Post on 11-Nov-2014
description
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
CIPR SOCIAL SUMMER 2012 #ciprsm – social media and journalism
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
ADVERTISING DIES … JOURNALISM SUFFERS
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
OECD report into newspaper publishing industry
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
• News outlets are “abandoning attempts to be
first for breaking news, focusing instead on
being the best for verifying and curating it.”
• Publishers have realised that “social media,
blogs and user generated content are …
creating an important extra layer of
information and diverse opinion.”
• We’ve entered the era of ‘social
recommendation,’ which is playing a
significant role to driving traffic to traditional
content.
• News organisations are devoting significant
resources to exploit social networks to drive
search.
MEDIA LANDSCAPE, IT HAS CHANGED!
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
INFORMATION EVERYWHERE
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
INFORMATION EVERYWHERE
1. Check emails
2. Check Twitter and associated sites – followers,
mentions, dm’s, searches, hashtags
3. Check blogs – individuals, bloggers and corporates
4. Check forums – posts and comments
5. Analyse and asses any data
6. Follow up with PRs as well as influencers
7. Monitor Facebook pages for comments
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
AN INTERVIEW … ON TWITTER?
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
• Source news – Twitter, Facebook, blog posts, forums, data, pictures, video,
etc.
– Have searches set up in Twitter/TweetDeck
– Subscribe to blogs, online influencers – RSS!
– Track sentiment, find influencers
• Verify content
– Time stamps, exif files, etc.
– Follow the digital footprint – Twitter, Facebook, LinkedIn, Forums
– Speak to people – find witnesses and commentators!
• Publish!
CURATE, FILTER AND VERIFY … THEN PUBLISH!
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
SECURITY!
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
WHAT ABOUT PRs?
• Listen to your community – journalists and other influencers are doing so.
– Have searches and lists set up in Twitter/TweetDeck
– Subscribe to blogs, online influencers – RSS!
– Track sentiment, find influencers
• Learn about your community
– Tone, language, area of interests.
– Customise your content – you are speaking to more than one audience!
– Churnalism will kill your reputation!
• LISTEN!
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
FIND JOURNALISTS … THEY’RE THERE!
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
FIND JOURNALISTS … THEY’RE THERE!
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
TIME YOUR PR TEAM ADAPTED
• Your audience doesn’t stop talking during the weekend.
– Duty press office, also listen and engage on social networks!
– Don’t just monitor the media – monitor the conversations.
– Engage with journalists, bloggers and other influencers
• Empower your comms team
– iPad’s, tablets, mobiles – if you are on call, be on call!
– Don’t think of holding statements – think of holding Tweets!
– Be active and rebute in real-time!
• LISTEN!
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Stay in touch… Julio Romo Web: www.twofourseven.co.uk Email: julio@twofourseven.co.uk Twitter: @twofourseven Facebook: facebook.com/JulioRomoPR LinkedIn: http://uk.linkedin.com/in/twofourseven
THANK YOU … ANY QUESTIONS?