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GATEHOUSE NEWS & INTERACTIVE DIVISIONGATEHOUSE NEWS & INTERACTIVE DIVISION
AUDIO (877)411-9748CODE 630.956.8834
AUDIO (877)411-9748CODE 630.956.8834
Agenda
• Inner Circle expectations
• Reasons behind expectations
• Facebook etiquette
• Ethics roundup
• Facebook best practices
• Post ideas
• Additional training
Inner Circle expectations
Starting in 2013, newsrooms will be asked to post to Facebook every day of the week.
Larger newsrooms also will have increased posting expectations.
• Readers are typically more active on Facebook during the weekends, and we need to reach our audience then.
• Posting more than twice daily gives more opportunity to promote your brand and content.
GOAL Increase our website referral traffic from Facebook for more pageviews.
Inner Circle expectations
1-2 staff members2 posts per day
3-5 staff members4 posts per day
6-19 staff members5 posts per day
20 or more6 posts per day
Reasons behind the expectations
From January through November, GateHouse sites saw impressive increases from 2011 to 2012.
• 17% Increase in Facebook referrals8.7M in 2011 to 10M in 2012
• 109% Increase in mobile Facebook referrals365K in 2011 to 765K in 2012
Reasons behind the expectations
News consumption on social media sites is skyrocketing
• 19% of Americans viewed news on social media within the last day - up from 9% in 2010
• 33% of adults younger than age 30 viewed news on a social networking site within the last day. Only 13% read a newspaper in print OR digital
- Pew Research Center, Sept. 2012
Reasons behind the expectations
• According to industry best practices and many studies, newsrooms should post 4-6 times a day. A greater frequency of posts drives more page referrals and fan engagement.
• Studies have shown fan engagement – in terms of clicks, comments and likes – is greater on weekends, and outside of normal working hours during the week.
• Facebook’s scheduler allows you to schedule posts in advance, so your newsroom can be active on Facebook even on days no one is working.
Reasons behind the expectations
An internal study of four GateHouse newsrooms showed impressive traffic gains when Facebook posting was increased
• Based off recommendations of social media consultant
• Different sized newsrooms
• Five or more posts every day
• Strategic posting times
Facebook etiquette
Three rules to live by
(1) Have personality, but be professional
(2) Be transparent and provide explanations
(3) Be responsive and responsible
Facebook etiquette
(1) Have personality, but be professional
Facebook etiquette
What not to write:
“Those lazy windbags barely made this crucial deadline.”
or“We should push them off a
‘cliff’ for waiting until the last minute.”
Steer clear of actual insults,tone doesn’t always translate
Facebook etiquette
(1) Have personality, but be professional
Facebook etiquette
What not to write:
“Wow, another delay. Who’s running the show over there?”
or“Yet another delay. This is like,
the never-ending project.”
Being funny or cute is fine with the right stories,
avoid critical or demeaning commentary
Facebook etiquette
(2) Be transparent and provide explanations
Reader asks a question abut coverage
Editor responds and briefly explains decision
Facebook etiquette
Reader expresses disappointment
Editor respectfully defends coverage
Ends on a positive note
Facebook etiquette
What not to do:• Ignore the comment• Respond with snark or
humor• Go overboard on detail• Let it drag on and on
Make sure to:• Keep responses brief• Be respectful• End on a positive note• Ask to take the
conversation offline
Facebook etiquette
Other examples
A reader takes issue with an editorial• Get editorial writer or board to weigh in• Respectfully defend decision • Invite other opinions
A reader is angry about coverage of sensitive subject, like the death of a teenager• Briefly explain your coverage policy• Cite examples from industry leaders• Do not let the conversation drag on
Facebook etiquette
Other examples
A reader complains there’s “no news in my paper”• Highlight local coverage• Ask what they would like to see more of• Do not discuss company staffing or budgeting decisions
A reader makes a serious accusation• Alert your supervisor, investigate the claim• Respectfully but strongly defend the employee• Do not let the conversation drag on
Facebook etiquette
(3) Be responsive and responsible
Facebook etiquette
What not to do:• Ignore the comment• Crack a joke• Alert the correct party,
without responding
Make sure to:• Respond to the reader by
name• Alert the correct party,
and tell the reader you have done so
• Follow up
Facebook etiquette
Questions?
Ethics roundup
• Verifying Facebook sources
• Being transparent with sources
• Your personal Facebook page
• Halting the rumor mill
• Offensive posts
• Offensive fans
Ethics roundup
On verifying sources:“Verify information separately; interview sources
independently of the social networks.”
• Direct message the fan, ask for phone number• Speak to the person, get more information• Use your best judgment
Ethics roundup
On transparency: “Tell contacts what you are working on, why, and how
you plan to use the information they supply. Explain that all information is on-the-record and for attribution.”
• Don’t just grab quotes• Be open and honest• Tell them they will be quoted
Ethics roundup
On personal use:“You are always a journalist; what you do on your
social networking site can and does reflect on you personally and professionally and on the company.”
• Give it the publisher/grandma test• If you post it, someone can find it• Be mindful of who you friend
Ethics roundup
Halting the rumor mill:Do not publish unverified information you saw on
Facebook on your website.
• “According to Facebook sources” doesn’t cut it• Let fans know you are working on verification• If you see misinformation, call it out
Ethics roundup
On offensive posts:If you accidently post something offensive, remove it
immediately and tell your supervisor
• Deleting the post doesn’t mean you pretend it never happened.
• Prepare a response. Screen shots will bite you.• People commented? Contact those people, deliver
prepared response.• Publish that response in print and on Facebook, if
necessary.
Ethics roundup
Offensive posts, cnt.If you are the editor, and have reporters posting to
your Facebook page, train, train, train.
• Ask to review posts when the reporter is just starting out
• Provide examples – have the reporter look at other GateHouse pages
• Monitor the reporter’s posts
Ethics roundup
On offensive fans:Block offensive fans. Your Facebook page is a
representation of the entire organization.
• Politicians and political groups are fine• Extreme political, social or religious groups are not• Use your best judgment, explain yourself
Ethics roundup
On obnoxious fans:Don’t let your page become a dumping ground for
someone else’s cause.• Don’t address the person in public. Private message, tell them to knock it off.• Be clear - it’s not their message, it’s the volume. Some posts are OK.• Delete, delete. Don’t let others get ideas.
Facebook ethics
Questions?
Facebook best practices
Time your posts
• Inner Circle requires posts seven days a week.• Schedule posts to meet this requirement on Facebook, or using a social media dashboard.• Weekend posts do not have to be hard news.
Facebook best practices
Time your posts
Use a scheduler to post content during times of peak engagement – every day of the week.
7 a.m.11 a.m.4 p.m.7 p.m.11 p.m.Facebook best practices
Facebook best practices
Ask a question when you can
Posts that ask a question receive more feedback than raw links or commentary.
Facebook best practices
Post other content in addition to hard news
• Promotions• Online poll• Sports• Callouts• Reader submissions• Entertainment, lifestyle • Comments on national stories
More ideas at end of presentation
Facebook best practices
Add your (nice, mild) opinion or prediction
Commentary pays off - with 20% more referrals, according to a Facebook study. But be positive.
Good: “We think running back Joe Smith will set a new record in tonight’s game.”Bad: “We think the local sports team will get slaughtered in tonight’s game.”
Good: “The new high school is going up fast – we think construction will be complete on time.”Bad: “Wow, things are moving slow at the high school. Construction looks never-ending.”
Facebook best practices
Include a photo: Photos got 50 percent more referrals, according to Facebook.
Be wordy: Four or five line posts get the most feedback
Choose your topics: Education, politics
Have good timing: Thursday - Sunday posts get the most referrals and feedback, and before work/after work
Use fun language: Clever wording, puns attract more likes and referrals
Resources
Mike Turleymturley@
corp.gatehousemedia.com
Sarah Corbitscorbitt@
corp.gatehousemedia.com
• More information can be found in the 2013 Inner Circle Handbook. Download at www.ghnewsroom.com
• Contact your content team manager:
Carlene Coxccox@
corp.gatehousemedia.com
Brad Jenningsbjennings@
corp.gatehousemedia.com
Resources
HootSuite basicsBrief tutorial on how to use HootSuite, a social media
dashboard, to time-stamp posts for Facebook and tweets for Twitter.
When: 2 p.m. Central, Tuesday, Jan. 22 2 p.m. Central, Wednesday, Jan. 23
Resources
Twitter for ReportersA basic session for reporters who have little or no
experience with Twitter. Training will cover how and when to tweet, how to gain followers and will explain basic Twitter terminology. Also included will be ideas for posts, ethical boundaries and how to time-stamp posts to appear on non-working days.
When: 2 p.m. Central, Thursday, Jan. 24
Resources
"Coming in Print"Explains the strategy behind “Coming in Print” and
offers suggestions on how to write engaging promotions.
When: 2 p.m. Central, Friday, Jan. 25
Resources
Seen-on-scene photo galleriesCovers how to maximize time spent taking and
uploading seen-on-scene galleries and effectively translate those efforts into page views. Includes suggestions on where to shoot seen-on-scene galleries.
When: 2 p.m. Central, Tuesday, Jan. 29
Facebook etiquette
Questions?Up next
Facebook post ideas(Log off if you’ve seen it)
Examples, examples
The Facebook “Mom, I’m bored” listA roundup of 30 any-time posts to liven up your page
1- Group shots for tagging2- Vote on online poll3- Every video you ever post4- Every photo gallery you ever post5- Something upcoming from events calendar
1- Group shots for tagging2- Vote on online poll3- Every video you ever post4- Every photo gallery you ever post5- Something upcoming from events calendar
Examples, examples
6- New blog post7- Weather updates8- Random pictures around
town9- Online only canned
content10- Questions about
national stories
Examples, examples
11- Stuff your newsroom is doing12- Comments on national sports13- Sweet deals, freebies14- Gratuitous cute kid photos15- Historical photos
Examples, examples
16- Cool story quotes17- Political cartoons18- Entertainment-driven
commentary19- Local editorials,
columns20- Local sports
predictions
Examples, examples
21- Gratuitous pet photos22- PDF of cool print design23- Local athlete stats24- Popular on our site25- From the archives
Examples, examples
26- Newsroom poll (keep it clean)
27- In case you missed it
28- Share a fan’s post
29- Random “It’s (blank) day!”
30- Shameless Twitter promotion
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