getting social about news

Getting social about news

Lori Packer | @LoriPAUniversity of Rochester

Photo from Flickr user NapInteruppted

Friday, January 3, 14

Let me tell you a story...about ladybugs.

"Look Up! The Billion-Bug Highway You Can't See"

NPR, Robert Krulwich


It's the people who already care about you who care about you.



Turn those audiences into communicators



Turn those audiences into communicators

Information + enthusiasm = BUZZ


FacultyStudentsStaffTrustees


FacultyStudentsStaffTrustees

Alumni

Parents

Prospective Students

Academic Community

GeneralPublic


Press releases: In the beginning

Letterhead, printers, envelopes, labels, stamps, fax machines


Press releases traditionally seen as a source.

Serve as “fodder” for journalists

Tell our stories to reporters, who then tell a story to their audience (or not)

Can influence but not control the outcome

Have a limited shelf life


But there’s a problem.

The traditional news hole is

shrinking.


Press releases can now also be seen as destinations.

you are here



Still serve as source material for journalists, BUT... online the press release becomes the story with an unlimited shelf life.

you are here



Still serve as source material for journalists, BUT... online the press release becomes the story with an unlimited shelf life.

Tell your own story.

you are here


Enter social media

Photo from Flickr user jasonahowie


Facebook users follow news links shared by friends and familyFully 70% of Facebook news consumers get most of their story links from friends and family. Just 13% say most links that they follow come from news organizations.2012 State of the News Media report by Pew Research Center’s Project for Excellence in Journalism


http://www.stateofthemedia.org/


Social media sites are a growing source of “word of mouth” news, especially amongst younger readersReal-time, face-to-face word-of-mouth is still the most common way people say they hear about news stories from their friends and family.

But 15% of news consumers, and 24% of those between the ages of 18-29, say the most common source of news stories from friends and family is from social media sites. 2013 State of the News Media report by Pew Research Center’s Project for Excellence in Journalism




Be selective

Photo from Flickr user ntlk_


When you tell a story to someone else, do they literally say:

“Wow, really?”

THAT is a social story.


Be strategic

Photo from Flickr user scotthamlinFriday, January 3, 14

Be responsive

Photo from Flickr user twerksome21


It’s called social for a reason

Be a human:When someone asks a question, answer it.

You can be official (trusted, clear, accurate) without being institutional (formal, stiff)


Always be measuring


Driving traffic to news siteSpring semester 2012

185k total visits

Facebook: 5.4% of total visits 15.4% of visits from referrals

Twitter: 1.1% of total visits3.25% of visits from referrals

Spring semester 2011

190k total visits

Facebook: 3% of total visits11% of visits from referrals

Twitter:.3% of total visits1% of visits from referrals

Spring semester 2013

280k total visits

Facebook: 5.7% of total visits 9% of visits from referrals

Twitter: .78% of total visits1.5% of visits from referrals


Facebook Insights• Total “likes” (your fans, your followers)

• Reach (of those fans, how many saw this post?)

• Engagement (how many people liked, commented on, or shared your post?)

RULE OF THUMB: If 1% of your total fan base like, comment on, or share a post on Facebook, you’re doing pretty good.

20,000 fans = 200 likes, comments, and sharesFriday, January 3, 14

Facebook Insights

RULE OF THUMB: If 1% of your total fan base like, comment on, or share a post on Facebook, you’re doing pretty good.

20,000 fans = 200 likes, comments, and shares


What works on Facebook*?1. Drop dead gorgeous photography

2. Unusual photography

3. Posts tied to current events

4. Emotion

5. Hugely, bigly, actually substantively big stuff

*from my own research on our FB page, pages of peer schools; your mileage may vary


6. Wishing people “good luck” or “congratulations”

7. Saying “thank you”

8. Dramatic changes and opportunities for nostalgia

9. A sense of humor

10. Anything related to football if you are the University of Michigan; any photo of a husky if you are the University of Washington, etc.

What works on Facebook?


getting social about news

Education