Cipr social summer_social media and journalism

Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk

CIPR SOCIAL SUMMER 2012 #ciprsm – social media and journalism


ADVERTISING DIES … JOURNALISM SUFFERS


OECD report into newspaper publishing industry


• 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!


INFORMATION EVERYWHERE

http://www.guardian.co.uk/news/datablog/interactive/2012/may/16/twitter-news-map-britain?CMP=twt_gu&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Sacredfacts+(SacredFacts)


ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012


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


AN INTERVIEW … ON TWITTER?


• 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!


SECURITY!


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!


FIND JOURNALISTS … THEY’RE THERE!


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!


Stay in touch… Julio Romo Web: www.twofourseven.co.uk Email: [email protected] Twitter: @twofourseven Facebook: facebook.com/JulioRomoPR LinkedIn: http://uk.linkedin.com/in/twofourseven

THANK YOU … ANY QUESTIONS?

http://www.twofourseven.co.uk

mailto:[email protected]

http://twitter.com/twofourseven

http://www.facebook.com/JulioRomoPR

http://uk.linkedin.com/in/twofourseven

Cipr social summer_social media and journalism

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