making your content social
DESCRIPTION
Presented by Staci Baird (@girljounalist) at the 2014 Reporting on Health Fellowship Workshop in Los Angeles on Feb. 27, 2014.TRANSCRIPT
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Making Your Content Social
Staci Baird @girljournalist
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You’re not competing with (other news sites) - you're competing with videos of cats on Roombas. ~ @plautmaayan
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News is a conversation.
Did you see that video on YouTube?
Did you watch the news last night?
Did you read that story about…?
Did you see that photo of…?
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Social = Sharable = Talked about
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How do you get people’s attention?
This presentation needs 100% more cute baby memes.
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You want people to read your story.
But do you want more?
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You want people to read your story,
talk about itand…
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“And...” is your goal.
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Don’t ever stop asking WHY the is important.
story^
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Some potential goals for your story
• Take action!
• Share on social networks, email, text
• Request more information
• Complete a survey
• Write their congressman
• Volunteer, donate
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Who should read your story?If you say “everyone” you risk no one reading it.
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What’s their most pressing issue problem desire?
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How can your story help them?
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Get to know your audience. How will they consume your content? What social platforms do they use? How do they use them?
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What metrics to look at
• Visits (not page views)
• % new visits vs returning
• Source (referrals)*Social networks
• Mobile devices
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Social networks aren’t content dumping grounds, but opportunities to engage in conversations.
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Interactive engagement
• Twitter chat
• Google Hangout
• Live Stream
• Offline community forum
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Think social from the start
• Start with a plan
• Think about the “And what...”
• Don’t try to do everything. Pick one thing and do it well.
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Exercise?
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What do you want people to do after reading your story?
These are your goals.
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Who needs to read the story (who can take action, make a change)?
This is your target audience.
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What will success look like?
Make success something you can measure.
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What is being said about your topic right now?
Use listening tools:Social mentionGoogle search hashtagsTwitter searchFacebook searchInstagram searchPinterest searchGoogle + search
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Post publishing promotion
• Share the stories on your organization’s social channels as well as your personal networks.
• Unpack the package and share the story components as individual pieces of content. *Always link back to the full story. “Read more, Learn more. Find out…”
• Ask for feedback.
• Respond to comments. Join the conversation.
• Review the metrics.
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Help your social media team
• Provide the social media team with
• Quotes
• Original photos/infographics
• Short video clips
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How can you make your content social?
more^
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Humor
Emotion
Make it personal
Provide a call to action
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Social components of a story
• Headlines
• Images
• Factoids
• Surveys/polls
• Unique story designs/formats
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Headlines
• Humorous
• Controversial
• “Top 10”
• 1 out of 10
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Headline examples
• Stanford Biologist and Computer Scientist Discover the ‘Anternet’
• 5 Ways Your Life Is Going To Change Because Of Obamacare
• 19 Things America, Canada, And The U.K. Cannot Agree On
• Americans are actually getting skinnier. New study shows 43% drop in obesity among young children in the U.S.
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Images
• EVERY story should have some visual component
• Infographic
• Photo
• Photo gallery
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Factoids
• Interesting data points
• Quotes
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Factoid examples
• How Much Snow Does It Take To Shut Down Schools Across The U.S.?Spoiler: About an inch of snow can shut down the entire South!
• “Obamacare can't work, folks. It just cannot.” ~Rush Limbaugh
• “I don't want to pay for a sex-change operation … I’m not interested. I like being a boy.” – Rep. Paul Broun (R-Ga
!
!
*Hint: these make great Tweets!
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Surveys/polls
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Unique story designs/formats
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Calls to action
• Tell readers what they should do
• Take this survey to find out x…
• Register to x…
• Write your congressman and ask them to x…
• Share this photo to ….
• Like this story if…
• Please RT
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Questions?
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Resources
http://www.forbes.com/sites/jaysondemers/2014/02/04/the-confluence-of-content-and-social-media-insights-for-success-in-2014/http://www.forbes.com/sites/jaysondemers/2013/08/27/6-steps-to-decoding-your-target-audience/ http://www.slate.com/articles/technology/technology/2013/06/how_people_read_online_why_you_won_t_finish_this_article.html
Tools for listening:
Social Search - http://www.socialmention.com/, http://www.webfluenz.com, http://www.social-searcher.com/
Hashtags - http://www.hashtags.org/
Search for #hashtags on Google, Yahoo and Bing
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Stories
• https://engineering.stanford.edu/news/stanford-biologist-computer-scientist-discover-anternet
• http://www.thebolditalic.com/articles/575-i-went-to-school-to-become-a-clown
• http://www.thebolditalic.com/articles/575-i-went-to-school-to-become-a-clown
• http://www.buzzfeed.com/mackenziekruvant/76-seconds-in-the-brain-of-someone-with-add
• http://www.fastcodesign.com/3026558/infographic-of-the-day/graphic-lunchroom-hours-leave-students-hungry
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Examples of sites that publish social content
• http://www.buzzfeed.com/
• http://www.upworthy.com/
• http://www.good.is/