Posts Tagged ‘Facebook’
As I mentioned in a recent post, my blogging about social media and personal branding played a major role in my getting hired as a social media producer at azcentral. My multimedia journalism graduate degree and familiarity with social media tools allowed for a smooth transition into Republic Media’s converged TV, print and online newsroom.
But after less than a year in the position, I had to quit my job a few weeks ago because the company my husband works for has decided to relocate us to the NY metro area. I’m now focusing on preparing for our move but will continue to write this blog, do freelance social media work and give guest lectures until we’re settled. I’m sad to leave Phoenix and my colleagues at azcentral. I have to admit, however, that I’m really excited about the career opportunities this move will offer in New York.
Although I worked at azcentral only briefly, it was enough time to recognize which parts of the job energized me and what I have to offer as part of a news organization. My main responsibilities involved posting stories on Facebook and Twitter, monitoring social media for trends and breaking news and engaging our audience. I definitely enjoyed that role, but after a while, I found my most satisfiying times in the newsroom were when I was using social media to help other journalists with their reporting. So I actively started approaching reporters and finding ways social media could assist them with their stories. Whether I was finding sources on Facebook who had been specifically affected by the massive Wallow Fire or using Storify to crowdsource reaction to a unusual local weather phenomenon, I loved how social media enhanced stories and did my part to show reporters how to take advantage of it. Those experiences eventually defined my contribution to our social media team and refined my brand.
Finding breaking news sources using social media
My day usually began by scanning my TweetDeck streams for local and national news that had broken overnight. (I loved being paid to know what was going on.) Our converged newsroom meant I was a few feet from the breaking news desk, print reporters, online team and television producers. If I saw a tweet from a Twitter user or another news organization that mentioned a developing story, I’d be on my feet to check if they knew about it. This responsibility suited my personality well; it’s my nature to be helpful and to share information with people. I monitored news tweets, hashtags and social media comments for relevant content and passed it on whenever it might be useful.
One highlight for me was when a Breaking News tweet I saw helped turn an international story into a local one for azcentral. I heard an early morning story on NPR about a Russian plane crash and later saw a @BreakingNews tweet announcing the plane was carrying an entire Russian hockey team.
I clicked the link to the NHL press release and found the coach was former Phoenix Coyotes player Brad McCrimmon, so I alerted the breaking news desk and told the home page editor about it. He searched our archives, found dozens of references to the coach and called the reporter who covers the Coyotes. Within 20 minutes, we had the enhanced wire story on our site. We posted our local story on Facebook and Twitter within the next hour.
This example elegantly highlights how social media’s role as part of a converged newsroom dynamic led to comprehensive news coverage of a local, and yet international, tragedy.
Crowdsourcing special projects
Azcentral’s social media team encouraged reporters to tap into our social media followers (as well as their own) to crowdsource, and I let them know I was there to help. We used live chats to generate questions for interviews with experts, turned to Quora to find answers to niche questions, and when Osama bin Laden was captured and killed, I gathered local reaction using Storify. Most often, we helped reporters use Twitter and Facebook to find story ideas and sources.
Our crowdsourced 9/11 anniversary Arizona Republic front page was an unprecedented and unexpected social media achievement. Before the anniversary, azcentral and 12 News posted requests for six-word responses to the question “What does 9/11 mean to you?” on Facebook and Twitter and got over 600 responses. Their collective impact was so profound that the editors decided to wallpaper the front page of the Arizona Republic with the six-word statements against a silhouette of the Twin Towers and New York skyline. For the first time in the paper’s history, the front page was crowdsourced. The response was overwhelmingly positive within the local community and the newspaper industry.
I became a journalist because I wanted to tell people’s stories. Using social media tools to bring out otherwise unheard voices – even if they’re only making six-word statements – truly inspired me, and this part of my role as social media producer confirmed that I want crowdsourcing to be an even bigger part of my next job.
Training reporters and editors
I really enjoyed training colleagues to use social media for reporting. Despite the ubiquity of social media references in the news and within the newsroom, many very talented journalists had no interest in creating or actively using social media accounts. They’d been able to write compelling stories without them for years and saw no need to change their habits. Some had Twitter accounts but didn’t know how to maximize them, while others had been effectively using them to solicit ideas and sources and were eager to learn new tricks.
Each week I wrote a social media newsletter to share tips and give examples of five good tweets from the week. I also did one-on-one training of how to set up Twitter, Facebook’s subscribe feature, LinkedIn and TweetDeck. The feedback I got from reporters, whether it was a quick email saying the Five Good Tweets helped them become more comfortable with tweeting or a request for crowdsourcing advice, showed me the range of confidence and social media expertise throughout the staff. I genuinely enjoyed working with all skill levels and tailoring the training to their needs.
Providing help is a central part of who I am and my brand as a journalist, whether it’s to get information out, tell stories or teach. For now, I’ll be have to put that energy into helping my family move, but soon enough I’ll be using it to help myself get a job.
In 2010, I attended ONA’s annual conference in Washington, DC, as a journalism graduate student. I knew I was interested in finding an online journalism job after graduation, possibly doing social media, and thought ONA would be the place to gain insights on how journalists were using social media. So I took advantage of the student registration rate, had some business cards made and envisioned my meeting all the social media people I followed on Twitter.
But aside from a few sessions that touched on community engagement and an impromptu project for Intersect, I didn’t find many discussions about the kind of work I thought I might do in a social media job. Don’t get me wrong; I learned a lot at ONA10 about online news operations, emerging technology and digital reporting tools. As a first-time attendee, however, I left the conference without handing my card to anyone in social media and thought maybe ONA wasn’t a forum where social media played a very prominent role.
What a difference a year makes.
Any doubt I had about social media’s place in online journalism was completely dismissed at ONA11 in Boston. From the opening paragraph of the co-chairs’ welcome in the conference program (“Social media tools continue to transform the way news breaks …”) to the standing room-only Twitter and Facebook sessions, it was clear social media’s increasing role in journalism was being fully embraced at this year’s gathering.
It’s understandable. In the year since the 2010 conference, social media continued to transform the newsgathering and reporting process:
- Andy Carvin’s wall-to-wall tweets of the “Arab Spring” uprisings drew international attention and introduced reporters everywhere to Twitter’s potential for covering breaking news, developing sources and investigating stories.
- Storify emerged as a verb and a noun, as social media editors across the country used the storytelling tool for curating social media posts in breaking news. (At azcentral, we used it to share public reaction to Osama bin Laden’s death.)
- YouTube and Storyful, a storybuilding tool that pulls content from social media, partnered with the New York Times for its “Reflections on 9/11: 10 Years Later” video channel to curate archival news coverage and personal stories about the 9/11 attacks.
- Major media outlets introduced Facebook’s Comments Box social plugin, ending anonymous commenting and integrating commments on individuals’ Facebook walls.
- Facebook + Journalists and Twitter for Newsrooms launched to help journalists use the social networks as reporting, engagement and personal branding tools. (LinkedIn for Journalists has been around since October 2008.)
This year’s conference organizers apparently noticed the increased interest in social media’s journalistic value and responded by adding a social media track of sessions, and I hit them all. I heard NPR senior strategist Andy Carvin share his live-tweeting and tweet curation insights as part of the keynote lunch panel discussion. I fought the crowds to see Twitter content team member and digital strategist Erica Anderson and Facebook journalist program manager Vadim Lavrusik each lead a pair of sessions to share best practices and strategies for using their sites. And I took notes as Storify creator Bert Herman, along with Washington Post’s social media producer Katie Rogers and ProPublica director of engagement Amanda Michel, discussed Twitter’s strengths as a reporting tool. As an unexpected bonus, I ended up interviewing Reuter’s social media editor Anthony DeRosa for my blog after meeting him at his session on personal branding. (More on that in my next post…) Journalists working as community managers, social media editors and online engagement directors led a range of discussions about using social media to do serious journalism.
This time, I didn’t hold back from introducing myself to them. I asked for advice and shared what we’re doing at azcentral to incorporate social media tools into our reporting. Incredibly talented people doing creative, innovative things to connect with their communities were more than willingness to share what they know with me. I left ONA11 energized by what I’d learned and who I’d met, knowing I definitely was in the right place.
When I decided to call my student blog Brand Me a Journalist, I chose the name because I thought it was somewhat clever and easy to remember. I hadn’t fully contemplated its inherent call to action – that is, until I read Washington Post columnist Gene Weingarten’s response to a student who asked how he developed his brand:
The best way to build a brand is to take a three-foot length of malleable iron and get one end red-hot. Then, apply it vigorously to the buttocks of the instructor who gave you this question. You want a nice, meaty sizzle.
I had two reactions to his advice:
- I hope he never takes my blog name literally. (The guy clearly has the technique down, and I’m not into body modification.)
- I hope he’s not a mentor.
As a graduate student at the Cronkite School, I learned about personal branding in Tim McGuire’s 21st century media organizations class and later began this blog for Dan Gillmor’s digital media entrepreneurship class. These classes addressed the economic realities and creative possibilities in the new media landscape. Both professors, whom I consider mentors, encouraged me to write this blog and impressed upon us the need to strategically begin creating our digital footprints as students – a powerful career-launching tool that was not available to j-students when I got my undergraduate degree in 1989.
These respected newspapermen understood the increasingly important role of personal branding for journalists, so I wasn’t at all surprised to hear that Medill professor Owen Youngman had assigned a graduate student, identified simply as “Leslie”, to reach out to Weingarten about the topic.
I was completely caught off guard to read the way Weingarten treated Leslie, not being familiar with his distinctive brand. I’d made similar cold-call requests of veteran journalists such as Worldcrunch’s Jeff Israely, and they gladly discussed their brands. But instead of enlightening her with how a “hungry young reporter in the 1970s” came to be a two-time Pulitzer prize-winning columnist (he even has a tagline, a considerable branding asset) at one of the country’s most prestigious news organizations, Weingarten used the occasion to decry the hijacking of journalism’s noble mission by marketing departments and user-generated content.
As Steve Buttry pointed out in his reply to Weingarten’s non-answer to Leslie’s question, Weingarten was not interested in admitting his considerable success is due in part to the strength of his well-cultivated personal brand. His disdain for the word “branding” prevents him from recognizing that it simply is about defining yourself as a journalist and establishing your reputation among your audience, which is no different than what journalists have historically done; it just used to be called “making a name for yourself.”
Indeed, Weingarten has established a formidable
reputation name brand, which is supported by his publishers’ marketing efforts and his deliberate social media presence. At various points during his four-decade career, he strategically positioned himself:
- by committing himself to covering a specific beat to the best of his ability
- by developing valuable relationships with readers and sources
- by associating with other journalists doing similar work
- by pursuing related opportunities that complemented his position
All of these are elements of branding. Whether he wants to admit it or not, he’s very deliberately built his brand.
But rather than seeing Leslie’s overture to a veteran journalist as an opportunity to pass on his professional insights to the next generation of reporters, Weingarten dismisses us as unworthy, talentless self-promoters who aren’t willing to work hard “to get great stories.” Leslie tried to get a great story, one about an accomplished journalist who started out as a “hungry young reporter in the 1970s”; instead, she got a lecture.
So while Weingarten finds comfort in longing for the way things used to be, we aspiring journalists will continue to take advantage of digital media tools available to launch our careers:
- by building innovative portfolio sites that show our command of writing and programming
- by posting video resumes on YouTube to show our storytelling, camera work and editing skills (we multimedia journalists do it all)
- by uploading photos to Flickr and Instagram
- by finding sources via Facebook
- by connecting with colleagues via Twitter, journalism chats such as wjchat, LinkedIn groups and conferences to learn about the jobs we aspire to have
- by staying up until 3 a.m. to write blog posts that very likely won’t be seen but that reveal our passion for writing and commitment to our beats
- by reaching out to those veteran journalism pros who get that branding is just a word, not a threat
All this before we’ve been hired. Through our initiative, focus and hard work, we’re assembling bodies of work, “making names for ourselves” and pursuing our goals as journalists.
So you can keep your red-hot iron, sir; we’re building our own brands.
When I talk to journalism students about managing their personal brands, they often are overwhelmed by the maintenance of their online profiles and portfolios. Students as well as working journalists are constantly producing new content and/or acquiring new skills that should be reflected in their online identities. Whether you do it weekly, monthly or seasonly, it’s important to have a routine for updating profiles, building networks, adding content and clarifying your brand.
So now that it’s officially spring, set aside time this week to do some personal branding spring cleaning. Start with one account and see how much has changed since you last updated your content. If you’re feeling ambitious and want to tackle one list each day, your digital footprint will be up to date in a week.
- Make sure your profile blurb is up to date. Include your photo, current position and location, as well as a link to your blog, LinkedIn or portfolio page. Without these details, those you follow will have to do too much work to decide whether they should reciprocate and follow you. So they probably won’t.
- Use the remaining lines of your blurb to relate what you feel is most central to your brand, whether it be your beat, interests, associations or personality.
- Consider whether your profile picture continues to reflect the professional image you want to present. Is the photo current? Is the image recognizable? Could people you know ITL (in Twitter life) pick you out of a group IRL (in real life)?
- Take a moment to look at your Twitter page (not TweetDeck or Hootsuite) stream of tweets collectively as a snapshot of who you are as a journalist. Make sure the tweets in general are professionally relevant.
- Consider the knowledge, skills and talents you have and evaluate whether they’re reflected directly or indirectly in your tweets.
- Ask yourself if a viewer of your Twitter page could identify your journalistic niche. If not, send a few tweets, retweets and replies to clarify what you’re interested in.
- Decide whether you’re effectively promoting a relevant niche or unnecessarily pigeonholing yourself and undermining your greater professional goals.
- Look for unintentional bias or questionable ethics in your tweets and in those you retweet. Delete anything questionable.
- If you’re following keywords or hashtags, look for Twitter users who appear frequently in those feeds and consider following them to start conversations and expand your network.
- Note which other hashtags they follow.
- Check your privacy settings: are they public, allowing you to connect with your audience, create discussions and find sources and story ideas, or private?
- If public, make the page suitable for current and prospective employers, sources and colleagues to see in its entirety.
- Update your profile page information, keeping it consistent with your Twitter profile information while adding other details about yourself that invite connections with your audience.
- Include a link to your portfolio or blog in your “Contact Information.”
- Use the “About Me” section of the “Basic Information” tab to add other social media accounts, such as Twitter and LinkedIn.
- Read your wall and consider the ongoing story it tells about you. Does it reflect your personal brand well? Would a source find you trustworthy? Discreet? Credible?
- Check the photos you’ve been tagged in for appropriate content. Remove tags if offensive or otherwise damaging.
- Review fan pages you’ve “liked” and decide whether they reflect positively or negatively on the brand you’re trying to present. Consider adding a disclaimer the “About Me” section of the “Basic Information” tab to explain that your “liking” a fan page does not indicate your endorsement of it, but rather it simply gives you access to the feed.
- Look for relevant news organizations to “like.” These can change as your beat and niche change.
- Check out your colleagues’ profiles to find journalism groups to join.
- Home: Update your status to reflect what you’re currently working on. Are you looking for story ideas? Sources? A new job?
- Profile: Check to see who has viewed your profile recently and look for possible connections to pursue.
- Decide if your photo is appropriate as a professional representation suitable for your niche. Correct any outdated information and add new employment experience, skills, associations and links to relevant work.
- Update your “Info” page, incorporating your Twitter profile information and adding details about yourself that invite connections with your audience. Include links to your other social media accounts, such as Twitter, Facebook, blogs and portfolios.
- Contacts: Write a recommendation for someone you found valuable as a connection.
- Groups: Look for employer, alumni, journalism and association groups to join and participate in a discussion.
- Jobs: Check to see who’s hiring and what skills/knowledge they’re asking for in job descriptions that interest you.
- Inbox: Reply to any messages you’ve received.
- Companies: See who has profiles associated with specific news organizations and other employers for possible connections.
- More: Consider purchasing an upgrade to gain access to extended profiles and job opportunities.
- Do a Google search to see what others are finding when they search your name. Is it you or someone with a similar name who appears in the search results? If so, consider using a more search-friendly name professionally.
- Do additional, narrower “News” and “Blogs” searches (under the “more” search tab) to see if your work is being linked to. Add relevant links to your portfolio.
- Set up Google alerts for your name and blog name to receive notifications. This is particularly useful if your work has been used by a news aggregator or cited on a blog.
- Consider adding blogs to your RSS that are relevant to your niche in journalism. Commenting on posts and engaging colleagues will increase your online authority and presence in search.
- Check out your Klout score. Regardless of whether you find it to be a reliable measure of online authority, your colleagues and potential employers may, so you should be familiar with it.
- Read through your “About” page and decide whether it authentically represents your voice, your niche and your brand.
- Look over the headlines of your posts to make sure they are on topic. Read through the comments and find opportunities for conversations with your readers.
- Revisit your blogroll and determine whether to delete or add sites. In the end, you want a focused yet comprehensive blogroll that encompasses the range of topics within your journalistic niche and blog topic.
- Add sharing widgets such as TweetMeme that help readers easily share your posts on Twitter and Facebook.
- If you are using a blogging platform, consider purchasing the URL of your blog name and migrating your content there.
- Look at your homepage. Does it clearly state your area of specialization within journalism?
- Click through all of your tabs to make sure the navigation is logical.
- Click through all the links and fix any broken ones.
- Update your employment, awards and associations sections.
- Post recent work or add links to content you’ve created.
- Find a weekly chat such in which you can participate that addresses topics within your niche. Journalism chats such as #spjchat take place on Twitter, within news organizations and on Poynter.com.(Here’s a post I wrote about chat etiquette.)
- Make time in your schedule to participate live or read through transcripts after they’ve been posted or curated.
- Look through transcripts to find who hosts and actively participates in the chats and follow them on Twitter.
- Suggest topics you’d like to see discussed.
- If you can’t find a chat that specifically addresses your specialty, consider creating/hosting one as a way to establish authority within your niche.
If you have a routine for maintaining your online presence, feel free to share tips and suggestions in the comments.
I just returned from the Online News Association’s annual conference in Washington, DC, where I had the opportunity to hear industry leaders discuss technology and trends that are shaping the future of online news. The subject of personal branding unexpectedly came up during a session about news organizations’ engagement policies when NPR ombudsman Alicia Shepard posed the following question:
In lean newsrooms, how do you get reporters to get involved in comment moderation?
Jeff Hidek, community engagement editor for the Wilmington StarNews’ StarNewsonline.com, responded that the paper’s reporters became invested in moderating their comments after focus group findings revealed how significantly readers paid attention to reporters’ bylines and social media accounts.
I talked to Jeff after the session to find out more about how the reporters’ personal brands influenced their readers’ loyalty. He said although the focus groups’ purpose had been to address general topics about the paper and its website rather than its reporters, the most insightful finding came when they asked the readers what would make them read a story that they wouldn’t normally read.
“The most consistent comment was ‘because I follow Shelby (Sebens) on Twitter‘ or ‘I’m going to read any story by Si (Cantwell) because he comes out to our community and cares about what we say,’” Jeff said.
Consequently, the focus group results gave the reporters a heightened awareness of and greater appreciation for their readers’ loyalty, which made them more interested in participating in the comments. It also gave them more leverage in pitching stories to their editors.
“What a great way to connect to say thanks for reading,” Jeff said. “And at the same time, by reading things like ‘I always read anything Shelby writes’ (reporters) found they now could go to their editors and say, ‘Let me write this; I know they’ll read it.'”
He added that by harnessing social media to develop their brands, the reporters not only strengthened their readerships but also grew their pool of sources. For example, Shelby started a blog for her beat and became even more closely identified with her Brunswick County reporter brand. When she later handed off the beat to another reporter, he inherited a loyal base while she retained her readers as she became the city government reporter. Jeff also helped the paper’s film reporter Amy Hotz create a Ning social network page called Wilm on Film to access people who worked in Wilmingtons’s film industry.
“Now any time Amy has a question, instead of paging through the regional film commission’s directory for sources, she posts it on Facebook, Twitter and wilmonfilm.com and has four sources in no time.”
Since taking on the position of community engagement editor (in addition to being the paper’s TV critic), Jeff has been in charge of streamlining the paper’s social media policies and accounts and developing curation guidelines for the reporters’ individual accounts. These guidelines include that reporters commit to regularly moderating comments and posting on their social media accounts.
He also acts as a newsroom liaison to the paper’s marketing department as reporters’ personal brands take a greater role in the paper’s overall marketing strategy. He said there’s been no pushback from management against emphasis on reporters’ brands because they know that what’s good for the reporter is good for them. In fact, management has committed to doing a branding campaign focused on its reporters similar to those done by television news programs.
“They recognize that everyone at the paper is a representation of the paper,” Jeff said. “It’s great that we have a brand as a paper and as site, but it’s more than that; we want people to see us as part of the community – because we are part of the community.”
(This is the fifth of 30 posts referring to 10,000 Words’ 30 Things Journalism Grads Should Do This Summer, as I work my way down the list of recommended digital media tasks.)
The next task on the summer to-do list for journalism students involves journalism’s take on the African proverb “It takes a village to raise a child.”
Task #5: Become a part of a crowdsourcing project.
Jeff Howe, author of Crowdsourcing: Why the Power of the Crowd is Driving the Future of Business, first used the term “crowdsourcing” in a 1996 Wired article. He defines it as “the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.”
For the sake of this exercise, I needed clarification on the difference between crowdsourcing and citizen journalism. Online Journalism Review’s post A Journalist’s Guide to Crowdsourcing provided this distinction:
Unlike more traditional notions of “citizen journalism,” crowdsourcing does not ask readers to become anything more than what they’ve always been: eyewitnesses to their daily lives. They need not learn advanced reporting skills, journalism ethics or how to be a better writer. It doesn’t ask readers to commit hours of their lives in work for a publisher with little or no financial compensation. Nor does it allow any one reader’s work to stand on its own, without the context of many additional points of view.
According to this definition, I’ve participated in a few crowdsourced efforts this summer:
- After experiencing the earthquake in San Diego in June, I went to Did You Feel It?, the U.S. Geological Survey’s effort “to tap the abundant information available about earthquakes from the people who actually experience them.”
- I responded to a tweet sent by WJChat co-founder Robert Hernandez asking for replies to the question “Why am I a journalist?“
- Following a Facebook post by TIME magazine, I contributed to the “I Want To Be in TIME” group to give TIME permission to use my profile picture for a cover story on Facebook. (No, I haven’t located my photo):
How can you find out about crowdsourced projects and have your voice heard?
- Follow local media on Twitter and Facebook. On any given day, reporters are using Twitter and Facebook to connect with their audiences to solicit story ideas, eyewitness accounts and other input for stories.
- Create a column in TweetDeck for crowdsourcing. Use “crowdsourcing”, “crowdsourced” and the hashtag #crowdsourcing and look for hashtags that identify specific projects. Be aware that you’ll see efforts for everything from peer-produced software development to branding and design competitions, so you’ll want to focus your attention on public projects that invite information gathering, eyewitness accounts (written or photographic) and investigative journalism.
- Check blogs involved in crowdsourcing to find out about projects. Last spring, Crowdsourcing engaged in a worldwide crowdsourced book club experiment called “One Book, One Twitter” (#1b1t). Ushahidi focused its international humanitarian crowdsourced efforts in Haiti, while many local news organizations’ community and niche blogs featured appeals to their audiences for contributions to projects. For example, The New York Times’ Lens blog initiated “A Moment in Time“, an interactive photo gallery created from crowdsourced images taken around the world at the same time.
- Keep an eye out for crowdsourced investigative projects. Several sites have emerged in the U.K. and Canada, including the recent launch of Help Me Investigate. Watch for similar U.S.-based journalism projects aiming to harness the public’s curiosity.
- Speak up. Don’t be shy; the power of the crowdsourced village comes from each contributing voice. If you witness a newsworthy event, contribute to news organizations’ crowdsourced coverage by documenting it in writing or with video, audio or photos.
Next up: Task #6: Improve at least 5 Wikipedia entries. (My son has been asking to improve the “New South Wales” article; maybe I’ll need to crowdsource this task to my family…)
When Dan Gillmor assigned our digital media entrepreneurship class the task of blogging for the semester, he challenged each of us to “become an expert on a digital media topic”. He assured us that by blogging “2-3 times a week, at 300-500 words per post”, we would know more than enough about our topics to confidently own our chosen beats.
I have to say that at the time that outcome seemed pretty unrealistic to me. I began this blog about personal branding and social media with a basic understanding of the issue’s relevance to journalists:
How we manage our online identities as journalists is increasingly more important as the news industry goes through revolutionary change. Journalism school grads no longer have to accept the traditional employment path of starting in a small market with hopes of making it to a legacy organization someday. Instead, entrepreneurial journalists are strategically defining themselves through social media and niche specializations to set themselves apart from their peers, develop relationships and create their own opportunities.
After following other bloggers, interviewing journalists and watching Twitter feeds daily, I’m amazed by how much I’ve learned about this subject. I’m now convinced that journalists must learn to effectively use social media to develop a niche and a personal brand, and I feel comfortable discussing the tools to do so.
Therefore, in the style of many of the most re-tweeted posts about social media and branding, here are my Top 12 Tips for Journalists on Using Social Media to Develop a Personal Brand:
1. Find your niche. Consider your unique talents, interests and personal network and identify a topic you can own. Look for news coverage that make you think “why isn’t someone covering this more?” and investigate what has been written about it in the past. Whether you recognize a neglected topic, feel passionate about a beat or possess specialized knowledge, you can develop a niche and establish yourself as an expert by using digital and social media to your advantage:
2. Do your research. Use bookmarking sites like Digg and Delicious and advanced searches such as Google News, Google Blogs and Google Scholar to find relevant news and people who are concerned about, knowledgeable about and affected by the issue you’re exploring. When you find interesting sources, reach out to them on blogs, Twitter, Facebook groups and email. People like to talk about themselves and share their expertise.
3. Start a blog and participate on others. Regret the Error’s editor Craig Silverman looked for a topic no one was covering, found it in accuracy and corrections in the news and went live with a blog two weeks later. Personal Branding expert Dan Schawbel found inspiration from a magazine article about personal branding and started blogging about it that night. Investigative reporter Kristen Lombardi established her journalistic cred reporting on institutional indifference to cover-ups of sexual assault, and connected with advocates, victims and their loved ones via contact on blogs.
Whether you are a new journalist looking to create an online footprint or an established reporter who has been laid off, blogging offers a way to show initiative as well as your talent. And don’t be afraid of having more than one blog; you may have more than one area of interest.
4. Establish an searchable identity. Use the “One Voice” principle of public relations to create a consistent identity across your social media and professional profiles.
- Decide what name you want to be known by professionally. Make sure it’s unique enough (such as Jennifer Gaie Hellum) to allow you to be found on the first page of a Google search.
- Use that name for your Twitter account and any online comments. This will increase your online presence and increase your profile in search. (Tweeting under a clever moniker rather than your professional name might appear to add personality to your identity, but it doesn’t get you direct credit for your contributions.)
- Create one avatar and use it whenever you need to post an image for an online profile.
- Create a LinkedIn profile. Include your avatar, blog, portfolio site, Twitter feed and links to any online profiles on your page.
5. Own your domain name. For a small investment, you can secure your professional name as a domain name for a personal portfolio site. Whether you are employed or looking for work, a portfolio site is your online resume. Even if you have a bio page on your employer’s site, a portfolio is a vital way to present yourself comprehensively and define your brand for your audience, colleagues and potential employers. You should include a resume, your cumulative work, any professional goals or mission statement and links to social media. Include multimedia elements whenever possible.
6. Create a Google Profile. Like a portfolio page, a Google Profile is your opportunity to present your digital brand and allows you to define the first listing people find when they do a Google search of your name. It’s generally a more flexible profile than a professional portfolio site and would be where you could feel comfortable adding a personal element to your personal brand (sometimes referred to as your authentic brand or your inner and outer brands). This profile belongs to, former head of washingtonpost.com, now president of digital strategy for Allbritton Communications.
7. Tweet. Tweet often. A lot of veteran journalists have resisted signing up for Twitter, believing that the micro-blogging site is a fad and a distraction. In fact, Twitter’s power as a means of creating a network and finding story ideas, trends and sources is becoming increasingly more clear. If you are new to Twitter or have yet to become a regularly user, this Twitter checklist offers a practical plan for getting into the habit of posting relevant tweets to build your community and brand.
- Follow colleagues, news organizations and individual journalists. Go to their pages and see who they follow.
- Pay attention to weekly #FollowFriday and #ff hashtags to see who others are recommending. Participate in #followfriday to recommend Twitter users who you find authoritative on your subject area.
- Send well-crafted tweets that use keywords and hashtags to increase their visibility and drive traffic to your blog.
- Use hashtags to tag your tweets for maximum visibility.
- Use a Twitter application like TweetDeck to manage your tweets and monitor relevant topics.
- Re-tweet and comment on tweets related to your niche.
- Consider the following strategy of following who follows you, which allows you to send direct messages (DMs) for private conversations.
- Tweet responsibly. If you look at your Twitter stream and it doesn’t make a compelling case for why someone should trust or hire you, ask yourself what it’s contributing to your digital profile. If you can’t think of a good answer, delete it.
8. Join a professional social network. Ning groups like Wired Journalists give the opportunity to find and connect with other journalists who are interested in your beat.
9. Seek the input and advice of veteran journalists. Social media has broken down the hierarchy of professional org charts and created direct access to people. By using social media, blogs, LinkedIn and Twitter, I have communicated in the past four months with many prominent journalists, including NPR CEO Vivian Schiller, NPR reporter Don Gonyea, Jim Brady, Craig Silverman, Terry Greene Sterling, Kristen Lombardi, Dan Schawbel and Mignon Fogarty (aka Grammar Girl). Be fearless in reaching out to experienced journalists and experts in your subject area; the worst think they can do is say they can’t help you. Most likely, you will be blown away by how willing people are to help you.
10. Participate in live online chats. Poynter Online has weekly live chats with Joe Grimm aka Ask the Recruiter. Journalism students, professors and working journalists log on each week to discuss relevant topics. Transcripts are posted following the chats and logged on the site.
11. Be a true multimedia journalist. Take the steps to learn basic skills in video/audio editing and photograph. Become familiar with social media sites that feature them and create your own content.
- Post videos on your website or video-sharing sites like YouTube.
- Learn to create a podcast. (Click here to hear how Grammar Girl went from being a freelance writer/editor to creating her podcast.)
- Learn to embed audio and video.
- Learn to use Photoshop and create an account on Flickr.
- Learn HTML and get comfortable with inserting code into blogposts, such as this post on interviewing for media jobs:
12. Stretch yourself intellectually. Keep on top of what’s new in social media by reading Mashable and pay attention to personal branding experts. Look for seminars and workshops to get firsthand advice and skills from journalists who are successfully and strategically using social media.
I had the privilege last week to spend over an hour speaking to The Center for Public Integrity’s Kristen Lombardi about how she conducts her research for investigative stories. I wasn’t surprised to hear that social media had a place in her toolkit.
She told me that one of the ways she and her co-reporter Kristin Jones found sources for their recent series on campus sexual assault was by putting up queries on blogs looking for students who would talk about being assaulted and who filed reports of sexual assaults.
“We received responses from a lot of people—“the silent majority”—who didn’t report their attacks. We wanted to find out why they never reported firsthand and also wanted the accounts of those who went through the process of reporting to campus police or judicial affairs departments,” said Lombardi.
Campus judicial proceedings records aren’t subject to FOIA, so social media proved to be a crucial part of finding victims who would allow them access to their records.
This recent post on Mashable points out how many other journalists are using Twitter, Facebook, LinkedIn, blogs and other social media to develop a beat and cultivate sources:
- Finding leads, noticing trends
- Finding sources
- Giving a voice to the voiceless
- YouTube (as a resource)
- Sharing/vetting stories
- Creating community
- Building a brand
Even if you’re not ready to jump in and embrace social media, take a minute to at least familiarize yourself with their potential and learn how to use them. You’ll quickly realize how a simple search using Google’s “blog” filter, a TweetDeck column for a hashtag or keyword, or a Facebook fan page can tell you a lot about what people are saying about a particular subject.
(How do you think I found the Mashable article in the first place?)
One of the fascinating elements of social media for me is the elimination of barriers between the Big Bosses and the Newbies. Twenty years ago when I started my career in advertising, my only access to senior management was in meetings or in the elevator. I never had the opportunity to develop a rapport much less a relationship with the poweful, connected people at the top.
These days, young new hires have the advantage of direct access to industry leaders via Facebook, Twitter and LinkedIn. No longer are our opportunities limited to a good cover letter or the long shot of a cold call being returned. We have the opportunity to “friend” management on Facebook, start conversations with them via Twitter and reach out via email and LinkedIn.
I found out first hand this week just how connected, and therefore small, the media community is. In late February I got a tweet from Mathew Ingram, a Toronto-based media blogger whom I follow on Twitter:
Jim Brady says that he follows people who apply for jobs on Twitter, to see how they use it, and if they don’t use it “that’s a problem”
I found that to be a powerful statement and saved it so I could blog about it later. But first I had to verify that Brady, the former washingtonpost.com editor, actually made the statement. I set out to contact him directly but couldn’t find an email account on his new company’s web site. My next thought was to send him a message on Twitter, knowing that with the number of people following him, my chance of a reply was slim. A direct message wasn’t possible because he doesn’t follow me, so I went for it and sent out a public tweet:
@jimbradysp Please DM me. Want to blog about how you follow job seekers on Twttr to see how they use it, “If they don’t, that’s a problem.”
Within a minute, a professor of mine sent me a direct message saying other professors at Cronkite know Jim Brady personally and that I should ask them for an introduction. Sure enough, one check on LinkedIn showed that three people I knew (including, surprisingly, my husband’s college roommate who works for AP) were two degrees of separation from him.
Brady’s LinkedIn page featured a personal website he set up to chronicle a cross-country roadtrip with his wife and two dogs. It included a gmail account. I assumed this wasn’t his primary email account but decided to send an message. I had seen in his Twitter feed that he had directed a tweet at my professor Dan Gillmor, so I mentioned that my blog was for Dan Gillmor’s class at ASU.
Within 24 hours, this unknown journalism grad student was exchanging messages with one of the most influential online editors in the country. It took all of an hour of exploring his social media accounts to make it happen.
More on what I found out in the next post…
On any given day, being a grad student at the Cronkite School of Journalism and Mass Communication can feel like being in a journalism version of Raphael’s School of Athens. We pass Pulitzer Prize and Murrow Award-winning professors in the hallways and sit in their classrooms. (More than once I’ve heard someone say, “I can’t believe I just talked to …”) Pioneering new media heavyweights teach us about digital entrepreneurship and invite sought-after venture capitalists to share their insights and encourage our creativity. Not only do we have top-tier faculty to tap into, but there’s also the steady stream of major news outlets whose representatives visit Cronkite to recruit interns and hire recent grads. The collective experience and influence at Cronkite open doors for us that simply aren’t accessible at many other journalism schools.
That’s why I try to approach every day in the building as an interview. No, I don’t wear a suit or bring a resume to class. But in general, I try to be aware that we could be invited at the last minute to join the faculty for lunch with a distinguished visitor. Or that the person chatting with me in the elevator could be the speaker at that evening’s event. I try to go to class prepared and participate in discussions, follow my professors and classmates on Twitter and add what I hope are thoughtful comments on their blogs. ( I’ll admit I have yet to master the typo-free tweet. I need more sleep to be able to tame that tiger…)
Professor Tim McGuire recently wondered out loud why some students aren’t more strategic in the way they approach their time at Cronkite, as if they aren’t aware that they’re making impressions and defining themselves every day in class and through social media. In fact, many professors end up becoming friends with former students on Facebook and connecting with them on LinkedIn, giving the once semester-long relationship potential for a much longer life. This added dimension to the student/professor dynamic makes it that much more important for us to build our professional networks within the school.
It may be that because I am an older student and worked in advertising before going back to school, I tend to think of school as my workplace. But I don’t think this career awareness is about age; some of the most impressive, strategic-thinking classmates of mine are –gulp– nearly half mine. They take advantage of opportunities, write well-crafted tweets and choose niche blog topics that as a whole clearly indicate the type of specialized journalist they want to be. In this era of the journalist as brand, they’re playing really good offense.
And most impressively, they’re taking risks to reach out to these seemingly larger-than-life faculty members and seeking their advice and encouragement. In fact, I wouldn’t be surprised if they’re already connecting with them on LinkedIn.