presentation at the association of alternative newsmedia
TRANSCRIPT
AAN On Social
My team and I went through 37 AAN members’ social media profiles. We learned a lot.
Stats
AAN Members: Average Facebook Audience: 34,500
Average Twitter Audience: 47,800 Average Instagram Audience: 10,000
(data: http://bit.ly/AANData)
Outliers: Several brands aren’t on either Facebook, Twitter or Instagram.
LA Weekly has the largest audience of brands surveyed however Miami New Times beats it, narrowly, on Instagram.
Comparison
Compared to large-scale news organizations / news organizations with large parent companies, AAN Members:
* Generally have a smaller footprint on social media sites * Tend to post to platforms, especially Facebook, inconsistently * Do not seem to be on Snapchat, yet. * In some instances, have disproportionate impact on Twitter
relative to the size of their communities. * Are not using Facebook effectively to engage with their
communities. * At the time of our research [June 21, 2016] few organizations
had done experiments with Facebook Live.
What’s the difference?While large-scale news organizations tend to have more of a budget for social platforms, content with perspective and a
regional focus should put local news organizations in a stronger position on the biggest platforms.
While some publishers may think that this would cannibalize the audience for their print publication or website, social is one of
the most cost-effective ways to expand brand profile and readership, especially to those under the age of 35.
Brand engagement on social media sites should enhance the long-term value of specific alternative news entities.
Specific PlatformsTwitter
While Twitter generally has lower engagement and clickthrough, the specific, character-driven accounts of the majority of AAN members should actually have a
higher ROI than they do for national organizations.
To enhance this: Standardize, highlight engagement with local entities (bands, luminaries, brands,
food sources) Localized commentary on national hashtags is incredibly relevant, useful and likely to
trend within the desired audience. Focused, considered strategic objectives
Specific PlatformsTwitter
Staffing: If staffing is a consideration, distributing social responsibilities among teams - by weekly assignment or
predilection - is the best way to manage community outreach.
Guest takeovers by local luminaries (influencers) around specific focus areas can also help with low-cost, short-term
growth.
Weekly community chats at appointed times still work - and may increase brand capital + following in target markets depending
on time investment & local news.
Specific PlatformsTwitter
Paid reach for Twitter posts is still low and can seem disingenuous if done poorly.
To make the most of the spend: Use geographic targeting;
Enhance live streaming capabilities via Periscope;
Specific news-centric delivery will enhance the value of dollars spent, when they are spent.
Discuss local matters live on Twitter with other local luminaries, Feel live, engaged and participatory.
Specific PlatformsInstagram
In local markets, Instagram should have specific reach to your target audience and be rabidly followed by users of all ages.
Local influencers may enhance impact in near term, as will high quality considered photography.
If your entity still has staff photographers or freelancers, consider turning the keys over to that person or team, in concert
with your graphics department.
It is also acceptable to have paid brand relationships on your instagram and social channels.
Specific Platforms
Instagram Trend: Video
As on all other platforms, video is the best of Instagram. It’s an intense commitment to edit video down to less than a minute, generally but the teasers do well for larger-scale
projects.
The best use case in journalism for Instagram was an innovative project that NYMag did for its Cosby Pieces that involved video and audio portraits of the women involved.
This is relatively easy to do.
Graphic designers and artists also frequently demonstrate their talents on the platform in multi-image sequences. This would be expected of most alternative-oriented
platforms and should involve the 9-frame breakdown of specific images for the platform.
Specific PlatformsFacebook POSTING
Posting every hour is standard for brands producing daily content
Posting every day is best for brands producing weekly content, or with uneven publishing cycles.
Consistency is key however during breaking news events, Facebook can be used in a live fashion, acknowledging that
there is a delay in distribution (typically three days).
This can be overridden by your social media point person as needed.
Specific PlatformsFacebook
Best Practices
If at all possible, your organization should start topic-specific interest groups, that are moderated and inclusive of members of
your community. Music, news, local politics etc. are the best subject areas.
Why? Cost-effective means of reaching any size audience without
issues with the distribution algorithm. Allows for collaboration and unlimited reach to audience. Greater likelihood that group members will see content.
Specific Platforms
Facebook Best PracticesFacebook Live
Given news this week, everyone is extremely aware of Facebook’s relationship with its new Live platform.
Small brands are doing themselves a disservice if they are not participating in this shift in Facebook’s preferences for its
audience.
Specific PlatformsSnapchat
Snapchat is the new darling of the video revolution.
We found approximately five AAN members active on the program.
This needs to change. Snapchat is where most media brands are posting their best digital content, and it’s where audiences are shifting, fullstop. This may be the new Facebook, in some
ways.
