engagement attribution and social media

You’re a journo,not a carrier

Los Angeles News GroupAugust 2013#DFMengage

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Social media = journo tool1. Livetweet events &

breaking news2. Search3. Crowdsource4. Monitor community

conversation5. Curate

6. Hashtags7. Lists8. Embed tweets in

stories9. Photos & videos10.Verification

Live-tweeting situations• Trials• Meetings• Sporting events (curate w/ public tweets:

Friday Night Tweets)• Festivals• Breaking stories• Remember to feed site using ScribbleLive

Livetweeting tips• Don’t transcribe; observe & report• In sports, mix play-by-play & commentary• Use hashtag (& check & engage)• OK to pause for checking facts, names• Note significant pause (halftime, lunch)• Fun interludes, exchanges, anecdotes• Check facts before you hit “tweet”

Social search• Twitter advanced search• Facebook graph search • Search for keywords, hashtags, users• Big news? Search: Holy shit, WTF• Search by location (but most tweets

aren’t geotagged)• Use Geofeedia (more than just tweets)

Crowdsourcing tips• Say what you know, what you need to

know• Don’t ask for help; invite people to tell

their stories, share their photos• Reach broader audience (hashtags, ask on

FB pages of groups w/ interests)

Crowdsourcing tips• Use Facebook, Twitter, G+, website, paper• Search & crowdsource simultaneously• Be careful about repeating rumors

Monitor conversation• Follow officials on beat• Searches, alerts for people & keywords

on beat• Save location searches for breaking-news

terms (fire, emergency, siren)• Save local searches• Join conversation

What is curation?Museum curator:• Studies topic• Chooses relevant

content (other sources & museum collection)

• Authenticates• Groups related items• Provides context• Presents exhibit

Journalism curator:• Studies topic• Chooses relevant

content (social media, blogs, staff)

• Authenticates• Groups related items• Provides context• Presents collected

content

CurationSituations• Reaction story• Public event (as

LANG did for graduations)

• Second screen• Breaking story

Tools• Storify• Spundge• Geofeedia• RebelMouse

Hashtags• Regular hashtags• Event hashtags• Breaking news• Humorous

Hashtag tips• Use existing hashtag if there is one• Search before launching hashtag (avoid

duplication)• Look for secondary hashtags, especially

in events or breaking news• Hashtags help you find witnesses & other

sources

Lists• Organize beat by lists• Lists save time• TweetDeck, HootSuite• Create list for story (who’s tweeting

about it?)• Embed list in story or blog post

Vetting & verifying• Track back RTs, etc.

to source • Look for clusters • Location enabled? • Evaluate the network• Evaluate the history

• Links, photos? • Take it old school• Disclose, hedge,

repeat • Be brave only in

correction

Tips from Craig Silverman, Regret the Error

Evaluating tweeps• How long have they been tweeting?• Check previous tweets, interaction• Check bio, links• Check Klout score• Google name and scam, spammer• Contact & interview

Tips from Mandy Jenkins, Zombie Journalism

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