You get the idea that there’s no one-size-fits-all audience strategy. I step out of my role as head of audience growth at Vogue International for two hours a week to teach the practical element of the social media, community and multimedia management module; Adam Tinworth teaches the theoretical side. As a subscription title, the FT is looking to attract audiences who will pay a monthly fee. “Data is not isolated, it’s part of everyone’s job.” she added. Ex Guardian. Sarah Marshall Journalist at The Press Association London, Greater London, United Kingdom 193 connections. For example, I recommend you do this with @BBCBreaking (above right). I’ve adapted the wording and added my own tips and notes and expanded Jon’s 12 points into 13. I’m about to meet my fourth cohort of Interactive Journalism MA students at City University, London. That might mean commissioning a story that plays into a Pinterest trend, for example. Again, that helps you start to make connections. And, of course, audiences may be engaged off platform. This figure shows some Here’s a list of this year’s Interactive Journalism MA students and there are lists of previous students here and here and here. The most useful search operator is noted above. My background is in broadcast and local news, having worked as a radio producer and newsreader and print journalist. Baffler Newsletter. She’s ex FT and behind the Buzzfeed News app. Google: Good To Know. Know that in 2017, Twitter made the decision expand its character limit from 140 to 280. You can simply lurk and ‘like’ a few tweets. Kate Day @kate_dayEx Telegraph, Kate now has a key role at Politico Europe. Every week they reconsider a person or event that's been miscast in the … But “pageviews are super important”, Hamilton said. When you tweet a journalist’s story you may include his or her @handle. Journalism Festival @journalismfestEvery year journalists from all over the world meet in Perugia, Italy to talk shop (and drink). Getting data into the hands of every editor has been a major goal at The Guardian. Sarah Marshall. This shows that you are listening and gets your name out there. Text. Twitter officially launched threads in 2017. The Boston Globe used this functionality, allowing readers to use their Facebook login to sign up to an email. It was by far the most practical Facebook workshop I’ve attended. Pew Research Center July 6, 2014. “There’s a high correlation between network latency and uplift,” Jon explained. As mentioned above, friend shares have become increasingly important since the change of the algorithm. Sarah writes an environmental column for The Muslim News, and curates a blog that showcases her travels through Asia. You can “use Custom Audiences to either remove current subscribers from targeting or target them specifically.“, The second option is using Instant Articles. He’s now chief digital officer of New York City. Tags: Twitter journalism student journalism. Nuzzel is one of my homescreen apps and the primary way I avoided missing key industry news when I was on maternity leave. Adam Tinworth @addersBlogger, digital journalist, trainer, consultant (and familiar face to those on the Interhacktives course), Alberto Cairo @albertocairoData visualisation journalist. Don’t worry, there’s a daily email you can sign up to. (It’s striking how different this list is due to job hopping during the past four years.). When one student asked ‘how many times should I tweet?’ I suggested aiming to tweet three times a day. if you have not told Facebook which part of a web page contains the title / headline, it will likely pull the incorrect information or image into the share post. CrowdTangle, a previously paid-for tool ($500 a month, from memory), was acquired by Facebook in 2016 and is now free for publishers to use. Social newsgathering has become a whole field in itself, with agencies such as Storyful and organisations like Bellingcat being the pioneering experts. I’ve just started a new term as a visiting lecturer at City University, London. These news organisations with different goals all require different audience strategies and KPIs. Here’s my current order as an illustration: You can add columns by using the + symbol on the left of Tweeteck and then adding a user or list, for example. Chartbeat carried out some data analysis and made a clear discovery. The commercial radio station I worked for had fantastic community of people who would text in. Paul Bradshaw @paulbradshawJournalism lecturer, data expert and behind a number of educational e-books. Jon’s advice on optimising for friend shares is to focus on the share plugins, the buttons on your site that readers click on to share to Facebook. I thoroughly recommend downloading both papers (you don’’;t have to be a Parse.ly or Chartbeat client). Made with Slides.com. The editors’ roles still include Facebook but there’s renewed focus on the following: In the final part if lesson 1, I take the students through the skills that publishers are looking for by going through job ads (such as this one, this one, this one, this one and this one. John Barnes @JohnMNBarnesJohn is senior at B2B publisher Incisive Media. Or as Jon Heaton, who is based in London and leads the Facebook EMEA Media Partner Engineering team, put it these are “12 tactics or ideas you can use to test, measure and learn”. The FT has also developed a new in-house analytics tool. One of the suggested projects is to analyse the ratio of shares to views. Kristine Lowe @KristineLoweKristine is a blogger and sharer of news industry tips and digital knowledge. One of the sessions at Friday’s Online News Association (ONA) conference on audience engagement was on Facebook video. Check out this recipe for simply scrumptious mocha brownies from a Derbyshire author's new cook book . Create a Portfolio. But how to find these quality audiences? Tags: audience development audience engagement ONA online news association. Died: 18 January 2014 (aged 80) Los Angeles, California, U.S. But this story was posted to Facebook several times by Vogue.com. As an example, we searched for a list relating to Hackney. (*I should note here that my title is now audience development editor for Europe, Middle East and Africa at The Wall Street Journal.). Once you know what is the the most and least engaging type of content is (tip 3), you can use that to help you achieve your goal of increasing engagement. Sarah Marshall (sarahmarshall) on BuzzFeed. Based in Florida, she covers events related to regional economic growth, politics, and the environment. Here are my notes from a Facebook-led workshop. Audience growth, in my view, relies on a three-part strategy: And all of the above are underpinned with data. You need to set up alerts on your phone so that you will see when someone mentions you, RTs or follows you. The Huffington Post has gone from posting 68 native Facebook videos last June to posting 302 in February this year. The first option is paid media (i.e. Figure 1: Visitors who read an article for three minutes returned twice as often as those who read for one minute. This list may be a little out of date as I compiled it a couple of years ago. Pew Research Center November 25, 2013. Mike and Sarah are journalists obsessed with the past. Once KPIs have been set (such as unique users or loyal users, for example), the next step is to create an audience strategy. Until recently he was at News Corp. He’s now CEO of Gizmodo Media Group. Emily Bell @emilybellDirector of the Tow Center at Columbia. Martin Belam @MartinBelamMartin has taken a less travelled path into journalism, coming from the tech / UX side. As Hamilton put it, the audience development team should ask and answer the following questions: “Know your strategy, prioritise ruthlessly,” Hamilton said when asked to give a key takeaway at the end of the session. Ian Burrell @iburrellPreviously the Independent’s media reporter. I’m advertising for a maternity cover and state in the ad that the primary function of my role as “responsible for audience development strategy, guidelines and a consistent approach to headlines, content packaging and SEO and identifying editorial opportunities based on audience data.”. A journalist’s job is to report impartially. This Japanese Robot Will Feed You Tomatoes While You Run a Marathon. If you want to work out how many shares are from readers sharing organically as opposed to the page, you then subtract the number of page shares from the total shares number. Image by Paul Hudson on Flickr. Again, this is where a data dive can help, working out who these potential subscribers are, the time of day they read, the type of content they spend time on, for example. Elana Zak @elanazakElana grew a following while a student (in the UK). I’m encouraging this year’s cohort (studying the MA in interactive journalism) to use Facebook to share their stories. So what’s in it for the publisher? Hamilton’s team is therefore working out what motivates a reader to get out a debit card and become a member. Jack Marshall @JackMarshallJack is a media reporter for The Wall Street Journal. (via 4 Landing Page Design Myths that Actually Hurt Conversions). Getting readers to take actionAccording the Hamilton, audience development is about encouraging readers to react and take action. You don’t need to worry about being smart, funny or enter heated debates. A social media editor may respond to comments or take an action as simple as liking an Instagram post or Facebook comment, showing the reader the news brand is listening. For example: ?id=https://www.vogue.com/article/see-prince-harry-and-meghan-markle-official-wedding-portraits&fields=engagement. New email subscribers receive a free copy of our current issue. This year I’m blogging my class notes. If I have missed an account you feel digital journalism students should follow, message me @SarahMarshall (I accept DMs) and I’ll consider adding. Participation is something The Guardian is known for, whether soliciting reader photos or listening to comments. We await her next move. Private Eye. Create a free Muck Rack account to customize your profile and upload a portfolio of your best work. She’s about to take the lead role for Moments. CNN, for example, has increased its native Facebook videos from 35 shared in June 2015 to 313 in February 2016. Director of Hacks/Hackers London. Pocket Instapaper You Might Also Enjoy. Tags: Twitter journalism city university of london interhacktives. You will have noted the rise in Google traffic in the charts above, Email newsletters, which offer direct relationships with audiences, Diverse and distributed traffic, including Flipboard, Pinterest, Upday, for example. To see examples of Moments you can go to the lightning flash symbol on Twitter.com. One of the best ways of gaining followers is to tweet from a live event. And social, audience and growth roles have shifted with the algorithms. It’s worth noting that the Facebook Mentions app (designed for verified public figures) allows you to separate personal and professional by letting you to share updates with people who follow you but not with friends. Know the most useful Twitter search. Dan Gillmor @dangillmorAn author and educator. How do you see if a particular news story has more page shares or more friend shares? Asked in the Guardian interview if he would play a role in the distribution of news, he said: “Indeed, part of my work will be to extend the news and distribute them into the social networks, so that people can discuss them. Raju Narisetti @rajuOne of the few exec-level folks from the news industry to have adopted Twitter and other social platforms in the early days and remained open and active. Five key courses for journalists in September. Here are my notes from the first lesson. Use UTM tracking to track traffic from the page vs traffic from friend shares, Jon also pointed out that to measure Facebook traffic from page shares vs friend shares publishers can use UTM parameters (or mod tags) and then segment in Google Analytics or Omniture. For real-time updates and journalist information, request a free trial and learn how Roxhill’s topic led media database can help you secure press coverage and build journalist relationships. View: A Guide to Advanced Newsgathering Using Tweetdeck. 1957) Carl Held (m. 1964) Children: 1: Parent(s) Herbert Marshall Edna Best: Early life. If a Facebook user clicks to read a story and the web page is slow to load, she will likely click away. Jon’s next tip was to “measure, test and change one variable at a time”. When I met my City University journalism students for the first time last week and asked how they felt about using Twitter, a couple of the comments were: With those points in mind, here are some tips to get you started on Twitter. This covers: News organisations started to introduce social media editors about a decade ago to gather and distribute news via social, predominantly using Facebook and Twitter. First things first, what is a Facebook share? The role was fairly similar – though needed less explaining to fellow journalists – when I joined The Wall Street Journal as a social media editor in December 2013. Chartbeat noted in May that mobile direct traffic started to eclipse Facebook traffic, suggesting readers were going direct to sites rather than accessing via Facebook. Sarahmarshall.io . Sarah Marshall. So the majority of shares came from reader shares (which includes several large pages sharing the story), 2. Chasing clicks, chasing scale. common ways that “News Feed offers on average over 3,500 stories a day per person,” he said. I split my Facebook contacts into two as an experiment last year, thinking the majority of my real-world friends wouldn’t be interested in some of the journalism news-related links I share, and feeling that my professional contacts wouldn’t want to see baby pictures. He’s now social and new formats editor at the Guardian. Sarah Marshall. Daniel Bentley @DJBentleyDaniel built a profile while still a student by showing digital smarts. In lesson 4 we looked at Tweetdeck, going from the basics to advanced newsgathering in the space of 40 minutes; creating Twitter Moments and we discussed social media guidelines. Comments are “valuable almost beyond measure,” Hamilton said, pointing out that “the internet is a conversation”. But there have been positive stories for some publishers this year. There’s now a + button allowing you to create a thread when 280 characters isn’t long enough. Jon also pointed out that you can force a re-scrape. They were asked what the overall goal of the site was and to decide on three or four KPIs. He also suggested testing the share quote plugin, an underused Facebook feature that allows readers to share a quote. Mark Frankel @markfrankel29Social media editor of BBC News. As newsrooms have shifted to a reliance on digital audiences, those with the title are now a vital* part of the newsroom. And here is a journalism student starter list on who to follow on Twitter. By typing from:anyhandle in the Tweetdeck search box and another search term you can find previous tweets. Here are a few more thoughts from Hamilton and Kaplan on the term of audience engagement/development. For, example, India has a 75% read lift for IA. Scroll down to ‘friends’ on the left side of your News Feed. Sarah Marshall 31 Jan 2021, 4:00pm Beyond the ordinary: 10 UK holidays you probably haven't thought of . But how do you measure the two? Follow sources of news on digital journalism (see point 3) and share stories by tweeting quotes or key facts. Join to Connect The Press Association. ), In order to grow, you can use the Graph API to discover articles that are over-performing in terms of friend shares that haven’t yet been published to your page, Jon said. Students were asked to develop and audience strategy for Interhacktives.com, the site they will manage and write for during the next nine months. Discussing this tactic, Jon shared some interesting data points. And I often make professional links public so that my followers can see them. The the breakdown of expertise as follows: A person from the insights team works with each editorial team, Frank said. “40% of link clicks from News Feed are in the IA format.” Jon said. When a brand page posts a link and people share that post; When a reader finds the link to a story (perhaps from email / Twitter / a messaging app) and posts it to her Facebook feed). 2118. 1 Reply. optimising for Facebook’s Open Graph tags since 2014, Student journalist starter kit: who to follow on Twitter, similar list when I was at Journalism.co.uk, How separate your personal and professional Facebook friends, 8 lessons in Facebook video from ONA London, 5 newsroom data tips from Parse.ly and Chartbeat, 4 Landing Page Design Myths that Actually Hurt Conversions, #hhldn: The hashtag for Hacks/Hackers London, Tweets from user @BBCBreaking as this gives me major news, Likes: Tweets I’ve liked. Create a Portfolio. These sections are prime for additional social distribution efforts. Jay Rosen @jayrosen_nyuA journalism professor with a big profile. One topic that student journalists should be interested in is digital journalism. I’ve concluded that my personal contacts don’t mind seeing journalism news, and I’m happy for professional contacts to see family pictures and updates. As Jon explained, pixel tracks cross-platform and cross-device journeys as people (i.e. It does take time to set up this system and, having tested it, there doesn’t appear to be any advantages in terms of the Facebook algorithm. He’s now at Conde Nast. Kristen Hare @kristenhareReports on the news industry for Poynter. This uses Graph API v3. Audience development is about taking the overall goals of the news organisation, whether they be advertising revenue and/or a growth in the number of paying subscribers, and working backwards to develop a strategy to help the news organisation achieve those goals. Think about the thing you want to read about every day and start sharing articles related to that topic. It’s helpful to think that every digital story starts with an audience of zero and it is our job as audience growth editors to find the right audience for that story. Detention camps in Bosnia, 1992. James Ball @jamesrbukJames is one of Buzzfeed UK’s star reporters and has an impressive reporting career; from the Grocer (I seem to remember) via Wikileaks, the Bureau of Investigative Journalism and the Guardian. Liz Heron @lheronLiz went from the New York Times to The Wall Street Journal to Facebook before back to the newsroom, taking a senior role at Huffington Post. Sarah Marshall is a Columnist at Grit Daily. This 2017 Digiday article explains the current climate – and how audience development a focus for both the newsroom and for the commercial side of the business. A social media editor also plays a role in increasing the brand awareness of a publication. Parse.ly’s provided good ideas on data projects and Chartbeat’s explains what engaged time means for ad viewability. Ten years on and social provides a way for news brands to host communities of readers. Here are three examples from the past 10 days: Now you have these tips, create a strategy for your own Twitter use. Jasper Jackson @JaspJacksonPreviously at the Media Briefing, Jasper is now writes about the media industry for the Guardian. Pop culture? Simon Rogers @smfrogersSimon used to run the Data Blog and data desk at the Guardian and then went to Twitter. Kevin Anderson @kevglobalMedia consultant who’s done time at the Guardian, BBC and Gannett. A Google search with a • in place of the username gives results for Hackney lists. Pew … Shaping stories. A distribution strategy will include an SEO strategy, Facebook strategy, email newsletter strategy and aggregators such as Flipboard. Janine Gibson @janinegibsonEx Guardian, now editor-in-chief of Buzzfeed UK. For example, if student journalists all use Twitter, that’s a key distribution platform for Interhacktives.com. To use an example I shared with colleagues recently, this Vogue.com post has had 935 page shares. You’ll need to click ‘Get Token’ check one of the options and authorise using your own Facebook profile. Are you a journalist? Sarah Marshall is a travel writer, author and multimedia journalist. Sarahmarshall.io. Jon explained that you do this by pulling in event channels (maybe a Messenger bot, maybe multiple pages) and once in view, you can then use the overlap functionality to look at how many users follow more than one page. You’ll need to understand how to use it for newsgathering, plus you need to cultivate your own audience and personal profile as you launch your own career. An advantage of the pageview metric for Hamilton? Felicity Morse @FelicityMorseA joy to follow for her humour, Felicity is a digital editor at the Independent. I’ve since exchanged emails with Facebook and here is how you look at shares. When I started out reporting on the news industry he was probably my most useful follow. Search Articles Articles . Chartbeat encourages a focus on both keeping people on an article and getting them to click through to another. I explained that this could be used in a search such as the following: list:realnickperry/hackney-councillors to:PhilipGlanville ? You can do this by studying the consumption habits of fans of the page versus non-fans. Her first book, Heartland: A Memoir of Working Hard and Being Broke in the Richest Country on Earth, was a finalist for the National Book Award. University of Warwick. We urge you to turn off your ad blocker for The Telegraph website so that you can continue to access our quality content in the future. The next step required is working out how to get stories to the right people – and how to position the stories for each platform. Journalism Tools @Journalism2lsTips on tools for journalists. Whereas the newsroom wants to maximize the reach and impact of its journalism, the sales side is rewarded for growing ad revenue, which could lead it to prioritize certain audience segments over others. Share. George Brock @georgeprofProfessor of journalism at City University (so of course you should be following him, City students). Creative Commons. This is also where you create a Moment. We also see an encouraging correlation between users’ Engaged Time and their loyalty to a site. WhoPostedWhat.com A non-public Facebook keyword search for people who work in the public interest. We're the (second) best podcast of 2019! Lantern replaces an earlier analytics tool which was “powerful but it user friendly”, Kaplan said. But Marshall is moving on, from Journalism.co.uk, the 15-year-old Creative Commons. If you don’t have access to the app, here’s how to segment friends and professional contacts: I have one called ‘journa-list’ for my journalist and journalism-related friends and ‘non-journa-list’ for my school friends, family etc. Talking heads, not a particularly engaging format for pre-made videos, work well live. Job ads sometimes ask for your handle and you can expect recruiters to scan your feed. This is useful as it can guide as to the type of content that is “prime for sharing”. Facebook, Twitter, Pinterest, Reddit and other social platforms have been an important source of traffic to news sites. The new search skills aimed to give students some power searches for finding the most engaging tweets mentioning “Nick Clegg” or #Internationalginandtonicday (see above). Since 2017 he has been a freelance writer, published by outlets including BBC Future, the Observer, Nature, New Scientist, and the Telegraph.In 2019 he was shortlisted for News Item of the Year by the Association of British Science Writers. Facebook Search Tool: People Findthor Search by employment past/present, relationship status, etc. Sarah Smarsh is a Kansas-based journalist who covers socioeconomic class, politics and public policy. Brand reach, young audiences and revenue share from the Snap advertising. The Online News Association (ONA) returned to London for its second international conference on Friday, which was themed around audience engagement. Facebook Live videos tend to hold people’s attention for longer, Corcoran said. But from there the interests can diverge. The one account you need to keep an eye on to track big breaking news. Read Later. Mindy McAdams @maclooA digital journalism professor. 4. Lantern is about “translating insights into newsroom vernacular”, showing metrics as an easy-to-understand narrative. The API shows this story has had 141,825 Facebook shares. Growth editor, Vogue International • Condé Nast International • London, UK Last edited January 17, 2019 @SarahMarshall; LinkedIn ; Website; Sarah is The Wall Street Journal’s social media editor for Europe, Middle East and Africa. 30 Jan 2021, 3:29pm How lockdown has helped the world's endangered species bounce back. Here are Corcoran’s notes and slides. If the aim is to reach a large audience, you need content with wide appeal. Know that in 2015, Twitter launched RT with a comment. As Jon pointed out, if OG tags are not set – i.e. Mel here. The Guardian is on a drive to encourage people to pay a monthly membership fee. From this week’s Private Eye. As a trainee journalist you need to think about how you present yourself. Look at example Moments on desktop and on mobile. Sharon Jean Marshall (born 21 September 1971) is a British entertainment journalist and screenwriter best known for being the resident "Soap Expert" since 2003 on ITV's This Morning. Sarah Marshall's writings on gender, crime, and scandal have appeared in The Believer, The New Republic, Fusion, and The Best American Nonrequired Reading 2015, … By Sarah Marshall. Facebook also has an Instant Articles product for subscriber publications, currently in alpha. wsj.com; SarahMarshall; Loading comments... More from Sarah Marshall. You would think that in this case it would be 997 minus 935. Facebook users) are tracked rather than cookies. Twitter newsgathering case studies . Marshall in 1961. Facebook is “still in the learning and testing phase”, testing inline vs interstitial ads, for example. This will mean that you don’t miss messages and you can see when others are engaging with you (below left). 5. Focus on ‘engaged time’ and ‘recirculation’. Eliot Higgins @EliotHigginsFounder of Bellingcat, Eliot is known for investigating atrocities in Syria, the downing of MH17 and other events using social media, verification techniques and patience. Chris Sutcliffe @chrismsutcliffeNews editor for the Media Briefing. They key is to add columns in the order that they are most useful to you. You may decide to reply to Facebook, Instagram and Twitter comments, for example, to host and engage your audience. “If most shares are coming from friend shares, this is what your content should be focusing on,” he said. It allows you to search keywords on specific dates. The Chartbeat whitepaper encourages you to “think beyond the click”. Levers. Perry Hewitt @perryhewittCreator of a Friday roundup of 5 links to emerging technologies and cool stuff. Here’s an interview from 2009 with Alex Gubbay, the first social media editor at the BBC, explaining what his role would be. Zach Seward @zsewardZach is a former social media editor at The Wall Street Journal. The success is the result of diving into the distributed model – and focusing on failures, said Frank. Tags: facebook video ONA online news association newswhip nowthis. Before the development of the much-discussed Ophan analytics tool “data was like nuclear waste, people didn’t want to go anywhere near it”, Chris Moran said during a recent discussion (a panel marking the publication of the Reuters Institute report on newsroom analytics). The solution is to check that all the traffic for that UTM parameter has Facebook as a source in GA / Omiture. For those who want to separate their personal and professional lives, I’m suggesting they create lists. Time Magazine likes us: You might think you know everything about Tonya Harding or O.J. If you only read one point in this list, make it the first. For example, I can find all tweets in which I’ve mentioned ‘guardian’ and ‘membership’. For example, if an audience development editor deduces from data that a reader who returns several times a month is more likely to subscribe than a one-time reader, he or she can then work out how to encourage repeat visits and take action. You may use Nuzzel to find news shared by the people you follow on Twitter but it can also be powered by lists. about the audience. The Prosperity Hoax Tom Stevenson. As this 2014 Digiday article notes, “The New York Times’ Innovation Report pointed out the need for audience-development specialists to get Times content in front of more readers.”. Richard Sambrook @sambrookProfessor of journalism at Cardiff. Facebook Analytics (not the same as the Facebook Page Insights) helps sites understand how people interact with content across Facebook and owned and operated sites and apps. Jon shared four tips for publishers with paywalls. No one denies that a large number of people worldwide live in drudgerous poverty. Facebook login on owned and operated sites and apps. Charlie Beckett @CharlieBeckettCharlie leads the Polis think tank at LSE. There’s a correlation between engaged time and the likelihood of a reader returning. The news industry has moved beyond the simple measure of pageviews in recent months and years. The move by Facebook to prioritise friend and family posts over those from news organisations and brands was announced in January.
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