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JC Social Media

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Charlotte Gillis

on 27 March 2015

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Transcript of JC Social Media

The JC
How to get the most out of Social Media

Overview of social media platforms
The role of social media in delivering news and engaging with readers has become more important than ever.
YouTube is the next biggest social news pathway, followed closely by Twitter - half its users get their news there.
News has a place in social media - on some sites more than others.
Let's define our terms...
When you consider both the total reach of a site and the proportion of users who get news on the site, Facebook is the obvious news powerhouse.
Facebook is the most popular, and
widely used social networking website,
which allows registered users to create
profiles, pages and groups, upload photos and
video, send messages and keep in touch with
friends, family, colleagues, supporters, and
YouTube is the largest video sharing site, which lets anyone upload videos for private or
public viewing. Individuals and organisations can set up their own ‘channels’ on YouTube to
organise their videos. YouTube videos can also be embedded in any website page, including
other social media sites, like blogs and Facebook.
Twitter is an online social networking service and microblogging service that enables its users
to send and read text-based messages of up to 140 characters, known as "tweets" to a list of
followers. It has become widely used for commercial and political purposes to keep customers,
voters, supporters and fans up-to-date, and to encourage feedback.
How social media is reshaping news
1. Half of social network site users have shared news stories, images or videos , and nearly as many (46%) have discussed a news issue or event.
2. Facebook is an important source of website referrals for many news outlets, but the users who arrive via Facebook spend far less time and consume far fewer pages than those who arrive directly. Visitors who go to a news media website directly spend roughly three times as long as those who wind up there through search or Facebook, and they view roughly five times as many pages per month.
3. Facebook users are experiencing a relatively diverse array of news stories on the site — roughly half of Facebook users regularly see six different topic areas. The most common news people see is entertainment news.
Facebook vs Twitter
There are important differences between Facebook and Twitter, both in what the platforms offer news organisations in terms of distribution but also – perhaps more importantly – in how readers use them.
"We're always mindful that people are reading [stories] alongside pictures of their kids, so we try to bear that in mind when we're posting on Facebook... In general, harder news stories are posted to Twitter."
- Maria Breslin, Liverpool Echo's digital editor.
Let's take a look at The JC's social media: Facebook
Social media tips
Monetising social media
Facebook and Twitter function differently as News sources:
On Facebook, the news comes mostly through family and friends.
On Twitter, people tend to get news from a broader mix of recommenders.
News articles are shared more on Facebook than they are on Twitter:
The total number of Facebook shares across 50 Daily Mail news articles is over four times greater than the total number of Tweets for those same 50 articles.
The battle continued...
Twitter users are also more likely to get news on their phone:
64% Twitter users versus 47% for Facebook users.
“connecting everyone & improving the world through sharing.”
“the global town square.”
Both visions overlap, however, a subtle difference in emphasis accounts for a lot of the differences in the role they play in our lives – Facebook talks about “connecting” whereas Twitter talks about "ideas and information".
"Facebook is for connecting with the people you went to school with and Twitter is for people you wished you had gone to school with."
- Diffen.com
Battle for real-time news attention...
Audiences for news on Facebook and Twitter
Getting “news” on Facebook is an incidental experience.
78% of Facebook news users mostly see news when on Facebook for other reasons.
Just 34% of Facebook news consumers “like” a news organisation or individual journalist, which suggests that the news they see there is coming from friends.
Battle for real-time news attention
This is where Twitter excels - it puts regular people on the front-line of journalism.
While 140 characters might not be enough for long-form blog content, it does force users to be concise, and they can still link out to external websites and articles.
Hashtags, like #Election, #Eastenders, or #GameofThrones, help to categorise the information, determine what’s trending, and enables a dense and rapid-fire information flow.
Due to Facebook's huge user numbers, if there’s a big event on, you’re likely to hear what your friends are saying about it on Facebook, but you’re less likely to get the full range of views from across the whole of the world.
Twitter’s news feed can be rather raw and unfiltered, but that has actually proved an attraction for people wanting to follow celebrities and get an insight into their daily lives.
The average half-life of a tweet is 2.8 hours. So ideally, you should publish one tweet an hour from 7am to 8pm, showing the range of content on the site.
Twitter tips
1. Build your mailing list
Use an opt-in form
Use contests
2. Offer your advertisers digital inserts:
Facebook Coupon Apps - generate sales revenue with Facebook exclusive offers
3. Sponsor a post for your advertiser:
Offer your advertiser your sponsored post space
1. Sell sponsored tweets
2. Provide customer service
Monitor Twitter for @mentions of #hashtags - this will help you maintain (or build) a great relationship with your fans and in turn, result in future revenue
3. Host Twitter contests
Help to generate new followers and grow your brand presence
To maintain integrity, we would suggest that you do NOT monetise your social media.
If you are in partnership with another organisation this is something that you could throw in.
General points:
Be accurate and consistent
Tailor content to the platform - Twitter and Facebook are different
Show off about your exclusive content
Correctly attribute images
Use appropriate hashtags
Tweets should be conversational and directed at followers. Make it clear there’s a human behind the account. There’s nothing wrong with an exclamation mark every now and then.
Retweeting followers shows you’re engaging with them on some level. Retweets don’t necessarily mean endorsement.
Use a URL shortener such as bit.ly
Embedded content:
Tweets with images attached perform much better than those without. Embed images, whether they may be Twitter cards, charts or photos, wherever possible.
Twitter tips continued...
People follow hashtags for news and topics they care about, particularly breaking news stories. We need to reach these types of people – users who are invested in something – so include trending and popular hashtags in tweets wherever possible.
Live Tweeting:
When covering an event in person, embed photos as much as possible. Try to tweet differently to the crowd – don’t just report what’s happening.
Facebook tips
Facebook statuses should be posted sparingly and the best performing content should be given priority. Your Facebook page’s furniture, such as the profile picture, cover photo and ‘About’ section should look attractive and fresh, communicating your brand just as well as the weekly front page is supposed to.
Statuses should be personal and appeal to the reader’s emotions wherever possible. It’s good to ask questions, share quotes and use pithy one-liners. Don’t ever just copy and paste the headline into the status. A curiosity gap helps with engagement too…
Statuses shouldn’t be any longer than three lines. Remove the link when the post generates a preview of the article before you hit ‘Post’.
Embedded content:
Embed an image if it contributes to the story and makes the status look more attractive. Videos also work well and they play automatically, so they’re more likely to get the user’s attention.
So, what about YouTube?
YouTube is great for displaying video coverage of all the latest news and events.
We would highly recommend setting up a YouTube channel to host all your video content in one space, other than your website.
Snapchat’s new Discover channel was launched at the beginning of the year and is already proving valuable for journalism by allowing them to provide Snapchat users with breaking news coverage, as well as a steady stream of trivia on the biggest stories of the day. News organisations using Snapchat Discover include Daily Mail, CNN and Sky News.
The JC is a long way off taking on something like this as it relies heavily on video content. However, it is definitely on the horizon.
Unlike the other platforms, Instagram can’t drive people back to the site because the photo-sharing platform doesn’t embed live links.
The JC could use Instagram as another platform for presenting followers a wide array of news, in picture, infographic or video format.
We see the JC's Instagram as potentially being a collage for 'the global Jewish community'.
Tip: make sure to add an ident on all your videos
Step 1: Create more video content (you don't want a bare YouTube page)
Ideas for the future...
Lots of eye-catching, to the point and emotional statuses that don't feel like they were written by robots.
Majority of posts include an image to work alongside the status, which provides a nice visual insight into the article.
Majority of posts link to online articles - easy access for readers.
Unnecessary to leave in the URL once Facebook has generated the image and link. This makes the post look 'clunky'.
Lots of statuses simply repeat the title of the article, word for word.
Some statuses are too long - readers lose concentration and move on.
Frequent tweets
Easily accessible links
Consistent and reliable
Lack of images or videos embedded
Majority of tweets begin 'Latest on The JC' - this is unnecessary waste of what is already limited characters
Most the tweets read very monotone - consider rewording to make them more personable
Lack of engagement with followers
Lack of engagement with other organisations - consider retweeting viral content

JC Twitter league table
1. Stephen Pollard
2. Marcus Dysch
3. Rosa Doherty
4. Sandy Rashty
5. Danny Caro

What makes Stephen so follow-able?
Retweeting viral content
Sharing personal views
Referencing other news organisations
Embedding images
Sense of humour
(other than being Editor of The JC)
You are (also) a brand
Not so long ago, print journalists were simply names on a byline. Because of social media, these same journalists now have audiences in the thousands.
There is no reason why everyone should not have their own Twitter account.
This doesn't just apply to journalists, this applies to the entire organisation.
Everyone in this room needs to get behind the JC's social media, not to simply drive site traffic, but also to leverage the JC as a brand and, as importantly, promote your own work.
Full transcript