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Tuesday, August 23
Topic/Subject: Course intro and overview
Welcome to the newly-designed Online Audience Development course. We’ll go over course objectives, get to know one another, what we’ll be doing — and why. We’ll examine the concept of trust — and how we can use that to build an online audience for our newsrooms.
Readings (always complete before class begins)
Trust us, you’ll want to read to read this series on trust
Earning trust: Tell your story
Earning trust: Engage authentically
Earning trust: Deploy your fans
Assignment: Complete the Marketing Leadership “flight path” on Twitter Flight School before the start of class on Tuesday, August 30. Upload your completion certificate, screen shot of your completion and/or screenshot of the Tweet it sent on your behalf to Canvas by 2 p.m. on the due date. This will count as a reading quiz grade.
Convergence Media Credentials: Come by the Futures Lab between 10:30 a.m. – 5 p.m. to have your photo taken for a media credential.
Thursday, August 25
Topic/Subject: Our Newsrooms, their pillars
Our clients — KBIA and the Missourian — have very different audiences, very different ideas of what news is, and how to deliver it. We’ll compare and contrast them and begin to brainstorm potential ways to help develop trust among their audiences.
Batesell Introduction (pp. 1-16)
Tuesday, August 30
Topic/Subject: Our platforms: Facebook, Twitter, Instagram, Snapchat
How will we use each of these platforms? It depends on the needs of your client. We’ll go over the strengths and weaknesses of each for connecting with an audience.
Assignment: Set up a time to meet with your client contact — Matt Dulin at the Missourian or Nathan Lawrence at KBIA. It’s possible your entire team might not be able to make it. Make sure as many people as possible are there. You’re on a fact-finding mission. Go to the “Files” section in Canvas for a list of questions to which you might want to seek out answers. You will use this information to begin developing your audience growth plan. Your meeting must be complete by the beginning of class Tuesday, September 5.
Twitter Flight School due before 2 p.m.
Five steps to master Facebook video
A scientific guide to posting tweets, facebook posts, etc.
BuzzFeed media trends: “homepage out, social and video in”
Thursday, September 1
Topic/Subject: SEO Version 2.0: The Influence of Social on Search
The days of chasing an algorithm on search are over. Now the key to driving traffic to your website comes from creating sharable content. Today we’ll look at how to identify top content on social and optimize it, how to tune into real-time conversations, and how to integrate social experiences with website experiences to enhance branded search.
Tuesday, September 6
Topic/Subject: Brainstorm session!
Get your newsroom team together and let’s start brainstorming. What did you learn during your meeting with your client? Let’s start a strategy session. What is your client newsroom’s story? How can you tell it? Each student should bring at least 5 ideas for social posts designed to meet the goals established during your meeting with your client. Ideally, your team will plan for a minimum of two multimedia-focused branding posts per week through the rest of the semester.
Due before the end of the class period: A tentative editorial calendar for the next 10 weeks created via Google Sheets file and shared within your team’s Slack Channel. Include fields for intended platform, multimedia type, producer, editor, production start date, production completion date, publication date.
Thursday, September 8
Topic/Subject: Social listening
One of our primary goals is to make our journalism a conversation. Well, conversations only happen when you listen as much as you talk. Today we’ll look at different ways you can effectively listen to your audience — when it comes to breaking news situations and brand management… and how doing that can lead to a stronger overall product.
Tuesday, September 13
Topic/Subject: Banjo training
Josh Vernon, the university program director for Banjo, will join us in-class today to train on this social listening tool. Please be sure to bring your laptop and/or any mobile device you might use to use Banjo.
Banjo’s ability to track events is real time gives clients competitive edge
The most important social media company you’ve never heard of
Social media stripped bare: What does Las Vegas company do with all of the data it compiles?
Thursday, September 15
Topic/Subject: Breaking Down Banjo
Let’s talk more about Banjo. What potential do you see for this tool? What limitations? How could you see it implemented in each of the J-School’s newsrooms? What possibilities do you see for use in this class?
Topic/Subject II: Team check in time
You’ll use the remainder of today’s class time to check in with your teams and to provide me with a face-to-face status update on where you are with your production, talk about any roadblocks, etc.
Tuesday, September 20
Topic/Subject: We’ll do it LIVE!!!
Anyone can “go live” now, thanks to apps like Periscope and Facebook Live. We’ll look at the strengths and weaknesses of this tool, some best practices… and consider some ways it might come in handy for our newsroom clients.
How four news organizations are using Facebook Live to reach broader audiences
So, you want to try Facebook Live? Here are 10 tips for using the livestreaming app
10 questions journalists should ask themselves before going live on Facebook
NPR’s guide to Facebook Live
Two months in: Four things NPR has learned using Facebook live
Facebook Live is turning journalists into ‘Jackass’ copycats
Thursday, September 22
Topic/Subject: Web Analytics
You’ve had a basic exposure to web analytics in previous classes. We’re going to dig deeper than page views and time on sight to really learn about who our audience is — and how we can serve it better.
Tuesday, September 27
Topic/Subject: Social Analytics
Batesell Chapter 5 (pp 127-144)
The difference between social analytics and web analytics
Facebook page insights
Use Twitter Analytics to increase your audience engagement
Are social shares a good metric to judge journalism?
Journalists must use social media to promote their work
The 6 things that make stories go viral will amaze, and maybe infuriate, you
Thursday, September 29
Topic/Subject: Making Analytics Meaningful to the Newsroom
You have an understanding of what the audience metrics mean, but how do you communicate that to your other newsroom colleagues? What can this data teach them about what your audience wants — and what your audience needs — and how you can better serve it?
Batesell Chapter 5 (pp 126-144)
How newsrooms can use social analytics to guide editorial strategy
What kind of local stories drive engagement? Results of an NPR Facebook experiment
5 tips for using analytics in the newsroom
Tuesday, October 4
Topic/Subject: In-class work period
Amy will be off campus today — and unreachable. Use today’s class period to work with your newsroom teams, meet with your clients to provide status updates, etc.
Thursday, October 6
How The Skimm’s passionate readership helped its newsletter grow to 1.5 million subscribers
Newsletter editors are the new important person in newsrooms
Fusion’s newsletter strategy trades automated feeds for human curation and reporter’s voices
Publishers are treating email newsletters as a platform of their own
Want to start a newsletter? Read this first.
Tuesday, October 11
Topic/Subject: In-Class Work Period
Thursday, October 13
Topic/Subject: Election night preview & social listening
Tuesday, October 18 — NO CLASS!
Topic/Subject: Missouri Honor Medals
In place of our traditional class this week, you are required to attend one hour Missouri Honor Medal master classes/events. You may choose any of the scheduled events, based on what works best for your personal schedule. Attend a session, write up a one-page summary (double-spaced) about what you saw, observed and experienced. This must be uploaded to Canvas by 2 p.m. on Tuesday, October 25. Failure to do so will result in the loss of one of your “free” lecture absences.
Thursday, October 20
Topic/Subject: Going behind the curtain: Messaging Apps
Think about your own social media habits… where do you spend more time? Facebook or Snapchat? Weibo or WeChat? Slack or… well, today we’ll going to talk about how news organizations are using messaging apps to reach audiences who want to be social — but not as publicly as they once were.
Guide to chat apps
The ’90s are back: The return of the private social network
4 ways to get a happier Snapchat audience
Why advertisers are forking over big bucks for custom Snapchat lenses
A new role in journalism: the digital fixer
Tuesday, October 25
Topic/Subject: Contests & Promotions
Given that we’re working as a brand management arm of our newsrooms — what are the opportunities for contests, giveaways, etc. How do you work with sales and marketing to create a true collaborative effort?
Thursday, October 27
Topic/Subject: Team Check-Ins
This will be a chance for you to get with your full teams and with me to determine where you are, how you’re moving toward your semester-long goals, and to focus on what needs to happen in the six weeks to meet them.
Tuesday, November 1
Topic/Subject: Is it worth the effort?
Platforms come and go. How can you get ahead of the curve — without spinning your wheels?
Thursday, November 3
Topic/Subject: Failing Up
We talked about taking calculated risks in Tuesday’s class session. What happens when and experiment doesn’t go as well as you like?
Tuesday, November 8
Topic/Subject: ELECTION DAY!!!
Instead of having class today, I want you to spend time in your newsrooms producing behind-the-scenes social posts and/or working with me on the national social listening desk. We will determine who will do what as team assignments come together, obligations for other classes become clearer, etc.
Thursday, November 10
Topic/Subject: Secret Lecture Gold
Just like at True/False — you won’t know the topic of today’s class session until you get here!
Tuesday, November 15
Topic/Subject: Going Global
We’re all familiar with Facebook, Twitter, Instagram and Snapchat… but what about WeChat? Weibo? QQ?
Life in the People’s Republic of WeChat
Why Facebook is jealous of Chinese messaging app WeChat
I’ve seen the future of media, and it’s in China
Technology, transparency and traditional media
What are WeChat official accounts?
Thursday, November 17
Topic/Subject: In-Class Work Day
Work with your teams, check in with your newsroom liasons, etc. This is an opportunity to tie up loose ends heading into the Thanksgiving break.
Thanksgiving Break: No classes, no newsroom shifts.
Tuesday, November 29
Topic/Subject: Portfolio Reviews
Portfolio Assignment due today. Submit your URL to Canvas by 2 p.m. You will be spending time in class doing peer evaluations of classmates’ portfolios. You’ll incorporate their feedback and make revisions, due before class on Tuesday, December 6.
Graduate student assignment due by 5 p.m. via email.
Thursday, December 1
Topic/Subject: Continuity Planning
You’re about to enter the final week on your newsroom team. What needs to be done to prepare for another team of students to take over next semester? What did you finish, what can you still finish, what needs to be picked up again in January? What worked, what didn’t? Which goals were met, which weren’t? What advice would you offer to the next group?
Due before the end of the class period: A draft of a document that you could turn in to me and/or members of the next team that could get them started. I would like to see this draft as part of your team’s Google Sheet. A completed and cleaned up Word Doc should be uploaded to your Team Slack channel by the end of class on December 8. Each member of the team will lose two full letter grades for their fourth production grade if this document is not in Slack by 3:15 p.m. on December 8.
Tuesday, December 6
Topic/Subject: Social & Mental Health
Guest Speaker: Kristen Hare, Poynter
For most social media users, Facebook, Instagram, Twitter, Snapchat, etc. is a distraction from “real life.” But, when you’re a social journalist, it can feel like you’re always on the clock. When can you put the phone down? When can you take a break? Given the speed at which social media moves, it can be really, really hard to unplug. But, you need to. Today we’re going to talk about strategies on how to unplug and how to strike a work-life balance before burnout can set in.
Final portfolio edits are due by 2 p.m. today. You may email Amy earlier if you’re done with your revisions earlier in order to expedite the grading/feedback process.
The Cohort: I’m with [redacted] (scroll to the end for the relevant portion)
Thursday, December 8
Topic/Subject: Course wrap-up, evaluations
WEEK 17 – Finals week; no classes, no shifts.
----------Posted on August 15, 2016 by admin in 4812