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Online Journalism: Theory and Practice

Online Journalism: Theory and Practice. Week 5 Lecture 1 Summer 2011 G. F Khan, PhD Dept. of Media & Communication, YeungNam University, South Korea g ohar.feroz@gmail.com. Last lecture…. --Mobile journalism --Mobile blogging --Live Blogging. This lecture…. --Building an audience.

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Online Journalism: Theory and Practice

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  1. Online Journalism: Theory and Practice Week 5 Lecture 1 Summer 2011 G. F Khan, PhD Dept. of Media & Communication, YeungNam University,South Korea gohar.feroz@gmail.com

  2. Last lecture… --Mobile journalism --Mobile blogging --Live Blogging

  3. This lecture… --Building an audience Mostly lecture notes are taken from the book: Journalism Next: Chapter 11: Building a Digital Audience for News by Mark Briggs

  4. Building a Digital Audience • If journalists write great stories, but no one reads them, how will journalism survive?

  5. Building a Digital Audience • Good writing is still the foundation. But it's not enough. • You need to constantly analyze what your readers like and don’t like and then do more of what they like. • Track what content your readers have shown interest. • This helps in building your Audience

  6. Building a Digital Audience How to track and what to track? • Tracking content • Web analytics • Search engine optimization • Effective headline writing • Distribution through social media • Make smart business decisions based on data

  7. Measuring Journalism • What gets measured gets managed • Culture to track and measure your progress. • Essential to competing in data-driven world • Track. Measure. Adapt- is the way web works • Decide what to track • Total news stories per day • Total blog posts, per day • Videos stores per week • Podcasts and other audio stories • Breaking news email alert • Twitter, Facebook, and other social media posts e.g. retweets, replies, • User-generated content (e.g. blog post, photos, videos etc)

  8. Measuring Journalism • Set benchmarks (targets) and goals • Having great data without having goals is useless • OKR – Objectives and Key Results • Did you get the number users we wanted? • Are users satisfied with our content? • Make judgments based on historical data/future goals. • e.g. page views-if your blog does not enough users then you must concentrate on increasing the audience • Track your audience • What they want to read • Use web analytics- the a software to track website traffic

  9. Measuring Journalism • Mainly three types web analytics • Commercial system that charge monthly fee • Free programs-report only once a 24 hours • Built-in tool e.g. wikispaces provides • Examples: • http://www.omniture.com/en/ • http://www.google.com/analytics/ -free, if you have Google account you can use it • http://onlinejournalism.wikispaces.com/space/stats/overview -free

  10. Identify Key Data Points • Pageviews • Visits and unique visitors • Engagement (amount of times spent by each user) • Referrers (where your traffic is coming from)

  11. Identify Key Data Points

  12. Identify Key Data Points

  13. 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 and has more links to other websites • Keywords • Search-engine friendly headlines/content

  14. Grow Audience with SEO • Content is king • Linking is queen- • Links to different websites and between your pages • Make sure links make sense • Do not simply say “click here” • Use title tags-search engine value to the title tags

  15. Grow Audience with SEO • Write for Readers & Robots. You have two readers online • Readers: • On average 8 out of 10 will read a headline, but only 2 out of ten will read the rest • Web headlines have no friends, they stand alone without photos and graphics, so headlines has to carry the entire load. • Simple, honest, and direct • Robots: • Optimise your headlines for robots • if a headline contain search keywords that also repeated in the text of the story the story will acquire more Google juice and will return higher on search engines.

  16. Grow Audience with SEO • Make good headlines better • Keywords, keywords, keywords • This attract both readers and robots • E.g. sports headlines should include team names; Local stories must have city names

  17. Use Social Media as Distribution Channel • Blogs • read blogs that write about the same things you, contribute to the conversation; • provide links to your blog • Flickr, YouTube • link contents (picture and video) to your blog • Twitter, Facebook, Cyworld • More and more people are getting news from social media • Create Facebook page for topic you cover • Follow people of similar interest • Increase social capital– becoming the trusted center for a community • 2-way conversation

  18. Conclusion • Track • Know your audience and track them • Track what you publish in your blog • Measure • Measure the content you publish and the audience that consume it • Distribute-using all social media channels available

  19. Thank You Questions & Comments

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