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The Challenge

Transforming traditional uni -platform news production units into New Media Hubs. The Challenge. Increasing product presence on a maximum number of interactive Social Media Outlets to build notoriety and outreach. The Goal. Training Formal and Embedded New Social Desk New structures

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The Challenge

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  1. Transforming traditional uni-platform news production units into New Media Hubs The Challenge Increasing product presence on a maximum number of interactive Social Media Outlets to build notoriety and outreach The Goal • Training • Formal and Embedded • New Social Desk • New structures • New job description Good practices

  2. Formal and Embedded training The Writing: Shorter “Twitter-Length” stories Twice the number of items Wider editorial reach Analytics: Used on an hourly/daily basis to eliminate substandard achievement (demonstrating how much traffic you get if you are fast onto a story rather than two/three hours behind), stories being overwritten a day later by other less powerful stories, the effect of tip-top promotional text and images rather than dull “space-fillers”, the effect of broader agenda. They are used more generally to prove the benefits of new digital approaches to a beleaguered and demoralized team.

  3. Creating a Social Media Team • Goals: • Improved Social Media Engagement • Better promotion of top stories • Engagement, Moderation, Promotion • Viral Content • Data-driven • 24/7 story updates • Key posts: • Service Editor • Social Media Editor • Digital Editor

  4. Feeding the Live Page • Social Media Editor • Video Editor • 3 journalists: • 2 on shift • 5 days/week • 1 on shift weekend

  5. Management Skills • Strategy of focus-basedtraining • Embedded specialists • Recruitment of digital-skilled leaders • Talent scouting • Regular assessment, analytics • Compact, adaptable media teams • High premium on innovation

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