Download presentation
Presentation is loading. Please wait.
Published byClaire Mothershead Modified over 9 years ago
1
David Teeghman Jennifer Paull Lindsey Wolf
2
J-School Buzz I. Audience Research: Web Analytics Our audience Most/Least popular stories Balancing “spinach & sugar” Social media II. Lessons Learned Publication Content Multimedia Social Media Criticism III. Implementing Changes Editorial philosophy Publication schedule Content Operations Multimedia Social Media IV. Sustainability New editors Transition Expansion V. Conclusion
3
“ If I had asked people what they wanted,they would have saidfaster horses. ” -Henry Ford
4
Our study Examined site statistics using: Studied numbers/feedback from: Blog post comments Bit.ly links
5
What we learned about our audience… Source: Quantcast Audience Profile
7
Some of our least popular stories: Starving Journalist: ComedyCoffeehouse: 29 views Live Blog: Open Missouri Day at RJI: 36views Live Blog: SXSW Debriefing from RJI:53 views Open Missouri: Shining a Light onMissouri Government: 53 views Why did they get so little traffic?
8
Content-Sharing/Links Huffington Post College PBS MediaShift Romenesko Only Wire Most Popular Post Elements: Multimedia: graphics/video Strong opinion/voice Controversial Updated (Process over Product) Crowdsourcing
9
Balancing “ sugar & spinach ” stories Negative feedback about lack ofPOYI coverage Published more conventional“ hard news ” ▪ Dismal page views ▪ No social media traffic News they want vs. news theyneed – the debate
10
Social Media Twitter: 1,177 followers ▪ Our most conversational medium Facebook: 421 “ likes ” ▪ Lots of “ likes ” on posts, decent # of comments ▪ Slower growth, less conversation due todesign/layout, convenience Tumblr: 39 followers ▪ Reblogs site content ▪ Slowest growth of all social media FourSquare: 149 friends ▪ Minimal # of check-ins ▪ Ultimate goal: Leave helpful “ tips ” that illustrate our role as the insider ’ s guide to the J-School
11
Publication Schedule Staff size limits publication amount(with the exception of breaking news) How to use site stats to our advantage ▪ Title wording can make all the difference ▪ No one reads JSB on Saturday ▪ Starving Journalists don ’ t work as blog posts Content Balance – hard vs. soft news Tone – inserting voice, humor Readers ’ opinions on objectivity (or lack-thereof) Importance of absolute transparency
12
Criticism Our 80-20 rule Dealing with it in a professionalmanner Realizing that some readers thinkcriticizing the J-School in any wayis negative Using it to improve Trolls Fake Twitter accounts Vitriolic Commenters
13
Multimedia Important from beginning Show, don ’ t tell Video pieces got a lot of backlashbecause they weren ’ t perfect – switched to infographics Fall 2010 Enrollment Statistics: ▪ Over 100 pages of statistics aboutMizzou – made multiple graphics ▪ Presented the information differentways to make sure it was stillinteresting ▪ Posts still centered around J-School,even if they were also about otherschools in Big 12 or other colleges
14
Some of the most popularmultimedia posts: ▪ Where journalism students endup/came from ▪ How much money journalismstudents make ▪ How many students have jobs whenthey graduate, by college andsequence - lead to original contactwith Huffington Post College Least popular: ▪ Where to park around the J-School ▪ Race breakdown - surprised mebecause I thought it would bring up alot of concern
15
Social Media No one had experience with Tumblr,unsure of what to do with it Must be maintained/updatedminute-by-minute All J-School emails must be read forrelevant info to share on socialmedia FourSquare – no Hootsuite-typeprogram for managing multipleaccounts Make sure to carry on equalconversations on both Facebookand Twitter. Don ’ t minimize Facebook because it is less popular
16
Editorial Philosophy Puts the “ objectivity ” debate to rest Clarifies “ news site ” vs. “ blog ” Terms of use Publication schedule Frequency (twice once) Time of day (morning, earlyevening) Days of the week (Monday-Friday,Sunday)
17
Content Disclose all biases Be the J-School ’ s biggest fan as well as its biggest critic Operations Hired a copy editor to review ALLcontent All 3 editors share responsibilities,understanding that there will be alot of cross-over between positions Learning when to respond tocomments and criticism and whento step back
18
Multimedia Switched to publishing infographics –videos weren ’ t good enough Text that went along with the graphicsadding supplementary information Tried to make sure there was a leastsome sort of J-School tie with all of thegraphics – our key audience Social Media Began posting more info on Facebookbeyond just story links J-Info tweets were scheduled as soonas the info was received Set up access to JSB Twitter on editor ’ s smart phone to ensure fasterresponses.
19
Fall 2011: Independent Study Credit Publicized opportunity: Blog post with video Social media (JSB & Personal) J-Info & Convergence Listserv RJI TVs Application process 10 applicants granted interviews, 4selected Editor-in-chief: Claudia Tran Social media editor: Mel Gibson Graphics editor: Francis LaBelle Video editor: Zach McGowan Three sequences represented
20
Transition & Training Introductory meeting: May 3 rd “ Lessons to pass on ” Google Doc Summer transition period ▪ Less frequent publication ▪ Opportunities to slowly take overresponsibilities ▪ Training via Skype August 2011: New editors takeover entirely ▪ Original editors available via email &Skype for questions ▪ New titles for current editors
21
Launched April 17, 2011: Executive Director: Josh Lory Senior Content Editor: Zach Fleeman Senior Web Editor: Thomaz DeSouza Social Media Editor: Tyler Clark 1 st week: featured on MSNBC, Reddit 186 Facebook “ likes ” 121 Twitter followers
22
J-School Buzz
Similar presentations
© 2024 SlidePlayer.com Inc.
All rights reserved.