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Social media, branding and metrics tools for journalists. Seminar originally given at Toronto Newstrain, 9/13-14.
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Mandy Jenkins @mjenkins Toronto NewsTrain #TORbrands
Journalism, Branding & Social Media
Crafting Your Brand • Define yourself before others do • Show off your best work • Make yourself/your newsroom easy to
contact
Don't Be This Guy
Define Your Persona
8 Rules of Social Journalism
1. Respond to replies, comments and questions (especially questions) everywhere
2. Be transparent in all you do 3. Ask for help when you need it 4. Be thankful
8 Rules of Social Journalism
5. Make corrections quickly and publicly
6. Address criticism without spats
7. Be consistent 8. Don't just push your content out,
share other links too
Questions for News Brands • Who is my audience?
• What do they want?
• When is my audience online?
• What sort of tone is right for my audience?
Who manages social media?
When do we update?
Twitter for Journalists
Tips for Reporters
• Post links w/ comment or question, not headline
• Monitor the people you cover • Crowdsource stories by asking for info • Quickly find witnesses, info with search • Live report from the scene of a news
event • Show your work
RT News & Photos
Ask For Tips
Target & mention big names
Twitter Chats
Build Twitter Lists
Lists to build: • Sources • Others reporting on your
beat • Coworkers
Make sense of incoming tweets
It's All About Who You Follow
Who you should follow
• Your competitors (& bloggers too) • People in your field of interest/beat • Popular people in your local/topical
Twittersphere • Those who reply to you • Those who re-tweet, share your links
Finding who to follow
• By subject/location: Twellow.com, Wefollow.com
• Muckrack.com (for finding journalists)
• Look at others’ follows/followers • Spy on Twitter lists • Listorious.com
Brands Behaving Badly
Brands Behaving Badly
Journalists on Facebook
Profiles
• One place to manage everything
• Control your privacy • Timeline design with
large image • Could mix personal/
professional
Pages
• Completely separate presence from profile
• Completely public • Timeline design with
large image • Detailed analytics to
see who visits
Going Public On Facebook
• Turn on Subscriptions: Anyone can read your public posts
• Set up a vanity url at facebook.com/username
• Add your job history and a snappy bio to About section (and make it public)
Build Friends Lists facebook.com/bookmarks/lists
Build Interests Lists facebook.com/bookmarks/lists
Target updates
Custom Privacy Settings
Customize Who Sees Photos
Everyone Sees It Differently
Create An Engaging Presence
Take advantage of timeline with photos, milestones and videos
Whatever You 'Like' • What would you share on Facebook?
• Ask questions, feature the responses in stories
• During news, you can't overpost
• Photos and videos work well
Tell Your Story Here
Tell Your Story Here
Wording Matters • Posed Questions +64% • Call to read or take a closer look +37%
• Personal reflections +25% • Clever, catchy tone +18%
% more feedback over average Source: Facebook
Images Matter
Monitoring Success
Metrics That Matter
• How many story ideas were inspired by what you read on social media?
• How many sources did you find on social media?
• How many times did people share or retweet your message?
• How many sites/blogs linked to you?
Track Your Followers Over Time
Twittercounter.com
Track Your Performance
Klout.com
Tweet at the Right Time
Crowdbooster.com
Bitly: Measure Click-Thrus
How are readers finding it?
Set up your alerts
google.com/alerts Eliminate results from your company site: "first last" -yoursiteurl.com
Mandy Jenkins
mjenkins@digitalfirstmedia.com @mjenkins
Blog: Zombiejournalism.com These slides & more at
slideshare.net/mandyjenkins
THANKS!
Presentation Element Credits • Deborah Petersen, @deborapertsen • Kevin Sablan, @ksablan
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