News organizations have been putting more money — and resources — into their Facebook and Twitter efforts. Engagement, like news, is a 24/7 job, but there are times when newsroom producers and community managers can get some serious bang for their buck.
In a recent blog post, Dan Zarrella published results from an ongoing analysis of Facebook data points. One interesting statistic stood out: Facebook users share anywhere from 20 to 50 percent more stories on weekends than they do during the week:
What does this mean? Your newsroom probably has weekend web producers. You either have a Sunday newspaper, newscast or web content. If your news organization has a Facebook page, post links to your stories on there over the weekend. It’s as simple as that.
Recently found another survey from the folks over at Retrevo. According to their survey of theirs (not sure how many people participated, so don’t ask! 1,000 people across the country took the study, which was conducted in early 2010; thanks to Jennifer over at Retrevo for the quick update), 42 percent of Twitter and Facebook users check or update their pages/feeds first thing in the morning:
First thing. Before turning on the television. Before going to their local news website. There are several things this should tell you:
Tweet early in the morning, and be sure to post a variety of content, including any traffic tips and weather updates. If you get these out the door early enough, there’s a good chance your posts can show up in people’s Facebook News Feeds.
Post reminders for your followers to check your Twitter and Facebook profile for early morning traffic tips and weather, as well as other news and information they need to know.
Do you update your news organization’s Twitter pages and Facebook fan pages on weekends? First thing in the morning? What — and when — do you post? Please leave your thoughts as comments below!
At its essence, social media should be, well, social. Thanks to the progression of the Internet, what people want (even expect) these days is to be able to have a conversation with just about anyone at anytime. Whether we like it or not, this is how a lot of people now communicate. We are in the communications business, so it makes sense that we’d embrace it.
Responding to people encourages good dialogue (and good commenters) and is likely to make people more loyal to our product. I often get notes, through Twitter, Facebook or e-mail, from people who express gratitude that I’m listening and responding to their concerns and comments. People seem to think we’re a giant, uncaring media corporation. They’re pleasantly surprised when they get a real human response.
What you should do:
Respond to your reader comments. You don’t have to respond to every comment, but posting a response or two in a thread of comments, even if to just thank someone, is good practice. Here’s an example from a marketing blog of someone doing just that:
Be sure to represent yourself as the author of the story or blog post, and be sure to not be sensitive or defensive.
For those on Twitter: respond to tweets. When people direct a message at you, either privately or publicly, be sure to give a response of some type. If you ignore them, they’ll be less likely to care what you have to say in the future.
Respond to comments left on your news organization’s Facebook fan page. It’s one thing to have the official response, coming with the official Facebook page’s avatar. It’s a step further to see a familiar columnist’s Facebook page responding to the question, giving some more authority to the answer. Jump in to help.
Respond to e-mails. E-mail is old-school social media, and if you’re a staff member, your e-mail is likely out there for the public to find. If you get a question from a reader, taking a few minutes to respond can go a long ways.
All of this sounds like it could be a major time suck, but a quick response or a short reply will often mean a lot to the reader who reached out to you.
Andrew Keys, a landscape designer and blogger, didn’t sign-up for Twitter with the intention of launching a writing career. In the spring of 2009 Andrew hesitantly created his @oakleafgreen Twitter account after a bit of coercion from a friend who told him it would be a great place for him to promote his landscape design firm.
So Andrew set out trying to find the value of Twitter for his business. What he found were people in his industry talking shop and learning from each other.
Intuitively, Andrew made smart connections. He followed people in his industry, including editors at gardening magazines. He stayed engaged, nurtured relationships as they developed and subsequently his investment of time resulted in an invitation to contribute to a national gardening magazine.
Three articles later and Andrew has added “freelance writer” to his resume.
I asked Andrew if he could offer some advice to other writers who would like to use Twitter to network and perhaps even pitch a story. He quickly recommended starting with research.
“Months before I created my Twitter account, I found a long list from a reputable blogger in my industry of her favorite Twitterers,” he says. “When I signed up, I went back to that list, followed everyone on it, joined the conversation and made some good connections.”
Even more connections followed from those initial relationships.
When I asked Andrew if there was one thing he’d done that really stands out as having helped him in his Twitter endeavors, he says, “I was real. That, to me is the crux of Twitter at its best.”
I agree.
“Don’t pigeonhole yourself,” he suggests. “All work and no play makes Andy a dull Twitterer! Keep in mind that Twitter is about being real, and it’s about entertainment…the more well-rounded you are in the discussion you generate, the larger a following you’re likely to gather.”
“In the end, I think that [earnest contribution to discussions] went a lot further in those editors’ minds than if I’d pitched them when we first met,” Andrew says. “And it went a lot further in my mind because I felt I actually came to know them and the rest of my community as people. That’s as valuable as any published article, if not more.”
Here are some final bits of wisdom Andrew shared:
Learn and obey the rules of Twittiquette {basically, be polite}
Post a photo of your actual face as your avatar
Nurture valuable relationships
Contribute intelligently to conversations
Self-promotion has a place on Twitter, but know when to stop
Be yourself and enjoy talking to people
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If you’d like to contribute to Old Media, New Tricks, you can reach us through @mediatricks on Twitter.
For you Twitter pros, this will be a bit of a reminder of what you should be doing. Twitter newbies, pay attention.
It’s easy to fall into the trap of posting one link after the next, spewing out an endless stream of information. Information’s great, but there should be a lot more to your tweets.
Without further ado, I bring you this: The Three E’s of Twitter
Simply put, one builds social media credibility — and value — through engagement, and Twitter enables one-to-one, one-to-many or many-to-many discussions.
Smart Twitter use happens through engagement.
2. Educate
As a journalist, your role is to help provide readers with information and insight to help them answer some big questions: Who should I vote for? Which product should I buy? What does this new law mean, and how will it affect my family?
Twitter audiences love this kind of information. They crave it. In fact, they pride themselves on the fact that they know about news before their friends — just because they’re on Twitter.
While you engage on folks on Twitter, be sure to provide relevant information that makes their lives better, and as you build out your audience, take note of which people like which information. Take it upon yourself educate your audience about your beat, your news organization and yourself.
But it’s not just enough to link to the news; convince your readers just why they should pay attention to you. Instead of tweeting “X law goes into effect today: LINK,” tweet “X law goes into effect today, and this is why it matters: LINK”. You’ll find that your links will get more clicks, your tweets will get re-tweeted and your time spent on Twitter will be more useful.
3. Entertain
Engaging and educating are two Twitter essentials, but if you’re not a fun person to follow, people just won’t follow you. Don’t just tweet serious or work-related posts all the time; if you’re at a ballgame, tweet photos from the game. If you’re at a restaurant, post a picture or two of your food.
Have fun with your tweets, so that other people will have fun following you on Twitter.
What other tips — ones that begin with the letter “E” — would you suggest to others? Please add them as comments on this post!
For reporters on the social web, the strength of their personal brand can gain them readers or, more importantly, sources. Twitter lists are just one way you can introduce people to your work and get that one source you need to follow you on Twitter. (Of course, you can always pick up the phone and call them, but that’s besides the point.)
Here are some easy things you can do to brand yourself through your Twitter lists:
Thank every person who lists you. While it may take only a second to add someone to a Twitter list, it also takes a second to notice that you’re on someone else’s list. If someone thinks you — and your content — add enough value to warrant addition to their contacts, thank the person who adds you. If you’re not following the person who added you, give them a follow and then, once they follow you back, DM them a quick thank-you note. That note will get you noticed, and it’s yet another opportunity to talk to people in your network, as well as a new reader and a potential source.
Follow lists compiled by people you’re looking to interview. One way you can get noticed is by following someone else’s list. Many lists have no followers, and if you can distinguish yourself by being the first follower of someone else’s list, not only does it distinguish you, but it gives you and that person something to talk about.In addition, if you follow someone else’s list, it gives you a frame of reference in which you can formulate questions that will garner better responses.
Create lists of people you meet offline. Some folks have thousands upon thousands of Twitter followers, most of whom they’ve never met before. As you meet people at conferences, events and talk to sources, you may want to add them to a list devoted to people you’ve met. An easier way to do this could be to create a new list for each conference and event you attend. This way, your Twitter contacts will be organized for quick recall. (Don’t forget that you can always add people to multiple lists!)
Create lists to show how well-rounded you are. Some folks live, breathe and evangelize social media all day, every day, and quite often, their Twitter streams are filled with all sorts of social media-related blog posts, re-tweets and general observations.While this is great, it will cause their stream to be one-dimensional and, therefore, useless to most people who actually use Twitter. For metro reporters, create list of useful people to follow in your city or town. If you’re a business reporter, create a list of local businesses on Twitter. If you’re a sports reporter, find the local athletes in your town on Twitter, and add them. For restaurant reporters, create a list of local chefs and restaurateurs on Twitter.If you’re looking to connect with your audience on a more personal level, create a separate list about your interests. Create lists around your musical and/or artistic tastes. Show your readers that you’re a well-rounded person, and they’ll be more likely to follow you on Twitter.
Showcase your sources. When a story gets published, create a Twitter list of the sources you used, so that the story does not just end there. Link to the list after the story on the article web page. If you can, print the URL for the Twitter list in the paper. Enable your readers to follow the story after it’s completed.
Showcase your happy clients. For successful freelancers, whether their business grows depends in part on positive word of mouth. If you connect potential leads with your happy customers, you’ll find that there’s a good chance your business will grow.At the end of your projects, don’t just ask for a LinkedIn recommendation. If you do consistent, good work for a local newspaper, add your supervising editor to a Twitter list devoted to your references. Twitter is just another channel through which you can connect your clients with potential customers.
These are just some ways to grow your personal news brand through your Twitter lists. If I left anything out, please feel free to leave your suggestions as comments after this post!
I recently found out about a new tool, Trendsmap, that tracks and visually organizes local Twitter trends.
Finally, a service for breaking news reporters to not only find what one’s local digital community is talking about in real time, but who’s talking about it.
For instance, once I moved over to my region, I found conversations about
Fog in the city’s western suburbs
Milton Bradley, a baseball player currently on the Chicago Cubs
You can even drill down further into more of the city’s trends, like so:
Screenshot of Chicago Twitter trends (via Trendsmap)
Trendsmap is still in development, it seems. For now, the page defaults to a Los Angeles “home” region. (This can easily be worked around.) Also, not every region is included in the trends; only major metropolitan areas.
Regardless, I’ll be keeping an eye on Trendsmap, and reporters should as well. Through the tool, you’ll be able to find sources and build your readership with key influencers who drive the local news conversation.
As newsrooms become more digital, it becomes more important for reporters, editors and producers to keep up with digital contacts and readers. The thing is, the social Web tends to be a very, well, “What have you done for me lately?” sort of place. In order to stay on top of things, you must monitor and respond to your contacts’:
blog posts
tweets
Facebook posts
other comments
This can become rather tiresome, especially if one looks at it as work — that’s a different blog post altogether — but it’s something that must be done nonetheless.
Last month, I blogged my thoughts on lifestreaming, and how it is to become the future of the web. I believe a feed-like (as opposed to blog-like) lifestreaming service, FriendFeed, may be the key to streamlining one’s digital activities.
You might not see an immediate benefit to using FriendFeed. In fact, you may think, “This looks just like Twitter. And FriendFeed just got bought by Facebook. Why would I use it?” Here are three reasons why you should use FriendFeed:
1. FriendFeed, when used properly, compiles all digital activity in one place. Forming a deep digital relationship with your contacts and readers take time, but if you read and respond to their blog posts, tweets, Facebook status updates, blog comments, Flickr photo posts and everything else, there’s a good chance your relationship will improve quickly. (Of course, you don’t respond to everything; focus on your influencers.)
FriendFeed compiles everything in an easily navigable stream, and it links directly to their posts. Just click through and respond, either on their FriendFeed page or — better yet — on the page itself.
2. Build your digital street cred. Many digital professionals are on Twitter. They’re not on FriendFeed yet; it still has that “geeky” early-adopter feel. If you’re on FriendFeed, and you use it to keep up with your contacts — not to mention make new ones — it makes you stand out.
3. Your good influencer/blogger contacts are there. There’s a good chance that any blogger worth their salt is on FriendFeed. If your contacts are in the space, you should be there too. Period.
FriendFeed, in my mind, is the new RSS reader. If you use an RSS reader (e.g. Google Reader) to keep up with your contacts, give FriendFeed a try. You can find me on FriendFeed here.
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NOTE: I derived this post from one I wrote for the Weber Shandwick “Social Studies” blog.
I was just reading this post by Julie Posetti over at PBS’ Mediashift blog, and this section jumped out at me:
When I raised concerns this week about the practice of tweeters who openly identify as professional journalists re-tweeting without verification, in the context of the indiscriminate dissemination of tweets claiming to emanate from Iran, I found myself engaged in a lively discussion on Twitter. I asserted that when Patrick LaForge, an editor at the New York Times, re-tweeted (without acknowledgement of verification or absence thereof) a list of Iranian tweeters sourced from expert blogger Dave Winer (who had, in turn, passed on the list without verifying its contents) it amounted to an approval of that list, LaForge disagreed. NYU’s Jay Rosen then reminded me not to expect open systems like Twitter to behave in the same manner expected of editorial systems.
But while I agree with Rosen, my concern wasn’t directed at the unmediated Twittersphere. Rather it was directed at the way journalists approach this flood of information.
I learned this lesson firsthand from James Janega, one of my reporters when I was over at Tribune Interactive. Last year, when he was down in New Orleans covering Hurricane Gustav on James quickly defused a rumor that was swirling around about residents without identification not being allowed to evacuate the city. Since Gustav was the first large hurricane to strike New Orleans since Katrina, this had the potential to be an incendiary story.
Except it wasn’t true.
James did what any reporter would do: He picked up the phone. But we found out about the rumor through our social media contacts. (Here’s a great interview with James on JD Lasica’s blog, SocialMedia.biz)
So here’s a quick poll for you: Do you think a re-tweet equals an endorsement? Why? What’s your take?
ConvoTrack is a great way for reporters and editors, marketers and non-marketers alike to track the conversation around a given URL.
Here’s how it works:
1. Go to ConvoTrack, paste the URL of the story you’re trying to track.
2. Through this, you can find all of the conversation about your story in the following spaces:
- Twitter
- Blogs
- Digg
- Reddit
If you track the conversation, you’ll be able to jump in, and you’ll be able to add commenters — as well as the people who share your stories — to your Twitter/Facebook/etc. lists.
ConvoTrack is a great reporting tool.
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Hat tip to Kevin Sablan over at Almighty Link for blogging about this the other day.
happn.in is a great way of discovering local Twitter trends. Here’s how to use it:
1. Go to the site and click on your city. (To add a new city, suggest it on the site’s feedback form.)
2. You can either click on a specific local Twitter trend from the front page, or you can click through to the home page for your city. (Here are the pages for Chicago and Austin.)
3. Not only can you see the trends, but you can click through to the person who posted the Tweet. In the small amount of time I’ve used it, I’ve found a dozen new people to follow, all in my area, who I didn’t know before.
happen.in seems to be another great weapon to add to your Twitter arsenal. (Twarsenal?)
