Engage them, include them and get more of them. This session explores crowdsourcing, polls and surveys, focus groups, social media and interactive copy formats to make sure your audience feels connected to your publication. After all, you're planning and producing it for them.
/title slide image based on CC-SA-NC license; M. Brinkley
1. involving
your
audience ideas from Sarah Nichols, MJE
#hsjTX @sarahjnichols
Friday, November 16, 12
2. why audience matters
• consider your publication, staff goals
• people are talking; be part of the conversation
• understanding your readers improves
your coverage
• strive for long-term relationships
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3. big idea #1
The way to build sustainable
relationships with your readers
is to be interesting, relevant,
unique.
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4. what we know
• compelling images
• multiple entry points
• striking layouts
• captivating stories
• something for everyone
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7. ... but this is not that session!
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8. going social (or getting better at it)
• necessary in order to be relevant
• requires new thinking
• provides challenges in terms of measurement
• complex (many tools, ways to measure)
• changes constantly (new tools, options)
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9. crowd sourcing
• readers feel connected to stories when
they’re affected personally or know others
in the same situation
• invite your audience to be interviewed or
to provide important information
• adds context, meaningful details
• casts a wider net in finding sources
(you don’t know everyone!)
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15. crowd sourcing
• ask for reader input:
provides a teaser to
upcoming coverage
and helps measure
student interest
• monitor comments
for potential sources
or secondary angles
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17. #quarrybowl
• create or promote
a common hashtag
• gather additional
angles, sources
for existing stories
• comment or like
photos to gain
follow-backs
• ask for the photos
you’d like to use in
your publication
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18. using hashtags
• invites readers to share information, interact
• easily searchable
• choose carefully (length, simplicity)
• #whitesweatergirl
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24. focus groups
• organized feedback with targeted audiences
• by topic, medium, season, issue
• provides time for Q/A, idea sharing
• the why
• the how
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26. find a focus
• topic-specific
vs. open-ended
• incentives
• avoiding
oversaturation
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27. big idea #2
Talk less and listen more.
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28. reader feedback
• asking your audience to share their likes,
dislikes, reactions shows your commitment
to their wants/needs
• Survey Monkey, Survey Gizmo, Poll Daddy
• aim for 10 percent minimum student sample
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29. instant feedback
• ask about more/
less coverage
• wants/needs
• cover design
• school colors
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35. trendspotting
• let your audience show you what they’re
thinking about through their online activity
• assign your social media editor to monitor
the news feed
• assign newer staffer members to find
three new story ideas from their friends’
social media content
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50. spot news
• social media as instant reporting tool
• tags help extend your reach
• going viral vs. having sharable content
• invite participation (likes, comments, shares)
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58. interactives
• things to click or do to engage with content
• QR codes for additional content online
• quizzes/matching quick-reads (print, digital)
• CoverItLive or online chats
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68. best practices
• create your own
social media guide
• revisit constantly
• establish consistency
• revisit goals
2013
DETAILS
SOCIAL
MEDIA
GUIDE
Friday, November 16, 12