Social Media Syllabus: Shows

May 4, 2012

Purpose: To find new and effective ways to use social media to promote your show content, enable conversations about your show on new channels and crowdsource opinions and ideas for your show.

Summary: Shows are all about conversations. Conversations between hosts. Conversations between hosts and guests. Conversations between hosts, callers and guests. It just so happens that places like Facebook, Twitter and Tumblr are made for conversations. This training will help you identify ways to incorporate social media into your show to enhance and promote your content.

Time commitment: Participants will spend about three hours total each week on assignments, one-on-one critiques and webinars. 

Goals: At the conclusion of three weeks it is expected that you will…

·       Have found new ways to weave social into your show.

·       An understanding of how to use Facebook and Twitter to promote show content.

·       Engaging in conversations with your audience in places other than on-air.

Twitter Contest: The first step toward Twitter success is tweeting. It sounds funny but if you want a bigger audience, frequency and consistency is key. In order to encourage this behavior (and to add some fun and friendly competition into the training), we’re holding a contest among training participants. This contest pertains to your own personal Twitter account, not your show’s Twitter account.

First Place (Really cool NPR swag): Most tweets over three-week period.

Second Place(Cool NPR swag): 30 tweets or more each week.

Third Place(Just regular NPR swag): 20 tweets or more each week.

WEEK 1: Assessing Your Show’s Social Presence [May 14-18]

Monday (May 14)

Kick-off call with all participants where the three weeks are outlined and the first project is assigned. We will offer multiple times for this call.

Project 1: Do a self-assessment of your show’s social media presence. Pick another station show and do an analysis of its social media.

Required reading:

Brian Lehrer’s Twitter feed (Twitter)

New Facebook data show 7 keys to maximum engagement for journalists (Poynter)

1.4 million fans can’t be wrong: NPR’s Facebook page (Nieman Journalism Lab)

The six-figure fan club: How Global Post got 100,000 fans on Facebook (Nieman Journalism Lab)

Tuesday (May 15)

Webinar: The Social Life of an On Point Show

What we cover: We take you through the social media process of WBUR’s On Point.

Time: 2 p.m. ET

AND

Work on Project 1

Wednesday (May 16)

Work on Project 1

Thursday (May 17)

Webinar: The Social Life of an On Point Show

What we cover: We take you through the social media process of WBUR’s On Point.

Time: 11 a.m. ET

AND

Project 1 is due. E-mail a summary of what you did and relevant links to Eric eathas@npr.organd Ki ksung@npr.org.

Friday (May 18)

Eric and Ki are available throughout the day for questions

Project feedback is provided in two forms:

·       A 3-minute video critique of all projects.

·       Individual one-on-one e-mailed reviews.

WEEK 2: Implementing a Social Plan (May 21-25)

Monday (May 21)

Project 2 is assigned: Come up with 5 new ways to weave social media into your show and how you plan on implementing.

Required reading

This American Life’s Twitter feed (Twitter)

Meet the most popular woman at NPR’s Fresh Air (and it’s not Terry Gross) (Nieman Journalism Lab)

Vadim Lavrusik: 10 ways journalists can use Facebook (Journalism.uk)

Tuesday (May 22)

Webinar: How to Make Your Content More Shareable on Facebook

What we cover: We explain what shareable content is, why it’s important and what you can do to create more of it.

Time: 2 p.m. ET

AND

Work on Project 2

Wednesday (May 23)

Work on Project 2.

Thursday (May 24)

Webinar: How to Make Your Content More Shareable on Facebook

What we cover: We explain what shareable content is, why it’s important and what you can do to create more of it.

Time: 11 a.m. ET

AND

Project 2 is due. E-mail a summary of what you did and relevant links to Eric eathas@npr.organd Ki ksung@npr.org.

Friday (May 25)

Eric and Ki are available throughout the day for questions

Project feedback is provided in two forms:

·       A 3-minute video critique of all projects.

·       Individual one-on-one e-mailed reviews.

WEEK 3: Web-First Projects (May 28-June 1)

Monday (May 28 -- Memorial Day)

Project 3 is assigned: Does your show have a Tumblr page? If not, set one up. 

Required reading:

Fresh Air’s Tumblr (Tumblr)

A Day in the Life of @PlanetMoney (Storify)

What 12 journalists learned about community engagement and human interaction at SXSW (Poynter)

 

Tuesday (May 29)

Webinar (GUEST): Melody Kramer of Fresh Air on the Digital Life of Shows

What we cover: Melody Kramer, Associate Producer at Fresh Air, is the woman behind the show's online success.

Time: 2 p.m. ET

 AND Work on Project 3 

Wednesday (May 30)

Work on Project 3

Thursday (May 31)

Webinar (GUEST): Melody Kramer of Fresh Air on the Digital Life of Shows

What we cover: Melody Kramer, Associate Producer at Fresh Air, is the woman behind the show's online success.

Time: 2 p.m. ET

 

AND

Project 3 is due. E-mail a summary of what you did and relevant links to Eric eathas@npr.org and Ki ksung@npr.org.

Friday (June 1)

Eric and Ki are available throughout the day for questions

Project feedback is provided in two forms:

·       A 3-minute video critique of all projects.

·       Individual one-on-one e-mailed reviews.