Chapter 9: The Multimedia Story: How to Help Audiences Get What They Want and Need
Click on the tabs below to view the content for each section.
Andy Carvin, National Public Radio’s social media strategist.
Andy Carvin, National Public Radio’s social media strategist, identifies how social media may not be the best choice for some news stories.
David Clark Scott, online director for the Christian Science Monitor, points out how he looks at the csmonitor.com’s website traffic for insights about audience and interests.
David Clark Scott, online director for the Christian Science Monitor, discusses the purpose and the writing of a great, searchable online headline.
John Yemma, editor of the Christian Science Monitor and csmonitor.com, compares how a print reader looks at a headline as opposed to an online news user.
Rita Rubin, msnbc.com and Today.com health and medicine contributor, comments on how she curates information through links on Twitter.
Richard Gingras, CEO of Salon.com in March 2011 before becoming Google’s news products head, talks about why journalists should not fret over using SEO to help audiences find their work.
Richard Gingras, CEO of Salon.com in March 2011 before becoming Google’s news products head, points out that journalists aggregated and curated news long before the web.
- Use a different search engine/browser (Google, Yahoo, bing, etc.) and give yourself just one hour to find the top five news stories in each. Examine how each provides different results and what might be the reasons. Compare with three online news sites.
- Use OpenCalais or Tagaroo for WordPress or Google’s AdWords and write three or four headlines on two stories you have produced for class to determine the best ones to use via SEO.
- Go to a national news organization’s website (CNN.com, msnbc.com, usatoday.com) and check out the title tags and the headlines to see how they match up. Think of ways in which you would make the headline and title tag more “searchable.”
- Choose a major news story (a weather disaster, a national or statewide election, a major holiday, a protest, a major state or national sporting event) and use Storify to curate information and reports. Consider how you will verify the information being provided and determine what you would use in your story. No online encyclopedia links will be accepted.
- Find a long print news story (newspaper or magazine) and develop a list of links that would be useful for the audience to learn more about the story topic and its sources. See if the story is online and compare and contrast your links to what is online.
- Take any news story you have already produced in print or broadcast and curate a list of links that audiences might find useful. No online encyclopedia links will be accepted. Also plan how you would use social media to inform an audience about your story.
- Sort through information from a daily news wrap story and other research from your beat or topic area and begin to develop three ideas for a small multimedia reporting project that would require a few weeks of steady reporting. Write a focus statement for each idea and prepare a list of at least five sources for each idea.
Links to articles mentioned
Student journalists need to learn SEO more than they need AP style
In search of meaningful “social media optimization”
Links to articles and websites on links, SEO, SMO, and curation
Digital journalist survival guide: A glossary of tech terms you should know
Google’s real-time search raises importance of link sharing via social networks
5 ways to turn traffic spikes from major news stories into return visits
The lessons of the past are the lessons for the future in search engine optimization for news websites
5 small steps journalists can take to build a bigger, more engaged audience
The seven steps to a successful aggregation strategy for your news organization
How The Economist’s conversational tweets drive clicks, while Al Jazeera’s automation drives retweets
Build your own URL shortener for security, branding, reliability
How headlines can help
The flip side of black hat SEO: If your news site publishes paid links, you risk suffering Google’s wrath
The thorny question of linking
Making connections: How major news organizations talk about links
Linking by the numbers: How news organizations are using links (or not)
5 ways news sites can improve their use of links
H is for hypertext: What makes a good link
How, and where, to hyperlink within a news story
Why journalists need to link
Why link out? Four journalistic purposes of the noble hyperlink
When to hyperlink within an online news story?
Requesting metadata with electronic records
How news organizations can create a mobile-first strategy
5 strategies to lower your site’s bounce rate
How to: write headlines that work for SEO
“Google doesn't laugh”: Saving witty headlines in the age of SEO
10 questions to help you write better headlines
Newspapers search for web headline magic
How much should journalists know about SEO?
Social media replacing SEO as Google makes search results personal
Journalists are cheap: SEO and why newspapers should cut out the middlemen
What impact is SEO having on journalists? Reports from the field
Why SEO and audience tracking won’t kill journalism as we know it
A message for journalists: It’s time to flex old muscles in new ways
SEO is dead. Long live social media optimization!
The Newsonomics of social media optimization
Share and share alike [content-sharing arrangements]
Sharing sites like Pinterest raise copyright concerns
News organizations that haven’t learned to share
The seams in certain outlets’ social sharing strategies.
Build a better journalism career by shifting your focus from writing stories to creating assets
Barone, L. (2010, September 24). Why journalists need to stop resenting SEO. Retrieved May 12, 2011, from outspokenmedia.co: http://outspokenmedia.com/seo/why-journalists-need-to-stop-resenting-seo/.
Bhargava, R. (2010, August 10). The 5 NEW rules of social media optimization (SMO). Retrieved August 18, 2011, from rohitbhargava.com: http://www.rohitbhargava.com/2010/08/the-5-new-rules-of-social-media-optimization-smo.html.
Briggs, M. (2010). Journalism Next. Washington, DC: CQ Press.
Carvin, A. (2011, December 1). National Public Radio social media strategist (J. Kolodzy, Interviewer).
Chesney, A. (2011, January 25). Why I still use meta keyword tags. Retrieved August 12, 2011.
Cohen, P. (2011, July 15). Internet use affects how we remember. New York Times, p. A14.
Coles, M. (2011, August 1). How to: Get to grips with SEO as a journalism. Retrieved August 2, 2011, from journalism.co.uk: http://www.journalism.co.uk/skills/how-to-get-to-grips-with-seo-as-a-journalist/s7/a545414/.
Doctor, K. (2010, February 11). The Newsonomics of social media optimization. Retrieved August 18, 2011, from neimanlab.org: http://www.niemanlab.org/2010/02/the-newsonomics-of-social-media-optimization/.
Eltringham, M. (2011, July 3). Social media: What’s the difference between curation and journalism? Retrieved August 8, 2011, from ejc.org: http://www.ejc.net/magazine/article/social_media_whats_the_difference_between_curation_and_journalism/.
Katz, I. (2011, March 14). SXSW 2011: Andy Carvin—the man who tweeted the revolution. Retrieved January 13, 2012, from guardian.co.uk: http://www.guardian.co.uk/technology/2011/mar/14/andy-carvin-tunisia-libya-egypt-sxsw-2011.
Lavrusik, V. (2010, November 5). How news organizations are generating revenue from social media. Retrieved August 18, 2011, from mashable.com: http://mashable.com/2010/11/05/news-social-media-revenue/.
Legrand, R. (2011, January 19). In search of meaningful “social media optimization” (SMO). Retrieved 18 August, 2011, from pbs.org/mediashift: http://www.pbs.org/mediashift/2011/01/in-search-of-meaningful-social-media-optimization-smo019.html.
McAdams, M. (2006, November 19). Tips for writing for the web. Retrieved August 17, 2011, from macaloo.com/webwwriting: http://www.macloo.com/webwriting/index.htm.
Niles, R. (2010, April 21). Student journalists need to learn SEO more than they need AP style. Retrieved August 2, 2011, from ojr.org: http://www.ojr.org/ojr/people/robert/201004/1843/.
Niles, R. (2009, May 19). Top 10 search engine optimization tips for online news start-ups. Retrieved January 24, 2011, from ojr.org: http://www.ojr.org/ojr/people/robert/200905/1733/.
Ross, S. (September 27, 2011). Super session with Andy Carvin.Retrieved January 13, 2011, from rtdna.org: http://www.rtdna.org/pages/convention-events/full-eij11-conference-coverage/session-recaps/super-session-with-andy-carvin.php.
Sambrook, R. (2010, December). Are foreign correspondents redundant? Retrieved August 19, 2011, from reutersinstitute.politics.ox.ac.uk/index.html: http://reutersinstitute.politics.ox.ac.uk/nc/publications/risj-challenges/are-foreign-correspondents-redundant.html.
Thompson, M. (2011, August 1). 10 questions to help you write better headlines. Retrieved August 2, 2011, from poynter.org: http://www.poynter.org/how-tos/newsgathering-storytelling/140675/10-questions-to-help-you-write-better-headlines/.
Usher, N. (2010, September 14). Why SEO and audience tracking won’t kill journalism as we know it. Retrieved August 9, 2011, from niemanlab.org: http://www.niemanlab.org/2010/09/why-seo-and-audience-tracking-won%E2%80%99t-kill-journalism-as-we-know-it-2/.
Usher, N. (2010, September 23). What impact is SEO having on journalists? Retrieved May 12, 2011, from niemanlab.org: http://www.niemanlab.org/2010/09/what-impact-is-seo-having-on-journalists-reports-from-the-field/.
Weingarten, G. (2010, July 18). A digital salute … to online journalism. Retrieved 12 May, 2011, from washingtonpost.com: http://www.washingtonpost.com/wp-dyn/content/article/2010/07/09/AR2010070904048.html.
Wheeler, D. (2011, May 11). “Google doesn’t laugh”: Saving witty headlines in the age of SEO. Retrieved May 12, 2011, from theatlantic.com: http://www.theatlantic.com/technology/archive/2011/05/google-doesnt-laugh-saving-witty-headlines-in-the-age-of-seo/238656/.