Fishman* talked with a lot of industry leaders who noted that “social was no longer peripheral, but core to their strategy. Concentrating authority in a single personage no longer made sense.”
They’re right, to some extent, but most of the people interviewed in Fishman’s piece are from larger news organizations with long-established roles in social media. Coming from a perspective of smaller local newsrooms, I beg to differ. Many news organizations out there still need someone on staff to be thinking about how to use social media effectively and strategically across the entire news organization.
It isn’t the social media editor that is dead, but rather the Newsroom Social Media Rockstar Ninja Guru (and thank goodness).
As Fishman notes, many of the early social media editors were able to build quite a name for themselves:
More followers, more about them, more about their “personal brand.” Instead of finding a niche within the newsroom, these hires carved one out for themselves, largely outside of existing structures. They became self-appointed spokespeople, faces and names.
The exoticism of social media created a whole class of (mostly young) journalists who suddenly were a big deal – but who were ultimately supposed to be working themselves out of a job. Many instead worked themselves into bigger and better ones (and good on them). ** These days, there are a lot of tasks heaped on the social lead that aren’t so glamorous.
Even outside the news industry, the pedestal on which social media ninjas have been placed is slowly sinking. According to this excellent piece by Amber Naslund, the spotlight for social specialists is dimming as they move into the larger machinery of the digital space – and the enthusiasm of the would-be Brand Builders is fading along with it.
There’s definitely still a lot of work that needs to be done in many newsrooms when it comes to social media. The evangelization to join social media is no longer a job to be done in most newsrooms. Using social media well isn’t enough anymore either. It’s become a more widely-held skill to be able to write a good tweet, get response from an engaging Facebook post or set up a new Tumblr to capture a fly-by meme – but it is much more difficult to determine where it fits in the overall picture and long-term goals of the organization.
As my friend Daniel Victor noted, social media editors are not created equal. That title has a lot of different meanings and job duties across the industry – it can range anywhere from the Twitter monkey manning the newsroom accounts 24/7 to a strategist working social in at the highest levels to the Thought Leader/Guru (or some combination therein).
So what do newsrooms really need from the modern social media leader? I say it involves the following:
Elevate the use of social media across the organization. Help staffers craft and evolve their own social media plans around their jobs – don’t just get them on a tool and throw them out on their own. Monitor their use over time, make suggestions and encourage them to grow in their comfort and skills.
Manage your news brand’s social presence – not necessarily with hands on the Tweetdeck all of the time, but driving the overall message.
Be the evangelist for community engagement in all newsroom endeavors. Make suggestions for how social media, curation, crowdsourcing and UGC fits with particular coverage plans, experiment (or help others experiment) with new tools and offer feedback based on metrics.
Be the voice of encouragement for using social media, but also the voice of when not to use it.
Act as the customer service agent – both inside and outside the newsroom. You aren’t the ombudsman, but you can certainly help connect someone with the solution to a problem. Be the sounding board and staff researcher for social media issues, be they ethical quandaries, UGC concerns or larger trends in the crossroads of social media and news.
Craft and/or carry out a social media strategy for the entire news organization – preferably as part of a larger team across the newsroom, sales, marketing, corporate structure and management. Work toward an overall vision for what the various aspects of the organization are trying to do with social media and how they all fit together.
What would you add to this list? Let me know in the comments.
The truth is, most social media editors working in news today aren’t being paid to be thought leaders or personal brands — they’re being paid to make their newsrooms better. The rest is just gravy (mmm, gravy).
* Full disclosure, Fishman hired me on at Huffington Post two years ago, though we never had the chance to work together.
** I’m not saying the whole Social Rockstar thing isn’t great. In fact, it’s fantastic and intoxicating. Early on, when I first started in a social role in 2008 at the Cincinnati Enquirer, the social media role gave me a position of visibility in my newsroom and community I didn’t have as a web producer. Then, when I moved from Cincinnati to DC for TBD, it gave me that visibility on a much larger scale – it gave me a brand. I was suddenly invited to conferences and asked to speak to classes. People introduced themselves to me at conferences because they recognized my name from Twitter. My name was referenced alongside people who I considered to be famous journalists. That was pretty cool. It was also fleeting.
Today, the sports and journalism worlds are collectively wringing their hands about he discovery that the made-for-TV story of Notre Dame linebacker Manti Te’o and his dead girlfriend was actually too good to be true. The girlfriend, Lennay Kekua, who has allegedly died of leukemia back in September, didn’t exist. Numerous sports reporters from the local South Bend Tribune to ESPN, Sports Illustrated and the Associated Press, all helped spread the story of this lie. They are implicit in the hoax for their role in spreading a false storywithout the basics of verification.
Sports reporters work in the nexus of journalism, entertainment and big-time moneymaking – and when the latter two are the focus of network executives and publishers, the first sometimes takes a vacation. We need to re-examine the journalism in sports journalism.
Sports reporters are great at breaking down the games and scenarios. They generally do a fine job of pursuing the story when an athlete or team has committed some sort of wrongdoing or has some important story to tell. In the case of the dead girlfriend, however, sports reporters and their editors and all supporting staff who let these stories go to the web, print or air, let themselves get caught up in the irresistible pull of the heartwarming narrative.
Nobody out of all this coverage did any research on Kekua. Out of all of these reporters and organizations, they went only on the word of a young football player to repeatedly tell the story that would ultimately help propel Te’o into a national spotlight (and the Heisman considerations). In their minds at the time, I’m sure the thought process was something like, “Why bother? It’s just a feel-good footnote on the larger story of this amazing athlete. Why bother?”
A Poynter Review of the situation at ESPN stated, “With the biggest staff of sports journalists in the world, ESPN should have been leading the charge to ask tough questions and shed light on this scandal.” It explained the missteps in how the story was handled in tone and breadth, but it did not address the delay of seven months.
Why didn’t they follow up on what is arguably the biggest story ever on the beat? Easy. They wanted to keep that access to the very popular team and to its then-coach, Joe Paterno, open. Editors, publishers and network suits wanted to keep that cash cow that is Penn State football news producing milk. So everyone got along to get along and hoped nobody would notice.
Of course, the obvious has to be stated. We can’t paint all sports reporters or sports news organizations with a broad brush, but there is a problem to be solved here. How can we ensure our sports coverage consistently retains its objectivity and avoids falling into fanboyism or fraternity with the sources on the other side of the beat?
I had a great conversation about this with my friends on Facebook last night and some of them had great suggestions as to how sports editors and reporters can keep their heads on straight.
How about we start when we are grooming sports reporters in journalism schools and on the beat within news organizations?
Margaret McGurk, a former coworker of mine from The Cincinnati Enquirer, suggested, “Sports editors need to stop hiring reporters who have never worked a police beat or covered a courthouse or dealt with the non-sports world as a journalist.”
My former boss at The Cincinnati Enquirer, Chris Graves. A former crime reporter, she noted that reporters operating within a niche like sports need to have a focus on the fundamentals.
“All reporters are reporters first — niche reporting (be it sports, business or entertainment) comes later,” she said.
Journalism schools and editors grooming young reporters for their dream jobs of covering sports need to put learning journalism first and sports second. Sure, the young reporter will balk at being told he needs to cover cops or courts or city council to make his way to press row at a basketball game, but he will be a better journalist for it.
And it doesn’t stop at the beginning. Veteran sports reporters should be encouraged to spend their off-seasons on sabbatical, of sorts, flexing their muscles in other realms of news. It’s not to say they need to pick up a whole other beat for months on end, but they can take the time to refresh their journalism skills – calling unfamiliar sources, crunching their own numbers, maybe learning a new tool or two. They shouldn’t be kept immune from the rigors of reporting.
“This was among my biggest pet peeves when I was a cops reporter,” Graves said. “The amount of checking and record pulling it was simply assumed I would do for sports or entertainment reporters…”
I’m sure sports reporters, including some of my friends, would roll their eyes at this suggestion. That’s fine, but the crux of all of this is that the Te’o case, among others in months past, is a good opportunity to have a real conversation about ethics in sports reporting. Let’s not let it sit.
What I don’t think he understood at the time was just how much tablets would change the reader experience across all our devices and formats. 2012 marked my first full year as a tablet-based news consumer. Looking back, I’m struck by how much my habits have shifted in such a short time. I read more – and more of what I want – and I’ve found I’m not necessarily any more likely to pay for it (not yet anyway).
Like most journalists, I consume a fair amount of media. I routinely get the majority of my news links from contacts on social media, email newsletters and alerts from a few select sources and communities like Reddit. I manage to get a good overview of what’s happening across social media and curation services, and I save many stories across the web for more sustained reading via social media plugins with Diigo and Pocket.
The move to the tablet has changed that experience even further. I prefer to skim my favorite news sources on Pulse or Flipboard over their websites and typically their own apps (shoutout to USA Today, who tells me on page 2 of a story on Flipboard that I need to go to their app to read the rest. No, I’d rather not). I’ve found I’m far more likely to click a link on a Washington Post story on my tablet or phone over the web – as their mobile web design loads faster and reads easier inside my screen than their email newsletters and regular website. I consume more news than ever, alebeit in far more disjointed ways (and I’m not alone in this trend).
I’ve also found I read a lot more books and magazines. For one, I travel more now than ever, so that’s a factor — but the sheer ease of finding and reading books on the reader makes a huge difference. Going over my various reading apps – iBooks, Kindle, Bluefire – I’ve read 18 novels this year. I’ve paid for one – the others were library books. I don’t think I’ve read this much (for fun) since I was in middle school. It’s brought the joy of reading back to my life.
I also manage to keep up with my few remaining magazine subscriptions a bit better as well. The apps for Self, Entertainment Weekly and ESPN magazines are beautifully designed and appropriately interactive (I can watch a workout demo from Self, for instance, without loading a video). All of these apps create a far better experience than accessing any of these publications online – hence why I never visit their websites.
Note how the user experience has proven to be so important in this transition. When we set out to design (or redesign) our news sites, user experience seems to be one of the last priorities after making sure we fit every possible section front into the nav bar and make everyone happy by stacking random junk in the right rail. If we’re going to keep winning (and keeping) readers, user experience has to be a top priority, as it will translate into our other major priorities (i.e. making money).
As more news consumers move to mobile, their expectations for how all news sites should look and operate will change along with it. Quartz designed their site with this mobile user experience in mind, making it a great time-suck of a news experience on any device. If we want people to stick around, news sites need to test and retest web designs across screen sizes, browsers, devices and demographic groups to make them flow as well as the mobile experience. More importantly, we need to do this early in the process, not in course of launch or after the fact.
How has the tablet and/or mobile experience changed how you consume media? What’s your organization doing to cater to these users? Let me know in the comments.
Next week, the Digital First Interactives team is heading to Connecticut to do a training extravaganza at the New Haven Register. Data Editor Tom Meagher is giving training on data journalism, Video Editor Yvonne Leow on video and video strategy, and Curation Editor Julie Westfall on breaking news workflows and storytelling. I’ll be giving some focused training on social media – particularly on making it more, well, social.
I’ve had many an editor begrudgingly admit there’s a recurring problem with their reporter and newsrooms Twitter accounts being a little too….robotic. As in, they mimic an RSS feed with a full stream of headline-and-link tweets. No retweets, no questions, no fun.
So I’m looking for some fresh examples of tweets sent by individual local reporters and newsroom accounts that really seek to engage readers around the news. I’ve been collecting some examples in the Storify below, but I’d love suggestions of more up-to-date examples from you, your friends, colleagues and followed journalists. Leave your suggested tweets as links in the comments, or tweet them my way @mjenkins.
One of the challenges of working in an experimental company in a changing industry is that you yourself have to constantly learn and evolve. For the past few months, I’ve been in a new role at Digital First that forces me outside my professional comfort zone every day – I’m managing talented people and projects that are sometimes beyond my (initial) comprehension.
Some days, this is the best part of the job, other days it is the worst – as it is both exciting and exhausting. A lot of other journalists and new managers out there know what I mean.
There are days when all I want to do is draft some tweets, push some stories through production, build a few slideshows and plan a news budget – tasks I feel very confident completing after years of doing them day in and day out. Instead, I wake up and see my to-do list includes less easy-to-check-off items like “5. Work on this giant strategy”, “11. Get these 10 editors to acknowledge this deadline” and “8. Draft 2013 budget”.
When you work at home, as I do, it’s tempting to crawl back into bed and wish those difficult tasks away to another day. It’s easy to get a little lost when you peer too long into the abyss. I think I’m finally getting a feel for why many editors of mine over the years always seemed so….crazy.
For me, blogging about journalism the past few months would be akin to a castaway on a lifeboat blogging about recreational yachting. I’m just trying to figure out how I’m staying afloat out here – so what good am I to you, dear reader?
This blog has been a lot of things over the past few years – a place for me to sound off about the issues I care about, a place to give instruction, a place to share interesting bits of news. Above all – it’s a way for me to keep writing, which is what I’d like to revisit in the coming months.
I have about a dozen half-finished blog posts in my dashboard. I’m getting back to those. I’ll never be as prolific as Buttry and I don’t have the authority of Rosen, Jarvis or Shirky. I likely won’t break news, but I have a voracious appetite for info, a decent sense of humor and some really cute cat photos.
In brief (tl;dr): I’m learning more than teaching these days. I hope you’ll still come along for the ride.
Platform Four: Create a Conference That Challenges Everyone
I’ll preface the following with this: I love going to ONA conferences. I enjoy meeting (or reconnecting with) others in the industry, finding out what they’re working on, what technology they’re using and what challenges they’re facing. While some of this comes up in the sessions, most of this part of ONA comes about in the mixers, happy hours and meetups both official and non-official.
It isn’t until I go to the ONA conference every year that I remember how diverse our membership really is. We have a range of skills going from former print reporters getting into social media or online tools up to some of the industry’s innovation leaders in data, multimedia, social media and mobile.
The trouble is, I don’t feel like the conference session schedule really reflects that wide range of skills. It seems like every year for the past four years we’ve had some version of a metrics how-to session, a session on how newsrooms are using X social media tool, on building digital newsrooms or workflows. While these things sessions are interesting and helpful to some (they are voted into being, after all), to an equally large group, they are review.
As a former social media editor, I’d go to the social media sessions – that’s where most of the other social media types were and I was supposed to be learning from them. Admittedly, I’d often find myself tuning out of these sessions because, well, they weren’t for me. They were largely aimed at editors or reporters or new social media editors – not the specialists currently working in that field. The real talk always seemed to happen outside of the conference.
Many specialists I talk to in data, social or mobile journalism have (privately) told me they no longer see much point in attending ONA. They’d rather go to NICAR or SXSW or other, more specialized conferences where they’ll be more likely to have their minds blown. How can we lure these specialists back?
For one, we need to expand the session offerings to include more higher-level, specialized tracks. This has happened, to some extent, with the unconference and pre-conference sessions – but why not bring a few of these into the mainstream schedule?
Because it would take more space, more personnel and more specialization, perhaps this is something we could best accomplish by sharing our conference with other journalism organizations.
If we could team up with SPJ and RTNDA (who always seems to have their conference around the same time), we could have a bigger pool from which to draw attendees and panelists.
If we were to pull in NICAR to co-host a track or a few sessions, we’d be more likely to get some of those specialists onto panels, talking to other specialists. With a larger group, we could hold sessions aimed at social media editors, data editors, app developers, etc. in addition,to the sessions aimed at a a more general audience.
What do you think? Would this make you more or less interested in attending an ONA conference?
Platform Three: Shaping the Next Generation of Online Journalists
In my role as Interactives Editor at Digital First Media, I’ve been lucky enough to do some hiring. I’ve interviewed some brilliant people in the world of data journalism and news apps – the problem is, there isn’t nearly enough of them. There are a relative few programmers working in journalism, so little that when a new job comes open, there’s essentially a game of musical chairs out there to fill it.
Many reporters and editors I know either went back to school or taught themselves programming skills to get into this somewhat new field, but even with this continuing education, we don’t have enough programmers coming into the industry.
At the same time, we have an influx of new graduates coming into the industry – most of whom have never been exposed to programming or even true CAR reporting. As an occasional adjunct professor (and often Concerned J-School Alum), I’ve nosed my way into some curriculum discussions. I’ve found many journalism schools are struggling to keep up in teaching the latest in online journalism, let alone reconfiguring their curricula to include classes in computer science.
I won’t pretend to say that I know exactly how this would work, but if ONA could team up with NICAR and some of our membership leaders in the academic world, we could start to sketch out a white paper, of sorts, for how journalism schools could transition themselves for the future.
By studying some of the experimental and/or existing journalism hybrid programs out there, we can pass along strategies as to how more schools could create/strengthen hybrid degree programs with computer science,incorporate programming courses into their curriculum and/or reach out to non-journalist computer science students to get interested them in news apps.
About that latter point: How can we reach out to computer science students? Maybe our local chapters (along with our friends at Hacks/Hackers) could conduct some outreach in the form of news app hack a thons at universities in their areas? I know in DC and New York I’ve seen events like these inside news orgs opened up to professionals in the areas, but why not try the same approach with students?
Admittedly, I don’t have these skills and I don’t move in this world as much as I’d like, but I think that with the help of the hackers amongst our industry, we could affect some change at the university level to keep the talent faucet running.
Just because most of the journalists you meet at ONA events tend to be from the major cities on the coasts doesn’t mean there aren’t talented online journalists operating in the Midwest and the South. As a Midwesterner myself, I used to feel completely invisible to the journalism innovators, discussion leaders and hiring editors on the coasts. At worst, I felt like a joke.
Back in 2004, in a second interview for an internship at what was then my favorite magazine, I was told by the hiring editor that she’d never interviewed a Midwesterner before. Days later, she called to tell me I hadn’t gotten the position mostly because she felt I couldn’t afford or handle a summer in New York City. In later years, I applied for every social media and web producer job that opened in New York, Washington D.C., Seattle, San Francisco and big cities in between. I rarely even got a call or email in response, even though I had all of the experience they were seeking. The jobs always seemed to go to those already in the area.
I got a shot at achieving my dreams when TBD decided to take a chance on a non-DC native – and anyone who wants to try something new should get support and encouragement, no matter where they live. Whether they want to lead changes in their local newsrooms or take on new challenges in larger markets, ONA should be helping these journalists along.
The first way to do this woud be to cast a spotlight on the industry’s less-lauded players and projects. Using a combination of crowdsourced nominations, freelance submissions and pitches, ONA should publish and promote a monthly newsletter highlighting work and people in news (and news-related) operations big and small – with at least one segment each month focusing on a new name. We do this to some extent with the “Featured Member of the Month”, but I imagine this being less in-depth and more widespread with the aid of a crowd’s help.
We do something like this on occasion inside Digital First called ‘The Three’, where particular projects of local journalists are lauded to the entire company. Imagine that on a much bigger scale, giving local journalists an even bigger stage. It might seem like a small, inconsequential thing, but a spotlight in a nationally-read blog or newsletter within the industry could be just what some journalists need to reach their next level – or just get a little ego boost.
On a similar note, I propose an organized virtual mentorship program. Think of it as a sort of Big Brothers, Big Sisters for online journalists – ON THE INTERNETS.
Those learning data or development skills can be paired with willing mentors already doing that work in the industry. The same goes for reporters, social media newbies, burgeoning photographers or those thinking of starting their own sites or products. It wouldn’t have to be intensive work on the part of the mentors, they would just make themselves available to offer feedback and guidance when needed. I would and have offered mentoring to journalists looking to get better at (or get employed in) social media and it has been tremendously rewarding. I’d think others would also jump at the opportunity.
Would either of these ideas appeal to you? Let me know.