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4 Ways to Become an Election Authority Through Audience Engagement

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4 Ways to Become an Election Authority Through Audience Engagement

  1. 1. 4 Ways to Become an Election Authority Through Audience Engagement
  2. 2. Introductions Customer Success Manager ScribbleLive Laura Pound VP Marketing, ScribbleLive Corinne Schmid
  3. 3. The Media’s Role in Politics
  4. 4. Time for a Poll
  5. 5. What We’ll Learn Today 1. Tips on how make your election coverage accurate 2. How to make sure your coverage is accessible 3. How to leverage your community and incorporate user-generated content into your coverage 4. How you can fuel engagement that will continue after the election is over
  6. 6. 70% of Americans believe that press reporting can “prevent leaders from doing things that shouldn’t be done.” Source: Open Mind
  7. 7. Make Sure Your Coverage is Accurate
  8. 8. Make Your Coverage Accurate Tip #1: Know what to cover and when ● Use analytics from past election coverage to inform content planning ● You may find that your audience pays closer attention to news coverage on specific days and topics, like debates, poll results, and the night before an election
  9. 9. Make Your Coverage Accurate Tip #2: Include relevant resources ● Pin relevant articles, links, resources, or voting information to the top of your live coverage using the pin feature in Engage ● Display relevant content and articles alongside your live coverage to encourage recirculation
  10. 10. Make Your Coverage Accurate Tip #3: Diversify your content Think about including a variety of content in your coverage, such as: ● Social posts from Twitter, Instagram, Facebook, and YouTube ● Third-party embeds ● Audio/video files ● Articles ● GIFs ● PDF files
  11. 11. Make Sure Your Coverage is Accessible
  12. 12. Digital media consumption is on the rise, with weekly internet television viewing hours in Canada increasing from 5.8 hours in 2015 to 6.4 hours in 2016. Source: Statista
  13. 13. Make Your Coverage Accessible Tip #1: Two-way conversations with your audience ● Host Q&A chats with local MPs or representatives, Party Leaders, or local/national candidates. ● Initiate an open forum for people to discuss and debate election topics. ● Host a Q&A with a political editor/content expert. They can field readers’ questions, keeping your audience involved.
  14. 14. Make Your Coverage Accessible Tip #2: Use interactive content ● Post polls in your live blog to encourage audience interaction and survey their opinions on topics of interest. ● Publish quizzes to your live stream during breaks in commentary to keep your readers’ interest. Topics could include trivia on candidates or issues.
  15. 15. Make Your Coverage Accessible Tip #3: Organize your content ● Use content icons to clearly differentiate and flag types of posts within your blog. ● Leverage Engage’s text formatting features to differentiate content from opinions in your live engagement initiatives. ● Make sure that your content is scannable so that your readers can easily locate and engage with the topics that are most important to them.
  16. 16. Time for a Poll
  17. 17. Leverage Your Community
  18. 18. 62% of Americans and 40% of Europeans get their news via social media platforms. Source: Journalism.org
  19. 19. Leverage Your Community Tip #1: Leverage UGC ● Use social walls to run a Social Media contest (“I Voted” posts, political rallies, election photo contest) ● Incorporate UGC (Twitter reactions, Instagram photos, etc.) into your live coverage. ● Track and automate relevant hashtags on social into your existing coverage.
  20. 20. Leverage Your Community Tip #2: Ask for submissions and input ● Take advantage of citizen journalism by encouraging users to upload content into your live blogs. ● Encourage your journalists in the field to cover political/election stories on social. ● Host a blog with live Q&A elements: ask users to upload their own content or ask questions in addition to your coverage.
  21. 21. Keep Up the Engagement Post-Election
  22. 22. ● Use storytelling to bookend the election overall ● Write a comparative piece on how this elected leader differs or relates to past leaders ● Partner with local MPs or key election influencers to examine or follow up on a key story/person from the election Keep Up the Engagement Post-Election Tip #1: Use long-form content
  23. 23. ● Use a live blog to host all post-election resources (relevant articles, links, videos, photos, etc.) ● Summarize key photos from an election using a pinboard ● Use Engage as a “post-election promise tracker” to document and follow up on all of the promises made by an elected leader Keep Up the Engagement Post-Election Tip #2: Become a resource hub for your audience
  24. 24. 1. Make your election coverage accurate 2. Make sure your coverage is accessible 3. Leverage your community and incorporate user-generated content into your coverage 4. Fuel engagement that will continue after the election is over What We Learned...
  25. 25. Questions?
  26. 26. Thank You!

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