1. The Post-Standard Social Media and Emerging Technology Executive Summary: There is an opportunity to hire a Social Media Manager at The Post-Standard to analyze current social media presence, align branding across social media platforms, and lead a team to manage and expand The Post-Standard’s social media presence and increase advertising opportunities.
2. MarenGuse@marenguse B.S. in Photojournalism from the S.I. Newhouse School of Public Communications at Syracuse University, 2009 Interned as a Photojournalist at The Post-Standard, 2008 Media and Marketing Project Manager at Northeast Ohio Apartment Association M.S. in Information Management at the School of Information Studies at Syracuse University, expected 2012 Social Media Consultant, Crouse Health Foundation MarenGuse@gmail.com @MarenGuseMarenGuse.comFacebook.com/MarenGuse
3. Newspapers Successfully Using Social Media The Washington Post The New York Times The Oregonian The Guardian Boston Globe The Huffington Post – Online only Seattle Post-Intelligencer – Online only AnnArbor.com– Online only http://www.agenciasdecomunicacion.org/wp-content/uploads/community-manager.jpg
5. The Oregonian: Follow Page The Oregonian and OregonLive.com are listed Easy to find primary accounts Easy to navigate Nearly all reporters and photographers are on Twitter http://www.oregonlive.com/connect/
34. The Atlantic: Twitter Positive Consistent branding Clear and consistent naming of niche handles Facebook URL Good use of Retweets, mentions and hash tags Social media manager often manually tweets https://twitter.com/#!/TheAtlantic
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36. The Atlantic: Facebook Info Tab: Seamless online presence across platforms Engagement: Questions encourage response and foster discussion http://facebook.com/TheAtlantic
41. Goals: Enhance the branding of The Post-Standard to reflect the lively and multifaceted multimedia company Establish The Post-Standard as a community leader and champion of Syracuse and Central New York Create partnerships with opinion leaders in the Central New York community and build, expand and maintain an active online community Increase advertising revenue by driving traffic toSyracuse.com Explore untapped advertising avenues Track The Post-Standard’s social online presence through a variety of metric tools
42. The Post-Standard is Perfect for Social Media Unique, quality content Print magazines Print newspaper Quality journalism Widely known and visible brand Trusted news source Variety of advertisers Beginnings of social media integration on Syracuse.com
43. Opportunities for Improvement with Social Media Consistent branding across all platforms Seamless transition from website to external platforms Enhance user experience on the website Add personalization Active social media presence Targeted advertising on website and external platforms
44. Central New York Sports Magazine http://cnysports.ny.newsmemory.com/ http://www.syracuse.com/poststandard/index.ssf/central_new_york_magazines.html
45. Central New York Sports Magazine http://facebook.com/pages/CNY-Sports-Magazine/135535636502993
46. CNY Business Magazine http://www.syracuse.com/poststandard/index.ssf/central_new_york_magazines.html
47. CNY Business Magazine: Digital Edition http://www.syracuse.com/poststandard/index.ssf/central_new_york_magazines.html
58. Twitter Presence Positive Consistent stream of quality content List of some of the other Twitter accounts Opportunities for Improvement Inconsistent branding across accounts Inconsistent names across accounts Long stretches without posting No retweets, mentions or hash tags Clear that it is automated https://twitter.com/#!/PostStandard
59. Facebook Presence The page does not reflect the current design of The Post-Standard There is an opportunity to add a Facebook presence to The Post-Standard’s overall strategy Facebook is the perfect place to communicate with frequent site visitors http://www.facebook.com/pages/The-Post-Standard/109363812423133
65. Value of Social Media on Your Bottom Line Content is key – The Post-Standard has content Links strategically placed on social media sites will drive traffic to quality content on the website An engaged online community will increase return visits and link sharing - virtual word of mouth and brand loyalty Social media sites provide a number of unique ways to involve advertisers Targeted advertising increase click through rates Resources The Post-Standard has the know-how of a web designer and graphic designer and content from many journalists Most tools are free – only expense is time Social Media Manager
66. Proposal: Social Media Manager Enhance over user experience online and align branding Strategic content delivery to niche markets Integration of social media into daily workflow Analyze user interaction and traffic streams Provide quick customer service through social media Explore the social web for opportunities Manage an active social media hub on Syracuse.com Take content that is already budgeted for and turn it into additional traffic Example: With access to internal database, post unpublished photos to blog space on Syracuse.com and share on social media Live blog from the scene – ask the community which one to cover
