The document discusses the importance of understanding the audience when developing an engagement strategy. It emphasizes asking questions about who is already discussing the topic, whose voices are needed but missing, and how to measure if an effort accomplished its goals. These questions help ensure coverage represents and informs the actual community in a way that captures perspectives that may otherwise be overlooked. The key is determining who the audience is before settling on how to proceed.
18. ⋙We knew that wasn’t
representative and
needed to find offline
perspectives.
19.
20.
21.
22. What do you hope your “coverage”
or efforts will accomplish?
⋙PLASTIC: Find out
what people don’t know
and fill the information
gap
⋙ALMETA: Produce a
collective community
tribute
⋙Inform coverage with
actual community
questions or priorities
⋙Make money from
sponsorship of handouts
distributed around town
⋙Drive readership or
reach new audiences
⋙Capture voices that
would otherwise be
missing
23. How do you measure that?
⋙Web metrics (views,
time, depth of visit,
loyalty)
⋙Conversation
(number of comments,
or number of unique
commenters)
⋙Quality of invitation
(number of responses,
or percentage of
responses as compared
to views/reach)
⋙Efficiency of efforts
(better targeting of
messages and
platforms)
⋙Sources included
(especially those not
likely to have been
otherwise)
⋙Newsroom recruits
to engagement
philosophies
24. But remember, it comes down to:
Who’s the audience?
⋙Joy Mayer | @mayerjoy | mayerj@missouri.edu
Editor's Notes
Goal of the newsroom: service to community.
Goal of my team: more and better ways to do that.
Goal of the newsroom: service to community.
Goal of my team: more and better ways to do that.