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69f16f0041a25c64ace25cb40320b08b_20130304050444_Maximizing Social

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Published by: Silvia Cobo on Mar 19, 2013
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WITH Insights and Advice from FOUR Social (AND Media) Superstars.

Maximizing Social in 2013

Maximizing Social in 2013


164 million people in the US alone access social media via desktop.
And 85 million do it via a smartphone app.* These growing numbers say it all. Social media is no longer a “so what” for journalists and the media industry at large. It’s a mandate that marks a seismic shift in the way traditional news is distributed and consumed. Now the big questions of the moment: What are you doing to fully embrace this next gen of news syndication? And are you creating an environment where your journalists and your team fully understand how to use social to your brand’s advantage? To help you maximize social media, we’ve put together this definitive e-guide. It’s filled with proven tips and insights from some of social media’s savviest journalists and experts from Reuters, Huffington Post and Facebook – all designed to help you not only stay on top of today’s constantly changing media landscape, but also to thrive.

Lauren Young Reuters Wealth Editor, Factoid expert. It’s simple, ‘Twitter is the water cooler, Facebook is the couch.’ Abby Huntsman Host, Producer, Huffpost Live. You can have your own voice & share your opinion on behalf of a brand, too. Anthony DeRosa Reuters Social Media Editor. It’s important that you understand the cost of doing ‘social business’.




Vadim Lavrusik Journalism Program Manager, Facebook. Your social content should have the same quality standards as an article you’ve just written. 6 Conclusion 7
*Source: Nielsen, January 2013 Cover image: REUTERS/Regis Duvignau REUTERS/Paul Hackett


Maximizing Social in 2013


Lauren Young
Reuters Wealth Editor, Factoid expert.
Social Profiles: Manages: @reutersmoney and @laurenyoung Manages: Reuters Money, Lauren Young, and Lauren Young the Reuters Journalist

Why I use Social Media:
Facebook is to connect with people from all walks of life: childhood friends, camp friends, college friends, and it overlaps with work as colleagues become friends. I definitely like to post or ‘like’ something every day. Professionally, Twitter is a medium for community building. I use TweetDeck to keep up-to-date to see what my competition is doing. I think of myself as a brand ambassador for Reuters, and post what I think our community wants to hear. I like to get the word out about stories; using social raises my profile and allows me to break news and make news. personal finance editors, such as the staff at MarketWatch, Money and Yahoo. If someone is verified, I will usually follow them back – that’s the golden check mark. I am on LinkedIn, and use it professionally. I’m connected to a few alumni groups. With Twitter, it’s about volume and velocity; Facebook is more sticky. Twitter is the watercooler, Facebook is the couch. I was one of the ‘second group of early adopters’, so I’ve been on Twitter almost since the very beginning. I do try new mediums: Quora, for example, but I am not an avid participant there. It’s really great to watch a story unfold on social media, and I’ve had a few conversion points with major breaking news (Michael Jackson, Bin Laden) which really showed me how important social media is. There’s also a ‘snark’ factor of watching something like the Oscars with your Twitter friends, you can engage and it’s fun. I am conscious of what I post, and always think: ‘If Stephen Adler, our Managing Director and EIC of Reuters read this, would he be ok with it?’ I also think it’s ok to leverage the entire network of the company you work for to get your message out.

How I use Social Media:
Although it’s a secondary source, it’s definitely useful to use social to find people to talk to for reporting purposes. For example, we’ve used social media to ask: “What do you think about the new tax deal? Or, “How did Sandy effect your home loan?”. Social media is definitely a full-time job. I do two morning bursts on Twitter around 7am and later at 10am. I tend to post whatever has broken overnight. It’s important to recognize that Twitter is an international platform and you hit different people at different times of the day. I also believe it’s ok to repeat tweets if they are important. People love facts from interesting stories, so I often tweet ‘factoids’; these are snippets from headline stories, specific data points, etc. People love data points, particularly in personal finance and general business news. One thing I’ve also learned is that people are more likely to re-tweet you later in the day. People always ask me how many followers I have, but I say it’s not necessarily the number of people following you. On Twitter, it’s important that you have the right followers. For me, it’s

Lauren’s Top Tips for going social:
1. Get verified, it pushes you into the ‘A list’. 2.  Create lists of people you want to have on Twitter, your community, and check in with those lists. 3. Decide your voice in social media, figure out your niche and your followers should mainly get those updates from you...but also have your own voice and be a real person. 4. Schedule and re-purpose your own content. 5.  Keep your tweets short – around 120 characters – leaving people room to re-tweet.

REUTERS/Regis Duvignau

3  Contributors: Lauren Young

Maximizing Social in 2013


Host, Producer, Huffpost Live.
Social Profiles: @Huntsmanabby

You can have your own voice & share your opinion on behalf of a brand, too.
Why I use Social Media:
I got involved during the past campaign with my father while he was running for president. Prior to that, I was living in China so I did not have access. I soon realized how quickly you can start conversation and inform with Twitter – it’s the fastest way to get information. It’s entertaining, and a way to communicate with people all over the world. The digital landscape is changing dramatically, and news is shifting to the web. Huffpost Live is a look into the future of how we get our news. The media industry needs to learn to adapt, and traditional media needs to extend the live experience online, continue to be creative and innovate. In today’s world most of our generation is getting our news on our iPhone. Even compared to just 10 years ago the landscape has dramatically changed. For example, my younger sisters and brothers use Instagram and Twitter, and we didn’t have anything like that at their age. It’s clear larger, traditional media and news brands need to play a role in social because our generation uses social to get their news. It’s important for them to share their opinion and personality as part of the brand. I also use Twitter for personal branding; it’s a way to reach people all over the world, have a platform, a voice and the ability to speak out. You have to believe in what you say. Social is a full time job and it’s important for personal branding and to have a following. With a 24-hour news cycle, the fast paced world we live in needs to be combined with quality.

How I use Social Media:
I check my Twitter feed every morning to get my ‘news of the day’ in 140 characters, almost taking the place of traditional news sites. I follow reporters and acquaintances that I know I can trust, and I will go back to the larger sources that I’m comfortable with to verify a story. I tweets news and political coverage, as my followers expect me to provide an opinion on a particular political topic. My tweets are newsy with a combination of personality. When watching a live debate, most of the time I’m reading tweets and opinions and the TV is background noise. On Facebook I continue to stay professional, allowing for a more personal touch as there’s a little more freedom. I try to make it fun. The challenge of social is that there are many chances for misinterpretation, and the concept of ‘twitter wars’ is real.

Abby Huntsman

Abby’s Top Tips for going social:
1. Be who you are and don’t be afraid to show your personality. 2. Represent yourself in a way that makes you proud. 3. Make it an essential part of your day – don’t get lazy about it, it’s worth the effort. Longer term you will benefit yourself and others.


4  Contributors: ABBy HUNTSMAN

Maximizing Social in 2013


Anthony DeRosa
Reuters Social Media Editor
Social Profiles:  Manages: @Reuters and @Antderosa Anthony De Rosa

It’s important that you understand the cost of doing ‘social business’.
Why I use Social Media:
Social allows you to give your take on the biggest story of the day, while having to make decisions on what’s resonating the most with  various audiences. Social media is also a way to keep a global focus, as you realize that people from all over the world are present. There’s also a creative process with social, as there’s different approaches to different platforms. Twitter is like a newswire, we’ll post frequently and immediately when something comes out. Facebook is for larger major stories; When you post too much on Facebook people get a little annoyed. With Twitter they expect to get constant updates. there are people that have specific roles at the brand that can get you what you’re looking for. I share my tips and tricks internally, too. I think that people are hungry for guidance and want assistance with helping them to understand the tools they can use. Here at Reuters we run workshops where we bring in our journalists who are social experts, and it’s like ‘show and tell’: they each describe some of the ways they’ve gathered great sources or amazing information that has lead to a story they’re wrote using Twitter or Facebook. They talk about building lists, the tools they use, and how they use social media. It’s not just coming from the ‘Social Media editor’. It’s coming from their colleagues and it works really well in helping people to understand the true value of using social media.

How I use Social Media:
I use the subscription function on Facebook. People can subscribe to my Facebook page, so I try and separate my public posts versus private posts. You have to learn to switch between the two, because there’s a risk of publically posting something when you have the subscribe function, and you need to learn to turn off the switch. A lot of journalists have yet to take up Facebook because they still see it as just a social network. I believe there’s a massive opportunity to drive readership to Reuters.com, and in 2013 my goal is to put an emphasis on journalist Facebook pages as I think it’s a huge opportunity for us. I understand the cost of doing ‘social’ business. There’s always the challenge with social and the internet when it comes to photos because they can be ‘taken’, but you really need to weigh the benefits of putting your content out there with the understanding that there is going to be some folks who will take those photos and won’t give you credit or pay for the use of the photos, but ultimately, it’s the cost of doing business. Having a personality is important, and I think of myself as a specialist in the news. People are drawn to individuals who are part of a brand, rather than the brand itself, as they tend to interact with an individual over a brand. Individuals are responding as opposed to just broadcasting, and you know
5  Contributors: Anthony DeRosa

And the few other important things to remember:
We use hashtags for events and have people ask questions prior to the live event. We also use them for major topics and countries because there are definitely people out there following particular hashtags, for example #Syria or #Libya. You just need to be careful because some of the content associated with certain hashtags could be fiction and possibly even propaganda.

REUTERS/Michael Dalder

Anthony’s Top Tips for going social:
1. Learn how to create Twitter lists and use them. 2.  Use a platform to manage, monitor (and schedule) your tweets and topics you’re interested in. 3. Find a topic you have the best knowledge of, or is your passion, and try to become the person who will link people to the news and articles about that topic. 4.  Use the search function to find other people who are talking about topics that are relevant to you, almost like virtual networking.

Maximizing Social in 2013


Vadim Lavrusik
Journalism Program Manager, Facebook
Social Profiles: @Lavrusik

Your social content should have the same quality standards as an article you’ve just written.
How and Why I use Social Media:
I use social for both personal and professional purposes. Like most people, I use social media to keep up with friends and family as well as share with them the latest personal updates in my life (along with the occasional rant about a sports team not performing well). I also use social media professionally. At Facebook, we use our platform to communicate quite a bit. We organize ourselves into teams through Groups and use it to share product feedback, organize around projects as well as make announcements about changes that coworkers need to be informed about. I’m also in several noncompany Groups that are focused on topics I’m passionate about like social or mobile journalism, where a robust exchange of ideas and conversations take place about the latest innovations in the industry. I also use Facebook Messages quite a bit to communicate with both coworkers as well as people outside the company reaching out to me in a professional capacity. I’ve also been an avid user of Facebook Follow (subscription) since its launch as our team worked on the launch. I use Follow to communicate with people more broadly and publicly about product updates and tips around using Facebook. Facebook has also recently launched Graph Search, which is going to be an extremely useful tool for Journalists as it makes it easier to discover potential sources and public photos around stories you’re reporting. It enables journalists to do richer searches when trying to find an expert for a story, find public photos such as finding photos posted within a specific location (as broad as photos within a city to photos posted at a specific landmark based on location tags from users), and conduct searches based on people’s connections to interests on Facebook. Aside from Facebook, I’m a huge fan of Instagram being a photography enthusiast. It’s mostly a creative outlet for me. My sharing there tends to be neither personal or professional but simply a focus to share snapshots from my life through photography. Being an adjunct professor at the Columbia Journalism School, I also use Tumblr quite a bit as part of the classes I teach. In many of the classes, I use it as a tool for students to share their assignments in conjunction with organizing ourselves through Facebook Groups. I also use Twitter and LinkedIn almost completely for professional purposes. I use Twitter as another outlet to keep up with news updates and interesting story links on the media industry. LinkedIn is mostly a digital resume that I use to connect with people professionally.

Vadim Lavrusik

Vadim’s Top Tips for going social:
1. Be authentic. Sometimes people are too stiff when they share content and they have no voice or anything to add to the conversation around news. What you have to say about what you’re sharing is almost just as important as the thing you’re sharing. 2.  This is publishing. Apply the same quality standards to your social media content that you would to an article you’ve written. Just because the platform changes, your standards should not. Too often people get flippant with their standards on social media and they end up publishing a lot of low quality content. There’s a lot of noise out there. Be the signal in the noise. 3. Mix it up. People are going to get bored if all you share is links so mix up the types of content you share. If you’re using Follow on Facebook (if you’re not, that’s a tip right there), make sure you’re sharing photos, status updates, links. Your engagement and distribution will be higher if you’re keeping people on your toes. 4.  This is a conversation. People underestimate the “social” in “social media,” and instead think of it as a onedimensional distribution channel when the reality is that the conversations you have on social platforms and the connections you make are the most valuable aspects of using social media. Get into conversations with people. This is where you’ll learn the most, make the best connections, and have a broadened understanding of the topics you’re having a conversation about.

REUTERS/Thomas Hodel

6  Contributors: Vadim Lavrusik

Maximizing Social in 2013


2013 has just begun.
Now is the perfect time to take a look at your social media activities and figure out what you need to learn and kick into action. Find the voices within your organization, empower them with social know-how and let them be heard. For more on the ‘new, the know and the now’ around Reuters Agency and the Media Industry, visit us at InsideAgency.Reuters.com

Reuters News Agency twitter.com/ReutersAgency Reuters Agency Blog

W InsideAgency.Reuters.com

REUTERS/Dylan Martinez


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