Social Media 2.0:

‘Engaged Journalism,’

Law & Ethics

Follow @UNOSML & @JeremyHL

Beginnings

What do you remember from the

first social media content that you

viewed?

Early 2009, Twitter News

Real-Time Social Listening:

GolinHaris “The Bridge”

How do you use Tweetdeck

and trending topics?

What are your newsroom social media

strategies?

How do social marketing

strategies apply to news?

1 Create objectives and goals

2 Conduct a social media audit

3 Create or improve your social accounts

4 Get inspired by thought leaders

5 Create content plan, editorial calendar

6 Test, evaluate and adjust the plan

(Source: Hootsuite, 2014)

Amy Guth, GM RedEye/Metromix: "Reader behavior...people just whip out a phone, take a photo and post it."

How do you listen and

respond to social media?

Rogers' Diffusion Curves & Innovation (ChangingMinds.org, 2013)

Are you an early adopter?

How do you remain current?

Twitter #engagement

“Engaged Journalism”one-way lecture -> conversation principles

“If engagement is to be effective and meaningful, journalists must

earn their audiences’ attention, build loyalty, and deepen trust

while finding new revenue streams to subsidize the public-interest

journalism that market forces have never supported anyway” (p.

5).

1 face-to-face engagement

2 social media

3 niche/hyperlocal journalism

4 interactive platforms

5 measuring engagement

(Jake Batsell, 2015, p. xi)

A&E LifestyleWomenNews &

PoliticsMenSports

Home

Decor

Business

& Tech

Content & Storytelling

Media spaces are very competitive (Source: NDN)

The Marketplace of Attention

“…the growth in digital media

outlets, each fighting for public

attention, has indeed fragmented

audiences across an ever-

increasing number of outlets” (p.

19).

Content, SEO & Coding

Social Media Engagement Case Study

Problem: Area food pantries lack milk

donations. Storytelling ideas?

#Milk4Kids

Visuals Sparked Engagement

Goal 1: We Raised Awareness

Goal 2: We Increased Engagement

697 Total Twitter Engagements

Goal 3: #Milk4Kids Donations

Old Rules: Journalism

Engagement requires listening.

1. Are there specific social networking

platforms that work best? What are

your benchmarks for these sites?

2. Which branded media content would

be most engaging to target

audiences?

3. How will your sites communicate this

content within the context of engaging

communication for younger eyes and

ears ?

UNO Social Media Lab

for Research & Engagement

@UNOSML

Interdisciplinary Faculty

Research and Engagement

Social Network Analysis

Meerkat and Periscope

Oklahoma Storms This Week

NYC Fire Thursday

Mobile and Social First

Track Influencers & Issues

Social Media Law

• Access and Permissions – journos and citizens

• Surveillance and Employers – First Amendment

and boundaries

• Defamation, Copyright and Traditional Law

• Privacy and Anonymity

• Contracts and Agreements

Blurred Public & Private Spheres

Social Media Ethics

• Transparency and Online Identity

• Social Media Policies

• Corporate Social Responsibility

• Ethical Frameworks: truth, authenticity,

respect,equity and social responsibility

(Marcia DiStasso & Denise Bortree, 2014)

Story Idea: Burn Book

Story Idea: Comments?

“The whole world is watching …and your

fans are “brand ambassadors.”

Winston and Frank thank you !