Introduction to social media for newspapers/Joy Mayer

Transcript

1. Let’s be social. joy mayer | joymayer.com | @mayerjoy
2. What does it mean to have a relationship? What does it mean to be social?
3. This is about tools, but it’s mostly about mindset.
5. What kind of social behavior is appropriate in each situation?
7. Listen and validate. Seek and invite feedback. Respond and adjust.
8. Let’s look at the social life cycle of a community story.
9. • 100th anniversary of a bizarre high school mascot
18. Then ask: what worked? Reach (social and dotcom) Anticipation built for story Target audience reached Usefulness of handout Conversations Story ideas $$$
19. What we’ll do today
20. Let’s be social. joy mayer | joymayer.com | @mayerjoy
21. WHY WE SHOULD CARE ABOUT SOCIAL MEDIA: • More and more users find you this way. • It’s the easiest way to grow your audience. • You can meet people where they are rather than hoping they’ll come to you. • You can easily keep in touch with what your community is talking about.
22. ASK BEFORE JUMPING ONTO A NEW PLATFORM: 1. Is your audience there? 2. Is your potential audience there? 3. What do people DO there, and how do you fit in? 4. Do you know what you want to accomplish? How will you measure success?
23. FACEBOOK • A representation of Internet users. • Numbers are holding steady. Teens are still there, but that percentage is shrinking. • Lots of types of content CAN do well there. Important to learn what actually resonates with your followers. • In general, think about emotion and shareability. Talk like a human being. Have a voice. • Remember that content has a long shelf life.
24. TWITTER • Much smaller numbers. • More urban, educated, young, diverse. • It’s about speed. Fast facts and headlines. Make it easy to consume. • Shareable visuals. • Often a higher tolerance for snark/attitude.
25. HOW DO YOU KNOW IF YOUR AUDIENCE IS THERE? • Search local keywords, influencers • Search posts near you • Experiment and see if people respond • Joy’s favorite: Ask (online and offline, generally and one on one)
28. When deciding strategy for each, first step back • What do people want from you?
29. Why do people follow you?
30. QUESTIONS FOR THE ROOM: Who do you feel confident that you’re reaching? Who do you wish you were reaching?
31. What do people respond to on each platform? • Facebook: community pride, history, local opinions, big news, talkers • Twitter: sports, big/breaking news, useful news, weather • Instagram: community beauty, community faces, behind the scenes, history • Snapchat: live sports, fun community events, personality/behind the scenes • Live video: news conferences, live sports, breaking news
32. Use those factors to determine: • Not just what to post, but what to emphasize. • The nut graf or headline? (Boy, are we good at that.) • A surprising fact? • An emotional quote? • A killer photo? • A map or chart? • A screen grab? • An image made for social? • A question to get people talking?
33. Then produce your channels with those answers as guidelines.
34. We’re good at straight news
35. WHEN TO POST: PERSONALITY OR PERSPECTIVE
39. CONSIDER KINDS OF VISUALS Photos that stand out or are a quick read
40. Photos that stand out or are a quick read
42. Quotes or facts designed to be shared
43. Graphics or gifs (informative or funny)
44. CONSIDER: YOUR LAYERS OF INFO
46. WHEN TO POST: A QUOTE
47. WHEN TO POST: A STANDOUT FACT
48. CONSIDER: ARE YOUR FACTS ACCESSIBLE?
49. WHAT’S IN YOUR “ARCHIVE”? (And do users care when it was published?)
50. WHAT WILL FOLKS BE TALKING ABOUT?
52. WHAT DO PEOPLE WANT TO CONNECT TO?
56. MAN, DO COMMUNITIES LOVE CELEBRATING
61. THEY ALSO WANT TO MOURN TOGETHER
64. How much of the story should you share on social media? Related question: What’s clickbait?
65. Is there anything wrong with giving people a reason to click?
66. Tell your story. joy mayer | joymayer.com | @mayerjoy
67. First: What is your story? What do you want your community to know about you?
68. Not just what you’re doing today and what you do in general. (We give you the news.) But how you do it and WHY you do it.
69. What is your brand’s story? Your value proposition: What do you offer? Your competitive advantage: What do you offer that others don’t? Your priorities: What matters to you? Your staff: Where does your credibility originate? Your relationship to your audience: Are you part of your community? Are you responsive? Are you invested?
70. Examples: telling the story of your brand
76. Examples: inviting users into your process
85. Conversation is journalism. joy mayer | joymayer.com | @mayerjoy
86. WHEN TO POST: A QUESTION First ask: — What are you likely to get in response? — Do you want the answers? — Is the question designed to prod people to engage or to enhance actual conversation?
87. BUT FIRST: Make sure you’ll be listening to the answers. That’s not optional.
88. THEN ASK: Is this a question people want to answer? Consider the “universal particular”
89. What does this topic or story get people in the mood to talk about?
104. What does your community want and need to talk about?
108. TAKE RESPONSIBILITY FOR THE CONVERSATIONS YOU HOST
110. What questions could we ask?