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

• [email protected]


mailto:[email protected]

mailto:[email protected]

involving your-audience

Documents

big idea

audience ideas

monitor comments

readers improvesyour

crowd sourcing readers

new tools

sharable content

instant feedback