The Arizona Republic's Chad Graham and the Reynolds Center's Robin J. Phillips present during the Reynolds Center's one-hour webinar, Social Media ROI for Journalists. The training focuses on developing, tracking and reaching social media goals inside and outside the newsroom.
For more information about training for business journalists, please visit businessjournalism.org.
For access to other social media resources, please visit the training archive page at http://businessjournalism.org/2013/08/22/social-media-roi-for-journalists-self-guided-training/.
Social Media ROI for Journalists by Chad Graham and Robin J. Phillips (2014)
1. Title Slide
Show me the ROI
Building a stronger newsroom
social media strategy
Chad Graham and Robin Phillips
March 2014
2. Jodi Arias, 32
On trial in Phoenix for the
2008 killing of her secret
lover, Travis Alexander.
Alexander, 30, was found
dead in the shower of his
home with a bullet in his
head, nearly 30 stab
wounds and a slit throat.
12 News
TV
Studio
Newspaper
Online
Republic Media at a glance
6. Today we’ll examine four areas:
Audit current
practices
Meaningful
measurement
Individual
training
Engagement
beyond social
Social
2.0
6
7. Audit: Define the business problem
• Audience acquisition
• Audience retention
• Customer service
• Generate new revenue stream(s)
• All of the above
7
8. Audit: Audience profile
• What are the demographics of our digital, TV and print
audience?
• What % of my market uses what social network?
• Profile of the audience currently engaging with our
social brand channels
8
9. Social media network use
(Source: ComScore, % reach online adults)
Social network Metro Phoenix U.S.
Facebook 72% 65%
Twitter 17% 17%
Google+ 18% 16%
Pinterest 14% 13%
Instagram 14% 14%
9
10. Demographic azcentral 12 News
Gender Women Women
Age 45-54 45-54
Best post day Friday Friday/Saturday
Best post time 8 p.m. 8 p.m.
Best post type Photo Photo
Top post topic Yarnell Yarnell
Facebook demographics
(Source: Facebook Insights)
10
11. Metro Phoenix social network trends
Twitter: Men 45-64, $60-$75K, children
Pinterest: Women 35-44, $100K+
Google Plus: Men 35-49, under $25K
Facebook: Adults, 18-34, $60K
Instagram: Men 25-34, $60-$75K, children
13. Audit: Organizational support
• Does social media have the support of your
organization’s top leaders? Part of operational goals?
• What is the annual budget? What department pays for it?
• Is social media factored into annual employee
performance?
13
19. 19
Social media one-on-ones
• Focus on the social networks with
the most ROI
• Keep them simple: 2-3 goals
• Added to a staff database,
accessible by managers
• Repeat the process every six
months
22. 22
Recap
Telling your
brand story on
social media
at this moment
Determining
the most
important
numbers to
measure
Tailoring social
media to meet
the individual
needs of staff
Considering
new
engagement
opportunities