social media roi for journalists by chad graham and robin j. phillips (2014)
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The Arizona Republic's Chad Graham and the Reynolds Center's Robin J. Phillips present during the Reynolds Center's one-hour webinar, Social Media ROI for Journalists. The training focuses on developing, tracking and reaching social media goals inside and outside the newsroom. For more information about training for business journalists, please visit businessjournalism.org. For access to other social media resources, please visit the training archive page at http://businessjournalism.org/2013/08/22/social-media-roi-for-journalists-self-guided-training/.TRANSCRIPT
Title Slide Show me the ROI Building a stronger newsroom social media strategy
Chad Graham and Robin Phillips March 2014
Jodi Arias, 32 On trial in Phoenix for the 2008 killing of her secret lover, Travis Alexander. Alexander, 30, was found dead in the shower of his home with a bullet in his head, nearly 30 stab wounds and a slit throat.
12 News
TV Studio
Newspaper
Online
Republic Media at a glance
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Today we’ll examine four areas:
Audit current practices
Meaningful measurement
Individual training
Engagement beyond social
Social 2.0
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Audit: Define the business problem • Audience acquisition • Audience retention • Customer service • Generate new revenue stream(s) • All of the above
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Audit: Audience profile • What are the demographics of our digital, TV and print
audience?
• What % of my market uses what social network?
• Profile of the audience currently engaging with our social brand channels
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Social media network use (Source: ComScore, % reach online adults)
Social network Metro Phoenix U.S.
Facebook 72% 65%
Twitter 17% 17%
Google+ 18% 16%
Pinterest 14% 13%
Instagram 14% 14%
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Demographic azcentral 12 News
Gender Women Women
Age 45-54 45-54
Best post day Friday Friday/Saturday
Best post time 8 p.m. 8 p.m.
Best post type Photo Photo
Top post topic Yarnell Yarnell
Facebook demographics (Source: Facebook Insights)
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Metro Phoenix social network trends Twitter: Men 45-64, $60-$75K, children Pinterest: Women 35-44, $100K+ Google Plus: Men 35-49, under $25K Facebook: Adults, 18-34, $60K Instagram: Men 25-34, $60-$75K, children
Audit: Performance • Performance of brand + staff accounts
• Percent staff using social consistently
• What’s not working?
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Audit: Organizational support • Does social media have the support of your
organization’s top leaders? Part of operational goals?
• What is the annual budget? What department pays for it?
• Is social media factored into annual employee performance?
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Tell your brand’s story as it relates to social media
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Implement meaningful measurement
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Determine a baseline to set goals azcentral Twitter Followers Tweets Twitter Engagement
Month-over-month change 2% -12% 48% January 34,156 1,434 57,724 Month-over-month change 3% 11% 94% February 35,151 1,364 57,778 Month-over-month change 3% -5% 0% March 36,001 1,436 62,687 Month-over-month change 2% 5% 8% April 37,284 1,580 53,241 Month-over-month change 4% 10% -15% May 39,253 1,538 72,297 Month-over-month change 5% -3% 36% Monthly avg 12,543 52,140
Set activity goal Set engagement goal
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One-on-one staff training
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Social media one-on-ones • Focus on the social networks with
the most ROI • Keep them simple: 2-3 goals • Added to a staff database,
accessible by managers • Repeat the process every six
months
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Monthly social media newsletter
Engagement beyond social
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Recap
Telling your brand story on social media at this moment
Determining the most important numbers to measure
Tailoring social media to meet the individual needs of staff
Considering new engagement opportunities
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Questions?