Promoting your newspaper's content using social media
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Transcript of Promoting your newspaper's content using social media
PROMOTING YOUR CONTENT
LEVELS OF ENGAGEMENT
Publishing
•Linking to content
Conversing
•Listening
•Passive moderation
Participating
•Asking questions
•Engaging without being prompted
•Moderating by participating
ASSESS THE NEED
1. Sign up, find a few people in your community and look at their connections
2. Search posts on the site for your town’s name
3. Try a “geo-search” on Twitter using your zip code
YOUR PROMOTION OPTIONS
AUTOMATE YOUR UPDATES UPDATE MANUALLY
Requires an RSS feed Suitable for getting started OK if a network has no
users but you want presence
Not as personal Doesn’t conform to
conventions All content promoted Links show up in bursts
Highly personal (and users know it)
Promote select content Have full control over
timing Use language, voice not
suitable for your newspaper’s site
Re-post, repurpose content (archives, slideshows, etc.)
HOW-TO
HootSuite – free at Hootsuite.com – handles URL shortening, image sharing, RSS feeding, multiple accounts, keyword monitoring, etc.
EASY AUTOMATION
In Hootsuite, go to “Launch” > “Settings” > “RSS/Atom” > “Add New Feed”
TwitterFeed.com provides similar functionality, but is more difficult to configure
EFFECTIVE MANUAL UPDATING
You don’t have to post every story Reporters can promote their content, too Archived stories have value
“Police Chief Jones stepped down today. Remember this profile we published on him when he came to Texas? http://link.link.link
If the story’s big, rephrase and repost Update multiple networks at once (again …
Hootsuite) Plain, to-the-point language works best Use a link shortener (more on this later)
WIDGETIZE / BUTTON-UP
For Facebook:facebook.com/facebook-widgets/ & developers.facebook.com/plugins
For Twitter:twitter.com/goodies/widgets
For buttons:socialfollow.com &addthis.com
SUGGEST YOUR FACEBOOK PAGE
On your page, click “Suggest to Friends” under your picture
Begin with your staff
Ask your fans to do the same
TWITTER: FOLLOW OTHER USERS
Find people to Follow
Get staffers on individually
Make sure you have a Bio, Photo and Web link
Respond, reach out to other users
INVITE THEM IN
Also: http://www.redesigntcuskiff.blogspot.com/
DON’T FORGET YOUR BIGGEST ASSET