Website: unique visitors page views
#2 Social media connectors: Facebook, Twitter
Dilemma
“We’re interested not just in
breadth of engagement but
more in depth of engagement.”
Four Strata of Engagement
*Outreach – driving content consumption *Reaction – inviting comments, shares,
likes, chats Stakeholder participation – eliciting
stories, labor, funding Civic Participation – addressing issues
Strategies: Emotions
Master Narratives
Asset Mapping
Recommendations
Seed innovation in metrics tools Require baseline tracking tools Support community engagement
editors Training and best practices
Bigger News Ecosystems
Smaller and smaller pieces build
