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    Social media tools for journalists and journalism in exile

    Clare Cook @cecook

    SOCIAL MEDIA for exiled media

    COMMUNITY + PRODUCTION + DISTRIBUTION = ENGAGEMENT

  • SOCIAL MEDIA FOR EXILED MEDIA

    CONNECTING. PRODUCTION.
    DISTRIBUTION. RESPONSE

    1. PRODUCE FOR SOCIAL

     #social is noisy

    2. NEW BREED OF NEWS

    #social at the heart of production

    3. CHANNELS

    #social is themes and obsessions

    4. DISTRIBUTION

    #social is mobile
    and timed

    5. VISUAL

    #social is stories with eyes and ears

    6.USERS

    #social is a conversation

  • DIGITAL PRODUCTION = MOBILE

    Social traffic is dramatically more mobile-based than all other traffic, with almost 70% of social traffic coming from a mobile audience.

     

    Go short: Write concise, punchy headlines and shorter paragraphs and subheads to break up the text. 

     

     Go long: Contrary to conventional wisdom, audiences are comfortable thumb-scrolling through lengthy, immersive stories.2 Don’t skimp on quality or quantity.

    DIGITIAL PRODUCTION =  CHANNELS

    Social stories become content divided up into:

    themes

    collections

    obsessions

    categories

    DIGITAL PRODUCTION = 

    STAND ALONE ELEMENTS

    Stories chunked into story elements with each one standing alone or joined together by the user

    DIGITAL PRODUCTION 

    = IN REAL TIME

    Your production is insignificant when set against the tsunami of content being produced around the web

  • DISTRIBUTION AT THE HEART

    Right moment relevance

    Young adults (ages 18 to 29) are the most likely to use social media – fully 90% do

    People

    Facebook — 72% of adult internet users/62% of entire adult population

    Facebook

    Pinterest — 31% of adult internet users/26% of entire adult population

    Pinterest

    Instagram — 28% of adult internet users/24% of entire adult population

    Instagram

    LinkedIn — 25% of adult internet users/22% of entire adult population

    Linkedin

    Twitter — 23% of all internet users/20% of entire adult population

    Twitter

  • SOCIAL MEDIA GOLDEN RULES

    The social media ecosystem

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    Journalism as
    a process

    Social at the heart

    Consider which accounts you use for the different parts of the news process. Where are your alerts? Short form? In depth analysis and conversation?

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    Distribution

    Input and output

    At every level of the production process the content is distributed allowing more input and interaction

  • TRAFFIC INFLUENCES CONTENT PRODUCTION

    Mobile. Scheduling. Short form. Long form. 

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    Mobile traffic more than desktop

    Be clear how that affects the content production process

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    Peaks and waves

    Scheduling content to fit with short form and immersive needs

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    Don’t make content mobile, make mobile content.

    Consider the way people typically engage with news on their mobile devices: phones oriented vertically, often in public, with or without sound, totally immersed yet easily distracted. Grab their attention and keep it with short videos that suit this context. Tell stories that are personal in tone, don’t require audio, and capture the immediacy and intimacy of mobile viewing. Don’t test that patience. Short - between 30 secs to 2 mins

  • COLLABORATION

    Users and readers are your community

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    Know your community

    Seed your content

    You must be at the heart of your social community: who are your best followers? your key influencers? who else can you connect with for reach?

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    Listen to your community

    Journalism is a conversation

    Your audience must be able to connect with you and you must respond. Where can they comment? who replies? when? why should they connect?

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    Write to be shared

    A talking point

    What was the last thing you shared? There's lots going on but it comes down to: I endorse that, I like that, I believe in that, I want to be known for that... 

    Resonates with your audience/makes 

    them want to share

    Tells a story

    Shows breaking news situation

    Shows emotion

    Humorous

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    Appeal for more video

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    Encourage your readers to supply video/find UGC video

    Encourage reporters to follow more people on Facebook

     Join Banter groups and other Facebook groups

    Set up arrangements with community. Ie, football, drama, history societies, 

    people with drones etc

    Start doing more call outs for video. 

     Let readers know in the sell that it’s their content to encourage sharing and 

     

    more UGC.

  • PARIS ATTACKS

    In focus: One news story as a social journey

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    Hashtags

    #parisattacks

    #prayforparis

    #porteouverte

    Hashtags organise social media. Know them. Follow them. Use them as a thread to the wider web.

    Vine live video

    A billion loops

    Virility is about shared experiences and quality content can be a moment as much as a package

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    An iconic image

    Facebook viral overlay

    Jean Jullien was not seeking fame but the world wants to be united in a time of crisis 

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    Hosting communities

    The news organisations role

    News organisations are increasingly the place to go - the cafe in a crisis

    Reflection

    In depth videos and follow on

    Eagles of death replay the horror of the event

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    Informed and
    in depth

    Infographics

    Maps charts and graphs in multiple form with new perspectives to explain the story visually

    A message

    Man pens defiant message

    A simple video slideshow with message of defiance goes viral - words brought to life

  • ORGANIC REACH

    RULES OF ENGAGEMENT: A CIRCULAR INVESTMENT

    #1. FIND YOUR COMMUNITY

    #2. CONNECT

    #3. AVOID SPAMMING

    #4. PRODUCE FOR SOCIAL

    #5. MAKE IT A TALKING POINT

     

    #6. DISTRIBUTE IN OBSESSIONS AND CHANNELS

    #7. MAKE THE CONTENT YOU HAVE WORK HARDER

    #8. USE ANALYTICS

    #9. RESPOND AND ENGAGE

    #10. SEARCH AND ARCHIVE

  • SOCIAL MEDIA IN EXILE

    The unique requirements of social media
    for journalists in exile

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    What is the purpose?

    Why social media?

    Consider what you and your news organisation want to get out of social media?

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    What is the challenge?

    Steps and blocks

    What gets in the way of your social media production? What obstacles are there? In what ways are these unique to exile?

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    What is social?

    Social means what to you

    Is social interaction or is it communities and people? Is it distribution or is it more?

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    COMMUNITY ENGAGEMENT

    Clare Cook @cecook

  • COMMUNITY ENGAGEMENT

    Step by step to building and maintaining organic reach

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    Trends

    Find what is trending and ride the wave

    Not one tool will tell you everything for free so use them like unthreading a ball of wool:

    Buzzsumo: content research (most shared and trending now), influencers (see key people and links they shared, can add direct to list) and monitoring tabs

    Topsy (social search and analytics: eg azerbaijan and oil

    Social Mention (gives blogs and influencers)

    Hashtagify

    Google, Twitter, Facebook trends

    Whatthetrend - countries

    Hashtags.org - prolific users

    Tagboard pulls in from Instagram, Twitter and Facebook

    Free trial - https://spike.newswhip.com/welcome

    Use suggested hashtags on Instagram re volume

     

    Tweetdeck

    Twitter on its own is a poor experience

    Twitter lists, control engagement levels, track what people are saying about you officially and unofficially, team collaborate, schedule tweets

    Know what times are best for your content with http://tweetwhen.com/

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    Communities of interest

    Find where people are talking about your subjects

    Deeper search: Yippy

    Forums and bloggers: Boardreader Google + forums Google + communities

    Geolocated search

    Reddit is major traffic driver : links and posts system of up voting (try https://www.reddit.com/r/PoliticalVideo or communities https://nu.reddit.com/r/Africa/)

    Tumblr - major driver retumbling and hashtags

    Pinterest - need pin it on your site if possible

    Photo communities: Tineye, Flickr.com/search/advanced

    Youtube search - filters cc

    Facebook - key word then select : videos, groups etc eg azerbaijan oil rig fire + videos

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    Know who's who

    Find out the key influencers and map the space

    It is essential to know who are the key influencers so that you can seed content

    Twitter analysis of followers - Tweepi and Twitonomy

    Followerwonk for bio search and more

    Buzzsumo for key influencers

    Simplymeasured for free analysis reports including your top users on Facebook

    Klout.com for analysis and recommended experts

    Twitter lists to manage

    Facebook groups

     

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    Profiles and pages

    Getting all the team on board

    Consider using profiles. 

    Be clear on the difference between groups, profiles and pages on Facebook. 

    Avoid empty accounts with nothing on.

    Make sure profile and 'about' information cross links to other social accounts

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    PRODUCING FOR SOCIAL MEDIA

    Tips and tools: writing for social, visual storytelling and multimedia in the day to day

    Clare Cook @cecook

  • WRITING FOR SOCIAL

    Make people want to share: here's my Top 21 Tips for writing social

     

    #behind the scenes

    #regular

    #avoid automation

    #talking points

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    Clickbait

    Add intrigue

    Write active not nouns. Simple full phrases. Use hashtags. Questions and intrigue = social media headlines

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    Listicles

    Ten best

    Write stories as ten best or six things... They are simple and accessible

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    Calls to action

    Make people want to join

    Remember what makes people want to share: they approve, they feel belonging, it resonates. Let them join or do something

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    Embed users

    Let the reader in

    Storify lets you pull in content from around the social web. Medium is a fantastic network or writers, and you can share drafts to co-edit. Linkedin Pulse is the place for any business/tips stories. They are all platforms where you can include communities easily. https://tldrify.com/ allows you to tag any piece from the web

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    Mentions

    Connect and seed

    @mentions @notifications tag cc on Facebook - push your content discretely into other people's feeds

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    Deep linking

    Hyperlinks

    There are two variables with links: the words you select and what you link to (always chose an exact URL)

    Avoid error 404

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    Involve the user

    Interactivity is key

    Polls, questionnaires, co-editing documents are all great ways to encourage users. Surveymonkey or Google forms for more advanced; Twitter polls within tweets; co-editing Google docs

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    Create a content calendar

    News agenda

    Use it to keep track of what is working and which posts are coming up: what will your audience be interested in when? offer sneak previews? what's coming up. Write regularly and include the behind the scenes if it's safe

  • VISUAL STORYTELLING

    Make your stories a feast for the eyes

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    Images

    A small tagline

    Galleries in wordpress

    Slideshows slidely

    Image collages as a teaser with Picmonkey

    Edited screengrabs with Awesome screenshot

    Snapchats

    Creative commons

    Image sizes for social media

    Make Twitter ready images

    Adding a hashtag or message onto the picture adds empathy and makes readers more likely to share it

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    Moving images

    A small tagline

    Gifs with gifboom or Giphy

    Watch them in a beautiful photo essay

    Vine

    Meipai

    Boomerang on Instagram

    Headliner

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    Interactive images

    A small tagline

    Sliders

    Interactive images with Thinglink

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    Infographics

    A small tagline

    Google My Maps, Storymap.js

    Timelines Timetoast.js, Dippity

    Easy infographics with easelly or infogram

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    Immersive packages

    A small tagline

    Readymag

    Storyboard

    Strikingly

    Primer Stories

  • MULTIMEDIA PACKAGES

    Use audio and video quickly and cheaply

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    Audio storytelling

    Slate is leading the way in podcasting but a break out audio can bring a story to life

    Jamsnapp

    Sound pencils and images

    Audioboom

    Soundcloud

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    Video storytelling

    Social video is 20secs - 2mins. It's more informal

    Vine

    Youtube Capture

    Clips and Tempo

    Headliner

    Instagram video 15 secs

    Put subtitles on videos

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    Live storytelling

    Easy tools to make storytelling live and in the moment

    Periscope

    Coveritlive

    Google hangouts on air

    Editor takeovers

    Twitter chats - weekly

     

  • 1. COMMUNITY

    2. SEEDING CONTENT

    3. ENGAGEMENT 

    3. WRITE TO BE TALKED ABOUT

    4. WRITE TO BE CLICKED

    5. WRITE TO BE SHARED

    6. emphasis on visual

    7. SHORT

    8. stand alone stories

     

    Clare Cook @cecook

    8. think in themes

    9. passions not stories

    10. ARCHIVE AND SEARCH

    Social media for journalists in exile

    With thanks to John Mills for photographs

    Paul Bradshaw Online Journalism Blog