advising a web staff
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Advising a Web Staff
Christina DrainPensacola State College
Whether you end up working for a newspaper, magazine, TV station or Internet start-up,
you will have the opportunity
– make that responsibility – to do things
Differently
Differently
“Differently” means retooling newspapers, converting them from news
factories into
communication hubsthat connect to their communities
through multiple channels,
digital and print.
Differently
“Differently” means audiences that have
thousands of news
choices every day
and can control how and when
they get the news.
Differently
“Differently” means journalists
who can collect the news
once and distribute it
in many different ways and media.
Differently
“Differently” means editors who can make plans,
set goals, communicate and lead.
And “differently” means training everyone
to be able to take on
a new role.Everyone, starting at the top.
Michele McLellan and Tim Porter, News, Improved
Differently
“You have too many people that are old, or my age, that are moaning . . .
and they are really missing the tidal wave. My students are riding
the crest of that tidal wave. As a matter of fact,
they don’t even know it’s a tidal wave . . .
that they are in a digital tsunami. They are just having fun in the water,
and guys my age are on the beach and seeing this tsunami and running like hell.”
Benjamin Davis, Rutgers University instructor
Generational divide
• A multitasker, juggling various responsibilities and roles, many which may have nothing to do with "traditional" journalism.
• Technologically savvy, having at least a basic understanding of programming, web tools, and web culture.
• A gatekeeper for a particular beat, directing readers to the most current and trustworthy news, regardless of who wrote it or where it's housed.
• A versatile storyteller, who knows how to present a story online in various formats.
• A brand and a community manager, who cultivates a constant and interactive conversation with their readership.
MediaShift
What skills will journalists need?
Who are your viewers?
Print local newspaper (50%)
Print national newspaper (17%)
Radio (54%)
Local TV news (78%) National
TV news (73%)
Menu of Choices for News on a Typical Day
Internet (61%)
Pew Internet Project
Who are your viewers?
Pew Internet Project
Who are your viewers?
Pew Internet Project
Who are your viewers?
59%
84%
69%
49%
20%
% who connect to the internet wirelessly using a laptop or handheld device
All adults 18-29 30-49 50-64 65+
Pew Internet Project
Who are your viewers?
61
86
52
1727
13
0
20
40
60
80
100
SNS Twitter
Total 18-29 30+
Pew Internet Project
Social Networking Sites
Who are your viewers?
7065
56
35
0
20
40
60
80
100
18-29 30-49 50-64 65+
% whofollow newsall/most ofthe time
Young Adults are the Least Avid News Consumers
Pew Internet Project
Popular features
39
51
45
48
57
55
57
72
25
37
38
42
44
48
48
68
Follow on soc media
Ability to comment
Interactive material
Customize news
Easily share content
Portal/News aggregator
Multi-media content
Links to related material
Total
18-29
Most Popular Features of Online News Sites
% of Online News Consumers Who Say Each Feature is Important
Pew Internet Project
Generations
17
2315
27
13
Breakdown of U.S. Population by Generation
Pre-boomers before 1946
Baby Boomers 1946-64
Generation X 1965-76
Millenials 1977-97
Generation Next 1998 to present
Source: U.S. Census Data
Generations
Growing up digital has had a profound impact on the way this generation
thinks, even changing the waytheir brains are wired.
Don Tapscott, Grown up Digital
Generation net, Y, Digital Natives
1. They want freedom in everything they do
◦ Freedom of Choice
◦ Freedom of Expression
2. They love to customize, personalize
◦ Blogs, videos, Facebook, MySpace
3. They are the new scrutinizers
4. They look for corporate integrity and openness when deciding what to buy and where to work.
Net Generation Norms
5. They want entertainment and play in their work, education and social life.
6. They are the collaboration and relationship generation.
7. The Net Gen has a need for speed – and not just in video games.
8. They are the innovators.
Net Generation Norms
RecruitTrainSuperviseRetain
Old HR Model
InitiateEngageCollaborateEvolve
Tapscott’s Model
Design work systems according to the eight norms.◦ Freedom of choice, expression◦ Customization◦ Scrutiny◦ Integrity◦ Collaboration◦ Entertainment◦ Speed◦ Innovation
Guidelines for Advisers
Rethink authority.
◦ Sometimes you may need to be the student
◦ Digital Natives need plenty of feedback, but recognition must be authentic.
Rethink recruitment; initiate relationships
◦ Use social networks to influence potential workers
Rethink training; engage for lifelong learning.
◦ Train on the job
◦ Encourage employees to blog
Guidelines for Advisers
Don’t ban Facebook or other social media◦ Teach them how to use social media in journalism
and marketing Rethink retention; evolve lasting relationships
◦ Create alumni networks◦ Create Facebook groups, chat
Unleash the power of Digital Natives◦ Listen◦ Include them in finding solutions for designing
workspaces, processes, collaborative working models.
Guidelines for Advisers
Throw out the traditional newsroom structure
THINK
outside the box
Making the Transition
Get rid of the online editor
All editors need to learn to post stories, should be part of their job
description
Making the Transition
What is the best way to tell the story?
Some stories are better told through visuals or sound.
Look beyond text.
Does the story need a timeline, map, or other interactives that can be achieved
online?
Livestream, livechat.
Making the Transition
Keep site stats in the forefront
Add Google Analytics to the site to track information.
Make sure editors get a monthly report of page views, most read, other stats.
Making the Transition
Cut back on the print edition
If you are weekly, go bi-weekly. If you are bi-weekly, go monthly.
Print the best-of the web in the edition or change the format of the paper to more in-
depth reporting and opinion, leaving the more immediate news
for online.
Making the Transition
Recruit outside the journalism department
Marketing - Facebook and TwitterArt – web designers, Flash designers, videographers, photographersEnglish – bloggersHonors - opinion
Making the Transition
Set up a Facebook Fan Page◦Embed the Facebook widget on your site◦Encourage others to become fans
through a cross-promotion ad in the newspaper
◦Post stories of interest or photos from an event on the fan page
Promote the Site
Set up Twitter Use Twitter to break news Tweet links to stories of interest. (Use
sparingly.)
Promote the Site
Events Invite students to Student Center or other
gathering place with WiFi and demonstrate interesting parts of site.
Ask to be announced at sporting and campus events. (Thank photographer and videographer and remind attendees to check online to view photos and video.)
Make business cards with site name and URL to pass out in the crowd and to visiting team.
Promote the Site
Decentralize
Consider using Editorial Board vs. Editor in Chief
Restructure Staffing
eCorsair Model
Five Sections – Editor for eachNews (includes sports)
Features Community Conversation
Arts & EntertainmentMultimedia
Restructure Staffing
News and Sports Work primarily online
◦ Breaking stories and upcoming events through Twitter
◦ Short news and sports stories
◦ Coverage of campus events and advances
◦ Sports coverage through livestreaming or live blogging
◦ Story sharing on Facebook
◦ Mobile journalists at various campuses
Restructure Staff
Features Produces multimedia packages for print and
online on specific topics
◦ Features on student profiles, programs, instructors
◦ Main focus is on providing several stories per topic for print issue
◦ Package will also contain online components such as video, audio, interactive graphics, polls
Restructure Staff
Community Conversation Staff members work both online and in print
Includes:
◦ Staff (unsigned) editorials
◦ Editorial cartoons
◦ Columnists
◦ Bloggers
◦ Poll questions
◦ Monitor comments area
Restructure Staff
Arts & Entertainment Responsible for local and campus coverage
of arts and entertainment events Profiles local arts and entertainment talent Posts selected upcoming campus events
online through Twitter
Restructure Staff
Multimedia Responsible for producing multimedia
content for online. Also produces graphics and design for print Produces video, audio, graphics, photo
galleries, in support of other sections as well as content which originates with the multimedia team
Podcasts, webcasts, livestreaming, design for multimedia packages
Restructure Staff
Complete Community Connection ModelCombines print, online, broadcast content producers in one organization◦One breaking news team◦One visual team◦One watchdog team◦One sports team◦One weather team
What Should Advisers Learn? Multimedia - video, audio, audio slide
shows Social media - Twitter, Facebook, LinkedIn Blogging Google Maps Live streaming video, chat Basic HTML
Web site that can be accessed by the staff – content management system works the best
Place story budget online – Google site, Google Docs, or protected area on main site
Equipment – video camera, digital camera, digital recorder, cell phones, laptop, accessories
Tools Needed