Getting Your Story Read: Maximizing Your Use of Social Media for Personal Branding and Audience Engagement by Carla Zanoni - Philadelphia NewsTrain - Nov. 13-14, 2015
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Carla Zanoni, executive emerging media editor at The Wall Street Journal, offers tips to journalists on how to use social media to identify and find their audience, authentically connect with them, manage the noise on social media, and measure success on social media. It is accompanied by a handout, "Optimizing Your Social Media." She prepared this presentation and the handout for Philadelphia NewsTrain on Nov. 13-14, 2015. NewsTrain is a training initiative of Associated Press Media Editors. More info: http://bit.ly/NewsTrain
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Getting Your Story Read: Maximizing Your Use of Social Media for Personal Branding and Audience Engagement by Carla Zanoni - Philadelphia NewsTrain - Nov. 13-14, 2015
- 1. Getting Your Story Read: Maximizing your use of social media for personal branding and audience engagement @carlazanoni
- 2. By the end of this session, you will be able to: • Identify and find your audience • Authentically connect with them • Manage the noise • Measure success
- 3. What is “social?”Credit: Breakfast at Tiffany’s / WikimediaCommons Getting Social
- 5. Authentic
- 8. Fun
- 9. Inclusive
- 10. You Being You
- 12. So, how’s it going so far? How do you incorporate social into your work? What question do you most want answered?
- 13. Why Be Social? • Helps with your reporting • Connects you to new people and readers • Expands your reach • Gets your stories read > Note on SEO
- 14. Rules of Engagement Credit: http://www.mrugesharaul.com
- 15. Slide credit: Mandy Jenkins/NewsTrain
- 16. ✓ Users here follow topics and interests first ✓ Fast-paced, frenetic updates expected ✓ Great for quick hits and updates ✓ Personality is rewarded ✓ Users here to follow pre-existing connections ✓ Slower-paced, fewer posts ✓ Great for longer posts and conversation ✓ Large expectation of privacy Images are loved equally Slide credit: Mandy Jenkins/NewsTrain
- 17. Facebook Posts
- 18. Tweets
- 19. Tweets should give the story and promise more.
- 20. Leave People Wanting More, Not Annoyed You Left Them Hanging NO YES
- 21. • Don’t leave the link in the status update • Format headline/text to be self-contained • Mix up the status, not always questions or links • Moderate your comments Facebook Tips
- 22. What Makes a Post Better than Average? Pose questions +64% Call to read or take a closer look +37% Contain personal reflections +25% Have a clever, catchy tone +18%
- 23. OK, Let’s Practice Write a tweet Write a Facebook post Take this article and … Be ready to share what you wrote and why you wrote it.
- 24. Facebook: To Be, or Not to Be
- 25. Facebook: Profiles vs Pages PROFILES • Simplicity • Privacy • Authenticity • Reach PAGES • Separate personal and professional • Public • Analytics • Challenge reaching fans
- 26. Facebook Follow
- 28. Who Can See Your Posts
- 29. Let’s Practice Take one of these steps: •Turn on Follow •Create a list •Fine-tune your security settings
- 30. Managing It All
- 31. Tweetdeck
- 32. Hootsuite
- 33. 23 percent of population 71 percent of population In 2015, 63% of both Twitter and Facebook users get news there Only 3 percent of adults in U.S. are on Reddit
- 35. Finding Your Audience • Twellow.com • Wefollow.com • Twitter Lists • Google • Groups • Muckrack.com (other journalists) •WhoSharedMyLink.com (by MuckRack)
- 36. Let’s Practice • Find three new people to follow. • Add them to a list. • Homework: Tweet one thing to them that adds value and is authentic.
- 37. Keep Track of Lists
- 39. Keep Track of All Activity
- 40. Schedule Posts* *(But first, a word of warning)
- 44. Metrics: Twitter Dashboard Go to analytics.twitter.com while logged into twitter Impressions: How many times your tweet was viewed Engagement: Any and all interactions with a tweet Click on a tweet for more detailed statistics, like clicks Click on followers for demographic information
- 45. Tweet Analytics
- 46. Metrics: Facebook Page Insights bit.ly/facebook-page-insights For pages only, not profiles Reach is # of unique people who have seen your post Impressions are total # of times a post is seen (not uniques) People engaged is # of uniques who clicked, liked or commented
- 47. Metrics: Bit.ly
- 48. Metrics That Actually Matter • Fans/followers • Retweets/shares • Replies/comments • User-generated content submissions • Reach • Klout Score Usual Suspects Real Indicators • Intended audience acquired • Reader -> Customer • Conversations generated • Reader -> Participant • New sources acquired • Gains made
- 49. Let’s Practice • Find one tweet or Facebook post and report back on how your post performed. • If you have never tweeted or posted before, take this time to set up a management tool we discussed and create at least one list of people to follow.
- 51. Thank You! Carla Zanoni carlazanoni@gmail.com @carlazanoni (except for Snapchat! zanonicarla) And thanks to @MJenkins, @ByDanielVictor and @KarenWorkman for contributing slides. Follow them!