Branding for Journalists
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Transcript of Branding for Journalists
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Mandy Jenkins @mjenkins Toronto NewsTrain #TORbrands
Journalism, Branding & Social Media
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Crafting Your Brand • Define yourself before others do • Show off your best work • Make yourself/your newsroom easy to
contact
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Don't Be This Guy
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Define Your Persona
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8 Rules of Social Journalism
1. Respond to replies, comments and questions (especially questions) everywhere
2. Be transparent in all you do 3. Ask for help when you need it 4. Be thankful
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8 Rules of Social Journalism
5. Make corrections quickly and publicly
6. Address criticism without spats
7. Be consistent 8. Don't just push your content out,
share other links too
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Questions for News Brands • Who is my audience?
• What do they want?
• When is my audience online?
• What sort of tone is right for my audience?
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Who manages social media?
When do we update?
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Twitter for Journalists
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Tips for Reporters
• Post links w/ comment or question, not headline
• Monitor the people you cover • Crowdsource stories by asking for info • Quickly find witnesses, info with search • Live report from the scene of a news
event • Show your work
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RT News & Photos
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Ask For Tips
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Target & mention big names
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Twitter Chats
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Build Twitter Lists
Lists to build: • Sources • Others reporting on your
beat • Coworkers
Make sense of incoming tweets
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It's All About Who You Follow
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Who you should follow
• Your competitors (& bloggers too) • People in your field of interest/beat • Popular people in your local/topical
Twittersphere • Those who reply to you • Those who re-tweet, share your links
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Finding who to follow
• By subject/location: Twellow.com, Wefollow.com
• Muckrack.com (for finding journalists)
• Look at others’ follows/followers • Spy on Twitter lists • Listorious.com
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Brands Behaving Badly
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Brands Behaving Badly
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Journalists on Facebook
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Profiles
• One place to manage everything
• Control your privacy • Timeline design with
large image • Could mix personal/
professional
Pages
• Completely separate presence from profile
• Completely public • Timeline design with
large image • Detailed analytics to
see who visits
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Going Public On Facebook
• Turn on Subscriptions: Anyone can read your public posts
• Set up a vanity url at facebook.com/username
• Add your job history and a snappy bio to About section (and make it public)
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Build Friends Lists facebook.com/bookmarks/lists
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Build Interests Lists facebook.com/bookmarks/lists
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Target updates
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Custom Privacy Settings
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Customize Who Sees Photos
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Everyone Sees It Differently
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Create An Engaging Presence
Take advantage of timeline with photos, milestones and videos
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Whatever You 'Like' • What would you share on Facebook?
• Ask questions, feature the responses in stories
• During news, you can't overpost
• Photos and videos work well
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Tell Your Story Here
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Tell Your Story Here
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Wording Matters • Posed Questions +64% • Call to read or take a closer look +37%
• Personal reflections +25% • Clever, catchy tone +18%
% more feedback over average Source: Facebook
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Images Matter
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Monitoring Success
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Metrics That Matter
• How many story ideas were inspired by what you read on social media?
• How many sources did you find on social media?
• How many times did people share or retweet your message?
• How many sites/blogs linked to you?
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Track Your Followers Over Time
Twittercounter.com
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Track Your Performance
Klout.com
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Tweet at the Right Time
Crowdbooster.com
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Bitly: Measure Click-Thrus
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How are readers finding it?
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Set up your alerts
google.com/alerts Eliminate results from your company site: "first last" -yoursiteurl.com
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Mandy Jenkins
[email protected] @mjenkins
Blog: Zombiejournalism.com These slides & more at
slideshare.net/mandyjenkins
THANKS!
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Presentation Element Credits • Deborah Petersen, @deborapertsen • Kevin Sablan, @ksablan