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This presentation was part of a session given to high school journalism teachers, part of the ASNE Reynolds Fellowship in Phoenix in the summer 2012. More resources: Robin J Phillips - http://robinjphillips.com/
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ASNE Reynolds High School Journalism Institute 2012 Social Media By Robin J Phillips, Digital Director, The Reynolds Center for Business JournalismCronkite School of Journalism & Mass Communications
+Robin J Phillips | About Me
25 years in the news business
Digital Director, The Reynolds Center for Business Journalism
Experience in print, magazines, wire services, online
Deputy business editor, Newsday, The Arizona Republic
Community news manager, azcentral.com
Small Business Editor, BusinessWeek Online
Business Editor, The Record of Hackensack (N.J.)
Co-founder, #wjchat, weekly online web journalism discussion
NLGJA, Arizona chapter president
Co-founder of Perfect Moment Project
+Why Social Media matters …
1. It’s where things happen first
2. It’s huge. And getting bigger.
3. A way to distribute content, information
4. Self-promotion, branding that stays with you
5. Building audience for new blog, new service
6. Cultivating sources, new fans, new customers
7. Real-time news .. right here, right now
8. Creating community .. power in the network
9. Diversity .. opens up your world
Twitter … and Facebook…
and LinkedIn…
and Flickr…. and Tumblr…
and Blogger…
and Google+…
and YouTube…
and WordPress…
and Foursquare…
and Google Reader…
+How you use social media
Social media marketing
Social marketing
Sharing, listening and engaging on social media tools
+Where things happen first
+Miss Seattle complains
about… Seattle
+
901 millionpeople on
483 millionuse it daily
+
140 million active users on
340
+
+Newspaper readers
+Everybody’s doing it
+Five generations | Arizona
+Common reasons for not exploring opportunities in Social Networks
We can’t control it
We don’t want to encourage negative comments
We don’t want to see comments on our videos
Immigration or other sensitive topics might come up
Our board/council/regents/principals are afraid
We might be held responsible for negative comments
We don’t have the personnel to manage these tools
+Doing nothing is not an option
+Opportunities
Social media allows you to talk directly to students, parents, faculty, staff.
People want news.
They want information.
They want to connect.
They want to hear from trusted sources.
+Education on social mediaSocial media is an extension of the school’s brand
Develop a strategy and set goals
Pick your platforms
Empower and support individual departments
Put guidelines in place
Develop a consistent voice across platforms
Communicate across campus
Share important information
Track what people are saying about you
+What’s the difference?
Twitter People you don’t know but who have common interests.
Real-time search engine; platform for listening, promoting work; crowdsourcing.
Facebook People you know or who know someone you know.
Excellent source for finding sources; listening, sharing work; crowdsourcing.
YouTube People who like your product or who stumble upon your videos.
Viral marketing and specific targeting to fans.
SM tool Community Advantage
+Top Social Media tips
Make every word count.
Keep it simple.
Write killer headlines.
Graphics expand the story.
People make things interesting.
Share related content.
Consider your audience.
Be as human as possible.
+Getting the word out - Twitter
Celebrate your victories.
Remind students, parents about
deadlines, events.
Ask for feedback.
+Facebook shares
Photos, photos, photos
+Government on Social Media
Get young reporters accustomed to following local news sources
+Identifying news
Have students follow local news organizations, cities and towns, police, fire … even major local businesses.
+Personal vs. professional images
+What’s the difference?
+Your friends and fans
Places to find new people, organizations to follow.
+What are they saying about you?
+Who’s talking to YOU!?
+Make sure you listen
… and then talk back.
The Internet
is aconversatio
n.
+So, how do I do this?
Choose your platforms
What type of content do you want to share?
Who should you follow?
Follow people to get the word out that you’re there
Create lists, categories of people in your “tribe”
Set some goals – followers, interaction, links to a blog or website
Have fun!
+Bit.ly for short URLs
+Google url shortener
Helps to track analytics.
+Tools to help cut filterTweetdeck
+Tools to help cut filterHootsuite
+Lots of links
Your friend as editor by Alfred Hermida
NYT’s Nick Kristof on engaging on social media
Social media major tool in disaster response
Social media reshapes journalism by Robert Quigley
Social media ethics: NPR, Newsroom social media guidelines by Steve Buttry
Facebook and Journalists, Twitter Media
+THANK YOU!