The Arizona Republic's Chad Graham and the Reynolds Center's Robin J. Phillips present "Social Media ROI for Journalists" at the NLGJA 2013 Conference in Boston. A conference session sponsored by the Donald W. Reynolds National Center for Business Journalism, the training focuses on developing, tracking and reaching social media goals inside and outside the newsroom.
For more information about training for business journalists, please visit businessjournalism.org.
For access to other social media resources, please visit the training archive page at http://businessjournalism.org/2013/08/22/social-media-roi-for-journalists-self-guided-training/.
8. Audit: Define the business problem
• Audience acquisition
• Audience retention
• Customer service
• Generate new revenue stream(s)
• All of the above
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9. Audit: Audience profile
• What are the demographics of your market’s digital,
TV and print audience?
• What % of my market uses what social network?
• Profile the audience engaging with our social brands
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10. Social media network use
(Source: ComScore, % reach online adults, June 2013)
Social network Metro Phoenix U.S.
Facebook 72% 65%
Twitter 17% 17%
Google+ 18% 16%
Pinterest 14% 13%
Instagram 14% 14%
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11. Demographic azcentral 12 News
Gender Women Women
Age 45-54 45-54
Best post day Friday Friday/Saturday
Best post time 8 p.m. 8 p.m.
Best post type Photo Photo
Top post topic Yarnell Yarnell
Facebook demographics
(Source: Facebook Insights)
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13. Audit: Organizational support
• Does social media have the support of your
organization’s top leaders? Part of operational goals?
• What is the annual budget? What department pays for it?
• Is social media factored into annual employee
performance?
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19. 19
Social media one-on-ones
• Focus on the social networks with
the most ROI
• Keep them simple: 2-3 goals
• Added to a staff database,
accessible by managers
• Repeat the process every six
months
22. 22
Recap
Answer: What
business
problems(s) are
you using social
to solve?
Use social
analytics to tell
your brand’s
story
Determine the
most important
numbers to
measure
Tailor social
media to meet
the individual
needs of staff
Consider new
engagement
opportunities