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Journalism is FOREVER!

Me in 8th grade, 1988

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Journalism is FOREVER!Me in 11th grade, 1991

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You might have a website, but you still need people to click and to read the content.

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You also want to build an audience to promote your work, to gain ideas and to find sources.

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Referral traffic is becoming increasingly common.

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Sources of website visits:Direct: Those who type in your site’s URL or click from

within your website Search: Those who find your stories via a search engine Referral: Those who click on a link on another site

Social: Those who click on links via social platforms

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Social media creates a two-way conversation. Be comfortable knowing you won’t control it.

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Know what to use.Use the social networks your audience uses.

Facebook, Twitter, Instagram, Tumblr, etc. You don’t have to be on every social medium.

Pick what you can do well. Know the audience of the social medium.

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Know when to use it.Share when your audience is online. Probably not during school. It might be between 9 and 10 p.m. Don’t cross post. Craft your message for each social site individually. Mention or tag people who are in quoted in the story you wrote or picture you posted.

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Know what’s a waste.Twitter feed on your website. Viewers are already there, so they’re not engaging with that content. Autoposters. Craft a message specific to the platform you are using.

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Use social media to report.Learn to search and listen. Monitor what your audience is discussing. Try HootSuite or TweetDeck to monitor accounts. Report only via social. News updates on Facebook or Twitter may not appear on your site. That’s OK.

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Broaden the conversation.Reporters should promote their own content — especially on Facebook through their own profiles. Engage your audience. Have conversations. Tweet back.

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Rule of 1-2-31 Post one of your own updates, images or links 2 Follow two others on the same platform 3 Comment on, like or retweet three posts … every day

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Promote carefully.Push the process, not just the final product. Push stories selectively. Don’t push the fact that you uploaded 17 stories.

Be selective and space them out. Look at Google Analytics to see what is driving traffic.

Use that social network more. It’s working.

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Add a Social Media Editor.• Calendar maintenance and coordinating posts • Establishing and revising expectations • Exploring new platforms • Upholding the standard • This person has to “get” it and know what works

on Social Media.

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Each social media platformhas its benefits.

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How many posts is too many?

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How many posts is too many?It’s up to you. … but the audience votes by unfollowing Find a balance between a trickle and a torrent. Engagement, not overload. Two or three per day per platform is probably fine. More when news occurs. Fewer during school breaks.

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Tips for using TwitterHave separate Twitter accounts. One for news/general and another for sports to live-tweet games without annoying readers. Tweet creatively. Funny or interesting tweets get readers. Develop consistent hashtags.

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More tips for using TwitterTweet at people and use usernames in tweets. Engage readers in a conversation. Retweet from personal accounts. Follow every single student.

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Tips for using InstagramFaces are more interesting than food. Reveal behind the scenes. Promote your staff and its culture. You can get away with fun, posed pictures. Tag people and use usernames in posts.

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More tips for using InstagramCapture the spirit of a moment at your school. Use hashtags to ask for more photos of a school moment. Follow every single student in your school.

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Tips for using FacebookSkip the emotional come-ons like Upworthy. They are sensational clickbait. Post often. More stories per day means more chances to be liked and shared. Match a brief tease with a descriptive headline. Find the appropriate voice.

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Tips for using FacebookUse tags to get your followers to notice your posts Pay attention to how your post looks. Add a link, thumbnail, teaser — avoid double links. Sometimes, a longer post (4-5 lines), photos, links and asking a question increase engagement. Research and best practices: facebook.com/journalists

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Tips for using RedditPost the stories on topics beyond your school walls. Post stories where your school is the news. Use Reddit to find story ideas and sources. Sub-Reddits exist on certain topics. Find a nerdy kid to tell you what to do here.

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Tips for using Google+Yes, roll your eyes, but… Share here and your rankings in Google search will improve. Google has backed off of development, so the days may be are numbered for Google+

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Tips for using LinkedInStudents could have portfolios since the network is now open to anyone above age 14. Use the network to find sources.

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Tips for using whatever is next.

Tumblr? Vine? Pinterest? Snapchat? People scoffed at Twitter at first, too. Monitor student use for trends and stories. Get submissions from audience.

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Tips for using SnapchatBe authentic. Keep it short. “Bite sized is best.” Snap back. Capitalize on the love of the selfie. Be transparent. Tell people you’re curating snaps to be republished.

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Use social media effectively for both reporting and promoting.

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Simple strategies can help you be more effective.

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Experiment and find what works with your audience.

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Engage them.

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Enjoy the conversation. Don’t try to control it.

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Have fun!

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Thanks! Questions?Contact me:

logan@snosites.com @loganaimone http://slideshare.net/loganaimone