On April 9, 2004, the earley edition – as a blog – was started with an inauspicious post titled: IT’S OFFICIAL. And it was officially bad. More along the lines of awkward #FirstTweets with nothing to say.
Aside, I recently earned a mention from the ABC in their #FirstTweet by Australian news outlets roundup, because the first Brisbane Times tweet (still on record) was a reply to me… But dig a little deeper and their REAL #FirstTweet was deleted. #scandal! Read more
This question was asked in a LinkedIn group for newspaper professionals a while ago.
SOCIAL MEDIA: In your opinion which department should administer your organization’s Social Media properties? Do they really have the knowledge/tools to be successful? What’s your experience?
I’m interested in your thoughts. While the context was newspapers’, there’s no industry bias in the question itself, so if you want to leave your thoughts, why not let us know what industry you’re in as well? Below you can see how I replied to the question.
There were about half a dozen replies in the thread, but I was surprised to see they were mostly in favour of Marketing ‘owning’ Social Media across the organisation to control brand and brand messages. Moreso, the view was generally that Marketing is better equipped than Editorial to create a Social Media Strategy focused on business needs, and to execute that strategy in view of dollar values, KPI measurements and ROI. Clearly these were Marketing people, so naturally they were approaching it from a Marketing perspective.
There were some very good responses from extremely experienced industry people, including those who favoured a mixed approach to responsibility. I would link to the conversation, or detail more of what others said, but it’s a private LinkedIn group, so the content stays there.
I could have written more, and I’ve expanded a little bit in this post, but now you can read the ‘quick’ response I gave. What do you think? Which department in a media organisation should administer the social media properties?
This was my response:
While marketing can definitely help with strategy, sourcing tools for and measuring targets, audience growth through social competitions and promotions of content through something like Facebook Ads, I’m firmly of the belief that the day to day management of social needs to be in the hands of Editorial. And definitely NOT Advertising. Particularly so for social media accounts that carry the name of the publication, and are effectively the public voice of the organisation to readers across social media.
This is for the same reason Editorial takes charge and handles production of the newspaper – it is the stories/content produced by Editorial that drive reader engagement across any platform.
Marketing has a place in the social media mix, definitely, but I’d agree with what was said right at the start about B2B and B2C client bases. Marketing can handle B2B and limited B2C, but it’s Editorial’s responsibility to engage with readers. We have also had, and I have helped develop strategy for, specific Marketing social media accounts around programs at the newspaper. Like business awards or youth awards, these rightly sit with the Marketing department, who manage the content and interactions from those program’s accounts.
I could write more, but I must run. If I had time to go on, I would talk more about providing breaking news and sourcing news and contacts via social media during a breaking news or crisis event. Those are purely news and editorial judgements being made on the fly, with very serious consequences, and not something I would be comfortable having Marketing involved in. Much more could be discussed about that. Final thought, when readers complain, who takes the phone call? Editorial, where ultimately the Editor takes responsibility for the content.
I think in almost every industry other than news media, the natural answer is Marketing. It’s social media marketing, after all. It’s generally marketing who produce the ‘content’ that is customer-facing. In the media, Editorial not only produce the entire body of content that the consumer sees, but they also have to back it up in what can at times be an environment hostile to the message or story being aired publicly. This is a much trickier environment than mere brand marketing.
Does Editorial have the tools or training to manage this environment effectively? Yes and no. Not every Editorial person needs to have the full skill set for managing the brand account, persona, and interaction. Just as Marketing has people with different skills, Editorial needs a group of people – even if it’s not a formal or full time Social Media Team – who have the skills, knowledge and tools to manage social media effectively whether it’s rolling crisis updates or promoting a lifestyle piece on the weekend’s cat show. That’s my shout out to Veronica Corningstone.
My tagline on Twitter has for many years now been “One digital convert at a time”. That was more a reflection of my limited ability to change the world – a quip to humour those who saw digital as an oddity – not a desire to continually and repeatedly convince obtuse individuals that there was in fact a future in digital. For years, whether they knew it or not and especially now, nobody has that sort of time to waste ignoring digital, waiting until they’re persuaded to listen.
One digital convert at a time was never enough anyway, all it did was express a sentiment that we who believed were willing to chip away at the obstructionists. After years of inaction I have lost patience. I am no longer content with chipping away.
Convert thee to digital or risk eternal damnation and suffering in the fires of irrelevance.
It’s not a call to scrap everything, just to accept that digital participation is no longer optional, so embrace it. And we don’t need any more blog posts titled: “Web skills journalists need in 2015”. That list has hardly changed since 2007.
Bring on the revolution.
This rant marks the eight year anniversary of the earley edition.
It’s been a long year for me, but an almost non-existent one for the earley edition. Blogging is dead, long live the blog (in 2012)!
For those who didn’t know, I’ve been online editor at Quest Community Newspapers – questnews.com.au – for almost 18 months now! Time flies, and the last six months of the new website has been like a speeding freight train. A few nudges here and there to make sure it stays on track, but expect to be crushed if you get in the way. Sometimes I have to get in the way, so the last six months has been a particularly hard slog (more so for my family, who have seen me briefly and sometimes not at all), but I’m looking forward to a bigger and better 2012. Not just at work, but here too at the earley edition!
In the last few weeks I’ve had Kristofor Lawson on deck full time as my deputy online editor at Quest, so there are exciting times ahead. 2012 is going to be massive, prepare to be blown away ;) It definitely won’t be less work with an extra set of hands!
Anyway, here’s a fun earley edition Christmas message, featuring the indomitable first edition (Miss 2), and introducing the second edition (Mr 0.75). [abridged version]
digital media reading list
- 10 Predictions for the News Media in 2011
- The Power of Twitter in Information Discovery | Both Sides of the Table
- 79% of all U.S. Moms with Kids Under 18 are Active on Social Media
- Six Social Media Trends for 2011
- MediaShift . How Storify Helps Integrate Social Streams Into Articles
- 10 Trends That Are Shaping Global Media Consumption
- Five reasons why Facebook Credits will save newspapers
- The 18 Most Innovative Alternative News Stories Of 2010
- Twitter to be allowed in courts
- 1 Billion Peoples’ Interests Now Tracked by AddThis
- Web Ad Spending Overtakes Newspaper Ad Spending
- Age no longer much of a digital dividing line, says Pew study
- A Bivings Study: how are US newspapers doing on Facebook?
- Nieman Reports issue on beats/rounds
- Common Sense Journalism: Networked neighborhoods study
- How Twitter and del.icio.us are alike – Dave Winer
- Saving del.icio.us – Dave Winer
- News is Not a Story
- Are Twitter photos free to use? Not so fast – Lost Remote
- Flipboard’s Mike McCue: Web format has ‘contaminated’ online journalism
- How to do better than Groupon in building local advertising market share
- Journalism.co.uk’s top five journalism bloggers and tweeters in 2010
- Top five news, features and blog posts on Journalism.co.uk in 2010 (by page views)
- Newspaper Launches Hyper-Local Location-Based Service
- 1860s map shows slavery populations in the United States
- Ten newsroom New Year’s resolutions for 2011 – Lost Remote
- Scraping for Journalism: A Guide for Collecting Data – ProPublica
- 65% of internet users have paid for online content | Pew Research Center’s Internet & American Life Project
- Forecasting the Mashup of 2011 — The Media Equation – NYTimes.com
- Why digital newsstands stink – FortuneTech
- Google Digital Newsstand Aims to Muscle In on Apple – WSJ.com
- MediaShift . Your Guide to Hyper-Local News
- Information is Beautiful makes Debtris
- New Daytum iPhone App Makes Beautiful Charts & Graphs About Your Life
- HTML5 and Visualization on the Web
- ‘Converged’ journalism and building online communities
- Disrupting the Traditional News Syndication Model
- Hyperlocal voices: James Hatts, SE1
- Crisis-Mapping Platform Ushahidi Announces Crowdmap:CI, “Check-ins With a Purpose”
- The NJ News Co-op
- Is Quora the biggest blogging innovation in 10 years? — Scobleizer
- Infographic on the power of WordPress | Reportr.net
- FAQ: Data journalism, laziness, information overload & localism | Online Journalism Blog
- 24 hours in the life of social media
- TED Curator Chris Anderson on Crowd Accelerated Innovation
- Why Google Dropped Groupon and Local Just Doesn’t Scale
- Journalism in the Age of Data
- Social Media Marketing: Facebook + Twitter Aren’t Enough
- Finding the time to keep up with social media
- Life after Delicious
- Quora info articles
- How to Hire Coders
- Blog Design 101
- Everything the Internet Knows About Me (Because I Asked It To) – Digits – WSJ
- What happens to print journalists after they lose their jobs?
- OJR: Journalism’s problem isn’t the internet or advertising, it’s attitude
- Getting Text Out of an Image-Only PDF – ProPublica
- Courtney Love’s Tweets Lead to Unique Defamation Showdown
- The Game Layer on Top of the World
2. No self-assembly required: let Zuckerberg worry about it
3. Wall? What wall? It may be paid-for, but it’s certainly not hidden
4. Your mum could do it
5. Selectivity breeds success – without subscription, you can concentrate on added-value
Technologists, reporters and citizen journalists continued to push the boundaries of innovative storytelling this year.
So says eMarketer, which predicts that Web ad dollars will hit $25.8 billion in the U.S. in 2010, while newspaper ad dollars, for both print and online, will get to $25.7 billion.
The aim of the study was to compare large and small newspapers across the United States by looking at the numbers of fans that interacted with the newspaper and amongst themselves via posted content on Facebook Fan pages. “
[…] the general thrust is this: “The research shows that they serve to enhance the sense of belonging, democratic influence, neighbourliness and involvement in their area. Participants claim more positive attitudes towards public agencies where representatives of those agencies are engaging online.”
“The belief expressed in this piece is that the concept of “the story” is archaic in a world of real time streams and flows of news, and if we closely examine the word, we find it completely unsuitable for new journalism.”
Journalism is being pushed into a space where I don’t think it should ever go, where it’s trying to support the monetization model of the Web by driving page views. “
2. At a minimum, post items four or five hours before the news begins to push to the newscast.
3. Find an internal social media guru, and let that person lead the charge.
4. Make sure your website is updated often, and the stories also get shared on the appropriate social media.
2. Get an app version of your site.
3. Do a Skype video remote.
4. Innovate, Fail, Innovate Again.
5. Give Your Team “Innovation Time Off.”
6. Send Your Digital Media Pro to a Seminar or Convention
7. Clean Up That Site!
8. Embrace Continuous News
9. Expand Your Social Media
10. Engage Your Audience
Nearly two-thirds of internet users – 65% – have paid to download or access some kind of online content from the internet, ranging from music to games to news articles to adult material. Music, software, and apps are the most popular content that internet users have paid to access or download, although the range of paid online content is quite varied and widespread.
– THE END OF VERTICALS
– HYBRIDS FOR THE NEWS HIGHWAY
– TELEVISED SOCIAL MEDIA
– THE NONLINEAR GRID
– PRINT LOOKS FOR A PAYDAY
– TRENDS TOO NUMEROUS TO ELUCIDATE
We also know — thanks to last week’s Audit Bureau of Circulations numbers — that iPad magazine sales have gone in the opposite direction. Wired’s collapse from 100,000 iPad copies in June to 23,000 in November was most dramatic”
– NCTJ: Being a ‘fully converged’ journalist
– News:Rewired: Building an online community from scratch
– Social network for news distribution
– Human editorial judgment redux
– Free content disrupts again, but differently
– News organizations take back control
The idea is that the scattered, independent members of that ecosystem need help to (1) curate and share the best of what they do across all media and get them more attention; (2) organize them to create collaborative works of journalism; to train them in skills from journalism to new media to business; and (3) begin to fill in the blanks that the ecosystem and the market leave with beat reporting and investigations.”
Q: Simon Rogers, Editor of the Datablog, said that he thinks in the future simply publishing the raw data will become acceptable journalism. Do you not think that an approach like this to raw data is lazy journalism? And equally, do you think that would be a type of journalism that the public will really be able to engage with?
A: It’s not lazy at all, and to think otherwise is pure journalistic egoism.”
“Zach is outreach editor for The Wall Street Journal, where he helps manage the newspaper’s relationship with companies like Twitter and Foursquare. Below, he explains one way that he makes use of those and other services.”
“a medical expert plans to testify that even if Love’s statements were untrue, her mental state was not “subjectively malicious” enough to justify the defamation lawsuit. That claim — something akin to an insanity defense for social media — suggests that Twitter was so appealing and addictive for Love that she had no appreciation for how the comments she posted would be received by others.”