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A social media policy that drives more and more readers to El Nuevo Herald's website is described in this presentation, which chronicles a two-week visit to Miami in 2012, sponsored by the Scripps Howard Foundation. Implications for matching social media and audience, particularly in the diverse Hispanic/Latino markets for news are explored.
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Scripps Howard Social Media Grant 2012
Crossing Boundaries at El Nuevo Herald: How Two Newspapers in One Newsroom Use
Social Media to Reach Their Audiences
Dr. Kay L. Colley
How do readers find El Nuevo Herald’s website?
• 50-60% make it to the website from Facebook
• 20-40% from Twitter
• A trend that was typical of all websites from the parent company, McClatchy in July 2012
Staffing for social media El Nuevo• Online news editor—1 per shift; Miami Herald
had multiple people in this position– Update website– Tweet continually– Update Facebook no sooner than every 15
minutes, unless live coverage of a major event– RT tweets of reporters during live coverage
El Nuevo Herald website July 18, 2013
El Nuevo Herald Facebook July 18, 2013 compared to Miami Herald
Notice the number of likes
El Nuevo TwitterEl Nuevo Twitter July 18, 2013 compared to Miami Herald
Notice the number of followers
Notice the numbers
La Estrella of DFW, another McClatchy entity
Again, look at the difference
Al Dia of DFW, a Belo entity
Twitter Comparison Miami: Fort Worth Spanish-Language Newspapers
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
El NuevoLa EstrellaAl Dia
The Take Away• Changing face of journalism is here• Spanish-language market for newspapers, at
least in Miami, is alive and well• Everyone needs to know how to use social
media at a newspaper• New and interesting area of study
Questions???
Michael McGuire and Teresa Frontado in newsroom
My contact info: Dr. Kay L. ColleyTexas Wesleyan [email protected]
Spring Visit from Teresa Frontado
