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How to stand out as a journalist on Twitter
What leading anchors should know about TwitterMallary Jean Tenore / Managing editor / @MallaryTenore
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About the presenter
Mallary Tenore (@mallarytenore)
Managing director of Images & Voices of Hope (@ivohMedia) a nonprofit that strengthens the media’s role as an agent of positive change. Previously the editor of Poynter.org.
Mallary Tenore, Images & Voices of Hope (ivoh)
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Social media’s evolution
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Why use Twitter (& social media in general)?
Because it’s where our audience is.
• Twitter: 255 million monthly active users• Facebook: 751 million monthly active users• Pinterest: 25.3 million unique visitors.• Instagram: 150 million users.
Mallary Tenore, Managing editor
Mallary Tenore, Images & Voices of Hope (ivoh)
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Who uses social media?
Pew Research CenterMallary Tenore, Images & Voices of Hope (ivoh)
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Getting news from social media
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How can you gain more influence on Twitter?
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Unprotect your tweets
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Make it easy for people to find you & other staffers. Kare TV does a good job of this:
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Make it easy for people to find you on your Twitter, Facebook
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Create an effective Twitter bio (or ‘Twesume’)
• Think of it as a 160-character elevator pitch.• Make it conversational, interesting.• Use it to focus your tweeting.• Give people someplace to go.
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Twitter bios
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Twitter bios: Good examples
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Twitter bios: Good examples
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If you’re stumped …
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Visit Twitterbiogenerator.com (just for fun!)
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Think of publishing as the start of a process of sharing.
iStock photo
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Tweet regularly
• Tweet out links to all of your stories. • Set goals for yourself & measure the success
of them.• Schedule tweets for off-hours – weekends,
nights.
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Strike a balance between….
• Promoting• Sharing• Engaging• Retweeting
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When promoting, sharing & engaging…
• Be authentic.• Zig when others zag. • Ask questions.• Add value to the conversation & be
conversational.• Follow smart people.• Add visuals.
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Add visuals to tweets
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Add visuals to tweets
• Always ask: Would this tweet be better with a picture?
• On average, tweets with images get a 35% increase in retweets.
• One study found that tweets with images uploaded directly to Twitter see 94% more engagement than tweets without them.
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Use hashtags & @ mentions
• Use hashtags to increase the chances that your tweets will appear in searches.
• Use @ mentions to increase the likelihood that people will engage with you & to give them recognition.
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Using @ mentions
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Tweet out the same link in different ways
• NPR recently tested out two types of tweets – one with a straightforward headline and link to a story, and another with a catchy quote from the story, an @mention and a photo. Notice the difference in the number of retweets and favorites …
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Experimenting with different tweets
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Experimenting with different tweets
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Experimenting with different tweets
The second tweet got a lot more engagement, and is a reminder that it’s ok (actually, it’s good) to tweet out the same link twice, so long as you change it up.
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Experimenting with different tweets
• “Writing multiple tweets is a great way to share content more than once. The people on Twitter at 9 a.m. might be different than the people at 1 am. Creating tweets also allows us to include the names of reporters and blogs, which will also help to increase audiences beyond the main NPR news account.” ~ NPR’s Lauren Katz
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Retweeting
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Retweeting
“Take retweets as seriously as you take writing your own tweets. Make sure the links work and that the content adds value to both your feed and followers.” ~Elana Zak, Wall Street Journal
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Retweeting, commenting, sharing
• Make sure the content you’re retweeting, replying to, etc., is actually what you think it’s about.
• On April Fool’s Day, NPR posted a story that generated thousands of comments and shares. The only problem is, the story wasn’t really what the headline said it was about …
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Retweeting/sharing/engaging
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Retweeting/sharing/engaging
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Whoops!
Lesson: Read before retweeting, commenting, sharing, etc.
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Using Twitter when news breaks
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Twitter can be a great tool for breaking news …
… But you want to make sure you’re clarifying people’s understanding of the news, not confusing them.
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Avoiding social media errors• “Gabby Giffords is dead.” –NPR, CNN, Fox, NY
Times• “Joe Paterno has died.” –Onward State, CBS
Sports, lots of other news orgs/journalists.• “Bombing suspect has been arrested.”
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Correcting errors on social media
• Errors spread farther and faster than corrections. (It’s what Craig Silverman calls “The Law of Incorrect Tweets”).
• Make an effort to make/share/spread corrections as quickly as you can.
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Building credibility on Twitter
• If you haven’t verified information, tweet something along the lines of: “We’re aware of the reports circulating, but haven’t been able to confirm them yet.” Or send a couple of tweets saying: “We are working on this story and will tweet updates as soon as we have them. Here’s what we do know.”
• Refer to your newsroom’s social media guidelines/ethics.
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Using Twitter to improve your writing
Mallary Tenore, Images & Voices of Hope (ivoh)
Twitter forces you to be concise; you have to make every word count.
It can also be a good tool for reporting what you’re observing …
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Using Twitter to improve your writing
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‘Concision takes precision’
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Twitter story ideas
• Twitter is a good starting point for finding sources, information and ideas. Still need to follow up and do traditional reporting to make sure that Twitter doesn’t become a replacement for interviews.
iStock photo
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Twitter search• Find local sources by using Twitter’s search
function: https://twitter.com/search
Find local sources by using the “advanced search” function.
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Use TweetDeck or HootSuite
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TweetDeck and Hootsuite…
• … Make it easier to keep track of Twitter Lists, notifications, followers and more. I find just about all of my story ideas via the Lists I’ve set up on TweetDeck. Lists enable you to see tweets from specific people/orgs that are of particular interest to you.
• You can also schedule tweets using TweetDeck and Hootsuite.
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Next steps
• Find ways to integrate Twitter into your workflow.
• Set reasonable goals for yourself.• Be a leader/coach for others in your
newsroom.• Organize a training session.• Experiment, experiment!
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Thank you!
Email or call me with questions…
Mallary Jean [email protected]
727.517.5489 @mallarytenore @ivohMedia
Mallary Tenore, Images & Voices of Hope (ivoh)