Is Social the "New News?"

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

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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

[email protected]

http://socialbrite.org,

Twitter: @socialbrite, @askdebra

also http://communityorganizer20.com