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Using Social Media,[object Object],Presentation by,[object Object],Tim Stephens, Sports Topics Manager,[object Object],Orlando Sentinel,[object Object],APSE Convention,[object Object],June 2010,[object Object],Salt Lake City,[object Object]
What is social media?,[object Object]
Why social media?,[object Object],Effective use of social media helps journalists:,[object Object],Connect with their community.,[object Object],Connect with sources, other journalists.,[object Object],Change the newsroom culture.,[object Object],Because the tools are quick and easy to use.,[object Object],Build themselves and their media outlet as a brand of specific information.,[object Object],Promote content and themselves.,[object Object],Write better. THINK TWITTER, NOT TWAIN!,[object Object]
Social media is NOT…,[object Object],An RSS feed: Readers distinguish between spammers and information-sharers.,[object Object],A one-way conversation: Readers expect information exchange to be an interactive transaction.,[object Object],A free-for-all: Company guidelines on its use are a good idea. My general rule: If I wouldn’t say it in a press box or in print, I probably shouldn’t say it on Twitter or Facebook.,[object Object]
Social media’s impact,[object Object],Ways we’ve found social media works for us:,[object Object],Increase in online traffic.,[object Object],Reader interaction with reporters and editors: including in-game commentary, feedback on stories and other suggestions.,[object Object],User-generated content.,[object Object],Story ideas and links.,[object Object],Identifying hot topics and breaking news.,[object Object]
10 ways we’ve used social media,[object Object],1. We discovered story ideas – including the most viewed blog post on our Website in 2009.,[object Object],2. We took reader suggestions for headlines during the NBA Finals – and even used some of them.,[object Object],3. We live-blogged important games via Twitter, then directed conversation to our site.,[object Object],4. We sold advertising to sponsors for an NBA Finals “tweet up” watch party.,[object Object],5. We recruited fan bloggers.,[object Object],6. We gathered news, developed sources through contacts found via social media.,[object Object],7. We identify topics people are discussing RIGHT NOW and target content to the conversation.,[object Object],8. We get instant feedback from readers.,[object Object],9. We promote content and build our brand as a source of specific kinds of content.,[object Object],10. We have fun.,[object Object]
Is Twitter really social media?,[object Object],A study by Korean students presented at the 2010 World Wide Web Conference found that Twitter actually is used primarily as a traditional news medium.  Their analysis of more than 41 million user profiles and more than 106 million tweets found:,[object Object],Only 22 percent of following on Twitter is reciprocal.,[object Object],The vast majority of updates are filed by an extremely small minority of users.,[object Object],About 35 percent of “retweets” occur within 10 minutes of the original update.,[object Object],They surmised that the majority of Twitter participants are using it as a “live” news service.,[object Object],The headline here is:,[object Object],Your followers are subscribing to YOU.,[object Object]
Devising a strategy,[object Object],We made participation mandatory.,[object Object],We made it competitive.,[object Object],We tracked results.,[object Object],We gave prizes.,[object Object],We experimented around big events.,[object Object],We promoted our social media efforts in print, such as at right on our College Gridiron 365 page.,[object Object],But we still weren’t quite sold until …,[object Object]
Big Baby = BIG BANG,[object Object],The No. 1 blog post on OrlandoSentinel.com in 2009 originated, was reported and went viral through social media. It:,[object Object],Probably wouldn’t have been a story at all if we’d been thinking like a traditional newspaper.,[object Object],Probably would’ve been overlooked entirely if not for Twitter.,[object Object],Never would have become a continuing storyline without the Web.,[object Object],Was best told in a digital form.,[object Object],Generated residual traffic for months.,[object Object]
Getting started,[object Object],Know your audience.,[object Object],Be very specific in your profile. What will you tweet? What information can people expect from you?,[object Object],Know the platform protocols and how to use them.,[object Object],Learn whom you should follow and how you find them.,[object Object],Know the things that will get you unfollowed.,[object Object],Know the dangers of mixing business and personal life.,[object Object]
Setting up shop,[object Object],Do …,[object Object],Be precise in the bio and contact information.,[object Object],Describe what you’ll be tweeting.,[object Object],Personalize the page look.,[object Object],Include a photograph.,[object Object],Interact.,[object Object],Manage followers.,[object Object],Create lists.,[object Object]
Personalized subject pages,[object Object],Strong points,[object Object],Direct connection to target audiences.,[object Object],Headline feeds easily shared.,[object Object],Strong use for developing sources.,[object Object],Good networking opportunities with other journalists.,[object Object]
Tricks of the Twitter trade,[object Object],Hootsuite,[object Object],URL shorteners,[object Object],Twitpic.com and Flickr.com,[object Object],Twittergrader.com,[object Object],Mashable.com,[object Object],Twitvid.com,[object Object],Tinychat.com,[object Object],Twittertim.es,[object Object],Twittersheep.com,[object Object],Twiangulate.com,[object Object],Whatthetrend.com,[object Object],Twellow.com,[object Object],Friendorfollow.com,[object Object],Livestream.com,[object Object],Qik.com,[object Object]
Hootsuite.com,[object Object],Strong points,[object Object],Web based – not a memory hog.,[object Object],Allows user to track click-throughs.,[object Object],Easy to manage multiple accounts.,[object Object],Easy to publish to other social mediums such as Facebook and LinkedIn.,[object Object],Can pre-set up to 10 RSS feeds.,[object Object],Can pre-schedule tweets.,[object Object]
Livestream.com,[object Object],Strong points,[object Object],Useful tool for live Web broadcasts, including chats, press conferences, interviews and more.,[object Object],Can be personalized to specific content themes and imbedded into blogs or .html files.,[object Object],Headline tickers and hyperlinks.,[object Object],Can be synchronized with Twitter, Facebook and other social media.,[object Object]
http://friendorfollow.com,[object Object],Strong points,[object Object],1. Reciprocal following important to you? Learn who follows whom here.,[object Object]
Twitter.grader.com,[object Object],Strong points,[object Object],Grades Twitter users using a formula that calculates number of followers, power of followers, update frequency and recency, ratio of followers to following and  engagement.,[object Object]
Whatthetrend.com,[object Object],Strong points,[object Object],Allows users to learn why topics are trending on Twitter. Good tool for identifying and capitalizing on hot topics for content and SEO purposes.,[object Object]
Twittersheep.com,[object Object],Strong points,[object Object],Analyzes Twitter stream of your follower’s list.,[object Object],Notes key words and topics your followers are discussing.,[object Object],Cloud is updated in real time.,[object Object],Can use findings to target content and followers.,[object Object]
Twittertim.es.com,[object Object],Strong points,[object Object],Organizes headlines generated from links or shortened links within your Twitter feed in a reader-friendly, newspaper-style format.,[object Object]
Sports journalists on Twitter,[object Object],Good list of sports personalities and journalists to follow: http://www.theteliosgroup.com/tips/sports-business-people-on-twitter,[object Object],Some active Orlando Sentinel staffers: @osaadelson @osgators @osseminoles @osknights @BianchiWrites @JeffShain @GeorgeDiaz @taniaganguli @joshuabrobbins @NCAAFootballMan @MagicMattOS @OS_Recruiting @osvarsity,[object Object],APSE on Twitter: @APSE_sportsmedia,[object Object]
Other important sites,[object Object],http://mashable.com/guidebook/twitter/,[object Object],http://sreetips.tumblr.com/post/87435969/twitter,[object Object],ASNE social media slideshow: http://www.slideshare.net/stevebuttry/asne-twitter-presentation-1174408 ,[object Object]
Now what?,[object Object],Do,[object Object],Don’t,[object Object],1) Encourage your staff to be active in social media.,[object Object],2) Take the lead yourself.,[object Object],3) Talk with readers, not at them.,[object Object],4) Monitor what people are talking about.,[object Object],5) Adjust your delivery to what THEY want.,[object Object],1) Automate it and leave it.,[object Object],2) Be the annoying spammer.,[object Object],3) Forget social media is an extension of yourself and your paper.,[object Object],4) Follow everybody who follows you.,[object Object],5) Lose sight of what your followers are expecting.,[object Object]
More helpful tips,[object Object],Twitter basics for the newsroom: ,[object Object],http://www.notrain-nogain.org/Train/Res/Multi/twit.asp,[object Object],10 things that will get you unfollowed: http://www.techradar.com/news/internet/web/10-twitter-crimes-that-will-get-you-unfollowed-593895,[object Object],Common reasons you might struggle to gain followers: http://bhlaab.com/twitter/9-reasons-why-you-arent-being-followed-on-twitter,[object Object],Things you absolutely, positively must know about RTs (that’s “retweets” for  the newbies) : http://www.fastcompany.com/blog/dan-macsai/popwise/report-nine-scientifically-proven-ways-get-re-tweeted-twitter,[object Object]
For more information,[object Object],www.twitter.com/twstephens,[object Object],www.facebook.com/TimWStephens,[object Object],E-mail: tstephens@orlandosentinel.com,[object Object],Phone: 407-420-5698,[object Object]

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