Archive for September 2012
During the three years I’ve been talking with journalists about branding, I’ve frequently been asked how I decide which social media platforms to be on. Every new social platform offers potential for generating stories, enhancing content or engaging the community, so how do I determine which ones will indeed be useful to me?
Of course, no one knows which tools will become staples and which will be forgotten, but that doesn’t mean you should wait before signing up when you hear about a new one. At this year’s Online News Organization conference in San Francisco, I heard what now will be one of my personal branding mantras for trying new tools:
First, claim your name.
I’ve always told journalists to purchase custom domain names for personal branding purposes after Dan Gillmor urged each of us grad students to buy our vanity URLs. But the “claim your name” approach also applies to experimenting with any online tool that might become part of your reporting arsenal.
In the session “Pinterest, Instagram, Google+: Keep Up, Keep Sane,” panelists NYU journalism professor Farai Chideya and Breaking News/NBC News Digital’s senior editor Stephanie Clary offered strategies for managing the many emerging digital resources for journalists. Both encouraged reporters to sign up when they hear about a new tool, dabble to gain a general understanding of its use and monitor how “superusers” take advantage of its unique reporting value.
— Janine Bennetts (@J9Bennetts) September 21, 2012
Not only does checking out new platforms keep you familiar with emerging digital tools others are using, getting in early allows you to secure your username before someone else gets it. Usernames should signal identity, and for journalists, credibility and value. If you miss out on claiming your byline or something recognizably close to it, you miss opportunities to connect with your community.
In the session “#NOFILTER: How Social Photography Is Changing News and Journalism,” UC-Berkeley assistant professor Richard Koci Hernandez offered this classic example of the Los Angeles Times’ failure to secure its name on Instagram:
So grab your phone and claim your Instagram name before someone else does. Then make sure you’re at least signed up and ready to use these established digital platforms, creating custom URLs where available:
If you’ve tried out other platforms that you’ve found helpful, add them in the comments.
I recently got a Twitter notification announcing my third anniversary as @jghellum. I joined Twitter in the summer of 2009 as the first assignment of my journalism grad school “boot camp.” Our cohort hashtag was #bc9, and it’s been fun watching the subsequent classes’ hashtags emerge each fall – the latest being #bcxii – as Cronkite school associate professor Leslie-Jean Thornton (@ljthornton) guides the aspiring journalists through the art of the well-crafted tweet.
When I saw a recent tweet from Fast Company soliciting Twitter best practices under the hashtag #TheRules, I thought of those aspiring journalists navigating a medium that doesn’t actually have written rules and trying to figure out how to use it professionally.
— Fast Company (@FastCompany) September 10, 2012
Many Twitter users offered helpful advice. However, some took exception to the use of #TheRules, defending the organic nature of how Twitter etiquette has emerged. I contributed several strategies of my own, and in a nod to the objections, adopted a less rigid (and perhaps less intimidating for newbies) hashtag, #TheTips:
— Jennifer Gaie Hellum (@jghellum) September 10, 2012
Because Fast Company’s crowdsourced rules weren’t specifically geared toward journalists, I thought I’d share the effective tweet-crafting practices I learned during my Twitter boot camp, conventions I’ve picked up along the way and #TheTips I’ve shared with colleagues in the newsroom as they joined Twitter.
- Use your byline or a form of it as your Twitter handle. Each tweet is an opportunity for connecting with your audience. If they can’t connect your handle with your byline when you share worthwhile information, you’ve missed the opportunity to build relationships and become part of a community.
- Select a headshot, whether a candid or a studio photo, as your avatar. When your tweet shows up in other’s Twitter feeds, you want them to feel like you’re having a conversation, like you’re looking them in the eye and they can trust you.
- List your location and link to your blog, portfolio or LinkedIn account. Twitter is about connecting; provide opportunities for others to connect with you locally and online.
- Maximize your bio profile content to communicate your brand. Avoid generalizations and obscure references and instead list the qualities of your brand (your current position, unique experience and/or professional aspirations) that set you apart from other journalists and compel others to follow you.
- Write concisely. Use your 140-character limit to tighten up your writing. Use fewer than 140 to allow for easy retweeting.
- Avoid serial tweets. If you need more than three tweets to make a point, write a blog post instead. Series of tweets are difficult to RT; blog posts aren’t.
- Know the keywords related to your beat. Use Google Trends to compare terms and find those most frequently used to increase your tweet’s exposure beyond your followers.
- Use hashtags. They flag your tweet when the subject of your tweet isn’t part of your message.
- Learn the shorthand. Use RT when you retweet a message in its entirety; use MT if you’ve modified its content to the point of altering its message. If you create your own message based on information you learned in someone else’s tweet, credit them at the end with a HT (hat tip.)
- Monitor your Twitter page as a snapshot of your brand. When you follow others, they in turn will make a split-second decision of whether to follow you, based largely on your bio and most-recent tweets.
- Engage your audience. Ask questions and respond to @mentions. Share links relevant to your beat and join conversations that are already happening.
- Always attribute tweets to the original source. It’s bad form to hijack shortened links posted by others and present them as you own.
- Avoid the #humblebrag. Presenting self-congratulatory news in a self-deprecating way looks desperate. Most people will see through it and some may question your sincerity.
- Don’t protect your tweets. If you’re there to engage your audience (why else be here?), don’t protect your tweets and prohibit interaction with the public.
- Take private conversations offline. Twitter is about sharing information at least some of your followers will find valuable. If no one else gets it, send DMs instead.
- Play nice. When engaging in a discussion on Twitter, be a good listener and be professional. No one likes a bully, and any tweet can be captured in a screen grab.