missouri press association conversational news
DESCRIPTION
Part of a workshop with the Missouri Press Association, July 2012. Why is social media important for community news? How will it enhance our relationship with our community or audience?TRANSCRIPT
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Before we start, let’s clear some things up.
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1. Social media is not really about technology.
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2. We can’t blame
technology for a lack of social
media.
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3. Social media is not a
kind aof content.
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4. Social media is not
always useful.
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5. Social media is not a magic bullet
for revenue …
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… but it will bring you readers’
attention and loyalty.
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How can we design media to be social?
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“Here’s something four-year-olds know: a screen without a mouse is missing something. Here’s something else they know: media that’s targeted at you but doesn’t include you may not be worth sitting still for. … They will just assume that media includes the possibilities of consuming, producing, and sharing side by side, and that those possibilities are open to everyone. How else would you do it?”
— Clay Shirky, Cognitive Surplus
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Where’s the mouse?
Consume. Produce. Share.
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“Mutualisation” at The Guardian
= a constant invitation
Model from @MegPickard
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So where do we start?
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Repeat after me:
It depends.
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What do you do well? How does that translate
to digital?
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Who is your community?
Your audience?
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rjionline.org/news/community-engagement
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Our core audience feels a connection
with us.
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We actively reach beyond
our core audience.
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Users feel invited to help
shape our agenda.
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We alter what we cover, and how, based on what readers respond to.
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We amplify voices besides
our own.
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Our content reaches the
audience where, when and how
it’s most useful.
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There are many ways readers can act on,
share and react to our content.
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How do you measure success?