Here’s what I’m talking about today.
1. Lessons from Austin: I recently went to Austin for a social media conference hosted by the Engaging News Project and UT Austin’s journalism school.
Some observations:
- Experimentation: Social media evolves quickly and journalists are still experimenting with the best ways of using various platforms. It was however shocking to see journalists discussing tactics that marketers and advertisers have been using for years.
- Is Twitter worth it? Many people observed that Twitter doesn’t drive a lot of traffic to our websites (compared Facebook.) However, Twitter is a vastly more effective tool for reaching influencers and finding real-time breaking news. Facebook’s algorithm is also fickle, so investing too much time in Facebook-exclusive content may be a mistake.
- Goals: The most glaring problem that many newsrooms seem to have is failing to create a solid strategy for social media efforts. Concrete goals are essential to using a platform productively. Do you want to drive traffic to your site? Nurture sources? Reach a particular audience? Sell native ads?
