ACHIEVEMENTS & ANALYSIS

 

Through our work, we have made sustainable achievements through content distribution across social media platforms, creation of multimedia to enhance existing content, identification of and interaction with audience segments, analysis of how content is used and shared, and creation of a platform to provide context for ongoing current events.

 

SOCIAL

We saw Global Journalist's social media presence as a weakness when we created our SWOT analysis, and we saw an opportunity to improve upon it. We honed in on Facebook, Twitter and LinkedIn and created separate strategies for each. We made the overall voice more casual. We used visual elements to pique followers' interests on Facebook and Twitter, and we mentioned and tweeted at influencers on Twitter in hopes of further engaging with them. On LinkedIn, we repurposed the existing group as a place to foster conversation and networking among professionals, and we created a company page to strengthen the Global Journalist brand.

 

MULTIMEDIA

We saw Global Journalist's content quality as a strength, but we seized the opportunity to create multimedia content to supplement work that Global Journalist staff members currently do. We took the weekly radio shows and took out smaller sound bites to promote on social media for those who might not have time to listen to the whole show. We created infographics to post on social media, repackaging previously published stories into a visually appealing and easy-to-read package. We created timelines to visually represent events. We also created Storifys to capture the voices of others who helped us tell the story of events that we covered.

 

AUDIENCE

We looked at analytics data and analyzed it weekly to determine how people found our content, engaged with it and shared it. We used referrals from websites and social media, among other data, to get a better idea of who was using our content. We collected contact information of current audience members and sources, and we directly engaged with them via email in hopes of establishing a relationship that could lead to audience loyalty. We also created profiles to represent audience segments; these began a conversation about how well our actual audience aligned with our target audience, and whether our target audience should be adjusted.

 

GOING FORWARD

In the future, we hope that others can continue our work in terms of social media, multimedia and audience. Editors should continue to maintain the Global Journalist's social media platforms with a casual voice and to build relationships with followers through engagement. When strategizing about and distributing content, editors should continue to consider ways to repackage previously published content by using different mediums to convey information or singling out information in a longer piece to better serve the reader. Editors should continue using analytics data to influence content strategy, production and distribution, but they should also begin to look at trends spanning several months, or even years, to collect data to influence longer-term strategic decisions. Editors should continue engaging with previous sources and referrers, but they should also begin engaging with thought leaders and influencers. Editors should also complete the conversation about target audience versus actual audience and should make strategic decisions based on target audience segments.