Joy Mayer Social Media Workshop #3

Transcript

1. What do you
   want users to do?
   joy mayer | joymayer.com | @mayerjoy
   

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2. Let’s start with …
   we want them
   to trust us.
   

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3. 32%
   

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4. Trust numbers go up when people are asked to think about a specific news
   source.
   — Just 17 percent of Americans say that “thinking of the news media”
   generally, they have “a lot” of trust in the information they get.
   — That number jumps to 24 percent when people are asked about the
   news media they use most often.
   “My media” vs “the media”
   —
   Media Insight Project, 2017
   

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5. TRUSTINGNEWS.ORG
   We’re studying the cycle of trust.
   How do news consumers decide what to trust?
   How do they describe credible news?
   How does that change for different types of people?
   What do they say they want, and what do they actually want?
   What can journalists do in response to all that? (Today, preferably.)
   

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6. In our 8,700+ responses, there was a direct tie between how likely
   someone is to trust the news and how likely that person is to pay for the
   news.
   Earning trust is a business investment.
   Financial support correlates with trust.
   

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7. “Mainstream media, because of corporate status, have an agenda – they
   write the article to gain money, get advertising. It’s all about the money.”
   People make assumptions
   about our motivations.
   

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8. Perceptions of fairness and bias
   are all over the place.
   "Journalists are trained in journalism schools to slant the news.”
   He likes that Fox includes someone representing both sides of an issue
   during most of their programming. He doesn't trust CNN, MSNBC, Time,
   and the NY Times. He thinks they're biased, and completely negative.
   

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9. Much of what people say they want, many
   of us are doing. But they don’t realize we’re
   doing it.
   There’s an information void
   about US, and we’re not filling it.
   

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10. We have an education problem.
    A storytelling problem, actually.
    Don’t let yourself be lumped in with “the media” and the often legitimate
    complaints people have about journalism.
    Show readers why you’re worthy of their time, trust and support.
    Invite them to get to know you.
    

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11. Be distinct from “the media.”
    Differentiate yourself from the impersonal, generic, misunderstood
    cultural phenomenon. Communicate your values (and therefore your
    value).
    Look for chances to explain your motivation and your goals. Reflect what
    you know your community values, and demonstrate that you share those
    values.
    Also, show that you value their trust. That itself increases trust.
    

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14. Be distinct from “the media.”
    Say or show things like:
    We’re your neighbors. We’re rooted here. We’re in this together.
    We do this because … Our only agenda is to …
    We know you value this. We do, too.
    We invest in this type of reporting because ...
    We are here because ...
    

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15. Tie those messages to revenue.
    We’re a local business.
    We employee xx local people.
    We invest in getting things right.
    We’ve been documenting life in this town for xx years.
    Some communities are losing their local newspaper. If you’re glad you still
    have one, do your part to invest in it.
    

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16. What are the on ramps to subscriptions?
    What causes people to convert to being a paying print subscriber?
    Or to subscribing to an email newsletter?
    Each post is a targeted — not generic — invitation to find value in what
    you do.
    

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17. How can Facebook make you money?
    The short answer: It won’t give you the direct feedback that print
    and newsletters will. Nobody else is paying you for the privilege of
    reaching your Facebook audience.
    But you can’t afford to *not* be where your community already is.
    You need your product to be a central part of community life.
    

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18. How can Facebook make you money?
    What do you want your community to know about you? What would
    you put in a mailer? In a radio ad? What would you say at a
    community meeting?
    The people you want to subscribe are on Facebook. Treat it like
    marketing.
    Each post is an opportunity for you to communicate your value.
    

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19. How can Facebook make you money?
    Give people things they will be willing to pay for (and remind them
    why it costs money to provide it).
    Demonstrate why the community needs you (and remind them why
    it costs money to provide it).
    

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20. What are the on ramps to subscriptions?
    Create different shortlinks to your subscription page.
    Test them on different platforms.
    Or with different types of messages.
    

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21. What are the on ramps to subscriptions?
    bit.ly/joysocialsearch — put a plus at the end of any bit.ly link to see metrics.
    

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22. What are the barriers to subscriptions?
    The barriers to trust?
    What are the assumptions people make about you? The common
    complaints? (Don’t focus on the just the loudest, crankiest ones.)
    What are you doing to address those?
    

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24. COVERED IN THE KCRG Q&A:
    • ethics (no, we don’t purposefully suppress stories)
    • process (here’s how we check facts)
    • news judgment and perceived agendas (here’s how we
    decide what to cover)
    • commitment to the local community (we’re raising kids
    here too)
    

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25. COVERED IN THE KCRG Q&A:
    • their relationship with national news and with their parent
    company
    • balance and fairness (no, those aren’t the same thing, and
    equal time isn’t always what’s fair)
    • how investigations work (they take time and often unfold
    “like layers of an onion”)
    • why they need viewer’s help to keep a pulse on what
    needs to be covered
    

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34. We also need them
    to engage with us.
    

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35. And the comments
    are our problem,
    not theirs.
    

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38. HAVE A COMMENT POLICY
    • Reward productive conversation by liking it, sharing it or
    responding to it.
    • Punish offensive conversation by deleting it. But do it
    transparently, and post a reminder to the thread about your
    policy.
    • “Hi, folks. Thanks for the conversation. As a reminder, our policy
    (include link) prohibits personal attacks. We do that because we
    know you value civil, respectful discussions. We’ll delete
    comments that violate the policy.” — Joy Mayer, community
    editor
    

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39. Let’s talk about
    Facebook groups
    

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45. FACEBOOK GROUPS
    • Citizens for Sarasota County
    • Friendly People of Sarasota County
    • Sarasota County Citizens
    • The Celery Fields - Sarasota, Florida
    

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46. FACEBOOK GROUPS
    • Sarasota free stuff
    • Totally free stuff Sarasota / Bradenton
    • Sarasota Buy Sell Trade
    

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47. FACEBOOK GROUPS
    • SRQ Food
    • SW Florida Restaurant Review Group
    • SRQ Applause
    • BACKSTAGE SARASOTA
    • Lost and Found Pets 941
    

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48. FACEBOOK GROUPS
    • I Remember Sarasota
    • You know you're from Sarasota if ...
    • If you grew up in Sarasota, FL...then you
    remember
    • Sarasota History & the SRQ Quiz
    

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49. FACEBOOK GROUPS
    • 941 Mommies
    • Sarasota Families Paying it Forward
    • Supportive Moms of SWFL
    • Sarasota Mommy Sale & Trade Page
    

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50. Let’s talk about
    hosting conversations
    

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51. 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?
    

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52. BUT FIRST:
    Make sure you’ll be listening to
    the answers. That’s not optional.
    

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53. THEN ASK:
    Is this a question people
    want to answer?
    Consider the “universal particular”
    

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55. What does a specific topic or
    story get people in the mood
    to talk about?
    

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63. LINKS, HANDOUTS, RESOURCES
    joymayer.com
    

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64. PRACTICE ASKING QUESTIONS
    What do you want to ask your community to talk about?
    Pick two issues likely to spark community conversation, and write a Facebook post
    for each with a primary goal of hosting conversation.
    1. One should be easy — something people are dying to talk about.
    2. One should be something you want to learn from them about.
    

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