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Social Media Breakfast

A look at how the West Central Tribune in Willmar uses social media to share content and engage with readers.
by

Ashley White

on 11 October 2013

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Transcript of Social Media Breakfast

Areavoices
Building a Community
Our Blogs
Inside Scoop (insidescoop.areavoices.com)

*Blog from reporters, editors and photographers
Share the “story behind the story”

West Central Tribune (westcentraltribune.areavoices.com)

*Share general information about Tribune (new hires, teasers, company information)

Multiple people contribute to both
Our Networks
Why Go Social?
ROI of Social Media
How do we measure ROI?
Website Traffic
West Central Tribune's Social Media Strategy
Read All About It!
Final Thoughts...
Live it! Magazine
#SMBWillmarArea
First Things First...
Ashley White
Community Content Coordinator
@Ashley_WCT
Kevin Smith
Advertising Director
@KevinSmith361
“Social media is a shift in how people discover, read and share news, information and content."
#SMBWillmarArea
Social Media Has Changed
the Way We Consume News
Over 50% of people have learned of breaking news through social media

1/3 of adults under 30 get news on social media every day

Among all people using social networks, 36% get news there
#SMBWillmarArea

Listen before you jump in

Be social – interact!
Make sure tweets have either: @ mention, link or hashtag (#)

Share worthwhile information

Use Twitter lists to minimize “information overload”
Some tips
Curation tool

Find tweets, FB posts, Instagram photos, YouTube videos

Good for engagement after meetings, events
Example
Richard Vos story

Used tweets and FB posts from current and former students for more personal story
Blogging on Areavoices
Blogging platform for Forum Communications Company

FCC owns more than 30 newspapers, 4 TV stations and 1 radio station in MN, ND, SD, WI

Featured blogs appear on wctrib.com after posting and cycle throughout the day

Reverse publishing: WCT often republishes bloggers’ posts in the print edition
Case Study
#SMBWillmarArea
One of our biggest social media days
of the year
Live Blog: Cover It Live
http://ashleywhite.areavoices.com/2013/02/26/live-blog/

Had over 5,000 views

Fed blog with hashtag #wct2012
Twitter
Updated throughout the night

Established hashtag #WCT2012

Encouraged photos and tweets
#SMBWillmarArea
Facebook, Twitter, Pinterest

More specific target demographic
*Niche audience

Pinterest:
*Follow people from Willmar area
*Pin our stuff with links back to website


Some Areavoices bloggers become contributors
Time Management
Balancing act

Use a third-party application:
Hootsuite
TweetDeck

Usually spend half-hour to an hour per day on social media

Find what works for you and make the investment
Down the Road
Google+

LinkedIn

YouTube

RebelMouse


**Always trying to stay on top of trends, determine which platforms make most sense for us
Resources and Tools
Twitter

Mashable (mashable.com)
Daily newsletters very helpful

GigaOM (gigaom.com)

Social Media Examiner (socialmediaexaminer.com)

Hubspot
(Hubspot.com)

YouTube (youtube.com)

LinkedIn (Linkedin.com)

West Central Tribune
In a nutshell: Social media matters
Media landscape changing every day

We need to be where people are

*Drives online visits
*Creates engagement

Cannot afford to NOT be on social media
Thank You!
Questions?

awhite@wctrib.com
@Ashley_WCT

ksmith@wctrib.com
@KevinSmith631
#SMBWillmarArea
The Social Media Election
Point here
Most used platform in this area

We use Facebook for two reasons:
*Drive traffic to our website
*Engagement

Very rarely write posts without a question, link or photo
Examples

Weather

http://www.facebook.com/westcentraltribune/posts/364816143626653

Coffee picture

http://www.facebook.com/photo.php?fbid=10151311235018531&set=a.178516913530.122078.122097528530&type=1
Engagement is harder with @wctrib

Tweet with links, but use questions and photos more sparingly
*Use bit.ly to track clicks

Best for big stories, breaking news, covering meetings (called "live tweeting")
Have encouraged all reporters and editors to have Twitter presence (not mandatory)

Use personal Twitter accounts to share stories, reach sources, find ideas, interact with public

Twitter shows people who we are as individuals, not as institution
Develop your
audience
#SMBWillmarArea
Examples
The traffic driven to our site
https://www.google.com/analytics/web/#report/visitors-overview/a778232w1358799p1355698/%3F_u.date00%3D20121029%26_u.date01%3D20121109/
https://www.google.com/analytics/web/#realtime/rt-traffic/a778232w1358799p1355698/
Helping small-medium biz with:
Social Media Management
Reputation management
Video production
SEO
Blogging
How to great your ROI
Don't just sell
Create your plan and measure your results
Example
http://storify.com/wctrib/past-present-students-mourn-loss-of-bbe-teacher-co

Richard Vos story

Used tweets and FB posts from current and former students for more personal story
#SMBWillmarArea
Full transcript