NABJ 2011 Workshop: "Tools of Engagement: Assessing your Online Audience."Journalism is becoming more and more of an entrepreneurial craft, as blogs and social media evolve into new means for people to brand and promote themselves and their work. Even journalists affiliated with large news organizations via full-time jobs must spend time engaging with audiences and sharing their reporting and writing in order to remain competitive. Metrics/analytics is the science of tracking who is following your work, along with when and where from, and how they linked to it. It has become a necessary new tool in helping digital-age journalists remain relevant and tied to audiences. Experts in social media will share what they know about metrics and analytics, and teach attendees about services such us bit.ly, HootSuite and TweetReach.

1. Building Your Brand Online
Tools of Engagement
NABJ 2011
Lynne d Johnson
Social Media Strategist & Researcher
@lynneluvah

2. INSIDE
Understanding Your Audience
Reaching Your Audience
Distributing Your Content
Monitoring Your Audience & Tracking Your Content
Understanding Your Influence

3. Understanding Your Audience

4. Minorities Moving Online

5. Minorities & Mobile

6. Minorities Embrace Mobile

7. Minorities Online Highly
Engaging

8. Presence On Popular Social
Networks

9. Presence On Popular Social
Networks
Black People Are Twice As Well Represented
On Twitter As The General Population
Text

10. Understanding Your Audience
What Does This All Mean?
• You Need To Be Where Your Audience Is
• Your Audience Is Digitally Savvy
• Your Online Presence (Blog or Site) Should Be
Accessible By Mobile
•You Need To Have A Presence on Facebook &
Twitter
•Your Online Presence (Blog or Site) Needs To Be
Socialized

11. Now Let’s Reach Your
Audience

12. First Rule of Engagement: SEO

13. SEO • Headlines • Distribution
Clarity
Professionalism
Voice
Punctuation
Profanity
Buzz

14. SEO • Headlines • Distribution
Clarity
Yes: Race, journalism and blogging, part 2: Becoming actors, not objects, in the media
system, With our apologies to the rest of flight 985
No: Religion? (Part 1 of x)
Professionalism
Yes: Bay Area Blogger of the Week # 44, A Conversation With Lucy Hooberman about
Mentoring World Wide
No: News Analysis: Mideast questions abound
Voice
Yes: I'll Take That In Tens And Twenties, Thanks.
No: It's a Jungle Out There!

15. SEO • Headlines • Distribution
Punctuation
Yes: Hot! Live! Mommybloggers!, Denise's Travel Advice for Better Health - Be Prepared!
Profanity
Fuck, the Dilemna
To Curse or Not to Curse
Buzz
Yes: Fugga Abdul
No: Will Jen Hate Oprah for Guesting Brangelina and Baby Shiloh?

16. SEO • Headlines • Distribution

17. SEO • Headlines • Distribution
Search Engines
RSS Feeds
Social Media

18. Second Rule of Engagement:
Social Media

19. Social Media Distribution

20. Amplify and Monitor

21. Now Let’s Track How You’re
Doing

22. Track Yourself and Keywords

23. Listen + Track Sentiment

24. Listen in Real Time: Blogs

25. Listen To Blog Trends

26. What Will Listening Look Like
In The Future?

27. The Future Of Listening

28. Monitoring Complete
Lifestreams
And Really Knowing Who People Are

29. Social CRM: The Social Address
Book & Calendar

30. Understanding Your Influence

31. Who Are You Influencing?

32. What Are You Influential
About?

33. Thank You
@lynneluvah
http://www.slideshare.net/lynneluvah