Building brands by creating brand enthusiasts.

Putting Social Media In The Newsroom

How New Media Can Help Old Media Maintain Relevance

Daniel Honigman – Tribune InteractiveJeremy Pepper – Boingo

Jason Falls – Doe-Anderson

11 a.m. | September 21, 2008

The Problem

Putting Social Media In The Newsroom

Newspapers•Daily circulation down 8.5% from 2001

•Sunday down 11.4% from 2001.

•April-Sept. 2007 daily down 2.5% from 2006.

•Since 1990, over 200 daily newspapers have folded. (Audit Bureau of Circulations) (State of The News Media 2008 – Project for Excellence in Journalism) (Editor and Publisher Yearbook)

Magazines•Time and Newsweek cut circulations at least 500K in 2007

•Niche magazines grew (Jet, Economist, The Atlantic) •(State of The News Media 2008 – Project for Excellence in Journalism)

Matt Callow on Flickr

Striatic on Flickr

The Problem

Putting Social Media In The Newsroom

Television•Network nightly news viewership down 5% (1.2 million viewers) from 2006 to 2007

•Dropped 1 million per year for 25 years.

•Morning news was down 4 % in 2007.

•Local evening/late night news down from 3-7% 2006-2007 (Nielsen Media Research)

Radio•Broadcast audience dropped 2% since 1998

•93% of U.S. population age 12 and up listens to broadcast radio

•Audience is fragmenting with Satellite Radio, Podcasts, Web-Based Radio and MP3 player-exclusive listening.•(State of The News Media 2008 – Project for Excellence in Journalism)

Pingnewscom on Flickr

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It’s Bad, But Why?

• Fracture of the media landscape into niches

• 5,000 marketing messages a day (Yankelovich Partners study, 2005)

• Lack of trust in the media

• Emergence of a better alternativePutting Social Media In The Newsroom

Cass on Flickr

Social Media As A Solution

Embraces community and conversation

Provides content

Makes web property more valuable

Putting Social Media In The Newsroom

What’s The Strategy?

• LISTEN (1st Rule of Social Media)

• Determine Your Tools

• Build Community Around The Tools

Putting Social Media In The Newsroom

Waponigirl on Flickr

5C’s of Community Development

Putting Social Media In The Newsroom

Who Is Doing It Well?Magazines

Putting Social Media In The Newsroom

Who Is Doing It Well?

Putting Social Media In The Newsroom

Radio

Who Is Doing It Well?

Putting Social Media In The Newsroom

Television

Who Is Doing It Well?

Putting Social Media In The Newsroom

Newspapers

What Can Media Outlets Do?

•Listen and Decide Tools

•Approach Community Building Strategically

•Educate Your Audience

•Embrace Their Intelligence

Putting Social Media In The Newsroom

Alex-S on Flickr

Food For Thought

• Embrace intelligence of audience

• Protection for citizen journalists

• Separate and elevate paid staff content

• Prove the business model

• Change the advertising model

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Thank You!

Jason Falls - SocialMediaExplorer.comjfalls@doeanderson.com | @jasonfalls

Daniel Honigman – Tribune Interactivedhonigman@tribune.com | @dan360man

Jeremy Pepper – pop-pr.blogspot.comjspepper@gmail.com | @jspepper