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Rethinking News Production for Digital Era: Crafting Impactful Social Media Strategy

Transform traditional uni-platform news units into dynamic media hubs for wider audience outreach and greater notoriety. Implement new job roles, formal training, and innovative practices for increased social media engagement and effective storytelling.

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Rethinking News Production for Digital Era: Crafting Impactful Social Media Strategy

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  1. Transforming traditional uni-platform news production units into New Media Hubs The Challenge Increasing product presence on a maximum number of interactive Social Media Outlets to build notoriety and outreach The Goal • Training • Formal and Embedded • New Social Desk • New structures • New job description Good practices

  2. Formal and Embedded training The Writing: Shorter “Twitter-Length” stories Twice the number of items Wider editorial reach Analytics: Used on an hourly/daily basis to eliminate substandard achievement (demonstrating how much traffic you get if you are fast onto a story rather than two/three hours behind), stories being overwritten a day later by other less powerful stories, the effect of tip-top promotional text and images rather than dull “space-fillers”, the effect of broader agenda. They are used more generally to prove the benefits of new digital approaches to a beleaguered and demoralized team.

  3. Creating a Social Media Team • Goals: • Improved Social Media Engagement • Better promotion of top stories • Engagement, Moderation, Promotion • Viral Content • Data-driven • 24/7 story updates • Key posts: • Service Editor • Social Media Editor • Digital Editor

  4. Feeding the Live Page • Social Media Editor • Video Editor • 3 journalists: • 2 on shift • 5 days/week • 1 on shift weekend

  5. Management Skills • Strategy of focus-basedtraining • Embedded specialists • Recruitment of digital-skilled leaders • Talent scouting • Regular assessment, analytics • Compact, adaptable media teams • High premium on innovation

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