Slide 1

1 The Challenge The Goal Good practices Transforming traditional uni-platform news production units into New Media Hubs Increasing product presence on a maximum number of interactive Social Media Outlets to build notoriety and outreach Training Formal and Embedded New Social Desk New structures New job description Slide 2 2 The Writing: Shorter Twitter-Length stories Twice the number of items Wider editorial reach Analytics: Used on an hourly/daily basis to eliminate substandard achievement (demonstrating how much traffic you get if you are fast onto a story rather than two/three hours behind), stories being overwritten a day later by other less powerful stories, the effect of tip-top promotional text and images rather than dull space-fillers, the effect of broader agenda. They are used more generally to prove the benefits of new digital approaches to a beleaguered and demoralized team. Slide 3 3 Goals: Improved Social Media Engagement Better promotion of top stories Engagement, Moderation, Promotion Viral Content Data-driven 24/7 story updates Key posts: 1.Service Editor 2.Social Media Editor 3.Digital Editor Slide 4 4 Social Media Editor Video Editor 3 journalists: 2 on shift 5 days/week 1 on shift weekend Slide 5 5 Strategy of focus-based training Embedded specialists Recruitment of digital-skilled leaders Talent scouting Regular assessment, analytics Compact, adaptable media teams High premium on innovation