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Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows

COMMUNICATION ON TOP FORUM Davos, Switzerland, February 2011. Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows. Valery Levchenko , Deputy Editor in Chief, RIA Novosti. Mass Media Audience Has Changed, No Doubt.

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Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows

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  1. COMMUNICATION ON TOP FORUM Davos, Switzerland, February 2011 Benefits & Pitfalls Of Integrating Social Media Into Editorial & Publishing Workflows Valery Levchenko,Deputy Editor in Chief,RIA Novosti

  2. Mass Media Audience Has Changed,No Doubt • Users do not distinguish between professional media,influential bloggers and quasi-media corporate portals • Users are ready to be both recipients and creators of content • They want to be involved in news-making process • They want to influence editor choice • Technology lets everybody be a publisher

  3. Main 2010 Trend: Integration Of WebsitesWith The Social Media Main players in Russia and elsewhere: Twitter, Facebook Local SM in Russia: Vkontakte, Odnoklassniki, Moy Mir Tools that allow to increase a website's readership together with the size of the relevant group in the Social Media.

  4. Russian Media In Social Media The most media popular in *official Twitter stats as of 8 Feb 2011

  5. RIA Novosti In Twitter http://twitter.com/rianru Followers: 13 763 Average referrals per day: 3600 Maximum referrals:14 213 RIA Novosti Twitter: News channel plus interaction with the users *as of 8 Feb 2011

  6. Experimenting With Twitter Formerly Automatic News Export: all headlines go to Twitter Outcome • Huge flow of tweets, repelling the users • No difference from RSS • No diference from the website • No interaction Currently Manual Moder Outcome • Information carefully measured out • Editor's choice news • Flexibility to reword headlines and highlight multimedia content to increase conversion • Opportunites for interaction: questions, requests for content and verification replies to users, polls etc.

  7. Likeable & Discussable Topics Twitter - Laws and proposed changes to the legislation that directly affect the citizens' lives Presidential aide suggests to cancel stipends for students: 217 RTs - International news relevant to Russians Russian tourists refuse to leave Egypt - Twitter activity of the President and other officials and politicians Dmitry Medvedev retweets a request for help to a child:56 RTs - Weather, its anomalies, Acts of God - All about top stories - Tech news, gadgets - Science news - Celebrity news

  8. Moscow, 15 December 2010. Live Coverage Of An Unsanctioned Street Gathering The surge of public interest cameat 6 pm, when according to bloggers, an attack reportedly staged by the «North Caucasians» was supposed to happen. During that single day we received a lot of referrals directly from social networks:: Facebook: 9 278 referrals Vkontakte:216 058referrals Twitter:  38120 referrrals Compare to News Yandex: 495К referrals

  9. How Mass Media Use Social Media • to enter into new segments of the readership • to expand the circle of loyal users • to better understand the readers by analysing comments, rates, replies. • to virally distribute hyperlinks to stories • to get user generated contentto find eyewitnesses and additional material to develop news stories • to personalize news • to offer journalists creative haven

  10. Mass Media now strive for the Reader to let them into her close circle of network friends. A great challenge, good opportunitiesbut also some big pitfalls

  11. COMMUNICATION ON TOP FORUM Davos, Switzerland, February 2011 Thank you! Valery Levchenko,Deputy Editor in ChiefRIA Novosti v.levchenko@rian.ruTwitter: v_at_l Skype: valery.levchenko +7 968 766 1777

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