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Facebook & Social Journalism

Vadim Lavrusik
Subscribe: facebook.com/Vadim

950M +

540M +

monthly active users

mobile users

Social Engagement

150
Friends

+60 %
return daily

• 4 billion pieces of content shared daily • Average user shares 150 items a month

Where people spend their time

Discovering news on Facebook…

…And within the ticker

…and on news sites

Timeline with Subscribe

1. 2. 3. 4. 5. 6.
7.

Audience Growth Telling a story Timeline Apps Archiving Personal vs. professional Showcasing photos/videos Mobile posting

Subscribe Enable Subscribe on your current Timeline

To Allow Subscribers: Facebook.com/about/subscribe

Personal vs. Public Subscribe: Select target audience

Personal vs. Public Search & Friending

Subscriber Growth Social discovery

Growing Subscribers
Subscribe Button for Websites

Growing Subscribers
On-air talent mentions

Example: ESPN’s First Take

Timeline + Subscribe vs. Pages
Timeline + Subscribe
Use for both friends and a bigger audience Quick Mobile Updating Timeline Applications Interest Lists/Groups/Chat Privacy Settings Timeline Layout Facebook Insights Multiple people can admin / managed Custom Tabs & Applications Target Updates by Location/Language Promote with Ads & Sponsored Stories

Pages

X X X X X X

X X X X x x

Where to start? Storytelling
Links, Status Updates, Photos

Breaking News Real-time updates

Multimedia From-the-Scene Photos

Multimedia Videos

Timeline apps

Apps: facebook.com/about/timeline/apps

Reporting Searching: Facebook.com/Search
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Reporting Searching: Facebook.com/Search

Reporting Finding Relevant Sources via Groups

Reporting Rolodex of 850+ Million
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Reporting Contacting Potential Sources

Reporting Source history: timeline

Reporting Source history

Reporting Create a Custom Feed for your Beat

Reporting Create Custom Lists for Sources

Reporting Creating a Beat Group

Crowdsourcing the Wisdom of People

Crowdsourcing Submitted Content

Crowdsourcing Submitted Content

Crowdsourcing Submitted Content

Conversation & Crowdsourcing
Inclusion of questions or seeking input: +64% Engagement

Crowdsourcing Submitted Content

Crowdsourcing Targeting

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Crowdsourcing Apps

Crowdsourcing Integrating into the show experience

Crowdsourcing
Encouraging Tune-in & engagement

Crowdsourcing: Polling Using Questions For High Engagement

Engagement: What works?
 Journalist Analysis: Posts with journalist analysis received
+20% referral clicks (Intl. +70%, politics +60%).

 Meaty Post Length: 5-line posts (+60% increase in
engagement) 4-line posts (+30% more engagement).

 Photos Resonate: Photos received +50% likes than nonphoto posts. Links with thumbnails received +65% likes & +50% comments

 Weekend Traffic: Saturday links received +85% clicks
(Wednesday received +37% clicks, Tuesday +12% clicks)

 Post Through the Day: Spikes at 7 & 8 am, 10 am, 4 & 5 pm,
12 am and 2 am.

Distribution
Feeds get 2-3x less engagement

Mobile Facebook.com/mobile

Mobile Camera for iOS

Resources:
facebook.com/journalists facebook.com/fbmedia facebook.com/facebookpages

Questions?
Subscribe at Facebook.com/Vadim