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1 Mining Trending Topics: How to Use Social Media to Tell Stories Your Audience Cares About January 27, 2016
2 Thank You Harnisch Foundation! For funding our Webinar equipment Knight Foundation! For its support of News University
3 Today s Presenter Anna Gonzalez! CNBC social media director! Leads CNBC s social media news & marketing departments! Helps entire organization generate creative social content that engages its large and growing multiplatform audience
4 Today s Agenda 1. How trends evolved in newsrooms 2. How to make trends work for you: 3. Using trend research when your newsroom has a big campaign
5 History of Trends in Newsrooms First you had to know your meme Then you had to make it go viral
6 History of Trends in Newsrooms Now you need to be able to answer What s trending? * * What does that mean? (Depends on who you ask.)
7 Social in the Newsroom
8 Listen to Your Social Audience Through Data #whatstrending
9 Polling Question What is the most important metric in your newsroom?! Brand reach! Traffic! Engagement! Followers
10 Audience engagement metrics Facebook: Reach: Number of users who have loaded the post on any platform. Impressions: Number of impressions of your post in News Feed or ticker or on your Page's Timeline. Engaged users: Number of unique users who clicked anywhere in your posts. Engagement rate: Engaged users/ post reach (not given in Insights). Video views: Not registered until someone watches more than 3 seconds. Twitter: #whatstrending Impressions: Number of times a user is served a Tweet in timeline or search results Engagements: Total actions taken on a tweet, including retweets, replies, likes, user profile clicks, URL clicks, hashtag clicks, detail expand and media engagement. Engagement rate: Of the people who saw the tweet, how many engaged? (Engagements divided by Impressions) Snapchat Views: Unique users who saw each post LinkedIn: Likes, comments, shares, clicks Impressions Engagement rate List App: ReLists, Likes, Comments Vine: Likes, ReVines, Shares, Comments Loops: How many times people have looped a video Instagram: Likes and comments
11 How to Look at the Data
12 Monitor What People Are Saying
13 Polling Question How often does your newsroom monitor trends?! Randomly! Multiple times a day! Every morning
14 Find Relevant Trends: YouTube
15 Find Relevant Trends: Google News #whatstrending
16 Find Relevant Trends: Reddit
17 Find Relevant Trends: Twitter
18 Find Relevant Trends: Facebook
19 #whatstrending #whatstrending Creating Social-First Content
20 Creating Social-First Content! If it doesn t work on mobile, don t share it! Make someone feel something! Write stories that are useful or make someone s life better! Follow your mobile audience! Listicles still work well! Use social comments on trends to add color to your s tory
21 #whatstrending #whatstrending Just Be Careful
22 Trend Research Can Help Find related hashtags! Find influencers in a to pic! Monitor hashtags! Better to use existing hashtags rather than branded unless there s a UGC element! Make it easy to use in a sentence! Keep it short!
23 Summary 1. We ve come a long way from viral cat videos 2. How to make trends work for you: 3. Using trend research when your newsroom has a big campaign
24 Thank You We ll be going to questions shortly We want to tell you about some other training
25 Webinar Replay Registration gives you access to the replay! Available two days after the live Webinar! Access it anytime
26 Upcoming Webinars Designing for a Universe: Development in the Modern Digital Newsroom! January 29, 2016, 2 p.m. Covering Water in a Changing World! February 11, 2016, 2 p.m. How to Be a Coach, Not a Fixer! February 18, 2016, 2 p.m.
27 Poynter Seminars Poynter Producer Project! Expand your expertise as a TV producer with new writing, coaching and ethical decision-making skills.! March 7 April 8, 2016! Apply by Feb. 22, 2016
28 Questions? Fire Away! Use the special Q&A pod to submit questions! Questions are not posted to the public
29 Thank You for Attending Remember to visit Poynter s NewsU Journalism Training. Anytime. Anywhere. For Anybody.
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