Posts Tagged ‘social strategy’


New questions for a new Twitter product

Twitter is said to be introducing a product to expand its 140 character limit, according to reports. (Photo via Wikimedia Commons under CC license)

Twitter is said to be introducing a product to expand its 140 character limit, according to reports. (Photo via Wikimedia Commons under CC license)

A report emerged today that Twitter is to expand its 140 character limit, by way of a new product. According to a report from the tech news site Recode, the product would allow long form content to be published to the social network.

Twitter hasn’t unveiled any plans officially, but multiple sources with the social network told Recode that the product has the support of interim CEO Jack Dorsey. Dorsey and his team have been trying to fix user growth issues that were at the helm of its recent quarterly earnings. Twitter celebrates its tenth birthday next year, so if the network confirms that this product is going ahead, it may pay off in the long run for its investors and users.

For the media industry however, the news of this product presents a two-fold scenario – first, it is likely to set to compete with Facebook which has more characters to work with as well as the ability to publish long form content through Instant Articles. This may put more users off Facebook and may send more to content journalists and news organizations are promoting on Twitter.

The second is the issue of audience engagement and journalism on Twitter. With this product becoming available, there will likely be opportunities to do more when it comes to breaking news in addition to other pieces. Journalists can experiment more with Twitter and help create elements of a story that can be fresh and inviting, that allow their coverage of a particular beat or event to be distinct.

This news also comes ahead of the launch of Project Lightning, currently likely to be at the end of the year, so this may lead to new ways into how news organizations can retain and attract users of the social network.

Although very little is known about the product, it is likely to warrant a significant evaluation of a newsroom’s social strategy, and may put Twitter above other social networks. If this does indeed go ahead, it will signal not just a win for Twitter on its user growth problems, but for news organizations too, not just for content, but for engaging new audiences.

For now, however, we must wait, and see what’s in store. Perhaps, the new year may present new ideas for newsrooms, and another unique chapter in Twitter’s relationship with the journalism community.

Alex Veeneman, a Chicago based SPJ member, is SPJ’s Community Coordinator and is a contributing blogger to the SPJ blog network on British media issues and social media’s role in the future of journalism.

Outside of SPJ, Veeneman is Co-Student Life Editor and a contributing writer for Kettle Magazine, an online publication in the UK. You can interact with Veeneman on Twitter here.

The views expressed in this blog post unless otherwise specified are that of the author’s, and do not necessarily reflect the views of the SPJ Digital community, the board and staff of the Society of Professional Journalists, or its members.

How Meerkat and Periscope can transform social journalism

You may have seen some tweets appear in your stream over the past couple of weeks utilizing two tools recently made available to the public – Meerkat and Periscope. Immediately, news organizations began testing them, seeing what works and what couldn’t work when it came to developing new relationships with audiences.

Indeed, as testing of these platforms took place in organizations around the world, there had been an increasing consensus that more work should be done, including the British publication The Economist, who did a live stream on Meerkat discussing the British economy. The Economist, according to a report from the Guardian newspaper in Britain, was one of the first UK news outlets to use it.

“Live streaming is fun and has the informality of Twitter rather than the seriousness of TV, so we should do more of it,” said Tom Standage, the paper’s deputy editor, in an interview with The Guardian, adding that it could bring wider benefits to the paper’s coverage of the UK’s general election, due to be held in May.

These tools, albeit new, have the power to transform news organizations’ overall engagement with audiences on social media, as social video continues to become increasingly popular not just on these apps, but on apps including Twitter, Instagram and Vine.

Yet, Meerkat and Periscope are able to stand out in the vast world of social media, because of the guaranteed immediacy of the interaction of audiences, helping them get the full story, especially on breaking events. There are no restrictions on time, and the experience of streaming becomes a live conversation, something Twitter had been keen to emphasize with its acquisition of Periscope.

With a number of directions that can be taken from a content standpoint, newsrooms should not be hesitant with these apps or incorporating them into a social strategy. Indeed, inclusion of them will be a step forward for the organization, and can allow more out of the box thinking when it comes to social strategies.

If you’ve not used it, take time to think now about it, and what Meerkat and Periscope can do for your newsroom. I’m sure you’ll find that the benefits outweigh the cons.

Alex Veeneman, a Chicago based SPJ member and founder of SPJ Digital, blogs on social media’s role in journalism for Net Worked, and serves as Community Coordinator for SPJ. Veeneman also is Deputy Editor, Media Editor and a writer for Kettle Magazine, an online publication in the UK. You can interact with Veeneman on Twitter here.

The views expressed in this blog post are that of the author’s, and do not necessarily reflect the views of the SPJ Digital executive, the board and staff of the Society of Professional Journalists, or its members.

Facebook: The newest content platform?

Facebook is holding discussions on hosting content from news organizations, which may affect the relationship with users. (Photo: bykst/Pixabay under CC license)

Facebook is holding discussions on hosting content from news organizations, which may affect the relationship with users.
(Photo: bykst/Pixabay under CC license)

It has been a momentous week for Facebook, as it held its F8 developer conference this week in San Francisco, with discussions on how the social network will work and what it can do for the future. One of the most notable features were the plans to make Messenger on a separate platform, creating content apps which include contributions from media organizations including ESPN and The Weather Channel.

Yet, as the conference was taking place, news emerged that could significantly affect Facebook’s relationship with news organizations.

The New York Times reported this week that the social network had been in conversations with various publishers to host content on Facebook itself, instead of being directed to the publisher’s site from a Facebook post.

The Times added that this would be tested within the next few months, with potential partners including BuzzFeed, National Geographic, and the Times itself. However, nothing has been confirmed and a specific timetable is yet to be established. Some concerns had been raised of the loss of some data when it came to readership, as well as a loss of readership within the publisher’s ecosystem, the Times report adds.

So, what would this mean for Facebook’s role with journalism, and journalism’s role with social media itself? Could publishers and Facebook make this work?

Jason Abbruzzese, a reporter with Mashable, says these discussions were expected, as Facebook and media were becoming increasingly intertwined.

“This was almost inevitable,” Abbruzzese said in a telephone interview. “It seemed to a lot of people we were heading this way for at least a couple of years.”

Facebook CEO Mark Zuckerberg. (Photo: b_d_solis/Flickr under CC license)

Facebook CEO Mark Zuckerberg. Zuckerberg wants to create a perfect, personalized newspaper for every single user. (Photo: b_d_solis/Flickr under CC license)

Abbruzzese says the big concern should not be on the loss of readership. There is larger readership, and the ability to reach more people quicker, but readership is being done on Facebook’s terms. Readership is being gained despite a loss in traffic to the site itself, Abbruzzese says, as Facebook looks to gain value from an audience used to getting news from smartphones and mobile.

Facebook CEO Mark Zuckerberg has said he wants to create a perfect, personalized newspaper for every user.

Lindsey Wiebe, the Associate Online Editor for Maclean’s Magazine in Toronto, Canada, says that the conversations with Facebook and publishers seemed to have been in work for a while, and notes a similar model from LinkedIn, where content can be submitted onto the platform, albeit it being less scrutinized.

“It’s an exciting time for publishers, and a scary time,” Wiebe said in a telephone interview. “Having more avenues for powerful storytelling isn’t a bad thing, [but] there are challenges and issues to ponder within publishing organizations.”

Wiebe adds that while it is a promising development, issues such as monetization and wider reader engagement need to be debated within newsrooms. It did, however, Wiebe says, grab the attention of many digital journalists, and showed the influence Facebook still has in social journalism.

“Facebook may not be the new shiny thing at the moment, but journalists who work more actively in a digital space would never underestimate it,” Wiebe said. “This has made us sit up and take notice, but no one was underestimating it. It was already a major player for newsrooms.”

Yet, should Facebook go ahead and adapt this wider strategy, are there plans for new social strategies to be in place? Will other social networks be abandoned in favor of Facebook, and perhaps create new content?

“If Facebook can deliver on the traffic promises, it can be hard to not tailor content to the Facebook experience,” Abbruzzese said, adding that Snapchat is already doing so via its Discover platform. “If Facebook can provide me with a tremendous audience, it would be hard not to alter the strategy perhaps at the risk of moving resources from Twitter or Pinterest.”

Wiebe says newsrooms must stay up to date on new technology, and as for Facebook, there is still a value, despite the criticism because of changes in the algorithm, and how that influences what news stories users see.

“It can be at times mystifying of being at the mercy of algorithm changes, but also you have an established reader community,” Wiebe said. “We need to stay on top of changes. Any newsroom cannot afford to rely on one social network. There is always a new platform to be investigated.”

Abbruzzese says its about getting great journalism out to as many people as possible, but the balance is still trying to be figured out. Abbruzzese adds that it can be positive in the short term, but there are questions to be answered long term.

Wiebe says Facebook and publishers are working towards the same goal of great storytelling and great content before a wide audience.

“We’d like to think of a relationship as mutually beneficial where each party has a need that is being filled,” Wiebe said, adding that she hoped content needs would mutually benefit both parties. “Whatever direction, I hope that Facebook will continue to work with publishers.”

Alex Veeneman, a Chicago based SPJ member and founder of SPJ Digital, blogs on social media’s role in journalism for Net Worked, and serves as Community Coordinator for SPJ. Veeneman also is Deputy Editor, Media Editor and a writer for Kettle Magazine, an online publication in the UK. You can interact with Veeneman on Twitter here.

Connect

Twitter Facebook Google Plus RSS Instagram Pinterest Pinterest LinkedIn


© Society of Professional Journalists. All rights reserved. Legal

Society of Professional Journalists
Eugene S. Pulliam National Journalism Center, 3909 N. Meridian St., Indianapolis, IN 46208
317/927-8000 | Fax: 317/920-4789 | Contact SPJ Headquarters | Employment Opportunities | Advertise with SPJ