digital news and alternative distribution

Journalism Next: Alternative Distribution

Mark Briggs, CEO, Serra MediaAuthor of Journalism 2.0 and Journalism Next

March 26-27, 2010

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Friday, March 26, 2010

Alternative distribution

Social media

Search engines

Social capital

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“But above all - good writing still prevails. Quality, relevant, in-depth content will not only attract the bots, but will capture new audience as well.”

- Monica Wright Search Engine Journal

Friday, March 26, 2010

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Social media

“This isn’t just a kind of fad… I’m afraid you’re

not doing your job if you can’t do those things.” - Peter Horrocks, BBC

★ Sharing on Facebook: up 500% in past 6 months

★ Volume on Twitter: up 16x in past year (1.2 billion tweets in Jan.)

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Sharing

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The Big 3

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Facebook referrers are the best

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Social

Friday, March 26, 2010

"We knew we needed to join these social media communities. But we can't just show up to the party, say 'we're here' and drink everyone's beer."

- Daniel Honigman

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Social media

Friday, March 26, 2010

Add a layer of journalism

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Breaking news

Crowdsourcing

Beat development

Public interviewing

Quality assurance

Distribution

Career development

Social media

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Social media

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Social Media

- Be relevant: And timely

- Informative: Share others’ if needed

- Instructive: Tips and advice welcome 

- Include a link: More than 140

- Reflect your personality: Judiciously

- Build relationships: Ask, answer questions

Follow the 80 / 20 rule

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Social media

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Social capital“The advantage created by a person’s location in a structure of relationships”

Becoming the “trusted center” and/or becoming allied to the “trusted center” through digital communication

Leveraging networks to build the brand

Trust guides - the importance of transparency

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Social media

Friday, March 26, 2010

Get out of your comfort zoneParticipate in the conversation by placing a comment on a traditional news story and at a blog or website that is not affiliated with a news organization. Compare and contrast the experience.

Join or follow the social media channel (Twitter, Facebook, etc.)for a news organization other than your own.

Find a niche social network (eg. wiredjournalists.com) to join at http://socialmediaanswers.com/niche-social-networking-sites/ or create your own at Ning or Google Groups.

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Social media

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Grow your groupsGeneric large-scale networks like Facebook, Twitter, LinkedIn, MySpace.

Niche social nets like Gather.com or CafeMom.com

Build a niche social net on Ning or Google

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Social media

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SEO (search engine optimization)

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SEO (search engine optimization)

“This boring headline is written for Google”

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SEO (search engine optimization)

1. Write for robots and readers

2. Keywords, Keywords, Keywords. Think about Journalism 101: who, what, where.

3. Use conversational language that makes the reader want to know more. Be direct, and focus on the unique.

4. Don't be afraid to inject a little attitude.

Headline writing

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Email newsletters

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Alternative Distribution Strategy1. What is Your Objective?

2. Who is Your Internal Evangelist?

3. Who on Your Team Will Help?

4. Check Your Tech: Do you have the tools you need?

Group assignment

Friday, March 26, 2010

Alternative distribution

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Questions?

@markbriggscontact@journalism20.com

Friday, March 26, 2010