Transcript
Is Social the New News?
New England Newspaper and Press Association Winter Conference
February 10, 2012Boston Park Plaza Hotel
Debra Askanase, Engagement Strategistwww.CommunityOrganizer20.com www.Socialbrite.org@askdebra
Social impacts 4 key news areas
• Authority: changing definition of an authoritative news source
• The concept of news participants
• News sharing and community
• The news reporting cycle
We gather and share news from trusted sources
GATHERING:
• 71% of adults get news online and 75% of them get news forwarded to them through email or posts on social networking sites
• Half of social network (e.g. Facebook) users who are also online news consumers get news items daily from people they follow.
SHARING:
• Of these internet users who get news online, 50% pass alongemail links to news stories or videos to others.
PEW report: Understanding the Participatory News Consumerhttp://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
Some of those sources are journalists and news organizations
• 23% of the social networking users who get news online say they specifically get news from news organizations and individual journalists they follow in the social networking space.
• Overall, 30% of internet users get news from friends, journalists or news organizations they follow on social networking sites on a typical day.
PEW report: Understanding the Participatory News Consumerhttp://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
Authority is now Trust
http://devriesblog.com/2011/11/16/the-survival-of-newspapers-depends-on-embracing-social-media-pew-study-shows-this-isnt-happening/
This doesn’t create trust or authority
Utilizing trust: Social Pulse
Authoritative news source
Authoritative news source
Soci
al M
edia Engage Cre
ates Trust
Mo
ve t
o
Action
The social media funnel
The concept of news participators
• News creation, commentary and dissemination is now a participatory activity for a sizable group of Americans
• Some 37% of internet users have contributed to the creation of news, commentary about it, or dissemination of news via social media
News participation = deep engagement and actions tied back to a website
http://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
You have to be part of your community to maintain authority
You could also create a new one
*5 million app subscribers, the first news app on the new Facebook Timeline
5M users are reading and sharing these on Facebook
* 5 million users to date. They embraced the FB timeline first.
Social sharing multiplies site traffic to stories
And the community will come back to your news
The Guardian Facebook App: 5 mil users
Social media and the news cycle
Breaking news
Context
Analysis
Archival
This is shortening, viral stories
This is lengthening Blogs, video
shape opinion, trusted authorities
Twitter, Google+, Facebook
Twitter hashtags, blogs, Facebook, wikis
Online search, archived content
http://pinterest.com/kanter/komen-can-kiss-my-mammagram/
Super Bowl XLVI drew 12.2 million social media comments
That’s almost 600% growth from 1.8 million in 2011
Final considerations
• Trust = authority
• News participation = deep engagement
• Be a part of community
• Participating in the new news reporting cycle
• Capturing the desire to share news socially with friends
• How to embrace this internally, culturally
Socialbritesocial media consulting & training for
nonprofits | businesses | social enterprises
Debra@socialbrite.org
http://socialbrite.org,
Twitter: @socialbrite, @askdebra
also http://communityorganizer20.com
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