• Having a plan can prove the objectives behind a social media strategy, as well as a way to measure progress.
  • Allows you to:
    • Discover and learn where your audience is
    • Provide extra value to your readers
    • Try things to see what works well and what doesn’t
    • Build relationships with influencers outside of organization
  • BBC use social media:
    • Newsgathering — Helps them gather more, and sometimes better, material; can find a wider range of voices, ideas and eyewitnesses quickly
    • Audience engagement — allows them to speak to different audiences and to engage younger audiences
    • A platform for their content — it’s a way of getting their journalism out there in short form, or as a tool to take people to the website, TV or radio.
  • What to consider…
    • What are your objectives?
      • To increase readership online?
      • To increase interest in particular journalists, columns or features?
      • To appeal to new audiences?
      • To increase subscriptions or app purchases?
    • Who is your audience?
      • Consider the demographic of your audience and shape your tone to these
      • Newspaper’s social media straegies are no longer just tied to Twitter
      • Rather than newspapers pushing one-way updates, now using questions and sparking debates
      • Facebook updates with photo are proven to be more engaging — how will you utilize this?
        • Use OpenGraph
        • Open questions can be easier to moderate
        • Calls to action are effective for creating dialogue.
    • What platforms to use?
      • Facebook
        • All content must be conversational or easy to share and Like
        • Event-based content “Who’s going to…”
        • Great place to showcase interactive content
        • Easy to track engagement
      • Twitter
        • Can be topical due to the time sensitive nature
        • Share links and video
        • Quick and easy
        • Great for breaking news and live reporting
      • YouTube
        • Visually engaging content
        • Good for reports from the scene
        • Good for SEO
        • Video channel must be eye catching and make people want to subscribe
      • Flickr
        • Visually engaging content
        • Easy to host user generated content from community
        • Can engage with other accounts and share Flickr content through other channels
    • Who will be responsible?
      • Do dou want to use specific employees to manage outbound communication?
      • Or do you intend to include everyone within the company to help you deliver your message?
      • How do you police that use of social media amongst employees?
    • How will you engage?
      • Evening Standard “Pictures of the day” FB galleries
      • Cover It Live
    • How do you measure success?
      • Increase in community, brand mentions and website traffic?
        • Engagement more useful than simple brand awareness — social reading is an example of where this can be important
      • Improved reputation and influence?
      • Improved CTRs and engagement rates?
      • Have you defined your desired results and timescale to achieve your goal?
      • Have you detailed which metrics you want to achieve, and the tools you need to use to measure your success?
  • Some tools
    • Twitter Feed — link a blog directly to Twitter. It’s like Tumblr used to be!
    • HootSuite — Like Tweet Deck. Can do scheduled Tweets, web-based. Also has analytics.
    • Bitly — URL shortener with analytics.
    • Crowdbooster — Top retweeters and impressions; various Twitter-related analytics.
    • We Follow — find influential tweeters
  • How not to use Twitter
    • Don’t spam hashtags.
  • Your audience is online
    • 90% of consumers online trust peer recommendations; 70% trust opinions posted online by unknown users (Niemen)