1. Social Media for Editors
Kat Tancock
Annex Business Media Editorial Education Day
October 14, 2011

2. Social
media
It's not that hard!
Photo: Dom Dada on Flickr

3. Photo by Frederic Poirot on Flickr
Social media = Conversation

4. Social media is all
about connections
• Provides multiple platforms of
interaction
• Unites people with common
interests and disparate locales
• Spreads information rapidly
and efficiently
• Strengthens loose ties
• Makes it easy to get in touch,
stay in touch and meet new
people
Photo by ChrisK4u on Flickr

5. Social media for
media
• Talk to current readers and
find new ones
• Interact between issues
• Test and find ideas
• Solicit submissions
• Build brand awareness and
loyalty
• Foster a community

6. "Engagement begets engagement."
– Meg Pickard

7. "I can get a sense of how well a
cover might do by the feedback we
get from it as soon as we post it
online on Twitter. It's incredibly
valuable." – Lisa Tant, Flare
An "instant focus group" twitter.com/lisatant

8. Be out there and aware twitter.com/besthealthmag

9. How to get started
• Pick your platforms
• Create an account
• Follow the leaders
• Learn the culture
• Tell people you're there
Photo by gruntzooki on Flickr

10. "It simply made sense."
Choose the right
blogto.com
platform for your brand

11. Rules to follow
• Experiment and refine
• Play around, but focus your
efforts
• Work with your brand and
audience
• Respect the local culture
• Track goals and results
• Have a plan
Photo by swh on Flickr

12. Grow and promote
• Promote on all platforms
• Move in both directions
• Use free widgets
• Be sharable
• Give and receive
• Seek out your audience
Photo by wackybadger on Flickr

13. "Communities already exist.
Think about how you can
help that community do
what it wants to do."
– Mark Zuckerberg

14. Use what you have and
canadianliving.com
stay on topic

15. Create targeted incentives facebook.com/besthealth

16. Advertise where
appropriate
• Facebook ads can be targeted
to specific demographics and
interests
• PPC/budget means no
(accidental) overspending
• Have a plan that maximizes
conversions
• Test, refine, test again
Photo by Mait Jüriado on Flickr

17. Dos and don'ts
• Don't just broadcast
• Do respect people's time and
space
• Don't go off brand or get too
personal
• Do put yourself in readers'
shoes – and be realistic
• Don't be annoying
Photo by Jonathan_W on Flickr

18. Don't ask people to do
Esquire
too much work

19. Share and respond twitter.com/besthealthmag

20. Look for community
National Geographic Traveler
content

21. Be fun and engaging twitter.com/besthealthmag

22. Repackage and continue
besthealthmag.ca
the conversation

23. "I think it’s successful when the
brand comes first but the editor
can add some personality to it."
– Lisa Tant, Flare
Be personal and sincere twitter.com/lisatant

24. "Respect people and engage with
people. I tweet back and listen to
people. I feel that they can send me
information or feedback and they
know I’ll pay attention."
– Lisa Tant, Flare
Converse and engage twitter.com/lisatant

25. Engage with what's there BlogTO and Flickr

26. "We're taking content we’re already
creating and turning it into content that
is meant to work in a certain space."
– Chris Boutet
Repurpose and be
nationalpost.tumblr.com
where the audience is

27. Look for creative
facebook.com/travelandleisure
revenue opportunities

28. Treat readers as experts Allergic Living and Facebook

29. Social media for busy
people
• Create a lineup
• Have a schedule
• Share the workload
• Set limits
• Utilize tools
• Repurpose
Photo by billy liar on Flickr

30. kattancock.com
Thank you @kattancock
kat.tancock@gmail.com