Post on 18-Dec-2014
description
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
Friday, January 3, 14
It's the people who already care about you who care about you.
Friday, January 3, 14
It's the people who already care about you who care about you.
Turn those audiences into communicators
Friday, January 3, 14
It's the people who already care about you who care about you.
Turn those audiences into communicators
Information + enthusiasm = BUZZ
Friday, January 3, 14
FacultyStudentsStaffTrustees
Friday, January 3, 14
FacultyStudentsStaffTrustees
Alumni
Parents
Prospective Students
Academic Community
GeneralPublic
Friday, January 3, 14
Press releases: In the beginning
Letterhead, printers, envelopes, labels, stamps, fax machines
Friday, January 3, 14
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
Friday, January 3, 14
But there’s a problem.
The traditional news hole is
shrinking.
Friday, January 3, 14
Press releases can now also be seen as destinations.
you are here
Friday, January 3, 14
Press releases can now also be seen as destinations.
Still serve as source material for journalists, BUT... online the press release becomes the story with an unlimited shelf life.
you are here
Friday, January 3, 14
Press releases can now also be seen as destinations.
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
Friday, January 3, 14
Enter social media
Photo from Flickr user jasonahowie
Friday, January 3, 14
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
Friday, January 3, 14
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
Friday, January 3, 14
Be selective
Photo from Flickr user ntlk_
Friday, January 3, 14
When you tell a story to someone else, do they literally say:
“Wow, really?”
THAT is a social story.
Friday, January 3, 14
Be strategic
Photo from Flickr user scotthamlinFriday, January 3, 14
Friday, January 3, 14
Friday, January 3, 14
Friday, January 3, 14
Be responsive
Photo from Flickr user twerksome21
Friday, January 3, 14
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)
Friday, January 3, 14
Always be measuring
Friday, January 3, 14
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
Friday, January 3, 14
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
Friday, January 3, 14
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
Friday, January 3, 14
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
Friday, January 3, 14
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
Friday, January 3, 14
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?
Friday, January 3, 14