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Journalism Next: Chapter 11: Building a Digital Audience for News

Discover the keys to building a digital audience for news through effective writing, data tracking, SEO, social media distribution, and audience analytics. Learn how to analyze data, leverage SEO, and engage users for successful journalism in the digital age. Uncover the entrepreneurial aspects of journalism and how innovation can drive success in the ever-evolving media landscape.

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Journalism Next: Chapter 11: Building a Digital Audience for News

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  1. Journalism Next: Chapter 11: Building a Digital Audience for News Cindy Royal, Ph.D Assistant Professor Texas State University School of Journalism and Mass Communication croyal@txstate.edu www.cindyroyal.com www.onthatnote.com tech.cindyroyal.net twitter.com/cindyroyal facebook.com/cindyroyal

  2. Building a Digital Audience • If journalists write great stories, but no one reads them, how will journalism survive? • Good writing is still the foundation. But it's not enough. • Make smart business decisions based on data Tracking content Web analytics Search engine optimization Effective headline writing Distribution through social media

  3. Measuring Journalism • What gets measured gets managed • Essential to competing in data-driven world • Track. Measure. Adapt. • Decide what to track (stories, blog posts, slide shows, videos, podcasts, news updates, Twitter, Facebook, retweets, replies, user-generated content) • Set benchmarks • OKR – Objectives and Key Results • Make judgments based on historical data/future goals • Track your audience – use analytics

  4. Identify Key Data Points • Pageviews • Visits and unique visitors • Engagement and referrers

  5. Search Engine Optimization (SEO) • How search engines work • Spiders/robots • Indexing • Queries • Google juice – Google gives more importance to a website that links to it • Keywords • Search-engine friendly headlines/content

  6. Grow Audience with SEO • Content is king • Linking is queen • Make sure links make sense • Use title tags • HTML Meta tags • Effective headlines • Keywords, keyword, keywords

  7. Use Social Media as Distribution Channel • Blogs • Flickr, YouTube • Twitter, Facebook, Google+, Pinterest • Reddit, Fark, Stumbleupon • Increase social capital – becoming the trusted center for a community • 2-way conversation • Puts human face on journalism • Track, measure, distribute, adapt

  8. Other articles • Analyzing Data is the Future for Journalists – Tim Berners-Lee • Future lies with journalists who know their CSV from their RDF, can throw together some quick MySQL queries for a PHP or Python output … and discover the story lurking in datasets released by governments, local authorities, agencies, or any combination of them – even across national borders. • Analyzing data • Innovation happening outside news orgs – Wikileaks • Data-driven journalism is the future

  9. Other articles • News As User Experience, Royal • News in a participatory culture • Expectation of participation • Q&A with Pilhofer, NYT and Herman, Storify • Engaging Users • Building Community • Fostering News Innovation • Academic Programs • Reference to Long Tail - niches

  10. Entrepreneurial Journalism • By Mark Briggs, same as our textbook author • DavidsonNews.net • “Journalism is an entrepreneurial venture. We’re not the future, we’re the present of local journalism.” • Don’t wait for an epiphany • Elements of innovation • Creativity • Risk • Hard work • Optimism • The bigger the problem, the bigger the opportunity

  11. Entrepreneurial Journalism • How do you teach innovation? • Starting a business • Market Research • Competitive Analysis • Product, revenue, distribution plans • Good reporting leads to better business. Why do people need this? • Difficult for large organizations to innovate • Innovation strategy • Make it a priority • Make failure acceptable • Set goals • Be agile • Infrastructure – communication, tools, accountability

  12. Entrepreneurial Journalism • See innovation as a product • Stop planning and start doing • Practice innovation – innovation events andcontests • Be an intrapreneur – make innovation happen inside a large organization • Kill the cash cows • Reboot your brain • Stay under the radar • Be prepared to be considered a troublemaker • Innovation does happen at big news companies • Bring startup culture to newsroom (or any job) • Demos, not memos – make something! • Orgs looking for innovative spirit more than experience

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