1. Teaching Journalism in the Social Media Era Shel Holtz, ABC August 20, 2009

2. Important overall numbers  3/4 of Americans use social technology  73% have read a blog and 45% have started one  55% have uploaded photos  83% have watched online videos  25% of Americans watched a short video in the last month…on their phone  2/3 of global online population use social networks  96% of GenYers have joined a social network  They’ll outnumber Baby Boomers next year

3. Important overall numbers  Visiting social sites is 4 th most popular online activity (it’s ahead of email)  Time spent on social networks growing at 3x time spent on Internet in general  Social sites account for 10% of all time spent online  78% of consumers trust peer recommendations  Only 14% trust advertisements

4. A quick review of the basics

5. How we got here  Decline of trust  Rise of word-of-mouth  Crumbling of barriers

6. What is social media?  The online technologies and practices that people use to share opinions, insights, experiences and perspectives and to collaborate with each other

7. Central Source ContentContent ContentContent ContentContent ContentContent ContentContent ContentContent ContentContent ContentContent The Old Model

8. WikiWiki BlogBlog MySpaceMySpace BlogBlog TwitterTwitter BlogBlog FacebookFacebook JaikuJaiku PodcastPodcast Your Site The New Model

9. Important numbers about channels  If Facebook were its own country, it would rank 4 th in population (between US and Indonesia)  People spend 5 billion minutes on Facebook every day  People share 1 billion units of content on Facebook every week  Flickr hosts 3.6 billion images  1 for every 2 people on earth  Twitter grew 1,382% between January and February  People send 3 million tweets every day  iTunes offers more than 100,000 podcasts, more than double the number of radio stations worldwide  18 new articles are posted to 20 million active blogs every second

10. Consequences  Content and attention are moving to the edge  Organizations cannot control their messages  Groups form and act…at no cost

11. Impact on Journalism  Importance of professional journalism  Diminished but not gone  Needs to find its place  Models for the business of journalism  Old models disrupted  New models not yet in place

12. “The News Finds Me”  In reality, always has  Now…  More personalized  Much faster

13. How the news finds me  Google news alerts  RSS feeds  Social news sites  Digg (human powered)  TechMeme (automated)

19. The professional/citizen mix  Growing importance  Not going anywhere

21. The professional/citizen mix  Embrace the ecosphere

22. The shift to the Web  Embrace the link ethic

24. The shift to the Web  Be hyperlocal

29. The shift to the Web  Embrace your readers  Report in a continuum  Understand media for reporting

30. The business of journalism  Subscription models won’t work  Niches excepted (e.g., WSJ, FT)  A mix could work  Subscriptions  Advertising  Micropayments  ???

31. Step One: Step Two: The Print Model

32. The Web Model

33. The business of journalism  Experimentation

36. Can print be saved?  Play to strengths  Portability  Collectibility  Local angles (What national news mean to me?)  Connection  The package and the serendipity of discovery  Ultimate goal: Generate word of mouth

38. A particular focus: Video  13 hours of video is uploaded to YouTube every minute  It would take 415 years to watch all YouTube videos  100 million YouTube videos are viewed every day  YouTube is #3-ranked Website, #2-ranked search engine  Behind Google  Ahead of Facebook, Bing and Wikipedia

39. PR’s role  Culture of transparency  Encourage/equip front line  Unique stories  Connect leaders to new marketplace realities  Mid-course corrections resulting from monitoring  Earn media coverage that gets blogger attention  Guide company/client adoption of new media  Know when to apply old rules  Become the trusted peer

40. Advertising’s role  Guide people to the conversation

41. What (else) to teach  SEO  Flexibility  Think like a freelancer (you may be one)  Continuum of reporting  Twitter -> Blog -> Full article  Curator of links  Develop a digital footprint  Web 2.0 dimensions of reporting (in every class)  Role of news crowdsourcing & citizen journalism  Ethics/accuracy/balance  Transparency re info gathering  Multimedia

42. Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons Attribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0 Questions? Shel Holtz, ABC Phone:415.367.3820 Email:shel@holtz.com Web:www.holtz.com Blog:blog.holtz.com Posterous:shelholtz.posterous.com Podcast:www.forimmediaterelease.biz Skype:shelholtz Twitter:www.twitter.com/shel FriendFeed:shelholtz 2 nd Life:Shel Witte