digital journ feb 25 class
TRANSCRIPT
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Audience Engagement and Interactivity What do these terms mean to you?
Feb. 25, 2014
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Remember back to Week One...
Emilio and Jonathan outlined a few ways their newsrooms
are addressing the topic.
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Is the news story as we know iton the verge of extinction?
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The Atomic Unit of News
• Live blog•Text and email alerts•Verified, real-time Twitter posts•Curation platforms, such as Storify• Live online chats
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The Reporter as Maestroof the Conversation
Beat Ownership AND Thought Leadership
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• Be a regular presence in the flow of information• Be a broadcaster and not just a reader• Be a curator, not just a marketer• Be an acquirer of sources, not just a follower
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The changing design of newsrooms as new roles are
created
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Technology in the form of new content management
systems are finally starting to catch up with the times.
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Growing appreciationfor metrics
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What do you think?
As journalists, should your individual traffic numbers matter?
How much do you want to know?
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Stats
For writers: weekly and monthly summary stats and graphs about top
articles and outside referrers + insights
For editors: all of the above, plus weekly stats for individual writers
For general manager: all of the above, plus hyper-detailed stats and graphs
on outside referrers
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• To communicate your site’s brand, need to find ways to engage them beyond that first click:
• Good headlines
• Compelling visuals
• Smart writing
• Navigation and trending bars
• Featured post box
On-site engagement
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Understanding aggregators and SEO
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• It is NOT a curator.
• The big ones are:
What is a news aggregator?
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• Web Index• Googlebot crawls from site to site (WWW)• Googlebot creates a snapshot of the web (index)• Pagerank dictates page ranking• Blacklist model (every web page EXCEPT ____ )
• News Index• Same thing, but...• Crawl happens more frequently for news• Whitelist model (ONLY the following pages ____ )• More critical moving parts (headline, image, proper categorization,
authorship, etc.)
How aggregators work:
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• Aggregators don’t show results based on their traffic/referrals alone. It wouldn’t make for a good user experience.• Quality of source• Freshness• Pagerank (citations)• Relevance• Authority of source within field
How aggregators work:
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You want your site to prosper onor other major aggregators?
• Expertise• Know what you’re talking about.• You don’t have to start with a reputation, but run the site like
you’re in the process of earning it.
• Quality• Practice good, honest journalism.
• Variety within your scope• Don’t be a one-trick pony.
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Algorithms
• They’re always changing and on an unpredictable basis.• You could try and follow/adjust with these changes, or your
could make sure your site’s fundamentals are always strong.
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Five SEO Headline Tips
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#1
Five SEO Headline Tips
• Stories need at least two kinds of headlines:•One for people• Display headline and accompanying blurb should
engage people.
• The other for machines• SEO headlines should appeal to Google crawlers.
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#2
Five SEO Headline Tips
• A strong, newsy display headline is best in many cases, but not all.
• Some headlines work by enticing, by giving the story but not the whole story. • You can do this in a subtle way, without littering the page with lazy
question marks and without withholding such key information that readers are annoyed.
• Be careful not to over-promise or bait-and-switch. • This Washington Post headline from last year told readers enough
but not too much -- "Fact Checker: Why Obama owes Rutherford B. Hayes an apology."
• Remember, these are the headlines that are trying to convince a reader to click on to a new page.
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#3
Five SEO Headline Tips
•Digital summaries should distill.• The goal is to deliver a tight and provocative takeaway.
Craft a complete sentence, with proper punctuation, not a secondary headline.
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#4
Five SEO Headline Tips
• SEO headlines should highlight key terms.• Include actors, place names and other potential hot
topics that a reader might search; first names and other identifiers should be added when appropriate • (e.g. Miley Cyrus, Pope Francis)
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#5
Five SEO Headline Tips
• An SEO headline should be clear, direct, complete and conform to a two-line limit; it should not be cute, oblique or a mere compendium of search terms.
•Here is an example of an effective SEO headline:• Snowden granted asylum in Russia, leaves Moscow airport
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