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Social Media in the Digital Age

Presented by: @mcwellons & @jimprosser #CDDigital

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Where have all the newspapers gone?

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The State of the Newsroom

For the first time since 1978, there are fewer than 40,000 full-time professional employees in the newspaper industry.

Newspaper newsroom cutbacks in 2012 put the media industry down 30% since its peak in 2000.

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Source: Pew Research, State of the News Media 2013

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Newspaper Workforce Decline

Source: Pew Research, State of the News Media 2013

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The culprit? Mobile devices & access to free, digital content.

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Growth of Avg. Time Spent Per Day With Major Media

Amount of time spent consuming content on mobile is growing at 14x the rate of desktop web.

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Source: eMarketer, October 2012

Numbers based on % change in U.S.

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Mobile Activity: Text, Browse, Email & Tweet

Source: Nielsen Global Smartphone Insights, first half of 2012

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Social is Mobile

This year, 60% of U.S. social network users will come in via mobile.

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Source: eMarketer: August 2012

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15% of adults get their news from friends and family by way of social media

Among 18-29 year-olds, 25% rely on social media for news

Source: Pew Research, State of the News Media 2013

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Social Media Activity

1 billion+ monthly active users; 82% outside the U.S. & Canada

Over 200 million monthly active users; 70% outside U.S.

200 million "members" (not monthly actives)

135 million monthly active users

27 million monthly actives in 2012

100 million monthly active users

170 million monthly active users

1 billion monthly active users

Source: Company blogs, Nielsen

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Social Media Activity

1 billion+ monthly active users; 82% outside the U.S. & Canada

Over 200 million monthly active users; 70% outside U.S.

200 million "members" (not monthly actives)

135 million monthly active users

27 million monthly actives in 2012

100 million monthly active users

170 million monthly active users

1 billion monthly active users

Source: Company blogs, Nielsen

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Share

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Discover

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Promote

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Connect

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Rich Content

3-4x

engagement

for Tweets with photo, video, or sound.

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Cards

dev.twitter.com/docs/cards

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Discover sources/info

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Search tips

Search for Tweets with photos

filter:images

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Search for Tweets from verified users

filter:verified

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Search for Tweets from a list

[searchterm] list:username/listname

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Search for Tweets with links

filter:links

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Search for Tweets near a location

near:[CITYNAME or ZIPCODE] within:10mi

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#cddigital

# symbol

key word or phrase

Hashtags can increase engagement almost 2x for journalists and 1.5x for news organizations.

Hashtags

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Use your real estate

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Social media is social

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Social media is social

Journalists with above-average follower growth send

3x more RTs

than those with below-average growth.

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Show personality

Show process

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Additional resources

bit.ly/TwitterForNews

@TwitterForNews

@marksluckie

@ericaamerica

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Facebook Size & Scale

  • More than 1 billion monthly active users

  • 618 million daily active users on average

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  • 680 million monthly active users who used Facebook mobile products as of December 31, 2012

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Facebook Tips

  • Context mix: Links to articles get old so be sure to include photos + videos
  • Ask Questions: Run polls + use that content in stories on CD website
  • Host Q&As with reporters and newsmakers
  • Community: Tap into Facebook Groups + contribute to the conversation
  • Create interest lists

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Turn on the "follow" feature and share public updates

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Facebook for Journalists

  • "Like" the Facebook + Journalists page for tips and details on how to use FB in your reporting

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Facebook: Reporting Tool

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Cav Daily on Facebook

  • Avoid including long links in your posts
  • Shorten links with Bitly
  • When there’s no compelling thumbnail image available, upload an image and include a shortened link in the status

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LinkedIn Tips

  • First, join the "LinkedIn for Journalists" group
  • Complete the training for journalists and get a free, 1-year upgrade to LI Executive
  • Check out tips for journos here: http://learn.linkedin.com/journalists/
  • LinkedIn Today + Influencers
  • Pulse

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Google+ Tips

  • Now that Google more heavily weights social, it's a good idea to post to Google+
  • Authorship: Link your Google+ profile to the content you create (for SEO)
  • Host hangouts with journalists and newsmakers

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Reddit Tips

  • Monitor what's top of Reddit for story ideas and potential viral content
  • Host AMAs with newsmakers
  • BONUS: Founder Alexis Ohanian is a UVA grad

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Reddit & Crowdsourcing: The Boston Marathon Bombings

Source: ReutersTV, @antderosa

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Social Media & Ethics

  • What can we learn from the coverage of the Boston Marathon bombings?

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  • Being FIRST is not as important as being RIGHT

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  • Social media content & the vetting process

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Instagram Tips

  • Create hashtag campaigns around special events
  • Build slideshows using submitted photos
  • When covering a news story, avoid posting photos

with filters

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NBC News Hashtag Collections

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Storify: Tell Stories w/ Social Content

Total views: 13,000+

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Use embed code and post on your own website for clicks

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Flipboard

  • More than 500,000 Flipboard magazines created in 2 weeks
  • 53 million readers
  • 6 billion pages flipped per month
  • More than 500,000 magazines created in the last 2 weeks
  • Create one!

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Organizing Social Content: Hootsuite

  • Allows you to monitor all of your social networks including Twitter, Facebook, LinkedIn, Google+, and more
  • Manage multiple streams/accounts at once
  • Add tracking codes to generate analytics
  • Schedule posts for social campaigns + nights/weekends

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Organizing Social Content: Tweetdeck

  • Manage your Twitter feed in real-time
  • Create and monitor multiple lists at one time
  • Track trending topics of interest
  • Schedule tweets for future events

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Social Analytics

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  • What are your social media goals?

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  • Based on those goals, what analytics tool will best serve your needs?

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  • Once you have the data, what will you do with it?

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Social Analytics Tools

Trendrr

Simple Reach

Crimson Hexagon

Topsy

Hashtracking

SocialFlow

Simply Measured

Bit.ly

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Chartbeat

Shoutlet

Pinfluencer

Social Bro

Twitter Analytics

Facebook Insights

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Social Media Resources

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Social Media Brainstorm