Advising a Web Staff

Christina DrainPensacola State College

Whether you end up working for a newspaper, magazine, TV station or Internet start-up,

you will have the opportunity

– make that responsibility – to do things

Differently

Differently

“Differently” means retooling newspapers, converting them from news

factories into

communication hubsthat connect to their communities

through multiple channels,

digital and print.

Differently

“Differently” means audiences that have

thousands of news

choices every day

and can control how and when

they get the news.

Differently

“Differently” means journalists

who can collect the news

once and distribute it

in many different ways and media.

Differently

“Differently” means editors who can make plans,

set goals, communicate and lead.

And “differently” means training everyone

to be able to take on

a new role.Everyone, starting at the top.

Michele McLellan and Tim Porter, News, Improved

Differently

“You have too many people that are old, or my age, that are moaning . . .

and they are really missing the tidal wave.  My students are riding

the crest of that tidal wave.  As a matter of fact,

they don’t even know it’s a tidal wave . . .

that they are in a digital tsunami.  They are just having fun in the water,

and guys my age are on the beach and seeing this tsunami and running like hell.”

Benjamin Davis, Rutgers University instructor

Generational divide

• A multitasker, juggling various responsibilities and roles, many which may have nothing to do with "traditional" journalism.

• Technologically savvy, having at least a basic understanding of programming, web tools, and web culture.

• A gatekeeper for a particular beat, directing readers to the most current and trustworthy news, regardless of who wrote it or where it's housed.

• A versatile storyteller, who knows how to present a story online in various formats.

• A brand and a community manager, who cultivates a constant and interactive conversation with their readership.

MediaShift

What skills will journalists need?

Who are your viewers?

Print local newspaper (50%)

Print national newspaper (17%)

Radio (54%)

Local TV news (78%) National

TV news (73%)

Menu of Choices for News on a Typical Day

Internet (61%)

Pew Internet Project

Who are your viewers?

Pew Internet Project

Who are your viewers?

Pew Internet Project

Who are your viewers?

59%

84%

69%

49%

20%

% who connect to the internet wirelessly using a laptop or handheld device

All adults 18-29 30-49 50-64 65+

Pew Internet Project

Who are your viewers?

61

86

52

1727

13

0

20

40

60

80

100

SNS Twitter

Total 18-29 30+

Pew Internet Project

Social Networking Sites

Who are your viewers?

7065

56

35

0

20

40

60

80

100

18-29 30-49 50-64 65+

% whofollow newsall/most ofthe time

Young Adults are the Least Avid News Consumers

Pew Internet Project

Popular features

39

51

45

48

57

55

57

72

25

37

38

42

44

48

48

68

Follow on soc media

Ability to comment

Interactive material

Customize news

Easily share content

Portal/News aggregator

Multi-media content

Links to related material

Total

18-29

Most Popular Features of Online News Sites

% of Online News Consumers Who Say Each Feature is Important

Pew Internet Project

Generations

17

2315

27

13

Breakdown of U.S. Population by Generation

Pre-boomers before 1946

Baby Boomers 1946-64

Generation X 1965-76

Millenials 1977-97

Generation Next 1998 to present

Source: U.S. Census Data

Generations

Growing up digital has had a profound impact on the way this generation

thinks, even changing the waytheir brains are wired.

Don Tapscott, Grown up Digital

Generation net, Y, Digital Natives

1. They want freedom in everything they do

◦ Freedom of Choice

◦ Freedom of Expression

2. They love to customize, personalize

◦ Blogs, videos, Facebook, MySpace

3. They are the new scrutinizers

4. They look for corporate integrity and openness when deciding what to buy and where to work.

Net Generation Norms

5. They want entertainment and play in their work, education and social life.

6. They are the collaboration and relationship generation.

7. The Net Gen has a need for speed – and not just in video games.

8. They are the innovators.

Net Generation Norms

RecruitTrainSuperviseRetain

Old HR Model

InitiateEngageCollaborateEvolve

Tapscott’s Model

Design work systems according to the eight norms.◦ Freedom of choice, expression◦ Customization◦ Scrutiny◦ Integrity◦ Collaboration◦ Entertainment◦ Speed◦ Innovation

Guidelines for Advisers

Rethink authority.

◦ Sometimes you may need to be the student

◦ Digital Natives need plenty of feedback, but recognition must be authentic.

Rethink recruitment; initiate relationships

◦ Use social networks to influence potential workers

Rethink training; engage for lifelong learning.

◦ Train on the job

◦ Encourage employees to blog

Guidelines for Advisers

Don’t ban Facebook or other social media◦ Teach them how to use social media in journalism

and marketing Rethink retention; evolve lasting relationships

◦ Create alumni networks◦ Create Facebook groups, chat

Unleash the power of Digital Natives◦ Listen◦ Include them in finding solutions for designing

workspaces, processes, collaborative working models.

Guidelines for Advisers

Throw out the traditional newsroom structure

THINK

outside the box

Making the Transition

Get rid of the online editor

All editors need to learn to post stories, should be part of their job

description

Making the Transition

What is the best way to tell the story?

Some stories are better told through visuals or sound.

Look beyond text.

Does the story need a timeline, map, or other interactives that can be achieved

online?

Livestream, livechat.

Making the Transition

Keep site stats in the forefront

Add Google Analytics to the site to track information.

Make sure editors get a monthly report of page views, most read, other stats.

Making the Transition

Cut back on the print edition

If you are weekly, go bi-weekly. If you are bi-weekly, go monthly.

Print the best-of the web in the edition or change the format of the paper to more in-

depth reporting and opinion, leaving the more immediate news

for online.

Making the Transition

Recruit outside the journalism department

Marketing - Facebook and TwitterArt – web designers, Flash designers, videographers, photographersEnglish – bloggersHonors - opinion

Making the Transition

Set up a Facebook Fan Page◦Embed the Facebook widget on your site◦Encourage others to become fans

through a cross-promotion ad in the newspaper

◦Post stories of interest or photos from an event on the fan page

Promote the Site

Set up Twitter Use Twitter to break news Tweet links to stories of interest. (Use

sparingly.)

Promote the Site

Events Invite students to Student Center or other

gathering place with WiFi and demonstrate interesting parts of site.

Ask to be announced at sporting and campus events. (Thank photographer and videographer and remind attendees to check online to view photos and video.)

Make business cards with site name and URL to pass out in the crowd and to visiting team.

Promote the Site

Decentralize

Consider using Editorial Board vs. Editor in Chief

Restructure Staffing

eCorsair Model

Five Sections – Editor for eachNews (includes sports)

Features Community Conversation

Arts & EntertainmentMultimedia

Restructure Staffing

News and Sports Work primarily online

◦ Breaking stories and upcoming events through Twitter

◦ Short news and sports stories

◦ Coverage of campus events and advances

◦ Sports coverage through livestreaming or live blogging

◦ Story sharing on Facebook

◦ Mobile journalists at various campuses

Restructure Staff

Features Produces multimedia packages for print and

online on specific topics

◦ Features on student profiles, programs, instructors

◦ Main focus is on providing several stories per topic for print issue

◦ Package will also contain online components such as video, audio, interactive graphics, polls

Restructure Staff

Community Conversation Staff members work both online and in print

Includes:

◦ Staff (unsigned) editorials

◦ Editorial cartoons

◦ Columnists

◦ Bloggers

◦ Poll questions

◦ Monitor comments area

Restructure Staff

Arts & Entertainment Responsible for local and campus coverage

of arts and entertainment events Profiles local arts and entertainment talent Posts selected upcoming campus events

online through Twitter

Restructure Staff

Multimedia Responsible for producing multimedia

content for online. Also produces graphics and design for print Produces video, audio, graphics, photo

galleries, in support of other sections as well as content which originates with the multimedia team

Podcasts, webcasts, livestreaming, design for multimedia packages

Restructure Staff

Complete Community Connection ModelCombines print, online, broadcast content producers in one organization◦One breaking news team◦One visual team◦One watchdog team◦One sports team◦One weather team

What Should Advisers Learn? Multimedia - video, audio, audio slide

shows Social media - Twitter, Facebook, LinkedIn Blogging Google Maps Live streaming video, chat Basic HTML

Web site that can be accessed by the staff – content management system works the best

Place story budget online – Google site, Google Docs, or protected area on main site

Equipment – video camera, digital camera, digital recorder, cell phones, laptop, accessories

Tools Needed