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Is Social the New
          News?
New England Newspaper and Press Association
Winter Conference

February 10, 2012
Boston Park Plaza Hotel

Debra Askanase, Engagement Strategist
www.CommunityOrganizer20.com
www.Socialbrite.org
@askdebra
Social impacts 4 key news areas
• Authority: changing definition of an
  authoritative news source
• The concept of news participants
• News sharing and community
• The news reporting cycle
We gather and share news from
         trusted sources
GATHERING:
• 71% of adults get news online and 75% of them get news
  forwarded to them through email or posts on social networking
  sites
• Half of social network (e.g. Facebook) users who are also
  online news consumers get news items daily from people they
  follow.


SHARING:
• Of these internet users who get news online, 50% pass along
  email links to news stories or videos to others.



PEW report: Understanding the Participatory News Consumer
http://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
Some of those sources are
journalists and news organizations

• 23% of the social networking users who get news online
  say they specifically get news from news organizations
  and individual journalists they follow in the social
  networking space.

• Overall, 30% of internet users get news from friends,
  journalists or news organizations they follow on social
  networking sites on a typical day.



PEW report: Understanding the Participatory News Consumer
http://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
Authority is now Trust
Is Social the "New News?"
This doesn’t create trust or
                   authority




http://devriesblog.com/2011/11/16/the-survival-of-newspapers-depends-on-embracing-social-media-
                             pew-study-shows-this-isnt-happening/
Utilizing trust: Social Pulse
Authoritative news source
Authoritative news source
The social media funnel




                                          Move to
                                                    Action
                        Creates
                                  Trust
Social Media




               Engage
The concept of news participators
• News creation, commentary and dissemination is now a
  participatory activity for a sizable group of Americans

• Some 37% of internet users have contributed to the
  creation of news, commentary about it, or dissemination
  of news via social media


News participation = deep engagement
and actions tied back to a website


  http://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
Is Social the "New News?"
Is Social the "New News?"
You have to be part of your
community to maintain authority
You could also create a new one




*5 million app subscribers, the first news app on the new Facebook Timeline
5M users are reading and sharing
      these on Facebook




  * 5 million users to date. They embraced the FB timeline first.
Social sharing multiplies site traffic
             to stories
And the community will come back
          to your news
The Guardian Facebook App: 5 mil
             users
Social media and the news cycle
           Twitter,
           Google+,
           Facebook
                        Breaking       This is
                         news          shortening,
                                       viral stories


Online                                                 Twitter
search,      Archival              Context             hashtags,
archived                                               blogs,
content                                                Facebook,
                                                       wikis

     This is
     lengthening
                        Analysis       Blogs, video
                                       shape opinion,
                                       trusted
                                       authorities
http://pinterest.com/kanter/komen-can-kiss-my-mammagram/
Is Social the "New News?"
Is Social the "New News?"
Super Bowl XLVI
drew 12.2 million
social media
comments


That’s almost 600%
growth from 1.8
million in 2011
Final considerations
• Trust = authority
• News participation = deep
  engagement
• Be a part of community
• Participating in the new news reporting
  cycle
• Capturing the desire to share news
  socially with friends
• How to embrace this internally,
  culturally
Socialbrite
  social media consulting & training for
nonprofits | businesses | social enterprises
                Debra@socialbrite.org
                 http://socialbrite.org,
          Twitter: @socialbrite, @askdebra
       also http://communityorganizer20.com

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Is Social the "New News?"

  • 1. Is Social the New News? New England Newspaper and Press Association Winter Conference February 10, 2012 Boston Park Plaza Hotel Debra Askanase, Engagement Strategist www.CommunityOrganizer20.com www.Socialbrite.org @askdebra
  • 2. Social impacts 4 key news areas • Authority: changing definition of an authoritative news source • The concept of news participants • News sharing and community • The news reporting cycle
  • 3. We gather and share news from trusted sources GATHERING: • 71% of adults get news online and 75% of them get news forwarded to them through email or posts on social networking sites • Half of social network (e.g. Facebook) users who are also online news consumers get news items daily from people they follow. SHARING: • Of these internet users who get news online, 50% pass along email links to news stories or videos to others. PEW report: Understanding the Participatory News Consumer http://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
  • 4. Some of those sources are journalists and news organizations • 23% of the social networking users who get news online say they specifically get news from news organizations and individual journalists they follow in the social networking space. • Overall, 30% of internet users get news from friends, journalists or news organizations they follow on social networking sites on a typical day. PEW report: Understanding the Participatory News Consumer http://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
  • 7. This doesn’t create trust or authority http://devriesblog.com/2011/11/16/the-survival-of-newspapers-depends-on-embracing-social-media- pew-study-shows-this-isnt-happening/
  • 11. The social media funnel Move to Action Creates Trust Social Media Engage
  • 12. The concept of news participators • News creation, commentary and dissemination is now a participatory activity for a sizable group of Americans • Some 37% of internet users have contributed to the creation of news, commentary about it, or dissemination of news via social media News participation = deep engagement and actions tied back to a website http://www.journalism.org/analysis_report/news_gets_personal_social_and_participatory
  • 15. You have to be part of your community to maintain authority
  • 16. You could also create a new one *5 million app subscribers, the first news app on the new Facebook Timeline
  • 17. 5M users are reading and sharing these on Facebook * 5 million users to date. They embraced the FB timeline first.
  • 18. Social sharing multiplies site traffic to stories
  • 19. And the community will come back to your news
  • 20. The Guardian Facebook App: 5 mil users
  • 21. Social media and the news cycle Twitter, Google+, Facebook Breaking This is news shortening, viral stories Online Twitter search, Archival Context hashtags, archived blogs, content Facebook, wikis This is lengthening Analysis Blogs, video shape opinion, trusted authorities
  • 25. Super Bowl XLVI drew 12.2 million social media comments That’s almost 600% growth from 1.8 million in 2011
  • 26. Final considerations • Trust = authority • News participation = deep engagement • Be a part of community • Participating in the new news reporting cycle • Capturing the desire to share news socially with friends • How to embrace this internally, culturally
  • 27. Socialbrite social media consulting & training for nonprofits | businesses | social enterprises Debra@socialbrite.org http://socialbrite.org, Twitter: @socialbrite, @askdebra also http://communityorganizer20.com

Editor's Notes

  1. PEW report: Understanding the Participatory News Consumer
  2. Study of Twitter feeds from 13 major news organizations. It examined more than 3,600 tweets over the course of a week, reveals that these news organizations use Twitter in limited ways-primarily as an added means to disseminate their own material. November 14, 2011.
  3. Reuters’ attempt to create trust through Klout-like recommendations
  4. http://www.flickr.com/photos/johnmcnab/5614560440/lightbox/
  5. 5 million subscribers for the FB apphttp://socialmediatoday.com/robin-carey/403314/newspapers-dying-5-million-readers-don-t-think-so
  6. 5 million subscribers for the FB apphttp://socialmediatoday.com/robin-carey/403314/newspapers-dying-5-million-readers-don-t-think-so
  7. Second most prevalent place to go after leaving a news site is a social site like FB or AddThis or StumbleUpon.While these are technically clicks away from the site, they are positive clicks away, likely multiplying additional traffic to that story. The extent of their use may even be under counted here as this figure measures when people click on a link or tool to share the story. It does not record instances when users copy and paste URL’s onto a share page.  
  8. For five of the news Websites studied here, Facebook ranked as the second or third most popular driver to their content.  At the top was Huffingtonpost.com, which derived 8% of its traffic from links to Huffingtonpost.com content posted on Facebook. At the low end were AOLNews.com.Twitter showed up as a referring link to only 9 of 21 top news sites. And for all but one of those nine, Twitter sent only about 1% of total traffic. However, doesn’t count 3rd party apps.Released May 9, 2011. Studied top 25 newspapers in terms of drivers of traffic. Eleven are newspaper website
  9. http://www.holmesreport.com/opinion-info/11399/How-Social-Media-Is-Changing-News-And-Crisis-The-Crisis-Curve-Framework.aspx
  10. Super Bowl XLVI drew 12.2 million social media comments, an almost 600% growth from last year’s 1.8 million = “social TV
  11. Super Bowl XLVI drew 12.2 million social media comments, an almost 600% growth from last year’s 1.8 million = “social TV
  12. Super Bowl XLVI drew 12.2 million social media comments, an almost 600% growth from last year’s 1.8 million = “social TV