social media 202 by robin j phillips

Social Media 202

Robin J. PhillipsReynolds Center for Business Journalism

Twitter:@BizJournalism

facebook.com/BizJournalism

Know what this is? You’re in the right place.

Photo from a rescue ferry

Obama campaign big on Social Media

Celebs drive up the numbers

Rules change

Just because we can…

New, huge and often changing

• Facebook: • More than 400M active users• ½ of Facebook users login daily• Average user has 130 friends• 5 billion pieces of content/weekly• 100 million access FB via phone

New, huge and often changing

• Facebook: • More than 400M active users• ½ of Facebook users login daily• Average user has 130 friends• 5 billion pieces of content/weekly• 100 million access FB via phone

• Twitter: • 105 million registered users• 300,000 new accounts/day• Google, Bing, Yahoo: search Twitter

Evolution of every medium

1. Technicians who invented it, run it

2. Technicians with taste, leverage it

3. Artists take over from the techies

4. MBAs take over from the artists

5. Bureaucrats drive the medium to banality

Evolution of every medium

1. Technicians who invented it, run it

2. Technicians with taste, leverage it

3. Artists take over from the techies

4. MBAs take over from the artists

5. Bureaucrats drive the medium to banality

WHY use it?• Find leads• Find new sources• Crowdsource• Notice trends• Broadcast breaking news • Promote your stories• Grow audience for a blog• Share drafts (really)

Journalists = artists

WHY use it?• Find leads• Find new sources• Crowdsource• Notice trends• Broadcast breaking news • Promote your stories• Grow audience for a blog• Share drafts (really)

HOW?• Be as human as possible• Establish relationships

before you ‘need’ them• Use different tools for

different audiences• Engage, promote others• Integrate blog, social

media, Web site• Experiment, experiment,

experiment

Journalists = artists

What do users want?

• News• Loyalty• Immediacy• Real people• Lack of clutter• Killer headlines• Nut graphs

Snowball fight photo

spread ‘round the

world

Snowball fight Facebook page

lists

lists for beats

Customer service

Employees empowered

Listening campaigns

Tool for reporters

Obama’s visit

Potential source

Economy: Class of ’82 vs. class of ‘09

Reporter searched Facebook

Subjects for story

Search and #hashtags

www.search.twitter.com

Advanced Twitter search

Possible folks for quotes

“Instead of meeting for a cup of coffee, I shoot the breeze with some PR folks/sources on Twitter.”

Story ideas | breaking news | beat checks | brand development

“Twitter is only as good as the people who are on it.”

Immediate | concise | different form of writing | good multimedia tool

“I tweet and retweet high-value news and analysis on the economy, sustainability and urban issues.”

Promote blogs, columns | new trip wire | appreciate the speed

Example of using her followers

Issues to ponder… Ethics

quoting from social mediafairness = do you fan, friend everyone?

Need for speed does urgency help create errors? how to deal with corrections on social media

When do you take the conversation off-line friends, sources In Real Life confirming the identity of SM contacts

Skills Does speed, brevity of SM make you a better or worse writer?… better or worse researcher?

Brief based on Twitter chatter

All about the contacts

Want more? Let me know.Robin J. Phillips, Web managing editorReynolds Center for Business JournalismTwitter: @BizJournalism