Creating a Government Brand Journalism Site
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Transcript of Creating a Government Brand Journalism Site
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Thinking and Publishing in New Ways
Fairfax County Government NewsCenterGreg Licamele // October 2015
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Three Ignition PointsReach
Audience
Platforms
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Today…
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Social Media Stats Twitter Impressions
FY 2014: 14,746,461
FY 2015: 23,550,698
Facebook Reach FY 2012: 2,088,753FY 2013: 6,659,856FY 2014: 11,603,306
FY 2015: 28,313,758
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Audience
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Local Audience
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Platforms – PESO Model
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Digging Deeper Two main influences…
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NY Times Innovation Report “Brand Journalism”
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Lessons from NY Times
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Lessons from NY Times
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NY Times Innovation Report “Brand Journalism”
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Lessons from Brand Journalism
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Brand Journalism Example
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Brand Journalism Example
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Our Path
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NewsWire: Then and Now
September 2010 September 2015
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NewsWire MetricsOctober 2010-October 2014 # of visits to any page or file in .gov/news
1,158,430 visits
Top 10 pages in 4 years:
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NewsCenter Vision To more aggressively but selectively package, promote and
publish relevant, timely and actionable information for our community.
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12 Supporting Philosophies
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www.fairfaxcounty.gov/news
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Audience Focus We are heavily emphasizing audience-focused content.
How is something relevant, timely and/or actionable for our public?
No boilerplate.
No acronyms.
Think like a resident, not a government employee!
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Key Content Categories To Know
To Do
To Go
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What Have We Learned? NewsCenter launched (quietly!) on Aug. 24
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StatsNewsWire (on .gov/news) NewsCenter
1,158,430 pageviews 102,905 pageviews
1,460 days 51 days
3% of NewsCenter pageviews to the homepage
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Dual Goal… Hypothetically: Would love a macro audience to hang out on
NewsCenter, browse around, make the site part of a news diet.
Reality: Each article has its own micro audience based on people’s interests, needs and preferences.
76 published articles The top 9 articles…
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#9 #8 #7
#6 #5 #4
#3 #2 #1
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Real-Time Stats
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NewsCenter + Social Media65% of NewsCenter traffic from social media
68% Facebook 30% Twitter
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Extending Reach
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Google News
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Apple News
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Editorial Process
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Discussion & Thoughts