involving your-audience

involving

ideas from Sarah Nichols, MJE#hsjTX @sarahjnichols

youraudience

Friday, November 16, 12

why audience matters

• consider your publication, staff goals

• people are talking; be part of the conversation

• understanding your readers improvesyour coverage

• strive for long-term relationships

big idea #1

The way to build sustainable relationships with your readersis to be interesting, relevant, unique.

what we know

• compelling images

• multiple entry points

• striking layouts

• captivating stories

• something for everyone

... but this is not that session!

going social (or getting better at it)

• necessary in order to be relevant

• requires new thinking

• provides challenges in terms of measurement

• complex (many tools, ways to measure)

• changes constantly (new tools, options)

crowd sourcing

• readers feel connected to stories whenthey’re affected personally or know othersin the same situation

• invite your audience to be interviewed orto provide important information

• adds context, meaningful details

• casts a wider net in finding sources(you don’t know everyone!)

crowd sourcing

• ask for reader input: provides a teaser to upcoming coverage and helps measure student interest

• monitor comments for potential sources or secondary angles

everyone’s a photographer

#quarrybowl

• create or promotea common hashtag

• gather additional angles, sourcesfor existing stories

• comment or like photos to gain follow-backs

• ask for the photos you’d like to use in your publication

using hashtags

• invites readers to share information, interact

• easily searchable

• choose carefully (length, simplicity)

• #whitesweatergirl

submitted photos

invite story submissions

adding an app

professional tools

focus groups

• organized feedback with targeted audiences

• by topic, medium, season, issue

• provides time for Q/A, idea sharing

• the why

• the how

sports focus group

find a focus

• topic-specificvs. open-ended

• incentives

• avoiding oversaturation

big idea #2

Talk less and listen more.

reader feedback

• asking your audience to share their likes, dislikes, reactions shows your commitment to their wants/needs

• Survey Monkey, Survey Gizmo, Poll Daddy

• aim for 10 percent minimum student sample

instant feedback

• ask about more/less coverage

• wants/needs

• cover design

• school colors

show & tell

snacks for surveys

• short question set

• friendly faces

• incentives (food!)

• open-mindedapproach totheir criticism

see what sticks

trendspotting

• let your audience show you what they’re thinking about through their online activity

• assign your social media editor to monitor the news feed

• assign newer staffer members to findthree new story ideas from their friends’ social media content

monitor posts for activity

big idea #3

The strategies will change but the goal should stay the same. How can you evaluate your progress?

measuring your reach

• campus buzz

• sales and circulation

• followers, friends, fans, likes, retweets

• pageviews

measuring your reach

promotion expands visibility

big idea #4

Look beyond the numbersand create quality content.

studying best practices

treat your audience like a friend

spot news

• social media as instant reporting tool

• tags help extend your reach

• going viral vs. having sharable content

• invite participation (likes, comments, shares)

learn by example: #election2012

interactives

• things to click or do to engage with content

• QR codes for additional content online

• quizzes/matching quick-reads (print, digital)

• CoverItLive or online chats

link to photo galleries

#hallowhitney: 213 Instagram photos

big idea #5

Do something nobody elseis doing.

managing the chaos

2013DETAILSSOCIALMEDIAGUIDE

• create your ownsocial media guide

• revisit constantly

• establish consistency

• revisit goals

best practices

holler!

• @sarahjnichols

• about.me/sarahjnichols

• sarahjnichols.sjn@gmail.com

involving your-audience

big idea

audience ideas

monitor comments

readers improvesyour

crowd sourcing readers

new tools

sharable content

instant feedback

Documents

involve your audience

finding your true audience

know your message...know your audience

understanding your audience

reaching your audience

audience insights - your custom audience partner ·...

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knowing your audience

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involving your audience [spring13]

building your brand audience

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goldbach audience austria | catch your audience!

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owning your audience

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4. understanding your audience: presenting your case to...

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finding your audience