+

ASNE Reynolds High School Journalism Institute 2012 Social Media By Robin J Phillips, Digital Director, The Reynolds Center for Business JournalismCronkite School of Journalism & Mass Communications

+Robin J Phillips | About Me

25 years in the news business

Digital Director, The Reynolds Center for Business Journalism

Experience in print, magazines, wire services, online

Deputy business editor, Newsday, The Arizona Republic

Community news manager, azcentral.com

Small Business Editor, BusinessWeek Online

Business Editor, The Record of Hackensack (N.J.)

Co-founder, #wjchat, weekly online web journalism discussion

NLGJA, Arizona chapter president

Co-founder of Perfect Moment Project

+Why Social Media matters …

1. It’s where things happen first

2. It’s huge. And getting bigger.

3. A way to distribute content, information

4. Self-promotion, branding that stays with you

5. Building audience for new blog, new service

6. Cultivating sources, new fans, new customers

7. Real-time news .. right here, right now

8. Creating community .. power in the network

9. Diversity .. opens up your world

Twitter … and Facebook…

and LinkedIn…

and Flickr…. and Tumblr…

and Blogger…

and Google+…

and YouTube…

and WordPress…

and Foursquare…

and Google Reader…

+How you use social media

Social media marketing

Social marketing

Sharing, listening and engaging on social media tools

+Where things happen first

+Miss Seattle complains

about… Seattle

+

901 millionpeople on

483 millionuse it daily

+

140 million active users on

340

+

+Newspaper readers

+Everybody’s doing it

+Five generations | Arizona

+Common reasons for not exploring opportunities in Social Networks

We can’t control it

We don’t want to encourage negative comments

We don’t want to see comments on our videos

Immigration or other sensitive topics might come up

Our board/council/regents/principals are afraid

We might be held responsible for negative comments

We don’t have the personnel to manage these tools

+Doing nothing is not an option

+Opportunities

Social media allows you to talk directly to students, parents, faculty, staff.

People want news.

They want information.

They want to connect.

They want to hear from trusted sources.

+Education on social mediaSocial media is an extension of the school’s brand

Develop a strategy and set goals

Pick your platforms

Empower and support individual departments

Put guidelines in place

Develop a consistent voice across platforms

Communicate across campus

Share important information

Track what people are saying about you

+What’s the difference?

Twitter People you don’t know but who have common interests.

Real-time search engine; platform for listening, promoting work; crowdsourcing.

Facebook People you know or who know someone you know.

Excellent source for finding sources; listening, sharing work; crowdsourcing.

YouTube People who like your product or who stumble upon your videos.

Viral marketing and specific targeting to fans.

SM tool Community Advantage

+Top Social Media tips

Make every word count.

Keep it simple.

Write killer headlines.

Graphics expand the story.

People make things interesting.

Share related content.

Consider your audience.

Be as human as possible.

+Getting the word out - Twitter

Celebrate your victories.

Remind students, parents about

deadlines, events.

Ask for feedback.

+Facebook shares

Photos, photos, photos

+Government on Social Media

Get young reporters accustomed to following local news sources

+Identifying news

Have students follow local news organizations, cities and towns, police, fire … even major local businesses.

+Personal vs. professional images

+What’s the difference?

+Your friends and fans

Places to find new people, organizations to follow.

+What are they saying about you?

+

+Who’s talking to YOU!?

+Make sure you listen

… and then talk back.

The Internet

is aconversatio

n.

+So, how do I do this?

Choose your platforms

What type of content do you want to share?

Who should you follow?

Follow people to get the word out that you’re there

Create lists, categories of people in your “tribe”

Set some goals – followers, interaction, links to a blog or website

Have fun!

+Bit.ly for short URLs

+Google url shortener

Helps to track analytics.

+Tools to help cut filterTweetdeck

+Tools to help cut filterHootsuite

+Lots of links

Your friend as editor by Alfred Hermida

NYT’s Nick Kristof on engaging on social media

Social media major tool in disaster response

Social media reshapes journalism by Robert Quigley

Social media ethics: NPR, Newsroom social media guidelines by Steve Buttry

Facebook and Journalists, Twitter Media

+THANK YOU!