involving
ideas from Sarah Nichols, MJE#hsjSF @sarahjnichols
youraudience
Saturday, May 4, 13
why audience matters
• consider your publication, staff goals
• be part of the conversation — it’s happeningeither way
• understand your readers — it improvesyour coverage
• strive for long-term relationships
Saturday, May 4, 13
big idea #1
The way to build sustainable relationships with your readersis to be interesting, relevant, unique.
Saturday, May 4, 13
what we know
• compelling images
• multiple entry points
• striking layouts
• captivating stories
• something for everyone
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... but this is not that session!
Saturday, May 4, 13
going social (or getting better at it)
• necessary in order to be relevant
• requires new thinking
• provides challenges in terms of measurement
• complex (many tools, ways to measure)
• changes constantly (new tools, options)
Saturday, May 4, 13
crowd sourcing
• readers feel connected to stories whenthey’re affected personally or know othersin the same situation
• invite your audience to be interviewed orto provide important information
• adds context, meaningful details
• casts a wider net in finding sources(you don’t know everyone!)
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crowd sourcing
• ask for reader input: provides a teaser to upcoming coverage and helps measure student interest
• monitor comments for potential sources or secondary angles
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Saturday, May 4, 13
everyone’s a photographer
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#quarrybowl
• create or promotea common hashtag
• gather additional angles, sourcesfor existing stories
• comment or like photos to gain follow-backs
• ask for the photos you’d like to use in your publication
Saturday, May 4, 13
using hashtags
• invites readers to share information, interact
• easily searchable
• choose carefully (length, simplicity)
Saturday, May 4, 13
using hashtags, promoting photos
Saturday, May 4, 13
submitted photos
Saturday, May 4, 13
Saturday, May 4, 13
invite story submissions
Saturday, May 4, 13
adding an app
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professional tools
Saturday, May 4, 13
big idea #2
Focus groups provide opportunities to let readers drive coverage and dictate expectations.
Saturday, May 4, 13
focus groups
• organized feedback with targeted audiences
• by topic, medium, season, issue
• provides time for Q/A, idea sharing
• the why
• the how
Saturday, May 4, 13
sports focus group
Saturday, May 4, 13
find a focus
• topic-specificvs. open-ended
• incentives
• avoiding oversaturation
Saturday, May 4, 13
big idea #3
Talk less and listen more.
Saturday, May 4, 13
reader feedback
• asking your audience to share their likes, dislikes, reactions shows your commitment to their wants/needs
• Survey Monkey, Survey Gizmo, Poll Daddy
• aim for 10 percent minimum student sample
Saturday, May 4, 13
instant feedback
• ask about more/less coverage
• wants/needs
• cover design
• school colors
Saturday, May 4, 13
Saturday, May 4, 13
show & tell
Saturday, May 4, 13
show & tell
Saturday, May 4, 13
snacks for surveys
• short question set
• friendly faces
• incentives (food!)
• open-mindedapproach totheir criticism
Saturday, May 4, 13
Saturday, May 4, 13
see what sticks
Saturday, May 4, 13
trendspotting
• let your audience show you what they’re thinking about through their online activity
• assign your social media editor to monitor the news feed
• assign newer staffer members to findthree new story ideas from their friends’ social media content
Saturday, May 4, 13
monitor posts for activity
Saturday, May 4, 13
monitor posts for activity
Saturday, May 4, 13
monitor posts for activity
Saturday, May 4, 13
big idea #4
The strategies will change but the goal should stay the same. How can you evaluate your progress?
Saturday, May 4, 13
measuring your reach
• campus buzz
• sales and circulation
• followers, friends, fans, likes, retweets
• pageviews
Saturday, May 4, 13
measuring your reach
Saturday, May 4, 13
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promotion expands visibility
Saturday, May 4, 13
Saturday, May 4, 13
big idea #5
Look beyond the numbersand create quality content.
Saturday, May 4, 13
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studying best practices
Saturday, May 4, 13
treat your audience like a friend
Saturday, May 4, 13
spot news
• social media as instant reporting tool
• tags help extend your reach
• going viral vs. having sharable content
• invite participation (likes, comments, shares)
Saturday, May 4, 13
Saturday, May 4, 13
learn by example: #election2012
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interactives
• things to click or do to engage with content
• QR codes for additional content online
• quizzes/matching quick-reads (print, digital)
• CoverItLive or online chats
Saturday, May 4, 13
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link to photo galleries
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link to photo galleries
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#hallowhitney: 213 Instagram photos
Saturday, May 4, 13
Saturday, May 4, 13
big idea #6
Do something nobody elseis doing.
Saturday, May 4, 13
managing the chaos
Saturday, May 4, 13
Saturday, May 4, 13
2013DETAILSSOCIALMEDIAGUIDE
• create your ownsocial media guide
• revisit constantly
• establish consistency
• revisit goals
best practices
Saturday, May 4, 13
holler!
• @sarahjnichols
• about.me/sarahjnichols
Saturday, May 4, 13
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