Mark Zuckerberg announced last week yet another change to the Facebook newsfeed. Following a contentious year that embroiled the platform in controversy, Facebook intends to give preferential treatment to news sites based on users’ feedback as to which providers are most trusted.
From Zuckerberg’s post,
“The hard question we’ve struggled with is how to decide what news sources are broadly trusted in a world with so much division. We could try to make that decision ourselves, but that’s not something we’re comfortable with. We considered asking outside experts, which would take the decision out of our hands but would likely not solve the objectivity problem. Or we could ask you — the community — and have your feedback determine the ranking.”
Who those users are, how they are selected and exactly how “trust” is measured remains to be revealed. News and media professionals don’t appear to have a voice in determining the authority and credibility of news sites.
That’s problematic. In the past, Facebook demonstrated clear vulnerabilities when relying on its community. In mid-2016, when Facebook fired the editors curating its Trending module to instead rely on its algorithm and user engagement around stories, the community proved itself to not be the most reliable arbiter of legitimate news. False stories from dubious sources, such as a false report indicating Megyn Kelly had been fired from Fox News for endorsing Hillary Clinton for president, immediately rose to the top. Facebook later changed Trending again to try to tackle those issues.
So far, Facebook’s attempts to police its own platform have had little impact on the mitigation of disinformation and “fake news.” The platform itself reported that over 126 million Americans saw Russian disinformation leading up to 2016 election emanating from the community. Furthermore, independent fact-checkers brought in by Facebook to flag fake stories have said efforts to stem the tide of disinformation are falling short.
Outside of Facebook’s walls, trust is a contract between the audience, who gives an investment of time and the publishers’ ability to match that with quality journalism. Handing all of that power to the “community” creates dangerous opportunities for propagandists and purveyors of fake news to exploit the platform to further their own agendas. During the French elections, special interests organized on platforms like Discord to orchestrate social media events on Facebook and Twitter. More recently, following a November 2017 mass shooting at a church in Sutherland Springs, Texas, a false story spread across Facebook saying Antifa terrorists were the perpetrators.
At Storyful, we spent the last two years mapping and understanding the pathways that “fake news” travels. Our work makes it clear that Facebook is a well trod avenue for disseminating dubious information from private or semi-private platforms and communities to the masses. Following the tragic events in Las Vegas last year, we detailed false claims made by questionable entities on Facebook. In the UK, we highlighted the efforts of a special interest group to affect elections and advance an agenda. And, on our podcast, we discussed the impact of social media and disinformation in India.
What happens in the following weeks and months may have very serious implications for the news industry and the world. Upcoming elections in Eastern Europe, Brazil, Pakistan, Cambodia and the United States (among others) are prime opportunities for those who seek to spread disinformation via an increasingly siloed social media population who are most likely to trust sources they agree with.
Users the world over flock to Facebook to discuss happenings big and small, local and global, factual and fictional. Left alone, these would be the very same users that would assess the value and reach of stories generated by newsrooms that endeavor every day to report facts and vital information.
We at Storyful will watch for any further developments on these changes and hope industry experts will have a seat at the table to influence the fate of news on Facebook.
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.
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.
The past couple of days have been a whirlwind of conversation between journalism thinkers over a reportedly huge drop in users for many news leaders’ Facebook social sharing apps in the month of April.
Some tech watchers and news app experts blame this drop in users’ fatigue with the “frictionless sharing” these apps encourage on Facebook – thus telling all your friends you read that HuffPost article about Kim Kardashian. On the other hand, many of those sites who are running these apps cite a recent rejiggering of how Facebook displays these social sharing results in the newsfeed for the decline.
As I’m still trying to wrap my head around how real these user numbers really are and exactly what could be behind them, all I can offer here is a look at my own ongoing research on the subject. Here’s the best articles dissecting this subject I’ver found so far (in reverse-chronological order). I hope this might help those of you who, like me, are just trying to keep up with What This All Means.
Hi all! I’ve been traveling a lot for Digital First lately to spread the gospel of social media to my colleagues. So, if you’ve seen my presentations before, you’d know that I make very wordy Powerpoints so that people who weren’t there to see me prattle on about my favorite things can still follow what we went over (also, they keep me on task in-session).
So here are some recent training sessions that might be of use to you, your staff (or students, if you teach). Please let me know if there’s anything out of date or if you know of new tools I should be touting around DFM and on the interwebs at large.
So your news brand has a Google+ account. Great. Now what? Maybe you’ve been sharing posts to see what works to stir up engagement and/or root in that SEO, but you’re thinking there has to be more (there is).
Since my overview of Google+ for news brands, I’ve curated some best practices and tips that can help your news organization get a little more comfortable using Google + and taking advantage of what it has to offer.
Being There is Half The Battle
You may have noticed that a lot of news organizations have somewhat abandoned Google+. This makes it prime spot on the social media map to make your mark.
“Google Plus users notice when a news org puts resources into the platform,” says Amy Duncan, Social Editor for BreakingNews. “They reward those news orgs by becoming regular commenters and content sharers on their pages. Simply put, if a news organization is willing to dedicate resources to Google Plus, it is very easy to become the best game in town.”
Choose Posts Wisely and Use Good SEO
You don’t need to post every story here, but be sure to post news you have exclusively or first in your local area, content you think will get a lot of people searching and talking about it.
When you post stories here, remember to use your SEO (search engine optimization) skills, as you want to help Google users find your story. In the text you post with your link, be sure to include the names, places and keywords people may be searching to find this info. Bold your headlines and any keyword phrases to add SEO value using these G+ specific shortcodes.
Google recommends asking questions of your followers when you post an update, and taking care to + mention the people and organizations mentioned in the stories (using @ before their name). You might even want to + mention people who may want to weigh in on your post, like experts in a field and/or certain active followers.
Like retweeting, take the time to share posts from your reporters and readers to your stream. For instance, if you see a G+ post from a staffer that might not be SEO-optimized, click “Share” and put it on your stream with better search terms included.
Make It a Priority During Breaking News
BreakingNews has made Google+ a core part of its social arsenal, winning it a dedicated following on the platform.
“In our experience, Google Plus is far from the ‘ghost town’ it is frequently described to be,” says Duncan, who manages BreakingNews’ Google+ account. “In fact, we have seen a very high level of engagement. According to All my +, each post on +Breaking News has received an average of 34 comments, 38 +1s and 27 shares. When a big story breaks, we see those numbers go through the roof.”
BreakingNews keeps posted content fresh by taking advantage of one of the key attributes G+ has over Facebook: The ability to edit after posting. It isn’t uncommon to see BreakingNews add updated info to the top of an already-posted G+ post, like so:
And this doesn’t just work for a curation giant like BreakingNews. Last summer, The Trentonian in Trenton, New Jersey (a Digital First newspaper) took to Google+ in its breaking coverage of a shooting in a nearby apartment complex. By using G+ in addition to the usual Twitter and Facebook to cover the news and crowdsource for information, Interim Editor Joey Kulkin got a big break on some insider info.
“Someone in one of The Trentonian”s Google+ circles wrote that she thought her cousin was the shooting victim laying in the parking lot. So I immediately latched onto her, and we kept in constant communication. She was really trusting and answered all of my reply questions. G+ is where she confirmed that the victim was her cousin about 10:20.”
Post During the Work Day
According to a February 2012 report from Simply Measured derived from the activity and engagement of the top 100 brands on the platform, Google+ is primarily used during work hours and not at home (which differs somewhat from Facebook, which has nighttime surges in activity).
86% of the engagement that takes place happens during working hours (5 a.m. to 5 p.m.)
89% of all engagement happens on the weekdays
Wednesday is the most popular day for brand posts and for user engagement with those posts
The highest engagement with brand posts happens between 9-10 a.m. local time
Google’s own best practices (released my way via a cheat sheet from a Google rep) say the most G+ users are online from 1 to 3 p.m. local time and say the best time to post are from 10 a.m. to 1 p.m. local time.
Circles can work both like Twitter and Facebook lists. Create them not only to direct who sees your posts, but to help you monitor the accounts you want to monitor.
First of all, know that as a brand, you can only add people to your Circles if they are also brands or if they have already added you to a Circle.
You might want to create a Circle for your paper’s employees (or even smaller segments, like reporters and online staff), other news orgs, local companies and organizations and those who have Circled your brand on G+. Note: People who’ve added you, but whom you don’t reciprocally add to circles, will still receive your public posts in their stream.
Google recommends creating Circles of your most engaged users to direct your post to them specifically (in addition to posting updates publicly).
Jen Lee Reeves, Interactive Directer at KOMU-TV, uses G+ circles to organize sources and contacts.
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If you’ve built some great Circles, be sure to share them with your readers. Like a good Twitter list, if you’ve curated a Circle of local newsmakers, athletes or even your staff, others may find it interesting and useful as well.
Hold Hangouts With Your Staff and/or Newsmakers
The Hangout feature of Google+ is, in my opinion, the best part of the whole shebang. Hangouts can connect your staff and readers face-to-face, using tools that don’t require a lot of technical know-how or fancy equipment.
Though you can only have up to 10 people actually participate on camera in a Hangout, you can live stream Hangouts to the rest of your readership using the built-in “on air” functionality, which streams and saves the video to your brand’s YouTube page.
The New York Times, which was rated in January as the news brand with the most engagement on G+, doesn’t flood the site with updates, but it does hold a lot of Hangouts.
During March Madness, The Times had a hangout with three of its sports reporters and five Google+ fans, which it streamed On Air. Pick up some pointers on how to do this yourself by observing these steps they took to make it work:
Lots of promotion for the chat, on-site, on other social media and, of course, on G+.
Published a piece on their site after the fact, featuring the video from the chat (now in their own video system to boot). This final post was also posted to G+ for those who couldn’t tune in live. This pretty simple final step is key, as it makes more readers aware of what you’re doing on G+ and how they can get involved in the future.
Try it out! Hold a Hangout with a few of your local reporters to talk about a local issue, live stream an editors’ meeting, bring in a couple of city council candidates to talk with your reporters on camera, bring in a few readers while you’re at it.
If you really want to make it interactive, team the Hangout up with a Twitter or Cover it Live chat, where a staffer on camera can relay questions from the readers who couldn’t join in on the camera chat.
Alex Byers, Senior Web Producer at Politico, offered this helpful tip for Hangouts:
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Hangouts also work well as an internal meeting tool. The spread-out Digital First engagement team does this for our staff meetings. I even used G+ to conduct my fantasy football draft last fall.
Don’t Just Duplicate Twitter and Facebook
For one thing, it can take a lot of time to replicate the same updates on three tools. Also: These tools are different from one another and their audiences expect different content and approaches. Switch up what kind of content you post to where based on the engagement you get from what you post on each channel.
Also, consider mixing up the order of your social workflow.
“Many Google Plus users use Google Plus in addition to Facebook and/or Twitter, if Google Plus is always the last place you publish, these users will notice, especially in a breaking news situation,” says Amy Duncan. “Not only will your Google Plus page become redundant to users in the context of your other online presences, but it will also become redundant on Google Plus itself, if your competitors are consistently beating you to the punch.”
Not every news outlet can afford to dedicate a staffer to Google+ like BreakingNews, but it’s worth testing out some timing changes to see if it works for your site.
Post More Photos and Videos
In their report I mentioned earlier, Simply Measured found that brands really benefitted from posting a cornucopia of media instead of just story links.
Interactive content, made up of video and photos, continues to not only be the most frequently posted content but it also drives the most engagement. For the Top 100 brands, it makes up over 65% of engagement happening on Google+.
Verify your Google+ page by adding links on your About page to your site’s front page, other social media accounts and any notable blogs, site sections or other links you want to highlight.
Include your paper’s physical location and an email address and/or phone number on your profile somewhere.
Use All My+ to track your brand’s engagement on Google+. When you try something news, run a comparison here to see if it worked.
If you want to see just how and where an individual update traveled on Google+, click the arrow to the right of a post to get the option to “View Ripples”. On every post that has been shared on G+, you can see who else shared it by looking at this actually pretty awesome visualization.
Interact in Your Comments
I shouldn’t have to tell you this – it IS a social network, after all. When you reply to commenters or want to thank those who spread your post around, be sure to + mention their name (much like you would on Facebook). Add +1s on the comments you want to highlight for others to note.
Ask Your Readers What They Want
Honestly, you should be doing this on every social channel you use as a brand on a fairly regular basis. When you try something new, ask your followers what they thought of it. Post open-ended questions like, “What would you like to see us do here?” Include a note on your About page asking for feedback and ideas.
The New York Times’ social media crew did this early on with their use of Google+ to mold a strategy over time.
So we’re coming up on the one-year anniversary of the launch of Google+ (in June). While many journalists and news brands have embraced the platform, many more either waited to hear more from the canaries in the coal mine or signed up only to abandon it for more engaging pastures.
In short, Google may not have a lot of engagement going on (yet), but it does help your readers find your stories in Google searches, so that’s a good enough reason to invest some time on this platform as an individual and as a brand.
I’d like to pass on some best practices and tips for using G+ for reporters and brands, so please share your tips and success stories in the comments.
First, let me introduce (or re-introduce) some of the basics.
Google made Brand Pages available last fall. Much like Facebook Pages, this allowed for companies, organizations, causes and the like to have a customized G+ presence that’s separate from a personal profile.
To sign up for a Page, you first need a personal Google+ account to serve as an administrator. You’ll need to be logged in to that account in order to follow the directions to set up a Page. Mashable has a very helpful slideshow walking through the Google+ Brand Page signup steps, if you feel like you need that level of detail. Otherwise…
Setting Up Your Profile
1. Sign up for your Page (only after making sure no one else has set one up for your site already)
2. Choose your category. It is suggested that media sign up as “Products or Brands”, but you might also opt to be a local business. The local business Pages differ in that they tie your G+ page to your newsroom’s location, which could be a bonus if you have public space (like a community media lab at Digital First newspapers).
Note: If you sign up as a local business, you have a few more hoops to jump through. If it gets to be too burdensome, you could always be sure to put your physical address and contact info on your About page.
3. Set up your name and website. You’ll also be asked to pick a sub-category of your main category (above) here. If you signed up as a Brand, you can pick Media, if you signed up as a Local Business, you’ll likely want to pick “Other”.
4. Set up your photo and tagline. The tagline is only 10 words – so be informative and search engine-friendly (i.e. “Local news source for XX, XX and XX” is eight words). The name and tagline shows up in Google searches for your paper’s name and, if you use good keywords, would show up in searches for “‘city name’ news”.
How the Denver Post shows up in search
Remember your account photo will show up as a small rectangle apart from your page to your Circles and in Google searches. So, it should be immediately noticeable as a news brand account – so maybe it should be your logo or something similar.
5. Set up your Introduction: Check out the Google search example for the Denver Post (above). The next line of text that shows up after the tagline is from the beginning of the Introduction, which also appears under the About tab when people go to your Google+ Page. Write the beginning with this in mind.
Some examples:
New York Times: “Welcome to NYTG+, The New York Times’s hub on Google+ for news, conversation and community.”
Boston Globe: “The Boston Globe is Boston’s leading newspaper. Our new website is subscription-only, but links from Google+ (as well as other social networks and search engines) provide free access to the article. ”
San Jose Mercury News: “The San Jose Mercury News provides the latest business, sports, entertainment and breaking news in Silicon Valley and beyond.”
In this space, you might also want to add the address and contact info for your news outlet, what you intend to do with the Page, how you’ll moderate comments and ask for feedback on how to use Google+.
6. Add Recommended Links: Here’s where you’ll want to highlight your other social media accounts and some particular work from your staff on your site. Link to your site’s Twitter, Facebook, Tumblr, Pinterest or whatever other social accounts you use here. Feel free to also add links to your most popular site sections, notable staff blogs, big stories or series you’ve published and links to your mobile alert and/or newsletter subscription sign ups.
A properly set-up profile is what makes Google+ effective for an individual journalist looking to establish a brand online or cement their brand in a Google search. You need to have the right info on display to ensure people can find you in a Google search by looking for your name or some keywords like what you cover or where you work.
First, signing up. To do this, go to plus.google.com. If you have a Gmail, YouTube or Picasa account already, you can sign in with that Google login info here and be on your way. If not, click on “Create an account” and it’ll walk you through the steps.
Should you sign up for a work-only Google+ account separate from your personal account? That’s up to you — and your employer’s social media policy. If your employer says they own your social media accounts and followers, you’ll definitely want to set up a separate account. For Digital First Media employees, this isn’t an issue. One downside to setting up a different account is that you’ll need to toggle between both accounts when you use any Google tool, which can be a pain.
Setting Up Your Profile
1. Set up your name and profile image: Be sure to use your real name and a photo of yourself. You’re a journalist and you want to be found, right?
2. Write your Introduction, Occupation and Work History with search in mind. Your account will show up apart from your profile in Google searches, like so:
Your occupation and first listed employer will show up right after your name in searches, so make sure your occupation is descriptive (say Business Reporter, Tech Reporter, Crime & Court Reporter, for instance, if you have a set beat) and your employers are in the right order.
The beginning of your introduction also shows up in search, so keep that in mind. In your introduction, you can be as personal and descriptive as you want to be. I’d recommend describing what you do, what subjects you cover and what geographic areas your work covers – at the very least.
As for where you’ve lived and work history – you don’t have to get detailed if you aren’t comfortable doing so. Keep in mind, however, that it might help a past source or reader know you’re that same guy they knew back at your old employer if they find you here.
3. Set and verify your work email account: This seems trivial, but could be huge. On your profile setup, it will list your Gmail account, but it also has an option for a work account. This is where you need to add the same email address that is linked to your byline on your website, which should help to link your story and G+ profile in search, like so:
Once you’ve entered and saved your work address, a link should show up to the right of it asking you to verify the email. (This might not show up right away, so check back later if it isn’t there right off.) Click it and it will send you an email to verify the setting. A checkbox will show up next to the email address if it has been verified.
4. Set your privacy settings: You can set the visibility of each area of your profile separately. You’ll want to make sure your Introduction, Occupation and Work History are public for search. Make sure you’ve checked the box at the bottom for “Help others discover my profile in search results.” The rest is up to you. (See it)
5. Link your other online accounts: On the right side of your About page, you can and should add link to your other social media, blogging, curation and writing accounts. What you might consider adding here: Twitter, Facebook (if it’s got a public element), your personal website (if you have one), any blogs you write and your Delicious/Diigo account/public Google Reader shares, etc. (See It)
Below this is “Contributor To”, where you can connect to all the places where your work is displayed online. If you have a reporter/author page on your news outlet’s website, add it here. If not, add a link to an on-site search for your byline.
Recommended Links is where you can add any other links you might want to highlight, like information resources relating to your work, go-to sources for your reporting, favorite sites, etc.
On Wednesday, Facebook debuted Timeline for pages. This new design and setup has been available on profiles for awhile and now it is coming to your news account pages. While this is an optional changeover for now, all pages will convert to this new design on March 30, so it gives you a little bit of time to get your pages ready for primetime.
What does Timeline change?
Timeline brings a whole new look and feel to your Facebook page on the front and back ends. The biggest change in appearance is the addition of the cover photo – an 851 x 315 pixel banner image across the top of the page. Converting to this new design will also rearrange your page in a timeline format, with all status updates and important milestones ordered in a tree fashion by date.
There are changes on the admin side of these pages as well. In the top right of your screen, you’ll see a button that says “Admin Panel” – click it to find your analytics and page controls. You’ll also have a few new options on this admin panel, including an ability to see banned users from your page, a log of user and admin activity on your page and (finally!) a place to send and receive private messages from your users.
What you need to do now
Ivan Lajara, a community engagement editor at Digital First Media and Life Editor at the Daily Freeman in Kingston, N.Y., offered a great deal of the following steps and tips for local news outlets to get started on Timeline.
1. Select a cover image
With an image this big (dimensions are 851 x 315 pixels), you have a lot of options. You might opt to include an insider photo of your newsroom or employees, as the New York Times did (above). This might also be a good spot to highlight an excellent local photo from your staff photographers or a historic image from your archives.
You might also opt to ask your fans what they’d like to see in that space — or even ask them to submit photos to feature there, as the Daily Freeman has on their Facebook page.
Note: This image isn’t set in stone, so you can change it as often as you’d like. One thing you shouldn’t do is use your brand’s logo or masthead here – that’s what the square profile photo (which will still show up as your image around Facebook) is there for. Also, Facebook’s TOS prohibits using this place for advertising or to shill for Likes, not that you’d do that anyway.
2. Write a good description for your page
Your description is a bit more prominently featured now, so be sure to write a snappy bit about your publication here. Edit this space by clicking on About.
3. Arrange your apps to highlight the most important ones
Your photos, likes, videos and any apps/contests you had are now displayed as images below your cover photo. You have the ability to feature 10 apps in total, but only four are displayed above the fold. In this space, you should highlight Photos, Likes and two apps.
You can move these featured apps around by hitting the arrow hovering near them on the right. Hover over the app you want to move and click the pencil button that shows up in the top right corner. From here, you can select what app you want to swap in.
Note to Digital First newsrooms: Ivan suggests you highlight SeeClickFix, Obituaries (Legacy has built-in app) Ustream/Livestream, etc.
4. Add a milestone or two to your Timeline
You can do this by going to the status update box (now on the left instead of the top) and clicking Milestone. An obvious one to start with might be when your publication began. Fill in the date and any info you’d like, along with an image if you have it. You might also add in some big events that occurred in your area in the past, such when you launched your website or notable local happenings just to get started. Upload an image of your publication’s old front pages or a historic photo to mark the occasion.
You can highlight photos or stories from the page or fans by making them fill both sides of the timeline. Do this by hitting the Star button on any post. This looks great with photos!
Ivan’s tip: Go back and add dates to the images you’ve already posted to the page by clicking the pencil icon on the image. You can’t tag a current image with a date older than when the Facebook page was created. At least not from the photo. You have to go to the Timeline date, add and event and THEN tag a photo (or cover or front page) to it.
5. Pin a top post
You can pin any of your postings to the top of the page by clicking on the top right of the post on the pencil icon and hitting ‘pin to top’.
Ivan’s tip: This is a great way to highlight stories that haven’t gotten as much attention as you’d like or to bring attention to the biggest item of the day.
6. Hide embarrassing, outdated, or negative posts by you and your fans
One major upside/downside of Timeline is that is makes it easier to find past posts by you and your fans. Check over your timeline for past posts you might want to hide from view for any number of reasons. To hide one from view, click on the pencil icon and select “hide from timeline”.
Right now, page administrators can hit Preview (on the top of your page) to make all these changes without anyone seeing them. If you are a page admin, you’ll see the new page, but you can see how everyone else sees it by clicking into “Until you publish your Page, you can see your old design any time” at the top of the preview screen (below).
Publish your changes along the top of the page when you’ve completed the basic steps. Have fun!
Not because I don’t like it – actually, I still really love it. I live to send out a tweet and see a flood of reaction come in as mentions and retweets. It warms my heart to see a Facebook entry with 100+ likes and a flood of often argumentative comments. And I’m not going to lie, I was bursting with pride at my part in making Huffington Post Politics the most-trafficked politics site on the web last fall. It feels good to help drive 1.6 million social referrals in a month (December 2011).
No, I’m relieved because I’ve been worrying about my future and the future of the social media role at news organizations, for lots of reasons.
The Twitter Machine is a Cruel Mistress
At some news organizations, the social media editor role is one based largely in strategy, product development, evangelization and training. In other cases, the “social media editor” is manually running a newsroom’s branded social media accounts alone or as part of a small team, in a role I fondly refer to as “The Twitter Monkey”.
In theory, many social media jobs are intended to include both types of roles – but that doesn’t always work in practice (and I’m living proof). When you’re the/a voice behind a brand account that’s serious about breaking news – that is your life, end of story.
Watching and curating streams, responding to mentions, keeping an eye out for breaking news, promoting reporters’ work – it takes up so much time and mental energy that it’s difficult to do much else very effectively (and that includes being a spouse, friend, parent, pet owner, etc.).
The truth is, I’ve rarely had time in the past four years to actually step back and look at the big picture of what I’ve been doing. You have to be able to study, research and read to be able to create and evolve social strategy. You need to have time to experiment with new tools and practices and to work on new products to engage readers. You have to be available to help others with their own social media dilemmas. All of that is very difficult to do when you’re shoveling coal to power the Twitter Machine 24/7.
While that was fun, I wasn’t honing the sort of skills I feel would ultimately keep me employable in digital media, which brings me to Crippling Fear #2.
Joining the Twitter Monkey Seniors Tour
When I started running social media for The Cincinnati Enquirer in early 2008, there weren’t many social media editors out there. Most of us were former reporters, producers or editors who’d caught the Twitter bug and wanted to share it. We were part of the newsroom power structure from our former jobs, which helped move our practices into the rest of the operation.
These days, I’ve noted the social media specialist roles are increasingly filled by young, entry-level employees – and it isn’t surprising, social media has given many young journalists (myself included) a ticket straight into some of the largest media organizations.
Maybe this role has gotten younger because newsroom managers assume people in their 20s are naturally good at social media. Or maybe it’s because the role isn’t considered as much of a skill position as it was just a few years ago. Or maybe it’s because newsrooms don’t want to pay a social media specialist a salary befitting a few more years experience.
Whatever the reason, I feared (perhaps needlessly) that I’d soon be in a place where I wouldn’t be hirable as a social media editor anymore. I’d have to move on – and I was doubly worried I’d have nowhere to go.
It used to be you could start as a copyeditor, reporter or web producer and eventually (with good work) move up to be a mid-level editor, then an editor, then a director and so on. There was a system. The social media specialist, as a fairly new role, often isn’t in that system (from my anecdotal evidence-gathering). Their skills, while useful for their purposes, may not be likely to translate into larger digital roles in the minds of top level managers.
I can’t tell you how many times in my career I’ve expresses interest in jobs outside of social media – in content editing, digital management, news editor-type jobs, and been rebuffed with “but your experience seems to be in social media”. Lucky for me, I had a career before social media – and I’ve managed to do enough outside of my Twitter monkeying to keep those skills sharp.
Long story short, I was afraid I would be forever branded a “Social Media Person” – and then wouldn’t even be able to be hired for those existing social media positions, anyway.
Social Media =The Mafia
Maybe my fears are silly, I do come from a long line of worriers. I just can’t help but wonder what will become of my generation of social editors. Will those who want to move on be given the chance, as I have? Will the Twitter Monkeys be able to throw off their chains and join the editor meetings a bit more often?
I said in 2008 – and I still believe – that if we as the designated social media types were doing our jobs well, we wouldn’t be necessary because everyone in the newsroom would be proficient at social media. That’s the best possible future I can imagine for the role of social media in our industry.
As for me, I know I may be leaving the ranks of the Twitter Monkeys, but I’m not out of social media by any means. I’ll still be wearing a hardhat, I just won’t be driving the forklift anymore. Perhaps I can do all of that fun strategizing, teaching and big picture thinking I’ve heard so much about. I’ll get to spend more time on my own accounts, for once, and I’ll be helping others achieve their own goals. Man, I can’t wait.
Eds note: This is sort of stream of consciousness. Forgive my errors and future edits, I was on a roll.
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). 
In theory, many social media jobs are intended to include both types of roles – but that doesn’t always work in practice (and I’m living proof). When you’re the/a voice behind a brand account that’s serious about breaking news – that is your life, end of story.