#Report #Engage #Measure: Leveraging Social Media as a Journalist
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Jill Hopke @ jillhopke October 28, 2013 #Report #Engage #Measure: Leveraging Social Media as a Journalist
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A talk designed for undergraduate journalism and electronic media students, covering trends in social media use in reporting, for audience engagement and tools to measure influence. Sources and additional material for this talk are available on my blog, jillhopke.com/blog.
Transcript of #Report #Engage #Measure: Leveraging Social Media as a Journalist
Jill Hopke @jillhopke
October 28, 2013
#Report #Engage #Measure: Leveraging Social Media as a
Journalist
• News and Social Media • Social Media in ReporFng • WriFng for TwiJer and Professional Best PracFces
• Content CuraFon • VerificaFon • Measuring “Influence” and Media Monitoring • AcFvity: WriFng for TwiJer • Concluding Thoughts on JournalisFc Norms
#Report #Engage #Measure
• JournalisFc Norms • Microblogging/Live-‐tweeFng • Content CuraFon • User-‐generated Content • VerificaFon • Cross-‐promoFon/Audience Engagement
Key Concepts for Today
JournalisFc Norms on Social Media?
• ObligaFon to truth • Loyalty to the public • VerificaFon • Independence • Forum for public discourse • InteresFng and relevant • Comprehensive • Exercise of personal conscience Adapted from Kovach, B. & RosensFel, T. (2007). The elements of journalism: What newspeople should know and what the public should expect. New York: Three Rivers Press.
News via Social Media
News is becoming “social.”
Source: Pew Research Journalism Project. (2013). The Facebook News Experience.
Mircoblogging
And Twi5er
• Tweet about what interests you. • Remember the “Who, what, when, where, why and how.” • Use third-‐person. Do not forget AP style and good grammar! • Name your sources, @menFon them. • Use a common event hashtag. • Make it mulF-‐media. • CapFon your photos: idenFfy individuals, provide context,
include a Fme/place reference. • Keep personal opinions to a minimum. In general, audiences
will care about the event, not your opinion.
Live-‐TweeFng Like a Pro
• “QuoFng” on TwiJer: RTs versus MTs. • Start Tweets with words not .@menFons. • Aim for 120 characters or less. • Write in short and acFve full sentences. • Use a link shortener. • Tweets are like headlines; be descripFve, especially if you
include a link. • The @ is silent, write it out (e.g. “at @uwmadison”). • Proofread before you hit “send”!
Tips to Write for TwiJer
Content CuraFon Tools
Create Twi5er Lists
Content CuraFon Tools
Content Management (e.g. HootSuite)
To schedule or not to schedule?
Content CuraFon Tools
Storify: Collect User-‐Generated
Content
Content CuraFon Tools
Storify (conHnued): IntegraHng
arHcle text with images
Content CuraFon Tools
Storify (conHnued): IntegraHng
user-‐generated content
VerificaFon of User-‐Generated Content
The Guardian, October 29, 2012
The Capacity to Spread (False) Info Fast
Google Image Searching a Fake Hurricane Sandy
Picture (Actually a screenshot from The Day A/er Tomorrow)
• Develop a story narraFve. • Stop and verify through mulFple sources. • If in doubt, don’t include. • Communicate with your sources (direct message, email, phone).
• Trust is sFll key. • Be transparent.
New Roles and the “Content Curator”
Cross-‐PromoFon
The Journalist as a Brand
Tracking Influence and Media Monitoring
Klout MenHon
MenFon Example
Global Frackdown
MenFon Example
#GlobalFrackdown (conHnued)
Summing Up: TwiJer Best PracFces
Choose a short and easy to remember username.
Relevant profile photo, ideally a headshot, and bio that reflects you.
Follow those you know offline and network in your industry.
Develop relaHonships, @menHons and engage with followers.
Tweet what interests you – professionally.
Think first. If in doubt, don’t post.
Verify from mulHple sources before posHng.
Space out your tweets, max one per hour unless live-‐tweeHng.
Cross-‐promote, but don’t overdo it.
Promote colleagues: Retweets, @menHons.
AcFvity: Building Your “Brand” on TwiJer
Think through: • Who is your audience? • What are your goals? • What are two to three topical areas YOU can engage
on? • What is one upcoming event you can cover related
to one of these topics?
Take a few minutes to write a professional TwiJer bio (160 characters or less), then we’ll share in groups.
Returning to JournalisFc Norms
• ObligaFon to truth • Loyalty to the public • VerificaFon • Independence • Forum for public discourse • InteresFng and relevant • Comprehensive • Exercise of personal
conscience Adapted from Kovach, B. & RosensFel, T. (2007). The elements of journalism: What newspeople should know and what the public should expect. New York: Three Rivers Press.
Some things to consider: 1. How can reporters adhere
to journalisFc principles in the social media environment?
2. What about the rest of us? What are our obligaFons to these norms?
3. How might social media help journalists do their jobs beJer?
4. How might you miFgate these challenges?
