MEDIA ENTREPRENEURSHIP: social network sites, the audience and new media professionals
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The document presents research on media entrepreneurship involving new media professionals using social network sites to enhance audience engagement and promote their work. Key findings include the importance of understanding audience demographics and behaviors, with many professionals actively interacting through various platforms like Facebook, Instagram, and Twitter. Case studies illustrate successful strategies employed by bloggers and online publishers to cultivate relationships with their audience and utilize technology effectively.
![A presentation to ANZCA Conference 2016 | www.newcastle.edu.au
2
INTRODUCTION
“… [the blog] doesn’t work in isolation, you’ve got your social media
networks around it and the idea is that’s how you bring your readers
into the blog … this is the key when you’re trying to work out what
social media to be on; you need to know where your readers
potentially are hanging out” (Nikki Parkinson, blogger, i/v 11.5.14).
7 July 2016](https://image.slidesharecdn.com/uploadanzcaentrepeneur2016-160707194045/85/MEDIA-ENTREPRENEURSHIP-social-network-sites-the-audience-and-new-media-professionals-2-320.jpg)
![A presentation to ANZCA Conference 2016 | www.newcastle.edu.au
10
Case study: Nikki Parkinson
Fashion and beauty blogger (Styling You)
“it’s real, everyday people, and in my demographic if they’re on any social
media at all the number one one [sic] they’re on is Facebook” (Nikki
Parkinson, i/v 11.5.14).
“Instagram for me has become, you can’t say it’s a referrer to the blog, but
it’s a more, I’ve got a following there that is more engaged than would be on
Twitter, and I think it’s the whole visual nature of what I write about, and it
kind of gives people a little bit of an insight to my life. I enjoy it, and I think
this is the key when you’re trying to work out what social media to be on;
you need to know where your readers potentially are hanging out”
(Nikki Parkinson, i/v 11.5.14).
7 July 2016](https://image.slidesharecdn.com/uploadanzcaentrepeneur2016-160707194045/85/MEDIA-ENTREPRENEURSHIP-social-network-sites-the-audience-and-new-media-professionals-10-320.jpg)
![A presentation to ANZCA Conference 2016 | www.newcastle.edu.au
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Example: Email and newsletters
• Email and newsletters used by all the participants
• Tim Duggan considers “email to be the original one on one social network
in a way” (i/v 23.3.15).
• Used in different ways: weekly recap (Nikki Parkinson, i/v 9.5.14); to
provide extra information (Nicole Avery, i/v 18.9.14); daily email with the
top stories of the day Tim (Duggan, i/v 23.3.15; Tim Burrowes, i/v 7.8.14);
customised to suit the subscriber (Zac Zavos, i/v 22.5.14).
• “… the newsletter's very good because it's just a way of getting into
peoples’ inboxes. There are probably some people out there that they
actually don't read it [articles] over the website. They just read the
newsletter. Whereas other people might visit the website but don't even
know that there's a newsletter. People approach things and have different
perceptions of it” (Giles Parkinson, i/v 23.4.15).
7 July 2016](https://image.slidesharecdn.com/uploadanzcaentrepeneur2016-160707194045/85/MEDIA-ENTREPRENEURSHIP-social-network-sites-the-audience-and-new-media-professionals-15-320.jpg)
MEDIA ENTREPRENEURSHIP: social network sites, the audience and new media professionals
- 1. MEDIA ENTREPRENEURSHIP: social network sites, the audience and new media professionals Dr Janet Fulton PhD (Media and Communication) (UoN) Lecturer in Communication Faculty of Science and IT School of Design, Communication and IT 7 July 2016
- 2. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 2 INTRODUCTION “… [the blog] doesn’t work in isolation, you’ve got your social media networks around it and the idea is that’s how you bring your readers into the blog … this is the key when you’re trying to work out what social media to be on; you need to know where your readers potentially are hanging out” (Nikki Parkinson, blogger, i/v 11.5.14). 7 July 2016
- 3. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 3 INTRODUCTION • Research project: Media entrepreneurship: alternative paths for media producers • Funded by: University of Newcastle New Staff Grant • Interviewing media professionals who are engaged in “the dissemination of news and views about our world” (Simons, 2013, p. 13) using newer forms of media. • Thirty interviews • Participants: political and lifestyle bloggers (fashion and beauty, entertainment, food, health, parenting and mummy bloggers), sports broadcasters, web developers, and online magazine producers who write advocacy and long-form journalism 7 July 2016
- 4. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 4 INTRODUCTION Research questions • RQ1: How have these new media professionals adapted their skills in production environments? • RQ2: What technologies and software, including SEOs and social media analytics, are deployed by these new media professionals? • RQ3: What are the evolving business models they are using? • RQ4: What are the degrees of success of these new media professionals according to different locations in the media scape? 7 July 2016
- 5. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 5 THIS PRESENTATION … • One consistent theme – highly active on social network sites (SNS) – Facebook, Instagram, Twitter, Pinterest, YouTube, Google+, Reddit and Tumblr • This high interaction is how the respondents connect with their audience • These respondents are very aware of their audience • Choose the SNS that matches the audience demographic 7 July 2016
- 6. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 6 Entrepreneurship: social context • Karataş-Özkan & Chell: “entrepreneurship is embedded in a social context, channelled and facilitated or constrained and inhibited by an individual’s position in a social network” (2010, p. 31). • Connection between engaging with SNS and degrees of success • Social media used for: – Engaging with their audience – Keeping in contact with others in the industry – Promoting their sites/work “You pimp everything. You just have to now” (Anthony Caruana, i/v 9.9.14). 7 July 2016
- 7. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 7 Interacting with the audience • Lowrey & Latta: “Bloggers may desire more readers, but like journalists, they do not meet or converse with most of their readers directly” (2008, p. 188) • Not true now – Bloggers and other new media producers have a high awareness of their audience and a high interactivity with their audience – Use commenting, email, RSS, various SNS • Anderson, et al.: “… in today’s fragmented and fraying world, knowledge of how audiences consume information, and whether what you write, record, or shoot reaches the people whom you want to see it, becomes critical” (2012, pp. 37-38). 7 July 2016
- 8. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 8 Example: Alison Mudie (e-GPS) “…you really have to understand your audience, have to understand the language they speak. You have to understand where they’re going and what they’re accessing on their Smart phones or iPads or Desktop. What time of day they might be doing it? How, you know how often people might check their LinkedIn on the way to work but not at work. Whereas people tend to check Facebook after lunch or, you know so there’s real patterns and behaviours so you need to kind of understand those” (Alison Mudie, i/v 12.5.14). “It’s being on social media at the right times” (Nikki Parkinson, i/v 11.5.15). 7 July 2016
- 9. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 9 Listening to the audience • Jenkins, Ford & Green: “the companies that will thrive over the long term in a ‘spreadable media’ landscape are those that listen to, care about and ultimately aim to speak to the needs and wants of their audiences as crucially as they do their own business goals” (2013, loc. 107). 7 July 2016
- 10. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 10 Case study: Nikki Parkinson Fashion and beauty blogger (Styling You) “it’s real, everyday people, and in my demographic if they’re on any social media at all the number one one [sic] they’re on is Facebook” (Nikki Parkinson, i/v 11.5.14). “Instagram for me has become, you can’t say it’s a referrer to the blog, but it’s a more, I’ve got a following there that is more engaged than would be on Twitter, and I think it’s the whole visual nature of what I write about, and it kind of gives people a little bit of an insight to my life. I enjoy it, and I think this is the key when you’re trying to work out what social media to be on; you need to know where your readers potentially are hanging out” (Nikki Parkinson, i/v 11.5.14). 7 July 2016
- 11. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 11 Case study: Zac Zavos Sporting website (The Roar) • Website that has commentary and opinion pieces on sport. • From the website: “Australian Sports Opinion, Analysis, Live Scores & News, combining our team of expert writers with fan-written articles on the latest issues in sport” (http://www.theroar.com.au) • Demographic prefer onsite interaction (hundreds of thousands of online comments) • “The Roar is kind of interesting, we’re on obviously Twitter and Facebook but our demo is slightly older males … it’s not mind shattering at all but I just don’t think older men share in the same way as women and younger demographics do so most of that community – that social media actually happens on site with The Roar” (Zavos, i/v, 22.5.14). 7 July 2016
- 12. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 12 Case study: Kayte Murphy Blogger (Woogsworld) • Blogger: Mrs Woog “making the most out of the mundane” (http://www.woogsworld.com) • Uses Twitter, Instagram and Facebook “I’ve got a really great Facebook community. And like, it feels like they know me. It’s very strange because they’ll email me or they’ll send me something that they’ll know that I’ll love, and or “I thought, I thought of you when I saw this.” And, and that’s a really great Facebook page” (i/v 21.7.14). 7 July 2016
- 13. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 13 Case study: Kayte Murphy Blogger (Woogsworld) • Facebook and blog entries are different • “I think that they’re very different audiences … everything I do is done deliberately. So something on Facebook, it’s, if it’s a blog post you know people skim through that in ten seconds and you know you have to sort of write quite a catchy headline” (i/v 21.7.14). • “… the blog is like a big party, and then the Facebook page I liken to a, like a smaller dinner party. And then the Twitter I liken to like a seedy all out brawl, feralness. I love it. I love Twitter” (i/v 21.7.14). 7 July 2016
- 14. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 14 Case study: Grant Sproule Online magazine (Throwing Buckets) • Surf, Skate & lιғeѕтyle мagazιne! News events and just about everything boarding. Australia's Sickest boarding Mag. (http://throwingbuckets.com.au) • Facebook, Twitter and Instagram • “It seems people love that instant access to photos or, being able to comment and just the simplicity of being able to just click on a photo and like it straight away makes it really easy to use. And, I love being able to do that. I get so many comments from people saying ‘Oh, you know, I love following you on Instagram because, you know, I’m just stuck in my office but you showing me the amazing, you know, what an amazing sort of day it is or how good the beach is’, and people that don't live in Newcastle anymore, they might have moved away, they’ll say ‘Oh, home, I love it, I miss it’ and stuff like that so that’s really good” (i/v 11.11.14). • a high visual content and works well with a platform that is based around images and video-sharing 7 July 2016
- 15. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 15 Example: Email and newsletters • Email and newsletters used by all the participants • Tim Duggan considers “email to be the original one on one social network in a way” (i/v 23.3.15). • Used in different ways: weekly recap (Nikki Parkinson, i/v 9.5.14); to provide extra information (Nicole Avery, i/v 18.9.14); daily email with the top stories of the day Tim (Duggan, i/v 23.3.15; Tim Burrowes, i/v 7.8.14); customised to suit the subscriber (Zac Zavos, i/v 22.5.14). • “… the newsletter's very good because it's just a way of getting into peoples’ inboxes. There are probably some people out there that they actually don't read it [articles] over the website. They just read the newsletter. Whereas other people might visit the website but don't even know that there's a newsletter. People approach things and have different perceptions of it” (Giles Parkinson, i/v 23.4.15). 7 July 2016
- 16. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 16 CONCLUSION • SNS are vital in the success of online media players - Engage with the audience, others in the space, promote - Understand how to choose SNS to match audience - While it’s difficult to be successful online, there are media producers who are harnessing these knowledges - Use Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google+, YouTube, Tumblr and Reddit but also email lists, RSS feeds and online commenting - Important to understand the demographics of the main audience and how they engage with the online space 7 July 2016
- 17. A presentation to ANZCA Conference 2016 | www.newcastle.edu.au 17 BIBLIOGRAPHY Anderson, C.W., Bell, E. and Shirky, C. 2012. 'Post-industrial journalism: adapting to the present', Tow Center for Digital Journalism, Columbia Journalism School. Fulton, J. 2012, Journalists and their audience: a changing relationship?, paper presented at Australian and New Zealand Communication Association conference: Communicating Change and Changing Communication in the 21st Century, Adelaide, SA, http://www.anzca.net/component/docman/doc_download/617-anzca-2012-fulton- relationship.html - accessed 1.1.14. Jenkins, H., Ford, S. and Green, J. 2013, Spreadable media: creating value and meaning in a networked culture, New York University Press, New York. Karataş-Özkan, M. and Chell, E. 2010, Nascent entrepreneurship and learning, Edward Elgar Publishing, Cheltenham. Lowrey, W. and Latta, J. 2008, 'The routines of blogging', in Making online news: the ethnography of new media production, (Eds) C. Paterson and D. Domingo, Peter Lang, New York, pp. 185-197. Simons, M. 2013, What's next in journalism?: new-media entrepreneurs tell their stories, Scribe Publications, Brunswick, Victoria. . 7 July 2016
- 18. A presentation to ANZCA Conference 2016 7 July, 2016 CRICOS Provider 00109J | www.newcastle.edu.au DISCUSSION 18 7 July 2016