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

4. The Oregonian: Website http://www.oregonlive.com/

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/

6. The Oregonian: Twitter https://twitter.com/#!/oregonian

8. The New York Times: Website Social media links are “above the fold” http://nytimes.com

9. The New York Times: Article http://nytimes.com

10. The New York Times: Website http://nytimes.com http://nytimes.com/pages/sports/index.html

11. The New York Times: Twitter http://twitter.com/#!/nytjim http://twitter.com/#!/lexinyt http://twitter.com/#!/nytimes

12. The New York Times: Foursquare https://foursquare.com/nytimes

13. Times Union: Follow Page http://www.timesunion.com/socialmedia/

14. Times Union: Follow Page Distinguishes between individuals and the organization http://www.timesunion.com/socialmedia/

15. Washington Post:Home Page http://www.washingtonpost.com/

16. Washington Post: Twitter http://twitter.com/#!/washingtonpost

17. Washington Post: Twitter http://twitter.com/postlocal http://twitter.com/postpolitics

18. Washington Post: Twitter Lists http://twitter.com/#!/washingtonpost

19. Washington Post: Facebook http://facebook.com/washingtonpost

20. Washington Post: Facebook Tabs http://facebook.com/washingtonpost

21. Democrat and Chronicle http://democratandchronicle.com/section/twitter http://democratandchronicle.com/section/facebook

22. The Huffington Post: Social Media on Every Page http://huffingtonpost.com

23. The Huffington Post: Social Media on Every Page http://huffingtonpost.com

24. The Boston Globe: Boston.com http://boston.com/

25. The Boston Globe: Follow Page http://boston.com/tools/twitter/?p1=HP_StayConnected_Twitter

26. The Boston Globe: Deals Tab http://www.facebook.com/globe

27. The Boston Globe: Deals Page http://www.facebook.com/globe?sk=app_198378460203707

28. The Plain Dealer: Live Blogging http://cleveland.com http://twitter.com/#!/pdsowelltrial

29. BBC: Live Blogging http://www.bbc.co.uk/news/world-middle-east-12307698

30. NPR & NYTimes: Live Tweeting NYTimes: Nick Kristof NPR: Andy Carvin http://twitter.com/#!/nickkristof http://twitter.com/#!/acarvin

31. Magazines Successfully Using Social Media The Atlantic The New Yorker Wired CNY Woman Harvard Business Review ESPN

32. The Atlantic: Website Seamless online presence between Facebook, Twitter, and the Website http://theatlantic.com

33. The Atlantic:Follow Page http://theatlantic.com/follow-the-atlantic/

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

36. The Atlantic: Facebook Info Tab: Seamless online presence across platforms Engagement: Questions encourage response and foster discussion http://facebook.com/TheAtlantic

37. CNY Woman: Digital Publication http://todayscnywoman.com/

39. Aggregate that information into a single platform

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

48. User Experience http://www.syracuse.com/

49. User Experience http://www.syracuse.com/

50. User Experience http://www.syracuse.com/

51. User Experience http://www.syracuse.com/

52. User Experience http://www.syracuse.com/

54. Majority of individuals are not on Twitterhttp://www.syracuse.com/connect

56. Twitter Presence: Branding Sports News http://www.syracuse.com/connect/twitter https://twitter.com/#!/PostStandard/ps-twitter/members

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

60. Syracuse.com: Facebook http://www.facebook.com/syracusecom

61. Targeted Advertising: Website http://syracuse.com

62. Targeted Advertising: Website http://syracuse.com

63. 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

64. 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.comand share on social media Live blog from the scene – ask the community which one to cover

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