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.

1. 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

3. 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

4. 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

5. El Nuevo
Herald
website
July 18,
2013

6. El Nuevo
Herald
Facebook
July
18, 2013
compared
to Miami
Herald
Notice
the
number
of likes

7. El Nuevo TwitterEl Nuevo
Twitter
July
18, 2013
compared
to Miami
Herald
Notice
the
number
of
followers

8. Notice
the
numbers
La Estrella
of DFW,
another
McClatchy
entity

9. Again, look
at the
difference
Al Dia of
DFW, a
Belo
entity

10. 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
Twitter
El Nuevo
La Estrella
Al Dia

11. 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

12. Questions???
Michael McGuire and Teresa Frontado in newsroom
My contact info: Dr. Kay L. Colley
Texas Wesleyan University
kcolley@txwes.edu
817-584-4691
Spring Visit from Teresa Frontado