Over the past few years, traditional journalism has changed drastically and social media has come to the forefront of the news industry. These mediums are now somewhat complimentary, as they can be used together to share stories and news in a new way. Journalists can use social media to spread the word, reach sources and aggregate feelings, while social media professionals can share journalistic content, reach media outlets and extend influence.
So how can these two disciplines be used in conjunction in a digital marketing strategy? Through social media journalism. That’s where I come in.
But, what is social media journalism?
As a social media journalist myself, I get asked this question all the time. I am a social media practitioner and journalist. I cover client news – live events, company updates, industry news, etc. – and distribute it over social media channels as it happens. I use social media to get the word out, and then aggregate the smaller bits of content I share and repurpose it for larger content pieces.
For example, I’ll attend an industry event on behalf of a client. Once there, I work as a journalist, covering news as it happens. I will simultaneously update Twitter, Facebook, Google+ and any other social network the client is active on. I’ll post interesting facts presented, photos, and videos – any content that is relevant and useful to the client’s audience.
While I’m there, I will take some time out to video interview key event attendees, like speakers, sponsors, volunteers, etc. I’ll take photos, notes, sound bites – whatever content is available to me at the event. At the end of the day I’ll organize my thoughts and content findings as well as possible before returning to the office. I bring back all the content I collected to the d50 team. Together we organize, edit and put together high-quality content pieces ready to distribute on various social networks.
Once content is created, I develop a publishing schedule for content promotion. With client messaging in mind, I will craft tweets, status updates, blog posts and more containing the content I collected at the event. And when that content has been promoted, we repurpose and redistribute the content in a new and exciting way.
Have you experimented with social journalism for your brand?
What has been the outcome? Let us know in the comments below.