Social Media and Journalism's New Directions
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Transcript of Social Media and Journalism's New Directions
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SOCIAL MEDIA AND JOURNALISM’S
NEW DIRECTIONS
Howard University, Sept. 27,2012
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Journalism: Seven Emerging Trends
Smaller news outlets > bigger impact Indy startups – state, community, niche Soft Advocacy sites University news sites Collaboration Non-narrative journalism – Storify, Twitter,
Databases, Comics Tech sites as media makers
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Watchdog Reporting Sites
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Local Indy News Startups
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Spinning off Satellite Sites
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Mission-Driven (Soft Advocacy) Sites
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Rise of Arts & Culture Sites
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Niche Sites: Environmental, Health
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Entrepreneurial U-News Sites
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Non-Narrative Journalism
Comics Databases Events Storify/Twitter
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Storify Stories
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Events as Journalism
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Collaboration: Seattle 55 News Partners
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Indy/ Public Radio Partnerships
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Five Models of Collaboration
Distributive partnerships. Republishing content another news outlet created.
Co-reporting partnerships. Working together on reporting a story.
Content-creation partnerships. Creating content usually
for a legacy media partner.
Networked journalism partnerships. Memberships in formal metro-area blog or news-site networks.
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Where does Social Media Fit?
Collaboration tool
Distribution and engagement tools
Non-narrative story platforms, Storify
Data-gathering tool for tech companies – Facebook, Twitter, Google/You Tube
to be content creators
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NEW REPORT:ENGAGING AUDIENCES
Measuring Interactions, Engagement
and Conversions
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Social Media
Distribute Content Market Sites Track Users
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Can Engagement > Conversion?
Eight out of 10 survey respondents could not tell whether they were turning readers into: Advertisers Donors Content Contributors Volunteers
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Engagement Avenues
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Measuring Engagement
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Rank by Importance
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Top Metrics for Tracking Engagement
#1 Website: unique visitors page views
#2 Social media connectors: Facebook, Twitter
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Dilemma
“We’re interested not just in
breadth of engagement but
more in depth of engagement.”
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Four Strata of Engagement
*Outreach – driving content consumption *Reaction – inviting comments, shares,
likes, chats Stakeholder participation – eliciting
stories, labor, funding Civic Participation – addressing issues
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Strategies: Emotions
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Master Narratives
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Asset Mapping
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Recommendations
Seed innovation in metrics tools Require baseline tracking tools Support community engagement
editors Training and best practices
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Bigger News Ecosystems
Smaller and smaller pieces build