Cal Lundmark - Getting Your Story Read: Maximizing Social Media
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The document outlines strategies for increasing story visibility and engagement on social media, particularly Facebook and Twitter. It covers methods such as analyzing audience insights, creating shareable content, responding to reader interactions, and leveraging influencers. Key points include understanding audience preferences, using effective sharelines, and capitalizing on trending hashtags.
Cal Lundmark - Getting Your Story Read: Maximizing Social Media
- 1. Confidential Getting Your Story Read Maximizing social media for branding & audience engagement September 8, 2018 Cal Lundmark Regional Audience Growth Producer The State | McClatchy Carolinas
- 2. Confidential 9/8/2018 2 What we’re going to learn: How to get stories read on Facebook - Measuring audience responses - Writing engaging sharelines - Engaging with readers in comment sections - Finding influencers with CrowdTangle
- 3. Confidential 9/8/2018 3 What we’re going to learn: How to get stories read on Twitter - Identifying your brand - Finding and using trending hashtags - Sharing your stories with influencers via Tweetdeck
- 5. Confidential 9/8/2018 5 One big BUT...
- 8. Confidential 9/8/2018 8 So how do you get your story read by Facebook users?
- 9. Confidential 9/8/2018 9 So how do you get your story read by Facebook users? 1. Learn how your readers like their coffee
- 10. Confidential 9/8/2018 10 So how do you get your story read by Facebook users? 1. Learn how your readers like their coffee FACEBOOK INSIGHTS: Download your Facebook Insights at the post level - don’t rely solely on the display graphs Facebook gives you! Identify your median ORGANIC REACH, LIKES, COMMENTS, SHARES and NEGATIVE MARKS Each month, look into how many posts performed above and below your median threshold and ask yourself why some posts performed poorly, and what made your good posts so good.
- 11. Confidential 9/8/2018 11 So how do you get your story read by Facebook users? 1. Learn how your readers like their coffee CROWDTANGLE: Subscribe to your daily and weekend digests to identify what is overperforming and underperforming
- 12. Confidential 9/8/2018 12 Overperforming 👇 Underperforming 👇
- 13. Confidential 9/8/2018 13 So how do you get your story read by Facebook users? 1. Learn how your readers like their coffee CROWDTANGLE: NOTE: Crowdtangle measures the performance of posts in relation to the other posts on your page and over a given period of time. How fast did the post generate interactions in the form of likes, shares and comments? It does not measure clicks.
- 14. Confidential 9/8/2018 14 So how do you get your story read by Facebook users? 1. Learn how your readers like their coffee 2. Write sharelines that encourage readers to comment and share*
- 15. Confidential 9/8/2018 15 What is a shareline? (a.k.a share text, blurb, chatter, etc.)
- 16. Confidential 9/8/2018 16 What is a shareline? (a.k.a share text, blurb, chatter, etc.)
- 17. Confidential 9/8/2018 17 Great shareline examples:
- 18. Confidential 9/8/2018 18 Great shareline examples:
- 19. Confidential 9/8/2018 19 Great shareline examples:
- 20. Confidential 9/8/2018 20 Great shareline examples:
- 22. Confidential 9/8/2018 22 So how do you get your story read by Facebook users? 1. Learn how your readers like their coffee 2. Write sharelines that encourage readers to comment and share* 3. Respond to comments when appropriate
- 23. Confidential 9/8/2018 23 So how do you get your story read by Facebook users? 1. Learn how your readers like their coffee 2. Write sharelines that encourage readers to comment and share* 3. Respond to comments when appropriate 4. Ask digital influencers to share your story on their page or profile
- 24. Confidential 9/8/2018 24 Pages & groups centered around the topic of your story
- 27. Confidential 9/8/2018 27 Using Twitter to get your story read:
- 28. Confidential 9/8/2018 28 Using Twitter to get your story read: 1. Identify your brand
- 29. Confidential 9/8/2018 29 You tell me.... Which journalists do you follow on Twitter?
- 30. Confidential 9/8/2018 30 You tell me.... Which journalists do you follow on Twitter?
- 31. Confidential 9/8/2018 31 You tell me.... Which journalists do you follow on Twitter?
- 32. Confidential 9/8/2018 32 What do you want to be known for on Twitter? Or - What is your brand? The ultimate insider?
- 33. Confidential 9/8/2018 33 What do you want to be known for on Twitter? Or - What is your brand? The ultimate insider? A humorous, relatable expert?
- 34. Confidential 9/8/2018 34 What do you want to be known for on Twitter? Or - What is your brand? The ultimate insider? A humorous, relatable expert? An always-in-the-know, reliable source of latest news?
- 35. Confidential 9/8/2018 35 Exercise: Think about what you want to be known for on Twitter and rewrite your bio in a way that expresses your personal brand.
- 36. Confidential 9/8/2018 36 Using Twitter to get your story read: 1. Identify your brand 2. Use trending hashtags
- 38. Confidential 9/8/2018 38 Using Twitter to get your story read: 1. Identify your brand 2. Use trending hashtags 3. Share your stories with influencers or those likely to be interested in the subject
- 39. Confidential Search Tweetdeck for people in your geographic area who are talking about issues related to your story 9/8/2018
- 42. Confidential 9/8/2018 So what are you going to try first?