social media on a (time) budget from 2010 wtpa convention
DESCRIPTION
This is the presentation associate director Andrew Chavez gave at the 2010 West Texas Press Association convention in Odessa.TRANSCRIPT
![Page 1: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/1.jpg)
HOW TO BE SOCIAL[AND KEEP YOUR DAY JOB]
Andrew Chavez (@adchavez)Texas Center for Community Journalism (@tccj)
![Page 2: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/2.jpg)
WHY SOCIAL MEDIA MATTERS
![Page 3: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/3.jpg)
PEOPLE USE THEM
65% of teen Internet users
35% of adult Internet usersSource: Pew Internet & American Life Project
![Page 4: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/4.jpg)
WHAT’S ACTIVE IN YOUR COMMUNITY
Source: Survey of participants
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Facebook
MySpace
![Page 5: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/5.jpg)
STILL POPULAR IN SMALL TOWNS
Source: Pew Internet and American Life Project
0%
5%
10%
15%
20%
25%
30%
35%
40%
Urban
SuburbanRural
![Page 6: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/6.jpg)
THEY’RE GROWING = MORE PEOPLE
Feb-
09
Mar
-09
Apr-0
9
May
-09
Jun-
09
Jul-0
9
Aug-
09
Sep-
09
Oct-0
9
Nov-0
9
Dec-0
9
Jan-
10
Feb-
1070000000
80000000
90000000
100000000
110000000
120000000
130000000
140000000
Unique Visitors to Facebook.com
Source: Compete
![Page 7: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/7.jpg)
THEY’RE GROWING = MORE PEOPLE
Feb-
09
Mar
-09
Apr-0
9
May
-09
Jun-
09
Jul-0
9
Aug-
09
Sep-
09
Oct-0
9
Nov-0
9
Dec-0
9
Jan-
10
Feb-
100
5000000
10000000
15000000
20000000
25000000
Unique Visitors to Twitter.com
Source: Compete
![Page 8: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/8.jpg)
MORE PEOPLE SPENDING MORE TIME
Dec-07 Dec-08 Dec-09
Time Spent per Person
2:10:27
5:35:05
Source: Nielsen
![Page 9: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/9.jpg)
MORE PEOPLE SPENDING MORE TIME
Facebook, Jan-10
CNN, Feb-10
Fox News, Feb-10
MSNBC, Feb-10
Gannett, Feb-10
AOL News, Feb-10
Compared to Top 5 News Sites
Source: Nielsen
7:01:41
21:40 16:04
![Page 10: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/10.jpg)
MORE PEOPLE SPENDING MORE TIME AND MORE MONEY
Source: Borrell Associates
Local
Facebook Ad Revenue for 2009
$209 millio
n
![Page 11: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/11.jpg)
400 million active users Each with about 130 friends 50% login every day
Used by 56% of Internet users
Is the No. 3 site for Web users 65+
Growing fastest among 35+
Very personal, lots of infoSource: Facebook, Nielsen, Inside Facebook
11%
29%
23%
18%
12%
7%
13-17 18-25 26-34
35-44 45-54 55-65
![Page 12: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/12.jpg)
15 million active users, 75 million total Average users has 27 followers Active users account for most of
Twitter’s activity
Growing among young people Growing among 24<
Short information bursts, very adaptable
Source: RJMetrics, Business Insider
![Page 13: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/13.jpg)
PROMOTING YOUR CONTENT
![Page 14: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/14.jpg)
LEVELS OF ENGAGEMENT
Publishing
•Linking to content
Conversing
•Listening
•Passive moderation
Participating
•Asking questions
•Engaging without being prompted
•Moderating by participating
![Page 15: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/15.jpg)
ASSESS THE NEED
1. Sign up, find a few people in your community and look at their connections
2. Search posts on the site for your town’s name
3. Try a “geo-search” on Twitter using your zip code
![Page 16: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/16.jpg)
YOUR PROMOTION OPTIONS
AUTOMATE YOUR UPDATES UPDATE MANUALLY
Requires an RSS feed Suitable for getting started OK if a network has no
users but you want presence
Not as personal Doesn’t conform to
conventions All content promoted Links show up in bursts
Highly personal (and users know it)
Promote select content Have full control over
timing Use language, voice not
suitable for your newspaper’s site
Re-post, repurpose content (archives, slideshows, etc.)
![Page 17: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/17.jpg)
HOW-TO
HootSuite – free at Hootsuite.com – handles URL shortening, image sharing, RSS feeding, multiple accounts, keyword monitoring, etc.
![Page 18: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/18.jpg)
EASY AUTOMATION
In Hootsuite, go to “Launch” > “Settings” > “RSS/Atom” > “Add New Feed”
TwitterFeed.com provides similar functionality, but is more difficult to configure
![Page 19: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/19.jpg)
EFFECTIVE MANUAL UPDATING
You don’t have to post every story Reporters can promote their content, too Archived stories have value
“Police Chief Jones stepped down today. Remember this profile we published on him when he came to Texas? http://link.link.link
If the story’s big, rephrase and repost Update multiple networks at once (again …
Hootsuite) Plain, to-the-point language works best Use a link shortener (more on this later)
![Page 20: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/20.jpg)
WIDGETIZE / BUTTON-UP
For Facebook:facebook.com/facebook-widgets/ & developers.facebook.com/plugins
For Twitter:twitter.com/goodies/widgets
For buttons:socialfollow.com &addthis.com
![Page 21: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/21.jpg)
SUGGEST YOUR FACEBOOK PAGE
On your page, click “Suggest to Friends” under your picture
Begin with your staff
Ask your fans to do the same
![Page 22: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/22.jpg)
TWITTER: FOLLOW OTHER USERS
Find people to Follow
Get staffers on individually
Make sure you have a Bio, Photo and Web link
Respond, reach out to other users
![Page 23: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/23.jpg)
INVITE THEM IN
Also: http://www.redesigntcuskiff.blogspot.com/
![Page 24: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/24.jpg)
CURATING THE SOCIAL SPACE: COMMENTS
![Page 25: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/25.jpg)
COMMENTS > FORUMS
In forums, users set the topic You may have to censor entire subjects
With comments, you focus it Lets you delete off-topic posts
![Page 26: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/26.jpg)
IMPLEMENTATIONS
Using your CMS
With an outside system Disqus
disqus.com IntenseDebat
eintensedebate.com
![Page 27: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/27.jpg)
USING AN OUTSIDE SYSTEM
Integration with other social networks Avoid anonymous commenters without
requiring registration Tie trolls directly to their public online personas Easily ban repeat offenders Feed integration
E-mail notifications (not available with many self-run systems)
Block specific terms Reduce spam
![Page 28: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/28.jpg)
MORE THOUGHTS
They don’t have to be available on every story An e-mail us link can substitute for some
uses Commenters don’t always have something
to add. Respond to users. Let them know
you’re listening. Don’t talk down to people. Develop a written policy and enforce it.
Encourage users to as well.
![Page 29: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/29.jpg)
COMMENTING POLICY: STATESMAN.COM
![Page 30: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/30.jpg)
COMMENTING POLICY: STATESMAN.COM
![Page 31: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/31.jpg)
TOOLS
Monitor keywords and phrases Search at
Twitter.com or Facebook.com
Use an app such as Hootsuite
![Page 32: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/32.jpg)
SOCIAL MEDIA ANALYTICS
![Page 33: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/33.jpg)
HELPFUL TOOLS: FACEBOOK INSIGHTS On your page, click “Edit page” under
your picture Under “Insights” on the right side of
the page, click “All Page Insights” There’s no equivalent for Twitter
Example
![Page 34: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/34.jpg)
CLICKTHROUGHS
Available from your link shortener Hootsuite (Ow.ly) provides them inside the
app Bit.ly provides them with the API
![Page 35: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/35.jpg)
SITE ANALYTICS
Look at referrals Not always completely accurate
Example
![Page 36: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/36.jpg)
DON’T BE DISCOURAGED
ROI is more than clickthroughs; don’t forget: Story tips User content
No analytics solution shows the complete picture
![Page 37: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/37.jpg)
ADVANTAGES OF A PAGE
Updates show in news
feed
Shows up in
search engines
Available only to
registered users
Type of relations
hip
Page analytic
s
Integrates with website
Page One-way
Profile
Two-way
Group
One-way
Preserves user’s privacy Allows you to publish into their stream Gives you analytics data
![Page 38: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/38.jpg)
WHAT YOU’RE DOING
![Page 39: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/39.jpg)
YOUR NEWSPAPERS
100% have websites
Average circulation of 4,803Source: Survey of participants
![Page 40: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/40.jpg)
YOU
90% are on Facebook
45% have a Twitter account
Source: Survey of participants
![Page 41: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/41.jpg)
YOUR NEWSPAPERS
Source: Survey of participants
0%
10%
20%
30%
40%
50%
60%
70% Facebook
YouTube
FlickrMySpace
Other
![Page 42: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/42.jpg)
HOW OFTEN YOU POST
Source: Survey of participants
More than daily
Daily Weekly Hardly ever
Facebook 15% 15% 25% 10%
Twitter 15% 0% 6% 5%
MySpace 0% 0% 0% 5%
YouTube 0% 0% 10% 15%
Flickr 0% 5% 0% 0%
![Page 43: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/43.jpg)
WHAT YOU POST
Source: Survey of participants
70%
55%
25%
40% 40%45%
Links to your siteBreaking newsAdvertisementsVideosPhotosOther
![Page 44: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/44.jpg)
EXAMPLES
Muckrack.com @tccj lists
![Page 45: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/45.jpg)
SOCIAL NETWORKS AS REPORTING TOOLS
![Page 47: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/47.jpg)
FINDING SOURCES
Search for key terms on Facebook and Twitter within content of posts
Find user profiles and reach out directly Seek out user groups
Contact members Post open messages Just ask for insight (think Kevin Bacon)
![Page 48: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/48.jpg)
TOOLS
Track the conversation over time by searching Tweets
Enter your search at Google.com, then click “Updates”
![Page 49: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/49.jpg)
FINDING STORIES
Follow your users Encourage users to reach out
Ask questions (they don’t have to be open-ended) “What issues do you think are important during the next
election?” “Did the Council make the right decision with the smoking
ordinance.” Seek out expertise
“Are there any experts out there who understand how road construction works. Call us: 555-5555.”
Grab person-on-the-street quotes “Tell us what you have to say about the Lions’ win. We’ll
print a few responses in next week’s story.”
![Page 50: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/50.jpg)
GIVE CREDIT
Reward your tipsters “Twitter user Jake White informed the Times
of the issue on Facebook last week.” “News reader Jack Johnson submitted this
photo via Facebook.” Attribute responses from social media
“Smith said in a post on his personal Twitter account.”
“Doe wrote in a comment on the Tribune’s Facebook page.”
![Page 51: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/51.jpg)
BACKGROUND SOURCES
LinkedIn and Facebook often contain employment histories
Look for common connections to facilitate difficult conversations
Have accounts before you need them
![Page 52: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/52.jpg)
CROWDSOURCE CONTENT
Ask for pictures and video Users can upload content to YouTube and
send you links Pictures can be emailed Items can be posted as “fan content” on
your Facebook page
![Page 53: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/53.jpg)
MONITOR TRENDS
Stay updated on developing trends Let others do your research for you Find experts before you need them
![Page 54: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/54.jpg)
FINAL THOUGHTS
![Page 55: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/55.jpg)
GAME PLAN
Make a minimum six-month commitment
Look beyond ROI Be prepared to give up control Setbacks are inevitable Connect with the Center Connect with each other
![Page 56: Social Media on a (Time) Budget from 2010 WTPA Convention](https://reader035.vdocuments.us/reader035/viewer/2022070315/5550b1fab4c905fa618b48b9/html5/thumbnails/56.jpg)
RESOURCES
Me Twitter.com/adchavez Facebook.com/andrew.chavez Linkedin.com/in/andrewchavez Blog: explorations.community-journalism.net
Texas Center for Community Journalism Twitter.com/tccj Facebook.com/communityjournalism Slideshare.net/tccj Website: digital.community-journalism.net