community engagement nypa
DESCRIPTION
Slides for a workshop on community engagement.TRANSCRIPT
Engage YourCommunity
Steve ButtryNew York Press Association
Sept. 19, 2014#NYPA14
Read more about it• stevebuttry.wordpress.com• slideshare.net/stevebuttry• @stevebuttry• [email protected]
Stories coming up next week?
Your homework• Choose 1 or 2 things to try next week• Choose 1 or 2 things to try in October• Write down follow-up questions• Slides and links on my blog
What is engagement?
Ways of engaging• Community blogs• Social media• Seek community content• Curation, aggregation• Contests• Don’t forget the newspaper!• Face to face
Growing your networkFinding new bloggers:• Google (blog search w/ community
names)• Check local blogs’ blogrolls• Check links of local tweeps• Help set up people with blogs
Host some group blogs• Community clubs• Community religious organizations• Youth sports teams• Neighborhood groups• Music (marching bands, church choirs,
garage bands, youth recitals)• What else?
Social media• Community orgs w/ FB pages• Community FB groups (if they’re open)• Community orgs, voices on Twitter• Community orgs w/ YouTube channels• Community orgs on Instagram, Flickr• Community Pinboards
The Social Media Conversation
Great for promotion, but also …• Great for reporting• Find story ideas• Crowdsource• Join & spur the conversation (reply,
retweet, ask questions)
engagement
• Photos used to engage best, but now links w/ strong photos work best
• Don’t autopost, start a conversation• Have a human voice• Engage with (and police) comments• Ask questions• Use polls
engagement
Why converse w/ no link?• Question invites conversation• Engagement w/ question boosts
views/engagement on subsequent links• Builds brand, gain followers• Do you enjoy conversation w/ people
always calling attention to themselves?
CT Twitter study:• Newsroom accounts mostly heads & links• @5thDistrictCT conversational (links to
competition, RTs, replies, great info)• @5thDistrictCT = 2x to 10x more referrals
per Twitter follower
Tips for being conversational:• Monitor @ mentions & reply (answer
questions, thank for links, address critics)• Make link posts conversational• RT competition, community bloggers• Ask questions
Monitor community conversation:• Save searches for key names, hashtags• Save location searches for breaking-news
terms (fire, emergency, siren)• Make lists (HootSuite, TweetDeck
columns) of key community users• Reply & RT
Encourage staff to be conversational:• Be personable (can do that w/o stating
opinions)• More than just links• Listen to community; reply & RT• Livetweeting events
What’s your social-media voice• All about me?• Join other conversations?• Appropriate to content (light, serious)?• Who would your social-media voice be
(think of a character)?
Crowdsourcing tips• Say what you know, what you need to
know• Don’t ask for help; invite people to tell
their stories, share their photos• Reach broader audience (hashtags, ask on
FB pages of groups w/ interests)
Lead the conversationLive chat opportunities:• Enterprise story: Reporter and/or
source(s)• Promote upcoming game or other event
(or during the event)• Controversial editorial• Community leaders
Lead the conversationLive chat opportunities:• Promote contest (or contest winner)• Columnist, editor fielding questions• Second screen (Oscars, Super Bowl,
election night)• Damage control• What else?
Live-chat tips• Lots of tools available: CoverItLive,
ScribbleLive, WordPress, Superdesk• Twitter chat brings in community
audience• Promote on home page, print product• Moderate comments• Don’t solo
Live-chat tips• Have participants on phone call, so you
can promp participants about next questions, know when they’re done answering, etc.
• Give start time but not end. Plan for an hour but OK to quit early if it’s run its course.
Curating the conversation
“I think curation has always been a part of journalism; we just didn't call it that.” – Andy Carvin (then of NPR, now with First Look Media), quoted in The Atlantic by Phoebe Connelly
What is curation?Museum curator:• Studies topic• Chooses relevant
content (other sources & museum collection)
• Authenticates• Groups related items• Provides context• Presents exhibit
Journalism curator:• Studies topic• Chooses relevant
content (social media, blogs, staff)
• Authenticates• Groups related items• Provides context• Presents collected
content
Curation tools• Search (Google, Twitter etc.)• Storify• Tumblr• RebelMouse• Pinterest• Geofeedia• Spundge
Curation sources• Social media (Twitter, Facebook, Flickr,
YouTube …)• Blogs• Staff content (current & archives)• Other news media (yes, competition)
Authenticate & attribute• Ask: “How do you (they) know that?”• Ask careful questions of crowd to help
you vet & verify• Check links, tweets & information on
sources• Link to original source• Attribute
Contest possibilities• Holidays (Halloween, Thanksgiving,
Christmas, Valentine’s, Mother’s Day, Father’s Day, July 4)
• Seasons (fall colors, winter photos, etc.)• Children, pets • Sports• Community locations
Contest tips• Photo contests rock• Facebook works (brings new likes, helps
you in news feed algorithm)• Which is better – judging or voting?• Experiment, learn, laugh• Don’t forget the print product
Contest sponsorships• Get advertiser(s) to provide prizes• Tie in advertiser’s Facebook page (people
can enter by liking it)• Event at sponsor’s business• What else?
Your contest ideas• Groups of 3-4• Something for fall or winter engagement• Theme?• How enter?• How judge?• Ideal sponsor?
Video engagement• Surveillance video• Seek submissions from community• Vine, Tout• Google Voice + still photos• Search YouTube, Vimeo• Hangout (live on YouTube)
Video engagement• POV camera• Live webcam• Re-ask best question (quick edit)• Post raw video• Live coverage• Video from source, agency
Your homework• Choose 1 or 2 things to try next week• Choose 1 or 2 things to try in October• Write down follow-up questions• Slides and links on my blog