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Panpa Bulletin : November 2010
www.panpa.org.au from forcing users to sign up to read its content, to asking them to login via Facebook. "The results were stunning, especially for the advertisers," continues Mr Rezab. "The advertisers suddenly knew who was coming to the site, the exact demo- graphics other than from typical post research." In terms of marketing, when a cam- paign is run on Facebook "they can have people with ages and where they're com- ing from -- right down to the city level", he says. "If you're doing a global campaign or regional campaign, this is valuable infor- mation." He stresses the importance of setting up the basic features for a Facebook presence. "A log-in with Facebook button on your website is a necessity -- I checked out the sites of many Australian newspapers and didn't find any. (You need to) put that together with Facebook sharing features, and make them as visible as possible. "And then build Facebook pages so you can distribute your news, and the most sharable content." His analysis of the most popular Aus- tralian media companies covered the sharing of 20,000 articles. It found: There were 10.2 million shares of articles 3.7 million comments on Facebook about those articles 2.6 million "like" clicks Per media site, the West Australian was the most popular The West Australian has double the share of Facebook of the Herald Sun One article had almost 20 percent of the shared traffic -- a story related to former prime minister Kevin Rudd Facebook is a big traffic driver (see graph) • • • • • • • 0 200000 400000 600000 800000 1000000 The Canberra Times News.com.au Courier Mail Fox Sport The Age SBS The Australian BigPond News Yahoo!7 Herald Sun The West Australian Facebook Shares Total Facebook shares for Australian and New Zealand news companies over 31 days Set up the basics first -- Create a Facebook fan page Place "Like" and "Share" buttons on all articles, plus a prominent link to your Facebook page Offer incentives to use the links, such as unlock- ing exclusive videos Use tools to measure impact Make sure a paywall does not block sharing. "If people can't share your content, they will share different content. See how the Financial Times uses a freemium version" • • • • • Keep posts to no more than eight updates on your fan page a day -- any more and Facebook may block you Encourage users to log-in to your site with Facebook. Give them incentives, such as access to premium features Do all this, and you will build databases with great information -- great for advertisers • • • JAN'S TOP FACEBOOK TIPS For more great tips from Jan and other Future Forum speakers visit the PANPA website at www.panpa.org.au What makes a good social media editor? THE skills and attributes amongst most good social media editors are those that sometimes cannot be taught. They're also similar to the ones which make a good journalist. The best place to start is often by looking at the digital natives already amongst news- room staff. Social media editors should have a passion for speed and accuracy and have the ability to turn around a quick and inviting sentence within seconds of being alerted (and verify- ing) a story. In terms of selecting someone who could potentially become the newspaper's "face behind the brand" in the social media realm, special attention should be paid to those who have the ability to deal with potentially nega- tive feedback in an upbeat way. Social media is instant and high-end users are quick to let you know when you stuff up. On the internet, there is no ability to hide from feedback -- be it positive or negative. Managing those expectations revolves a lot around how you build up the community behind your brand. Stuff has more than 47,000 readers inter- acting on its Facebook site. By regularly ask- ing readers to contribute their thoughts by posting comments and news tips to the site, a loyal following has evolved. Interaction has to be genuine though; new media readers demand a high level of account- ability and will call out companies or their rep- resentatives when they believe they're being taken for a ride. Readers become your advocates; when you break a story first, your reputation amongst online communities increases as you become the 'go to' company to turn to. The PANPA Bulletin | NOVEMBER 2010 | 11 For more information and iPad demo videos visit www.woodwing.com iPad Tools available Now Cross-Media Publishing by WoodWing Greer McDonald SOCIAL MEDIA SPECIAL REPORT