SOCIAL MEDIA AND JOURNALISM’S

NEW DIRECTIONS

Howard University, Sept. 27,2012

Journalism: Seven Emerging Trends

Smaller news outlets > bigger impact Indy startups – state, community, niche Soft Advocacy sites University news sites Collaboration Non-narrative journalism – Storify, Twitter,

Databases, Comics Tech sites as media makers

Watchdog Reporting Sites

Local Indy News Startups

Spinning off Satellite Sites

Mission-Driven (Soft Advocacy) Sites

Rise of Arts & Culture Sites

Niche Sites: Environmental, Health

Entrepreneurial U-News Sites

Non-Narrative Journalism

Comics Databases Events Storify/Twitter

Storify Stories

Events as Journalism

Collaboration: Seattle 55 News Partners

Indy/ Public Radio Partnerships

Five Models of Collaboration

Distributive partnerships. Republishing content another news outlet created.

Co-reporting partnerships. Working together on reporting a story.

Content-creation partnerships. Creating content usually

for a legacy media partner.

Networked journalism partnerships. Memberships in formal metro-area blog or news-site networks.

Where does Social Media Fit?

Collaboration tool

Distribution and engagement tools

Non-narrative story platforms, Storify

Data-gathering tool for tech companies – Facebook, Twitter, Google/You Tube

to be content creators

NEW REPORT:ENGAGING AUDIENCES

Measuring Interactions, Engagement

and Conversions

Social Media

Distribute Content Market Sites Track Users

Can Engagement > Conversion?

Eight out of 10 survey respondents could not tell whether they were turning readers into: Advertisers Donors Content Contributors Volunteers

Engagement Avenues

Measuring Engagement

Rank by Importance

Top Metrics for Tracking Engagement

#1 Website: unique visitors page views

#2 Social media connectors: Facebook, Twitter

Dilemma

“We’re interested not just in

breadth of engagement but

more in depth of engagement.”

Four Strata of Engagement

*Outreach – driving content consumption *Reaction – inviting comments, shares,

likes, chats Stakeholder participation – eliciting

stories, labor, funding Civic Participation – addressing issues

Strategies: Emotions

Master Narratives

Asset Mapping

Recommendations

Seed innovation in metrics tools Require baseline tracking tools Support community engagement

editors Training and best practices

Bigger News Ecosystems

Smaller and smaller pieces build

Thanks!

Jan Schaffer jans@j-lab.org@janjlab

www.j-lab.orgwww.kcnn.orgwww.j-learning.org