building your brand online: tools of engagement
DESCRIPTION
NABJ 2011 Workshop: "Tools of Engagement: Assessing your Online Audience."Journalism is becoming more and more of an entrepreneurial craft, as blogs and social media evolve into new means for people to brand and promote themselves and their work. Even journalists affiliated with large news organizations via full-time jobs must spend time engaging with audiences and sharing their reporting and writing in order to remain competitive. Metrics/analytics is the science of tracking who is following your work, along with when and where from, and how they linked to it. It has become a necessary new tool in helping digital-age journalists remain relevant and tied to audiences. Experts in social media will share what they know about metrics and analytics, and teach attendees about services such us bit.ly, HootSuite and TweetReach.TRANSCRIPT
Building Your Brand Online
Lynne d JohnsonSocial Media Strategist & Researcher@lynneluvah
Tools of EngagementNABJ 2011
INSIDEUnderstanding Your AudienceReaching Your AudienceDistributing Your ContentMonitoring Your Audience & Tracking Your ContentUnderstanding Your Influence
Understanding Your Audience
Minorities Moving Online
Minorities & Mobile
Minorities Embrace Mobile
Minorities Online Highly Engaging
Presence On Popular Social Networks
Text
Black People Are Twice As Well Represented On Twitter As The General Population
Presence On Popular Social Networks
Understanding Your AudienceWhat Does This All Mean?
• You Need To Be Where Your Audience Is• Your Audience Is Digitally Savvy• Your Online Presence (Blog or Site) Should Be Accessible By Mobile•You Need To Have A Presence on Facebook & Twitter•Your Online Presence (Blog or Site) Needs To Be Socialized
Now Let’s Reach Your Audience
First Rule of Engagement: SEO
SEO • Headlines • Distribution
Clarity ProfessionalismVoicePunctuationProfanityBuzz
SEO • Headlines • DistributionClarity
Yes: Race, journalism and blogging, part 2: Becoming actors, not objects, in the media system, With our apologies to the rest of flight 985 No: Religion? (Part 1 of x)
ProfessionalismYes: Bay Area Blogger of the Week # 44, A Conversation With Lucy Hooberman about Mentoring World WideNo: News Analysis: Mideast questions abound
VoiceYes: I'll Take That In Tens And Twenties, Thanks.No: It's a Jungle Out There!
SEO • Headlines • Distribution
Punctuation Yes: Hot! Live! Mommybloggers!, Denise's Travel Advice for Better Health - Be Prepared!
ProfanityFuck, the DilemnaTo Curse or Not to Curse
BuzzYes: Fugga Abdul No: Will Jen Hate Oprah for Guesting Brangelina and Baby Shiloh?
SEO • Headlines • Distribution
SEO • Headlines • Distribution
Search Engines RSS FeedsSocial Media
Second Rule of Engagement: Social Media
Social Media Distribution
Amplify and Monitor
Now Let’s Track How You’re Doing
Track Yourself and Keywords
Listen + Track Sentiment
Listen in Real Time: Blogs
Listen To Blog Trends
What Will Listening Look Like In The Future?
The Future Of Listening
Monitoring Complete LifestreamsAnd Really Knowing Who People Are
Social CRM: The Social Address Book & Calendar
Understanding Your Influence
Who Are You Influencing?
What Are You Influential About?
Thank You
@lynneluvahhttp://www.slideshare.net/lynneluvah