The point of the click

1. the point of the click a look at social media for high school publications #thinkJ @sarahjnichols Sunday, October 13, 13

2. who’s here and why ✤ advise a journalism-related social media account? social media team? ✤ have multiple accounts for your program? ✤ comfort level? ✤ know your ROI? #thinkJ #converge13 Sunday, October 13, 13

6. what this isn’t ✤ why you should use social media in your program ✤ what’s scary about social media for your publication ✤ whether you should “friend” your students personally ✤ why your administrators “won’t let you” have social accounts ✤ how to create or set up new accounts ✤ #sorrynotsorry @sarahjnichols #JEAai Sunday, October 13, 13

10. roles of social media ✤ gather information ✤ extend coverage ✤ invite participation ✤ promotion/marketing ✤ educate/inform/entertain @sarahjnichols #JEAai Sunday, October 13, 13

14. crowdsourcing Sunday, October 13, 13

18. extend coverage Sunday, October 13, 13

22. additional content Sunday, October 13, 13

26. invite participation Sunday, October 13, 13

30. promotion/marketing Sunday, October 13, 13

34. source of information Sunday, October 13, 13

38. Sunday, October 13, 13

42. informed, involved readers Sunday, October 13, 13

46. deﬁne the role for each account t game results crowdsourcing about us spot news breaking news sneak peeks at pages behind-the-scenes fun factor recruitment standalone shots links to stories inclusion (for example) Sunday, October 13, 13

47. goal: read our stories 2010: Volleyball story Good reporting Timely post No Facebook link No photos No promotion = 21 separate hits total Sunday, October 13, 13

51. driving trafﬁc to your website 2011: Volleyball story Good reporting Timely post Facebook link Photo Tweet = 676 separate hits total Sunday, October 13, 13

55. things we can’t control ✤ a public audience means it will extend beyond your school ✤ social media tools and apps constantly change ✤ once you ﬁgure it out, it becomes unpopular (“the death of Facebook”) ✤ technology access and mobile devices vary by student ✤ ﬁlters at school block access @sarahjnichols #thinkJ Sunday, October 13, 13

59. ... but some things we can ✤ teach students best practices as they analyze professional media ✤ create a social media guide similar to or as part of your staff manual ✤ make sure ideas are planned, researched, developed, defended ✤ allow for experimentation, ﬂexibility ✤ monitor and measure progress to see what works #thinkJ #converge13 Sunday, October 13, 13

67. social media guide ✤ establish guidelines ✤ emphasize consistency ✤ revisit regularly 2013 DETAILS SOCIAL MEDIA GUIDE @ellynangelotti: “Overreaching rules can stiﬂe speech and creativity.” Sunday, October 13, 13

71. proceed with caution ✤ pitch an idea ✤ conduct research ✤ plan content, execution @bramach advises her students to research, plan, pitch Sunday, October 13, 13

75. experiment #hallowhitney: 213 Instagram photos Sunday, October 13, 13

79. analyze ✤ ✤ ✤ ✤ What forms of social media are helping increase page views, time spent, and the number of unique visitors to our website? Which social media tools are most effective for the topic and audience? What types of messages have been most effective in increasing conversation, participation and connections between users and our site? Is there a sense of shared community, discourse and discovery that our social media strategy supports? based on ideas from Susan Mernit, J Lab (Knight Community News Network) Sunday, October 13, 13

83. monitor, measure progress Sunday, October 13, 13

91. foller.me Sunday, October 13, 13

95. what works? Sunday, October 13, 13

99. what works? we’re guessing ✤ post a photo ... no, wait ... post a video ✤ label as “breaking news” ✤ include a link ... no, not at the beginning ✤ post earlier in the day ✤ post later in the day ✤ contra-competitive timing Sunday, October 13, 13

103. make your own memes Sunday, October 13, 13

107. subtle (with voice!) Sunday, October 13, 13

111. best: a relationship Sunday, October 13, 13

119. look for trends Sunday, October 13, 13

123. know the metrics ✤ SERP: search engine results page ✤ SEO: search engine optimization ✤ uniques ✤ new/repeat visitors ✤ page views ✤ page views per visit ✤ time on page/site Sunday, October 13, 13

127. other best practices Do’s Get speciﬁc. For instance, using an established hashtag like #SFcrash on Facebook will probably yield better results than cramming #SanFrancisco #plane #crash in to a post. Facebook search doesn’t search yet for more than one hashtag at a time. Use generic hashtags sparingly. For instance, if you might occasionally include #Whitney in some posts to attract the attention of Whitney H.S. Facebook users who don’t know you’re there. But putting #Whitney in every update will get old fast. Sunday, October 13, 13

131. other best practices Do’s 1. Keep it short. Be concise. Save characters for RTs and @mentions. 2. Be personable, relatable. 3. Write for humans; optimize for robots. 4. Provide helpful information. 5. Appreciate your audience (respond!). 6. Experiment, measure, discuss. (Repeat as needed!) 7. Be journalistic. Sunday, October 13, 13

135. when it works Sunday, October 13, 13

147. key concepts Engagement How engaged is your audience with your content? What are the levels of interaction and attention? Impact What impact do you have on readership? Are you broadening or deepening the conversation? Reach How is social media connecting your content to the audiences you want to connect with? Do those audiences share with others? @sarahjnichols #thinkJ Sunday, October 13, 13

154. @sarahjnichols #thinkJ Sunday, October 13, 13

The point of the click

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The point of the click