the social journalist
TRANSCRIPT
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
THE SOCIALJOURNALIST
Patrick R. Johnson, CJE (@PR_Johnson)Antioch Community High School
JEA Adviser Institute 2015#JEAAI
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
WHY SOCIAL?
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
GETTING SOCIALDominant social media channels and applications—the big four
• Facebook• Instagram• Twitter• Snapchat
Does your media outlet have these?
What other programs do your programs use?
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
THE SOCIAL JOURNALISTJournalism isn’t dying; journalism is evolving.
• Increasingly digital-only media• Convergent media programs• Developing role of the journalists• (Re)Defining the industry
SO… where does social media fit in?• That’s the social journalist• The merger of mass communication
industries (journalism, broadcast, public relations, and advertising)
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
THE SOCIAL JOURNALISTWhat does the social journalist do?
• Produces journalistic content• Utilizes traditional journalistic research and
reporting methods• Engages audience using a variety of
strategies• Promotes information on multiple platforms• Use various social media channels and
applications• Shares content and information consistently
and distinctly
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
WHY GO SOCIALSIMPLE…
• Audience is core to our journalistic values• Social media allows programs to target the
audience exactly where they live most• Increased opportunities for readership
retention and growth
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
WHY GO SOCIALAND MORE REASONS WHY…
• Drives traffic to digital content• Promotional material for print content• Generates a buzz• Builds program reputation and authenticity• The professionals do it, so why shouldn’t
we…
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SOCIAL MEDIA STATEMENTSMedia programs have media policies, so why not have one for social media use?
Utilize the three Cs to build your statement:• Cause• Craft• Caring
The Three Cs become tools for argument (in case you ever need them for administration). They are also extremely effective ways to organize your statement.
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SEQUOIT MEDIA SM STATEMENTSequoit Media attempts to provide the community of Antioch Community High School with the most accurate and up-to-date news, lifestyles and sports coverage through the use of a variety of social media channels. We view social media as an opportunity to provide ACHS students with the most efficient news possible, as soon as possible, while keeping in mind our school’s core values of being respectful, responsible and proud in our content creation, curation and promotion. We believe our program’s strong tradition of journalistic content creation combined with our innovative approach to promotion and engagement allow the ACHS community to consume content whenever and wherever they are most comfortable, while also allowing for increased opportunities to share their reading experiences. We believe the use of social media creates a journalistic community that makes our school even more proud to be Sequoits.
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SOCIAL MEDIA STATEMENTSCause: Define the values of your audience and describe how you are going to embody them.
ACHS Core Values:• Accuracy• Efficiency• Immediacy• School Motto: Respectful, Responsible, Proud
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SEQUOIT MEDIA SM STATEMENT: CAUSE TERMSSequoit Media attempts to provide the community of Antioch Community High School with the most accurate and up-to-date news, lifestyles and sports coverage through the use of a variety of social media channels. We view social media as an opportunity to provide ACHS students with the most efficient news possible, as soon as possible, while keeping in mind our school’s core values of being respectful, responsible and proud in our content creation, curation and promotion. We believe our program’s strong tradition of journalistic content creation combined with our innovative approach to promotion and engagement allow the ACHS community to consume content whenever and wherever they are most comfortable, while also allowing for increased opportunities to share their reading experiences. We believe the use of social media creates a journalistic community that makes our school even more proud to be Sequoits.
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SOCIAL MEDIA STATEMENTSCraft: Your audience should consider why you are worth following—your practical wisdom.
This should be your “plan of attack.” The purpose of the “craft” language is not to define what you are using, but what you are trying to accomplish.
What’s our plan of attack?:• To create• To engage• To promote• To share
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SEQUOIT MEDIA SM STATEMENT:CRAFT TERMSSequoit Media attempts to provide the community of Antioch Community High School with the most accurate and up-to-date news, lifestyles and sports coverage through the use of a variety of social media channels. We view social media as an opportunity to provide ACHS students with the most efficient news possible, as soon as possible, while keeping in mind our school’s core values of being respectful, responsible and proud in our content creation, curation and promotion. We believe our program’s strong tradition of journalistic content creation combined with our innovative approach to promotion and engagement allow the ACHS community to consume content whenever and wherever they are most comfortable, while also allowing for increased opportunities to share their reading experiences. We believe the use of social media creates a journalistic community that makes our school even more proud to be Sequoits.
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SOCIAL MEDIA STATEMENTSCaring: Putting the best interest of your audience first.
How are we putting our audience first?:• Emphasis on tradition• Change and growth• Location (efficiency)• Timeliness (immediacy)• Comfort• Opportunities• Community• Pride
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SEQUOIT MEDIA SM STATEMENT:CARING TERMSSequoit Media attempts to provide the community of Antioch Community High School with the most accurate and up-to-date news, lifestyles and sports coverage through the use of a variety of social media channels. We view social media as an opportunity to provide ACHS students with the most efficient news possible, as soon as possible, while keeping in mind our school’s core values of being respectful, responsible and proud in our content creation, curation and promotion. We believe our program’s strong tradition of journalistic content creation combined with our innovative approach to promotion and engagement allow the ACHS community to consume content whenever and wherever they are most comfortable, while also allowing for increased opportunities to share their reading experiences. We believe the use of social media creates a journalistic community that makes our school even more proud to be Sequoits.
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SOCIAL MEDIA STATEMENTSWORKSHOPPING TIME
• Define your cause—create a list of your school community’s values
• Define your craft—what is your plan off attack for using social media (not the applications/channels)
• Why do you care about your audience? Tell me.
Create a mission statement• Peer review• Discuss
WHY SOCIAL?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
THE SOCIAL JOURNALIST’S
TOOLBOXA quick and easy approach to defining social media use according to function (tool), rather than particular channels
and apps.
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
THE HASHTAGThe FOUNDATIONAL tool in your toolbox
THIS [#] LITTLE THING
We use it for the following:# Content Creation# Engagement: Contests & Games# Promotion# Sharing
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
CREATE
CREATE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
CREATETYPES OF CONTENT CREATION
• #Hashtag Headlines• Snap Stories• Humans of New York• #TBT• Live-Tweeting• Content Curation: Storify• Special Guests• Behind the Scenes• Research
CREATE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
CREATELIVE-TWEETING
• Sending out Tweets to cover an event in real time
• Sporting events—use a sports-only account• Speakers• Assemblies/Pep Rallies• Any event a cell phone is allowed• BE CAREFUL…
WHY DO IT?• Gain new followers• Give readers what they want—information
that they cannot get elsewhere• Help people see what they’re missing
CREATE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
CREATELIVE-TWEETING TIPS
• Define and use A hashtag• Don’t overtweet—no more than five an
hour… with the exception of sports (discretion should still be used)
• Warn followers of what’s coming (i.e. I’ll be live-tweeting ____), and tell them when it’s over
• Did you reference someone? Tag them. Get their Twitter handle and use it!
• Make it a conversation (interact, retweet)• Give credit where credit is due• Don’t forget your audience, especially since
you are doing it for them
CREATE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
CREATESOURCING
• Find articles and hot topics• Identify what’s trending• Seek out sources• Connect with community
CREATE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
CREATEWHY SNAPCHAT IS WHERE YOU NEED TO BE
• Companies are there• Media companies are there• Develop stories, develop community• Event coverage• Have a guest every once in a while• DO NOT ENGAGE.
WHO IS DOING IT AND DOING IT WELL• ACHSTomTom• NilesWestNews• TheLittleHawk• FHNToday
CREATE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
CREATEWORKSHOPPING TIME
• BRAINSTORM: What “standards” can your program create consistently?
• KNOW: What channels/apps do you need? What technology do you need?
• THINK ABOUT: Who can create? Who earns the privilege to do this versus who is unable?
CREATE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
ENGAGEENGAGE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
ENGAGETYPES OF ENGAGEMENT
• Use of the hashtag:# Use consistently # Think about your brand (#SequoitPride)# Force staff to use on individual accounts# Cross promote# The best one will happen organically# Keep trying; a good contest will have a prize
• Contests, Fun & Games# I, SPY ACHS# Cutest Couple# Cutest Pet# Cover Model# Contest Tab on Website# TBT
Give yourself one to two weeks for student buy in before any launch
ENGAGE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
ENGAGE#TBT
• Throwback Thursday• Old photos of teachers• Either allow students to guess or tell them• Not a contest; do this for fun — consistent
content, too
ENGAGE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
ENGAGEWORKSHOPPING TIME
• BRAINSTORM: Engagement opportunities• KNOW: Who is your audience and how would
you create your engagement opportunities to maximize buy in?
• THINK ABOUT: Who can engage? Who earns the privilege to do this versus who is unable?
ENGAGE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
PROMOTEPROMOTE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
PROMOTEWHAT’S IMPORTANT
• Use Repost App to highlight followers’ pictures
• Make everyone on staff use the hashtag• Get popular kids to use it• Use multiple channels• Have prizes• Partner with student government and other
groups• Reveal covers• Showcase big stories• Show off new stuff• Facebook isn’t dead… it may be your
promotional best friend
PROMOTE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
PROMOTEWHY FACEBOOK?
• Promote contests• Cross promote• Older audience = Stronger readership• Drive traffic• Take photos, tag friends, which leads to prof
pics :) — we have a photo booth each spirit week
• Have a personality
PROMOTE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
PROMOTEWORKSHOPPING TIME
• BRAINSTORM: Types of promotion you can use at your school.
• KNOW: What administrative hoops do you need to jump through for this? What strengths, weaknesses, opportunities, and threats are out there?
• THINK ABOUT: Who can promote? Who earns the privilege to do this versus who is unable?
PROMOTE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
SHARE
SHARE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
OUR PURPOSEOkay, so what’s the point of being a social journalist: to create a community of readers because sharing is on them.
How do we do this:• Create• Engage• Promote
So why is sharing so special?• It means you are attending to your community’s
values• It means you proved your worth• It means you showed you cared
How do you know this: retweets, shares, likes, favorites, screenshots, profile pictures, etc.
SHARE
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
QUESTIONS?
THE SOCIAL JOURNALIST
WHY SOCIAL?
CREATE
ENGAGE
PROMOTE
SHARE
CONTACT
CONTACT
CONTACT
Patrick R. Johnson, CJE@PR_Johnson
Antioch Community High SchoolThe Tom Tom // Sequoit Media
@ACHSTomTom@SequoitSports