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Build Your Journalism

Engagement Strategy

… with these 17 weird tricks!

Tim Currie | @tscurrie

July 9, 2015

Download this presentation:

slideshare.net/tscurrie/presentations

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Choose Social Content

1. Pick the “right” stories to share

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Choose Social Content

• Stories that fire us up (with joy, anger, awe)

• Not shut us down (with sadness, disappointment)

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Choose Social Content

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Choose Social Content

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Topics we identify with… even if we don’t always read the beyond the headline (oops)

Choose Social Content

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Choose Social Content

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Choose Social Content

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Choose Social Content

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Choose Social Content

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Choose Social Content

Practical Value

Practical Value or Emotion: Awe

Social Currency

A Good Story

Emotion

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Choose Social Content

1. Place Explainers Stories 2. Crowd Pleasers Emotion3. Curiosity Stimulators Stories4. News Explainers Practical Value5. Major Breaking News Social Currency6. Feel-Good Smilers Emotion7. Topical Buzzers Social Currency8. Provocative Controversies Stories9. Awe-inspiring Visuals Emotion

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Make Content Engaging

2. Find the nugget of social in your story

The interesting factoid, quote or observation in the story

* Not the headline(the summary)

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Make Content Engaging

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Make Content Engaging

3. Usecasuallanguage

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Make Content Engaging

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Make Content Engaging

4. Ask a question

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Make Content Engaging

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Make Content Engaging

5. Makea call to action

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Make Content Engaging

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Make Content Engaging

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Make Content Engaging

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Make Content Engaging

6. Teasea little

Leave a curiosity gap

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Make Content Engaging

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Make Content Engaging

7. Use images

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Make Content Engaging

… and check your thumbnail previews

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Make Content Shareable

8. Optimize your buttons

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Make Content Shareable

Is your work “able”?• Clickable• Linkable• Shareable• Embeddable

Sree Sreenivasan

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Make Content Shareable

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Make Content Shareable

• Where are your share buttons?

• Can users get the unique URL of each piece of content?

• On mobile: How easy is it to read/share?

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Guide the Conversation

9. Be active with comments:

• Enable comments on select stories• Show the rules• Set the tone• Be involved• Be transparent

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Guide the Conversation

Consider Facebook comments

…but be aware of the tradeoffs

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Build An Experience

10. Build a game into your content

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Build An Experience

…and prompt people to beat their friends

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Work with Your Audience

11. Crowdsource

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Work with Your Audience

12. Define your audience

(NYT: James G. Robinson)

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Work with Your Audience

13. Listen to your audience

(NYT: James G. Robinson)

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Work with Your Audience

14. Adapt to your audience (NYT: James G. Robinson)

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Work with Your Audience

15. Offer face-to-face experiences

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Work with Your Audience

… and find sponsors

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Pay Attention to Metrics

16. Measure everything

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Pay Attention to Metrics

… but think critically about how you present statistics and why

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Participate

17. Respond, engage

Show the human being at the other end of the social media account

With your personal account…

Koci Hernandez:

• Like 1• Share 2• Comment on 3

"Hey, look at you" is better than ”Hey, look at me"