social media sizzles in miami: how el nuevo herald reaches audience and increases marketshare
DESCRIPTION
A social media policy that drives more and more readers to El Nuevo Herald's website is described in this presentation, which chronicles a two-week visit to Miami in 2012, sponsored by the Scripps Howard Foundation. Implications for matching social media and audience, particularly in the diverse Hispanic/Latino markets for news are explored.TRANSCRIPT
![Page 1: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/1.jpg)
Scripps Howard Social Media Grant 2012
Crossing Boundaries at El Nuevo Herald: How Two Newspapers in One Newsroom Use
Social Media to Reach Their Audiences
Dr. Kay L. Colley
![Page 2: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/2.jpg)
![Page 3: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/3.jpg)
How do readers find El Nuevo Herald’s website?
• 50-60% make it to the website from Facebook
• 20-40% from Twitter
• A trend that was typical of all websites from the parent company, McClatchy in July 2012
![Page 4: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/4.jpg)
Staffing for social media El Nuevo• Online news editor—1 per shift; Miami Herald
had multiple people in this position– Update website– Tweet continually– Update Facebook no sooner than every 15
minutes, unless live coverage of a major event– RT tweets of reporters during live coverage
![Page 5: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/5.jpg)
El Nuevo Herald website July 18, 2013
![Page 6: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/6.jpg)
El Nuevo Herald Facebook July 18, 2013 compared to Miami Herald
Notice the number of likes
![Page 7: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/7.jpg)
El Nuevo TwitterEl Nuevo Twitter July 18, 2013 compared to Miami Herald
Notice the number of followers
![Page 8: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/8.jpg)
Notice the numbers
La Estrella of DFW, another McClatchy entity
![Page 9: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/9.jpg)
Again, look at the difference
Al Dia of DFW, a Belo entity
![Page 10: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/10.jpg)
Twitter Comparison Miami: Fort Worth Spanish-Language Newspapers
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
El NuevoLa EstrellaAl Dia
![Page 11: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/11.jpg)
The Take Away• Changing face of journalism is here• Spanish-language market for newspapers, at
least in Miami, is alive and well• Everyone needs to know how to use social
media at a newspaper• New and interesting area of study
![Page 12: Social Media Sizzles in Miami: How El Nuevo Herald Reaches Audience and Increases Marketshare](https://reader033.vdocuments.site/reader033/viewer/2022061203/547d1961b47959b6508b4826/html5/thumbnails/12.jpg)
Questions???
Michael McGuire and Teresa Frontado in newsroom
My contact info: Dr. Kay L. ColleyTexas Wesleyan [email protected]
Spring Visit from Teresa Frontado