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Journalism Next: Chapter 11: Building a Digital Audience for News

Journalism Next: Chapter 11: Building a Digital Audience for News. Cindy Royal, Ph.D Assistant Professor Texas State University School of Journalism and Mass Communication croyal@txstate.edu www.cindyroyal.com www.onthatnote.com tech.cindyroyal.net twitter.com/cindyroyal

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Journalism Next: Chapter 11: Building a Digital Audience for News

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  1. Journalism Next: Chapter 11: Building a Digital Audience for News Cindy Royal, Ph.D Assistant Professor Texas State University School of Journalism and Mass Communication croyal@txstate.edu www.cindyroyal.com www.onthatnote.com tech.cindyroyal.net twitter.com/cindyroyal facebook.com/cindyroyal

  2. Building a Digital Audience • If journalists write great stories, but no one reads them, how will journalism survive? • Good writing is still the foundation. But it's not enough. • Make smart business decisions based on data Tracking content Web analytics Search engine optimization Effective headline writing Distribution through social media

  3. Measuring Journalism • What gets measured gets managed • Essential to competing in data-driven world • Track. Measure. Adapt. • Decide what to track (stories, blog posts, slide shows, videos, podcasts, news updates, Twitter, Facebook, retweets, replies, user-generated content) • Set benchmarks • OKR – Objectives and Key Results • Make judgments based on historical data/future goals • Track your audience – use analytics

  4. Identify Key Data Points • Pageviews • Visits and unique visitors • Engagement and referrers

  5. Search Engine Optimization (SEO) • How search engines work • Spiders/robots • Indexing • Queries • Google juice – Google gives more importance to a website that links to it • Keywords • Search-engine friendly headlines/content

  6. Grow Audience with SEO • Content is king • Linking is queen • Make sure links make sense • Use title tags • HTML Meta tags

  7. Use Social Media as Distribution Channel • Blogs • Flickr, YouTube • Twitter, Facebook • Digg, reddit, Fark, Stumbleupon • Increase social capital – becoming the trusted center for a community • 2-way conversation • Puts human face on journalism • Track, measure, distribute, adapt

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