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Social Media Strategy
Steve ButtryUniversity of Texas-Arlington Shorthorn
August 14, 2012#utashorthorn
Read more about it• stevebuttry.wordpress.com• slideshare.net/stevebuttry• @stevebuttry• [email protected]• zombiejournalism.com
• Do agencies, people on beat use?• Watch for public videos getting attention
(will often see links, mentions on Twitter)• Embed in stories, blogs
• Interview by video Hangouts• Find sources on breaking news stories• Follow sources in Circles• Follow beat topics in Sparks• Boosts search results
Photo sharing
• Do agencies, people on beat post photos?
• Search for keywords, photos• Invite people to contribute photos on
news stories• Connect w/ people posting photos• Seek permission (check conditions)• Give credit
Document sharing
Link-sharing
Location-based services
• “Mayor” is great source about a business or venue (employee or customer)
• See who has checked in for breaking news story
• Tips might provide questions for stories• Break story w/ Foursquare “shout”• Provide tips on campus-area venues
Social blogging
• Gaining popularity for Gif blogs• Great for niche, narrow-focus blogs• Strong sharing• Highly visual
Networking, travel
• Connect with sources• Find new sources through connections,
groups• Discussions help find experts• Check updates, slides, travel• Search by location & keyword
Curation
Live reporting
Social fame is fleeting
Ways to use social media• Daily routine• Find sources• Breaking news• Crowdsourcing• Investigative
reporting
• Report news• Distribute content• Personal &
newsroom accounts• Market brand• Generate revenue
• Many more users• Much info private• Tougher to search• Not as immediate
(less frequent updates)
• Engage, don’t intrude
• Great for breaking news
• Great real-time search
• Engagement not as intrusive
• Hashtags help w/ search, conversation
• Connect w/ sources (balance, disclosure?)
• Check pages of agencies, people on beat• Crowdsourcing (ask on their pages as
well as yours)• Look for people in the news• Ask for permission to use photos
• Follow officials & agencies on beat• Twitter Search (advanced)• Hashtags (regular & spontaneous)• Breaking news• Crowdsourcing
Why use• It can save you time• It extends your reach• It’s an engaging, conversational tool• It’s great for connecting with
eyewitnesses• Powerful real-time search
?
Before the big story breaks
• Follow lots of local people (location search, replies, retweets, check followers)
• Join local conversation• Master Twitter search (advanced)• Promote local #hashtag taxonomy
(#okstorm, #utanews)• Use Twitter routinely on your beat
Quakes, tornadoes• Indonesia• Twitter HQ
When the big story breaks• Twitter Search
(advanced)• Connect w/ witnesses• Crowdsource• Tweet early & often• Seek verification• Address rumors (say
what you don’t know)• Seek photos
• Converse• Answer questions• Thank contributors• Promote fresh content• Link to new reports
(even competitors’)• Be human (fun where
appropriate)
@statesman case study
Crowdsource
Crowdsource
Say what you don’t know
Converse w/ public
Link to fresh content
Link to fresh content
Follow up• stevebuttry.wordpress.com• slideshare.net/stevebuttry• [email protected]• @stevebuttry• zombiejournalism.com
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