Nate Anton & Colin Hope. RJI Futures Lab. Engaging Audiences & Building Community. Metrics of Success - Reporting. This semester’s stories: Chute Interapt Austin 360 Mobile First Eyeris GeekWire Washington Post Paladin Seattle Times Inside Social Project Thunderdome.
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This semester’s stories:
Austin 360 Mobile First
Washington Post Paladin Seattle Times
Measured by frequency of:
Six public lists:
Six private lists:
We conducted interviews with media industry members to gauge the state of engagement strategies across the country.
Participants ranged from members of print newspapers to online publications and broadcast outlets.
GeekWire The State Journal-Register DeSmogBlog.com
Seattle, Wash. Springfield, Ill. Seattle, Wash.
Las Vegas Review-Journal Tallahassee Democrat Adbusters
Las Vegas, Nev. Tallahassee, Fla. Vancouver, Canada
Minnesota Public Radio Relevant 24
Minneapolis, Minn. Boston, Mass.
Developing an “engagement mix”
“We define engagement as ‘show me you know me.’ Take what you know about your audience: their favorite shows, their interest in events, their hometowns, their preferred way to communicate, etc. Then make it easy for them to connect with your organization and your content, based on their preferences. When the audience feels genuinely connected to the content, they will give.”
--Jessica Horwitz, Minnesota Public Radio
“We use a variety of audience engagement strategies including social media, video (on-demand and live streaming), blogs and live blogs, push alerts, surveys and polls. We also use community events such as forums, coffee meet-ups and other face-to-face interaction. A mix of strategies is most effective.”
--Rebeccah Lutz, Tallahassee Democrat
Social media and measuring success
“We primarily use Twitter and Facebook to engage with audiences because that’s where the bulk of the people are. On Facebook, it’s more of the audience engaging with the posts, but for Twitter, the brands we support are more likely to have a back-and-forth conversation with the audience.”
--Ashly Carr, Relevant24
Visualizing the future of engagement
“I know that mobile has been probably the largest change to hit us in some time. People are mobile and people want to get the information they need on that mobile device. There’s a lot people doing their own reporting out there.”
--Michael Quine, Las Vegas Review-Journal
“More and more content will be consumed on-demand, rather than through a broadcast or live stream. We have to tailor our engagement campaigns to reach audiences where they are, when they want it. A trend I see in the future is user-submitted content, whether its video, audio, text or images.”
--Jessica Horowitz, Minnesota Public Radio
Create a “Showcase” page on the main RJI company page
Showcase Page Example
Company Page Example
(crowdsourcing tips, live tweeting events, insights into the reporting process, etc.)
(retweets, shout outs, #FF, #TBT, shared content, evergreen stories, etc.)
Twitter Collaboration Recommendations
Produce a more diverse range of content for the RJI website.
Choose an area of interest to cover throughout the semester.
Participate more in filming and editing of the weekly episode.