2. The readers are the new dictators.
The tyranny of analytics of search
engine optimisation and social media
marketing are distorting the news
agenda.
3. • More and more
users contribute to
the news process via
social media.
• Ignore
Twitter/social “The
media, and a witnesses
mainstream news
network loses its are taking
voice in a global over the
conversation.
news”
• Journalists are
– New York
devoting
academic and
investments on
blogger Jeff Jarvis
engaging in third-
party networks to
drive traffic and to
pick up on what
people are talking
about.
4. SEARCH ENGINE
OPTIMISATION (SEO)
“ Today's online
publishers, editors
and reporters need a
new style that most
effectively allows
their words to reach
their intended
audiences.
”
5.
6. SOCIAL MEDIA
MARKETING (SEO)
Facebook has risen over the last six months to challenge Google's place as the most
important source of traffic to online publishers, according to data from BuzzFeed's
web referrals to about 200 publishing sites.
http://www.buzzfeed.com/bensmith/one-chart-that-explains-the-transformation-of-medi
7. RESEARCH QUESTIONS
1. According to SEO analytics, what type of content does “writing for
the readers” include?
2. How much news value do SEO-trending keywords have?
3. Once news executives know what people are searching for should
they write stories to meet that demand?
4. What are the implications of a news agenda customised for SEO and
its “idea triage” of keywords which serves to attract traffic to
websites?
5. Will SEO news tailored for today’s 24/7 news format and for
entertainment value end up superseding editorial values such as
those of analysis and accuracy that traditional newspapers are
struggling to save?
8. RESEARCH METHODS
Reading
We the Media by Dan Gilmour
Surveys
Here Comes Everybody by Clay
I will conduct surveys amongst
Shirky
readers to determine how many
The Cult of Amateur by Andrew access news stories via search
Keen. engines and social media.
I will also evaluate the constant Interviews
stream of updates about SEO and Social media editors and
SMM and its impact on journalism
online. reporters who work for
mainstream news organisations
Patrick Smith – KU journalism
graduate
Luke Lewis – editor of NME.com
Roo Reynolds – social media
expert at BBC
9. PRACTICAL PROJECT
BLOG
• My practical project will be an experiment in the form of a blog to
test and analyse what I learn throughout my research about SEO and
SMM for journalism.
• I will do this by engaging in third-party networks and with readers
with a “social” strategy.
• I will try my hand at SEO and SMM to see what the results are.
• I have a particular interest in visual journalism and I’m a freelance
graphic designer so I will produce infographics and multimedia
content for my blog based on statistics I gather and include pictures
and videos of interviews.
Notas do Editor
“Pippa Middleton’s arse” was a search phrase that was massively popular after the Royal Wedding. The Mail Online had used the word "bum" in its on-page headline but used the word "arse" in its news sitemap headline (and HTML title). So if you had searched for Pippa'sarse in Google, you would have found the news story top of the news results using the word "arse".
The Daily Mail is the leading online newspaper, reaching 45.3 million people in December 2011.It knows how to use web furniture to its advantage and knows its online readership. It’s not politic or sports news that drive the Mail online traffic – it’s celebs, gossip and people like Samantha Brick. The Telegraph ranks the third most visited UK news website. 8% of the Telegraph's traffic comes from social media sites, much more than for any other site. Part of this is down to its success with the Digg widget.
While engaging in third-party networks and including search-friendly terms is a sensible strategy for increasing readers and revenue,
Reading relevant literature on the changing relationship between journalists and readers brought on by new media:I will interview a range of social media editors and reporters who work for mainstream news organisations about how they use SEO and social media marketing and their opinions about its impact on editorial values. It will also be useful to gain insight from attending news conferences at newspaper offices, if possible.