Online Newsrooms In conversation with everybody Julio Romo @twofourseven
CIPR Digital Impact - Changing Media and Online Newsrooms
May 13, 2015
Presentation that I gave to the CIPR Digital Impact Conference on the changing media landscape and journalism, and building effective social media newsrooms.
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Transcript
Online Newsrooms
In conversation with everybody
Julio Romo @twofourseven
The way things were
Let’s start at the beginning… The Newsroom
Understanding today’s web
“The semantic Web is not a separate Web but an extension of the current one,
in which information is given well defined meaning, better enabling computers and people to work in
cooperation” Tim Berners-Lee
The power of the crowd
The key change is the internet’s ability to support ‘many-to-many’
conversations, in additional to the one-to-many broadcast model
Clay Shirky
Where the media is today
The news industry has changed: • News outlets are “abandoning attempts to be first for
breaking news, focusing instead on being the best for verifying and curating it.”
• Publishers have realised that “social media, blogs and user generated content are … creating an important extra layer of information and diverse opinion.”
• We’ve entered the era of ‘social recommendation,’ which is playing a significant role to driving traffic to traditional content.
• News organisations are devoting significant resources to exploit social networks to drive search.
The Present
Audiences have changed:
• People today do not want to be spoken at, they want a conversation with people and brands.
• The growth of the crowd has “an alternative source of news, as well as another option for politicians, businesses and other public figures.”
• Online media consumption up, from 6hrs 14 mins in September ‘09 to 7hrs 28 minutes in March ’10. [KPMG Media and Entertainment Barometer]
• There has been a growth across the board of online video, with the total audience base growing 18% to 35.6 million viewers [comScore, December ’09]
• Facebook now accounts for 20% of all time spent online in the UK. [Internet Advertising Bureau Fact Sheet, IAB, March 2010]
How journalists are adapting
Journalists today have have to:
• Investigate
• Report
• Engage with the crowd
• Package up a story for multiple platforms
• Promote to the community
Social Media Newsrooms: what we can we do
Online newsrooms – learning from the media:
• You are having a conversation with more than one person.
• Offer links in all your social content – with the title of your post.
• Headlines – write them for SEO. • Optimise all your content for
SEO and site search. • Syndicate your social media
newsroom.
Social Media Newsrooms: what we can we do
• Video – remember to offer embed codes for bloggers and journalists.
• ShareThis – make sure your content can be shared on the main platforms, Twitter, Facebook, Buzz and others.
• List your and your teams contact details – they should be in the conversation.
• Twitter: show your conversations
• For pictures, offer tags so that you can pool your community’s images.
Social Media Newsrooms: what we can we do
Social Media Press Releases: • Embed video. • Include links. • Enable people to share the
story. • You are writing for humans,
search engines, and social networking sites.
• Improve navigation by tagging your release.
• Don’t forget journalists – they want contact with a PR
• Linkbacks, linkbacks, linkbacks…
… and finally!
Remember, your audience can become your advocates.
Have a conversation with them!
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