Throughout the month of March, women from technology fields in Silicon Valley to South Africa live tweeted a day in their lives using the hashtag #NPRWIT. The series has been a big success with over 7,900 tweets with the hashtag and millions of impressions, Tell Me More Senior Producer Davar Ardalan wrote in a post in NPR’s daily social media tips newsletter. It has also been a success for Tell Me More's mission, Executive Producer Carline Watson shared, as the show has been able to reach a diverse set of voices and bring them together to share their unique points of view and life experiences.
The first, and most important, thing to remember: it takes commitment and time to pull off a series like this. The Tell Me More team learned this when doing other similar projects #NPREdchat, #NPRLatism and #NPRBlacksinTech. “The point is to treat a Twitter chat as you would any radio production,” Ardalan said. “Do your research and line up really good guests, and find influencers first.”
Begin With Research
The preparation for #NPRWIT online and on-air took months. “We’re trying to use our Twitter chats more as social storytelling campaigns instead of just having a quick Twitter chat,” Ardalan said. “We prefer putting resources to something that has an impact.”
Pick your topic and research experts who are writing and talking about it on social media. For #NPRWIT, the Tell Me More team compiled a list of 40 diverse digital thinkers who are making an impact across the world, and combed through articles about them to gauge their reach and impact. In addition, they asked the on-air and online audience to tweet and email them names of innovative women. Research also included looking at the latest studies, data and stats around women in tech, which was eventually incorporated into Tweets and radio stories.
Social Media Doesn't Have to Mean Short
Tweets may only allow 140 characters, but Tell Me More has found that longer term chat are most effective for them. Once you have a topic, pick a week or a month and dedicate that time to engage around that topic. This also helps with research, preparation and content planning - you can cover a variety of aspects of a topic with social storytelling in depth if you take the time to.
Identify Your Influencers
In addition to being accessible on the radio and conversational, make sure your guest is active and engaged on social media. Some things to think about: Do they have an active following? Are they already having interesting conversations around your topic of interest? Will they bring a unique perspective - and their own audience along with them? “The network you build around these influencers is what we can tell has the most impact when you start your conversations on Twitter,” Ardalan said. These influencers can help make your conversations go viral through their own networks.
Be Hands on With Guests
Don’t just ask your guest to put the chat on their calendar. It is important to be very hands on, especially when getting participants ready, Ardalan said. Make sure you guide them in advance of the chat, so that they know what to expect and exactly what to do when it is their turn to take part. You can even send them examples of Tweets and pictures to send out to their followers leading up to the event to encourage participation and discussion.
Make sure you're available for their questions before, during and after the chat. Follow each other on Twitter so you can send them direct messages, and know how you can reach them while they're chatting so you can alert them of any changes or issues.
The preparation continues when the social storytelling campaign begins. Have a script ready with a beginning, middle and end. Have useful links, images and statistics ready to share as you go, Ardalan said. You can set up a command center in one space in a studio or newsroom where producers and editors involved in the chat can all communicate. After the chats, don’t forget to curate the chat together - Tell Me More uses Storify after every conversation to pull together highlights, in addition to follow-up radio stories and blog posts.
Use All Your Resources -- Including Radio
A key strength of Tell Me More’s social storytelling campaigns is that all of this planning isn’t just for social media - their social media projects use all of their platforms - radio, social, blog posts, word of mouth, and sometimes even live events. “Social” shouldn’t be in a vacuum- it should be part of a well-rounded conversation.
“The conversations on Twitter inform the journalism on the broadcast,” Ardalan said. “Not only in the form of guest ideas but also interesting topics or stories that emerge. Some guests from the radio become social media guests, and vice versa.”
Make sure all platforms complement each other - that is when the best stories happen and most connections can be made.