This document discusses choosing the right networks to reach readers as a journalist. It uses the example of theMediaBriefing (TMB) which reaches over 3,000 UK and US media professionals weekly through email newsletters, Twitter, LinkedIn, and YouTube. Different networks work better for different audiences - TMB readers over 30 aren't as active on Facebook and Twitter. The document advises journalists to research their target audience's networks like forums, photo sharing sites, LinkedIn, hashtags, wikis, blogs, and Facebook groups. Journalists should establish a central blog, social media presences, and shared email to build their brand across existing and new networks. They should experiment with platforms, connect within their network,

1. Choosing the right network
Magazine Journalism MA
City University, Wednesday 12 October

2. This course is not about...
Being "on Twitter"
Or having "a blog"
It's about a mixture of different media and
profiles
But which ones?

4. This is about reaching readers
And finding out
● Who they are
● What they do
● What they talk about
● Where they talk about it
● What resources are out there that can help you
● And how your journalism can into existing networks

5. Case study: theMediaBriefing

6. TMB's audience and networks
● UK - 60% / US 30% / everywhere else 10%
● Media professionals - many very senior, at board
level
● Intelligent, literate and (some) are digital natives
● Interesting in how the industry is changing
● Biggest traffic spikes at 7am to 9am - reading on
commute or at their desks.
● Tend to be aged over 30

7. ● Email newsletters: Aggregation and original analysis -
more than 3,000 sent a week
● Twitter: 2,500 followers - growing rapidly, v important
● LinkedIn: 500+ group members - lively debate
● YouTube: 1,000s of views - good marketing platform
● Facebook: 200 likes - but we're not a consumer site.
-- Some networks work better for professionals than others
-- Think about age: TMB average reader age over 30, with
many over 50, so lots of people aren't on Twitter / Facebook
-- Our readers don't tend to use forums and chatrooms but
yours might

8. ● If you’re targeting a local area, is there a healthy online forum?
(sometimes you’ll find a lot of news discussion on a local football
club site) Are there keen local photographers who use a photo
sharing site like Flickr?
● If it’s a profession, are they using LinkedIn or a niche
professional networking site? Has anyone compiled a Twitter list?
Is there a hashtag that they use for regular discussions or
themes?
● If it’s a hobby or interest, is there a specialist wiki? (My personal
favourite is Brickipedia) Or pages on Wikipedia and people who
edit those? A YouTube channel?
● If it’s a cause, is there a Facebook group, mailing list, and/or e-
petition
● Are there key bloggers in the network? Do they have Twitter
accounts? Delicious or Digg? Google Plus? Search for their
username on Google.

9. Task 1 - existing versus new
Think about your chosen community/target audience
and decide
a) What already exists
b) What you could build to add to that network and
increase your brand footprint

10. Task 2 - Choose your platforms and
tools
● A central blog
● Social media presences
● Shared email account

11. A few tips
Think about your personal and group biog: describe what you
do
Think about tone of voice: is it appropriate for your audience
Think about the time of day you publish: morning, noon or
night?
Start following lots of relevant people in your network now
Even better, why not start talking to them?

12. You should use the time before your next formal lesson to do the following:
● Continue to experiment with web platforms - Wordpress, Blogger,
Posterous, Tumblr, Facebook Pages, etc. Don’t wait to be taught to learn
technical skills - it is better to come with experience and questions
than a blank piece of paper.
● Let the objectives of the project dictate your learning - if you need to learn
HTML or CSS to achieve a certain look, then you’ll have a target to hit. If
you need to host your own site to access particular functionality, then
there’ll be a reason for you learning that.
● Continue to listen to your network and connect with new members. Make
yourself useful and build social capital - it will pay off later on.

13. Contact me
patricksmithjournalist@gmail.com
@psmith
07904587050