Twitter and Facebook strategy for college news brands.

1. Social Media 101
Twitter and Facebook Strategy for College Newsrooms
#social101
NYC12 3/19/2012
Mandy Jenkins @mjenkins

2. Find Your Persona

3. Questions to Ask
• What sort of tone is right for my audience?
• Who is my audience?
• What do they want?
• When is my audience online?

4. Who You Should Follow
• Other on and off-campus publications
• Student and local blogs
• Those who RT and reply to you
• Popular people in the local Twittersphere
• Your staff

5. Finding who to follow
• By subject/location: Twellow.com,
Wefollow.com
• Look at others’ follows/followers
• Spy on Twitter lists/Search
Listorious.com

6. Interacting With Users

7. 8 Rules of Social Interaction
1. Respond to replies, comments and questions
(especially questions) everywhere
2. Be transparent in all you do
3. Ask for help when you need it
4. Be thankful

8. 8 Rules of Social Interaction
5. Make corrections quickly and publicly
6. Address criticism without spats
7. Be consistent
8. Don't just push your content out

9. Who manages it?
When do we update?

10. Think like a student!
It snowed - are sidewalks plowed? Are
classes on time? Is there an awesome
thing happening today? Wha? Free
burritos? What's going on tonight?
What happened last night?

11. Search.Twitter.Com
Search by keywords, location, time
All public tweets
Also can be done in desktop, mobile apps

12. RT News and Photos

13. Ask For Tips

14. Trendsmap.com

15. Local Twitter Trends
trendsmap.com/local/us/cityname

16. Curate Your Campus
• Keep open searches for local keywords for
daily use
• Establish a hashtag for students to send you
info/photos

17. Go Live For News & Events
Update often, maybe start a hashtag?

18. Curate & Publish
Storify.com

19. What Not to Do

20. Brands Behaving Badly

21. Brands Behaving Badly

22. Facebook
Be more than just friends

23. Create An Engaging Presence
Take advantage of timeline with photos,
milestones and videos

24. Whatever You 'Like'
• What would you share on Facebook?
• Ask questions, feature the responses in
stories
• During news, you can't overpost
• Photos and videos work well

25. Watch Analytics

26. Wording Matters
• Posed Questions +64%
• Call to read or take a closer look +37%
• Personal reflections +25%
• Clever, catchy tone +18%
% more feedback over average
Source: Facebook

27. Images Matter

28. Mandy Jenkins
Twitter: @mjenkins
ZombieJournalism.com
Find these slides at:
slideshare.net/mandyjenkins