The goal with online news isn't just readers, it's engagement. Discover what makes readers engage online and what you can do to increase engagement with your audience.

1. Get Engaged!
Logan Aimone, MJE
SCHOOL NEWSPAPERS ONLINE
Permission is granted for educational use only.
http://slideshare.net/loganaimone
Wednesday, November 13, 13

2. You might have a website, but you
still need people to click
and to read the content.
GET ENGAGED!
Wednesday, November 13, 13

3. Referral traffic is becoming
increasingly common.
GET ENGAGED!
Wednesday, November 13, 13

4. What are the sources of website visits?
Direct: Those who type in a URL or click from your website
Search: Those who find your stories via a search engine
Referral: Those who click on a link via social media
GET ENGAGED!
Wednesday, November 13, 13

5. It’s now a two-way conversation.
Be comfortable knowing
you won’t control it.
GET ENGAGED!
Wednesday, November 13, 13

6. Know what to use.
Use the social networks your audience uses.
Twitter, Tumblr, Instagram, etc.
You don’t have to be on every social medium.
Pick what you can do well.
Know the audience of the social medium.
GET ENGAGED!
Wednesday, November 13, 13

7. Know when to use it.
Share when your audience is online -- probably not during
school. It might be between 9 and 10 p.m.
Don’t cross post. Craft your message for each social site
individually.
Tweet at (or tag) people who are in quoted in the story you
wrote or picture you posted.
GET ENGAGED!
Wednesday, November 13, 13

8. Know what’s a waste.
Don’t feel compelled to put your Twitter feed on your
website. Or your Instagram feed.
Both of these are best experienced in their native apps.
Don’t use autoposters.
GET ENGAGED!
Wednesday, November 13, 13

9. Social media are reporting tools, too.
Learn to search and listen — monitor what your audience is
discussing. Try HootSuite or TweetDeck to monitor accounts.
You might report news on Facebook or Twitter and not even
have a story on your site for it. That’s OK.
GET ENGAGED!
Wednesday, November 13, 13

10. Broaden the conversation.
Reporters should promote their own content, especially on
Facebook through their own profiles.
Engage your audience, have conversations.
Tweet back.
GET ENGAGED!
Wednesday, November 13, 13

11. Promote carefully.
Push the process, not just the final product.
Push stories selectively.
Don’t push the fact that you uploaded 17 stories.
Be selective and space them out.
Look at Google Analytics to see what is driving traffic.
Use that social network more. It’s working.
GET ENGAGED!
Wednesday, November 13, 13

12. How does social media
fit in class?
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Wednesday, November 13, 13

13. Advisers (and editors) must:
Understand the brand and importance of reputation and the
news organization’s credibility.
Set expectations and train students to meet expectations.
Give them the talk before you give them the access.
Allow students to earn the responsibility.
Have consequences if the expectations aren’t met.
GET ENGAGED!
Wednesday, November 13, 13

14. What about grading?
Is social media participation part of the grade?
Is it “extra”?
Determine how use of social media fits in the objectives and
how it will be assessed.
GET ENGAGED!
Wednesday, November 13, 13

15. Create job of a Social Media Editor.
Calendar maintenance and coordinating posts
Establishing and revising expectations
Exploring new platforms
Upholding the standard
This person has to “get” it and know what works
on Social Media.
GET ENGAGED!
Wednesday, November 13, 13

16. Other considerations in class:
Address expectations, policies and job descriptions in your
staff manual.
See who is following you. Would you say this to the principal’s
face? He or she is following you.
It’s OK to start small and evolve.
Start with students promoting via their own accounts.
GET ENGAGED!
Wednesday, November 13, 13

17. Each social media platform
has its benefits.
GET ENGAGED!
Wednesday, November 13, 13

18. Tips for using Twitter
Have separate Twitter accounts for news/general and sports
to live-tweet games without annoying readers.
Tweet creatively. Funny or interesting tweets get readers.
Develop consistent hashtags.
Engage readers in a conversation.
Retweet from personal accounts.
Follow every single student.
GET ENGAGED!
Wednesday, November 13, 13

19. Tips for using Instagram
Faces are more interesting than food.
Reveal behind the scenes. Promote your staff and its culture.
You can get away with fun, posed pictures.
Capture the spirit of a moment at your school.
Use hashtags to ask for more photos of a school moment.
Follow every single student in your school.
GET ENGAGED!
Wednesday, November 13, 13

20. Tips for using Facebook
Use tags to get your followers to notice your posts
Pay attention to how your post looks (link, thumbnail, teaser)
— avoid double links.
Longer posts (4-5 lines), photos, links and asking a question
increase engagement.
Research and best practices: Facebook.com/journalists
GET ENGAGED!
Wednesday, November 13, 13

21. Tips for using Reddit
Post the stories on topics beyond your school walls.
Post stories where your school is the news.
Sub-Reddits exist on certain topics.
Find a nerdy kid to tell you want to do.
GET ENGAGED!
Wednesday, November 13, 13

22. Tips for using Google+
Yes, roll your eyes, but…
Share here and your rankings in Google search will go up.
GET ENGAGED!
Wednesday, November 13, 13

23. Tips for using LinkedIn
Students could have portfolios since the network is now
open to anyone above age 14.
Use the network to find sources.
GET ENGAGED!
Wednesday, November 13, 13

24. Tips for using Tumblr, Vine, Pinterest*
*And whatever is next.
Kik?
Snapchat?
People scoffed at Twitter at first, too.
Monitor student use for trends and stories.
Get submissions from audience.
GET ENGAGED!
Wednesday, November 13, 13

25. Use social media effectively for
both reporting and promoting.
GET ENGAGED!
Wednesday, November 13, 13

26. Simple strategies can help
you be more effective.
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Wednesday, November 13, 13

27. Experiment and find what
works with your audience.
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Wednesday, November 13, 13

28. Engage them.
GET ENGAGED!
Wednesday, November 13, 13

29. Enjoy the conversation.
Don’t try to control it.
GET ENGAGED!
Wednesday, November 13, 13

30. Have fun.
GET ENGAGED!
Wednesday, November 13, 13

31. Thanks! Questions?
Contact me:
logan@snosites.com
@loganaimone
http://slideshare.net/loganaimone
GET ENGAGED!
Wednesday, November 13, 13