~Written by Mark Mize
This morning’s session “Is There More to Social Media Than Being Liked?” delved into myths surrounding traditional ideas on successful social media involvement.
The panel was moderated by Ellyn Angelotti of the Poynter Institute and featured a panel, including Frank Daniels III of the Wakestone Press, Jay Small president of Informed Interactive and Steve Yelvington who works with Morris Publishing Group.
The discussion began with the panel reiterating the importance of social media in collaboration with online and print content.
“Every reporter should be all over Twitter and Facebook and building their own personal brand,” Daniels said. “Social media should be a way for us to create a social understanding.”
Yelvington lauded Facebook as the social media leader in terms of expanding your audience, referring to it as “the one.”
However, a disconnect exists between traditional metrics, such as “likes” and “follows,” and the actual reach of social media that leads to increased advertising revenue.
Yelvington explained that many of the hits media outlets receive from social media are from one-, two- or three-time users. The numbers continue to decrease until a group of readers are reached that are “addicted” to an outlet’s product. These users will provide solid numbers to show advertisers in the interest of building online revenue.
Small added that it is important to be able to show small- and medium-sized community businesses that you are willing to “up the ante” and engage in social media.
Finally, Angelotti and the panel emphasized that it is important for editors to explain to their staff how to use social media not only as a way to promote their articles and content, but also as a means to engage with their audience on a more personal level, tying social media interactions to content goals.
Sometimes, these readers can even help writers improve their product and correct mistakes.
This exchange can prove to be mutually beneficial for both sides and may help increase online and print viewership overall.
“People want to share, and they want to converse,” said Yelvington.