fostering community with social media - midwest newspaper summit 2010
DESCRIPTION
This is a presentation I gave at the 2010 Midwest Newspaper Summit. The topic was "Fostering Community with Social Media," explaining how newspapers can operationalize social media tools to build community platforms, as well as engage their audience where they live.TRANSCRIPT
![Page 1: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/1.jpg)
FOSTERINGCOMMUNITYwith social media
(photo via lucasdevries / flickr.com)
![Page 2: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/2.jpg)
![Page 3: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/3.jpg)
A quick history lessonAKA: WTF just happened to our industry??
photo viakevindooleyflickr.com
![Page 4: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/4.jpg)
In the 1920s, daily newspapers had a market penetration of 123%.
(photo via holia / flickr.com)
- Wikipedia: http://en.wikipedia.org/wiki/Newspaper
![Page 5: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/5.jpg)
A guy named Craig came along.
![Page 6: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/6.jpg)
Platforms changed.(photo via faceme / flickr.com)
![Page 7: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/7.jpg)
Reading habits changed.(photo via inju / flickr.com)
![Page 8: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/8.jpg)
The last 210 years of information (+10 years)
220 years of marketers trying to connect businesses with publics.Source: http://www.baekdal.com/articles/Management/market-of-information/
![Page 9: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/9.jpg)
(But, they spend less time there.)
Globally, more people get their news from Yahoo! and Google
![Page 10: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/10.jpg)
62% of online teens get news about current events and politics online.
(photo via peterkaminsky / flickr.com)
- Pew Internet & American Life Project, 2010
![Page 11: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/11.jpg)
Conclusions:Technology changes, but so do societal norms.
Trust in news brands has eroded over time.
Value of brands (relationship-based) being replaced by search (transaction-based).
Google News is perceived by many as unbiased.Google aggregates & indexes, doesn’t control.
![Page 12: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/12.jpg)
Community = OpportunityFocus on relationships with readers
by using social media technology to build acommunity platform.
![Page 13: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/13.jpg)
SO⋅CIAL ME⋅D⋅IADEFINITION:
people having conversations online
![Page 14: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/14.jpg)
it’s an EVOLUTION of how we communicate
(photo via misserion / flickr.com)
![Page 15: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/15.jpg)
who usesSOCIAL MEDIA?
and why should you care?
![Page 16: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/16.jpg)
3 out of 4 Americans use social technology.- FORRESTER, THE GROWTH OF SOCIAL TECHNOLOGY ADOPTION, 2008
![Page 17: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/17.jpg)
93% of social media users believe a companyshould have a presence in social media.
- CONE, BUSINESS IN SOCIAL MEDIA, SEPTEMBER 2008
photo via victoriapeckhamflickr.com
![Page 18: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/18.jpg)
Social networking is the 4TH most popularform of online activity, ahead of personal email.
- NIELSEN, GLOBAL FACES AND NETWORKED PLACES, 2009
![Page 19: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/19.jpg)
46% of baby boomers actively maintaina social networking profile
- DELOITTE, SEPTEMBER 2009
photo via jamescridland / flickr.com
![Page 20: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/20.jpg)
Source: BrianSolis.com
![Page 21: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/21.jpg)
Share the link love.
Develop commenting guidelines.
Mine for sources and stories.
Allow content re-use & mash up.
Be active on social networks.
Develop niche content.
Stay ahead of the shifts.
Ways newspapers can foster community& leverage social media:
![Page 22: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/22.jpg)
Share the link love
![Page 23: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/23.jpg)
ARTICLE SOURCE
Don’t be afraid to link out
Linking out can amplify your article’s potential reach.
Linked sources typically inform their own networks.
Expecting to “trap” readers on your site is an outdated
mode of thinking.
![Page 24: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/24.jpg)
Developcommenting
guidelines
![Page 25: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/25.jpg)
![Page 26: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/26.jpg)
The “cooling off” period
Engadget (global tech news blog) andPantagraph.com (Bloomington, IL news site)
both temporarily turned off comments.
![Page 27: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/27.jpg)
http://www.pantagraph.com/news/local/article_766adc82-f58a-11de-b4cc-001cc4c03286.html
![Page 28: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/28.jpg)
If commenting gets out of hand, here are some ideas to consider:
Try the “cooling off” period.
Develop a site-wide commenting policy and enforce
it.
Encourage editors and writers to participate.
Stop allowing anonymity – require real names &
headshots.
Allow community moderation and flagging.
Put the first three comments from new users in a
“hopper.”
Link off to comments instead of showing under the
story.
As a last resort, wipe the system and reboot.
![Page 29: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/29.jpg)
Mine for sources and stories
![Page 30: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/30.jpg)
Majority of journalists now depend on social media for story research
89% use blogs.
65% use social networking sites.
52% use micro-blogging sites.
61% use Wikipedia.
84% said social media sources were less
reliable
than traditional media.CISION, January 2010 - http://us.cision.com/journalist_survey_2009
![Page 31: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/31.jpg)
Allow contentre-use & mash-up
![Page 32: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/32.jpg)
(photo via kathera / flickr.com)
What will they do with your content?
![Page 33: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/33.jpg)
Omaha World Herald’s content, re-packaged by a few people who wanted a better news site.
BetterOmaha.com: OWH done better?
![Page 34: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/34.jpg)
Aggregation of content from mainstream media news sources (AP, DM Register) and citizen journalists via RSS, blogs, YouTube, Flickr and
Twitter. Built by one dude overnight. Register participated. AP wasn’t happy.
IowaFlood.com: Social media fire hose
![Page 35: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/35.jpg)
One of the most powerful tools known to mankind:
![Page 36: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/36.jpg)
Be active onsocial networks
![Page 37: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/37.jpg)
“MICROBLOGGING”(Blogging in 140 characters or less.)
Twitter is accessed via web, IM,
mobile devices and third-party
apps.
What is it?
![Page 38: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/38.jpg)
24/7/365 cocktail party
“Ambient intimacy” -Leisa Reichelt
“Follow” (subscribe to) interesting
people
What’s the appeal?
![Page 39: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/39.jpg)
WHO CARES IF I’M EATINGA SANDWICH?!
(photo via randysonofrobert / flickr.com)
![Page 40: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/40.jpg)
Largest age population: 35-49 year olds
(42%)- Nielsen Online, March 2009
Most popular among working adults- Nielsen Online, March 2009
Who is using it?
![Page 41: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/41.jpg)
Daniel Finney,police beat reporter:
![Page 42: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/42.jpg)
![Page 43: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/43.jpg)
![Page 44: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/44.jpg)
(photo via joo0ey / flickr.com)
![Page 45: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/45.jpg)
![Page 46: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/46.jpg)
Twitter has broken the news cycledown to seconds
@usairwaysgirl
![Page 47: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/47.jpg)
Sioux City Journal taps the real-time fire hose
An aggregation of
weather-related tweets,
emails and mobile photos
from
Sioux City residents.
![Page 48: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/48.jpg)
400 million+ users and growing.
Fourth-largest country (if it had land
mass).
5 billion minutes spent on Facebook each
day.
Women over 55 are the fastest-growing
demo.(Has your mom friend requested you yet?)
www.myparentsjoinedfacebook.com
Facebook stats:
![Page 49: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/49.jpg)
Create a branded Facebook Page…
![Page 50: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/50.jpg)
…then extend Facebook functionality to your site
![Page 51: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/51.jpg)
Facebook Connect
Allows seamless connectivity between user activity
on your web content and Facebook.
![Page 52: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/52.jpg)
More reasons to build a Facebook Page
“Get more fans with SMS” feature
Try it! Text “fan lavarow” to 32665 (FBOOK)
INSIGHTS
![Page 53: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/53.jpg)
Developniche content
![Page 54: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/54.jpg)
![Page 55: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/55.jpg)
![Page 56: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/56.jpg)
![Page 57: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/57.jpg)
![Page 58: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/58.jpg)
Stay ahead ofthe shifts
![Page 59: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/59.jpg)
Technology will continue to evolve until every web page,
everywhere, is social. Whether you’re ready or not.
![Page 60: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/60.jpg)
Pay attention to location-basedsocial networks
![Page 61: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/61.jpg)
(photo via moriza / flickr.com)
![Page 62: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/62.jpg)
Contextual offers/coupons based
on your current location (GPS) and
number of previous visits.
![Page 63: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/63.jpg)
Watch the eReader / tablet space
Readers will consume news and media this way.
![Page 64: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/64.jpg)
![Page 65: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/65.jpg)
![Page 66: Fostering Community With Social Media - Midwest Newspaper Summit 2010](https://reader035.vdocuments.us/reader035/viewer/2022062703/554d864cb4c90567188b4eb6/html5/thumbnails/66.jpg)