Social Media ROI for Journalists by Chad Graham and Robin J. Phillips
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Title Slide Show me the ROI Building a stronger newsroom social media strategy Chad Graham and Robin Phillips NLGJA, Boston convention August 2013
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The Arizona Republic's Chad Graham and the Reynolds Center's Robin J. Phillips present "Social Media ROI for Journalists" at the NLGJA 2013 Conference in Boston. A conference session sponsored by the Donald W. Reynolds National Center for Business Journalism, the training focuses on developing, tracking and reaching social media goals inside and outside the newsroom. For more information about training for business journalists, please visit businessjournalism.org. For access to other social media resources, please visit the training archive page at http://businessjournalism.org/2013/08/22/social-media-roi-for-journalists-self-guided-training/.
Transcript of Social Media ROI for Journalists by Chad Graham and Robin J. Phillips
Title Slide Show me the ROI Building a stronger newsroom social media strategy
Chad Graham and Robin Phillips NLGJA, Boston convention August 2013
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Today we’ll examine four areas:
Audit Measure Train Engage
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Audit: Define the business problem • Audience acquisition • Audience retention • Customer service • Generate new revenue stream(s) • All of the above
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Audit: Audience profile • What are the demographics of your market’s digital,
TV and print audience?
• What % of my market uses what social network?
• Profile the audience engaging with our social brands
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Social media network use (Source: ComScore, % reach online adults, June 2013)
Social network Metro Phoenix U.S.
Facebook 72% 65%
Twitter 17% 17%
Google+ 18% 16%
Pinterest 14% 13%
Instagram 14% 14%
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Demographic azcentral 12 News
Gender Women Women
Age 45-54 45-54
Best post day Friday Friday/Saturday
Best post time 8 p.m. 8 p.m.
Best post type Photo Photo
Top post topic Yarnell Yarnell
Facebook demographics (Source: Facebook Insights)
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Audit: Performance • Performance of brand + staff accounts
• Percent staff using social consistently
• What’s not working?
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Audit: Organizational support • Does social media have the support of your
organization’s top leaders? Part of operational goals?
• What is the annual budget? What department pays for it?
• Is social media factored into annual employee performance?
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Tell your brand’s story as it relates to social media
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Implement meaningful measurement
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Determine a baseline, then set goals azcentral Twitter Followers Tweets Twitter Engagement
Month-over-month change 2% -12% 48% January 34,156 1,434 57,724 Month-over-month change 3% 11% 94% February 35,151 1,364 57,778 Month-over-month change 3% -5% 0% March 36,001 1,436 62,687 Month-over-month change 2% 5% 8% April 37,284 1,580 53,241 Month-over-month change 4% 10% -15% May 39,253 1,538 72,297 Month-over-month change 5% -3% 36% Monthly avg 1,543 52,140
Set activity goal Set engagement goal
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One-on-one staff training
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Social media one-on-ones • Focus on the social networks with
the most ROI • Keep them simple: 2-3 goals • Added to a staff database,
accessible by managers • Repeat the process every six
months
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Monthly social media newsletter
Engagement beyond social
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Recap
Answer: What business problems(s) are you using social to solve?
Use social analytics to tell your brand’s story
Determine the most important numbers to measure
Tailor social media to meet the individual needs of staff
Consider new engagement opportunities
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Questions?
