Programa | Editorial Leaders, Mod 4 - Social Media for News
Editorial Leaders, Mod 4 - Social Media for News
Programme
Welcome and introduction
What are the key social media platforms for journalists in 2018?
What platforms are audiences using – and how are they using those platforms?
What are examples of best practice on the main platforms
Facebook, Twitter, Instagram, YouTube, LinkedIn, Snapchat
Small Group Exercise: What platforms are we on, how are we using them – and what do we need to know to improve our reach and engagement?
Drawing on the psychology of social sharing
What drives people to share on social media?
How can we make our own content more likely to be shared?
Examples of social content from media outlets deliberately developed for maximum shareability.
Small Group Exercise: How can we draw on this learning to improve the shareability of our content? Opportunities / challenges
Deep dive into Facebook
The 2018 algorithm shift and strategic responses to audience retention
Use of Profiles, Follow, Pages, Live and Groups by journalists
Targeting, tagging, boosting – how to use & learn iteratively
Facebook metrics – use and application
New Facebook tools (e.g. Creator Studio) and training resources
Small Group Exercise: Discuss the Facebook algorithm shift and strategies for audience retention.
Deep dive into Instagram
Fast-growing platform - growing opportunities for reach and engagement
Examples of best practice – images, video, live broadcasts
Learnings from Instagram for Business for publishers
Instagram metrics – use and application
Recap of day 1 program
Deep dive into Twitter, LinkedIn, Youtube, Snapchat
How audiences use these platforms
Examples of best practice – images, video, live broadcasts, portrait-format storytelling
Metrics – use and application for these platforms
Strategising your choice of platform and story treatment for each
Trust and Verification – refresher and resources
Declining trust in the media - responses
Examples of best practice in trust-building
Verification and ethics in breaking news situations
Beyond trust to community – strengthening audience relationships
Aggregation and Platform Publishing
Why aggregate material from social platforms?
The backlash against Instant Articles and other Facebook tools
New approaches… new social platforms?
Social media strategy in 2018
Utilising platform metrics to guide social publishing strategy
Learnings from outside journalism – content marketing, business
Strategising your social media publishing in 2018
Small Group Exercise: SWOT Analysis and learning gaps
SWOT Analysis report back
Review, Q&A and take-homes
Mentoring and ongoing guidance needs