Social Media for Directory Publishers

The Ultimate Social Media Checklist for Directory Publishers

If you’ve got a solid SEO strategy in place and your online directory still isn’t ranking highly in Google search results, then a lack of social media awareness could be to blame.

Many directory publishers are under the impression that organic traffic alone is enough to sustain their businesses. That may be true in some cases, but the vast majority of directory publishers need to step it up with a solid social media strategy if they want to build momentum and generate sustainable revenue from their websites. The challenge in creating an effective social media plan is often knowing where to begin.

Building a social media profile for a traditional local business, like a restaurant or a clothing store, is easy. Plenty of tools are available to help small business owners do just that. But directory publishers have a unique set of challenges as the owners of online businesses, and specific goals that they need to reach before they can consider their social media efforts a success. Getting profiles set up across all the major social media channels is just the first step.

If the thought of scheduling posts on Twitter and running ads on Facebook leaves you feeling overwhelmed, or if you’re not even sure which social media tasks you should be doing in which order, then keep reading for a step-by-step social media checklist designed specifically for directory publishers.

First Steps for Directory Publishers

Directory publishers who are still in the earliest stages of creating a social media strategy should begin by completing the following tasks:

  • Creating profiles across all relevant social media channels, including Facebook, Instagram, Twitter, Pinterest, and LinkedIn
  • Ensuring all branding, logos, and images are consistent across social profiles
  • Promoting new social pages with links on all directory pages, as well as in any email newsletters
  • Researching the best posting times to maximize post views based on target demographics and the social media channels you’re posting on
  • Promoting new social pages with paid advertising campaigns

Daily Social Media Activities for Directory Publishers

Directory publishers should be doing the following tasks every day:

  • Replying to comments across all social media channels
  • Monitoring mentions of the directory on Twitter, Facebook, and Instagram
  • Reviewing the established posting calendar
  • Researching industry-related keywords and hashtags

Weekly Social Media Activities for Directory Publishers

Directory publishers should be doing the following tasks at least once each week:

  • Brainstorming new content and updating the posting schedule for the week
  • Visiting competitors’ social media pages and tracking which of their posts are receiving the most interaction
  • Reviewing any paid campaigns and tracking the results

Monthly Social Media Activities for Directory Publishers

Directory publishers should be doing the following tasks on a monthly basis:

  • Collecting monthly statistics across all active social channels
  • Analyzing which strategies are working and which are not
  • Comparing monthly page statistics against competitors’
  • Researching upcoming industry events and related news items that could be used on social channels

Quarterly Social Media Activities for Directory Publishers

Directory publishers should be doing the following tasks at least four times per year:

  • Reviewing branding and remedying any inconsistencies across social channels (for example, updating profiles with new logos or company descriptions)
  • Evaluating the past quarter’s KPIs
  • Setting goals and defining KPIs for the next quarter
  • Using a tool like SEMrush’s Social Media Poster to understand the demographics of your Facebook audience
  • Running audience analysis to ensure the right demographics are being targeted with any paid campaigns

Our goal in creating this social media checklist for directory publishers is not to make anyone feel overwhelmed. By making these tasks a regular part of your routine, the hope is that you’ll be able to easily stay current with the latest trends and be more likely to reach your target goals, whatever those goals may be.

Repost content from social media

When Should Local Publishers Repost Content from Social Media?

Social media users can be a hyperlocal publisher’s greatest source of news tips and insights. But publishers don’t automatically have permission to repost content from social media platforms like Instagram, Twitter, and Facebook on their own websites.

Need proof? Look no further than AFP v. Morel. Freelance photographer Daniel Morel sued Getty Images and Agence France-Presse (AFP) for using photos of Haiti that he had posted on Twitter, without his permission, and won $1.2 million for the infraction.

Morel’s case may be an extreme example, given the hefty sum he was awarded, but Getty and AFP aren’t the only outlets to run into trouble sourcing images from social media. In June 2013, a photographer sued BuzzFeed for the unauthorized use of a photograph posted on Flickr. And just last month, Fox News ran into trouble when it used a journalist’s video from Twitter after he had explicitly asked them not to.

What Is Fair Use?

We covered fair use extensively in a blog post back in April. In a nutshell, the fair use defense places limits on a copyright owner’s exclusive rights to work, as long as the use is limited. This is what generally gives news outlets the ability to post excerpts of books alongside book reviews without being sued by the author or the author’s publisher for copyright violations.
But as with so many other issues in the age of social media, fair use has gotten complicated. Facebook users “share” each other’s content all the time, and Twitter even has a “retweet” button for just that purpose. Hyperlocal publishers should feel free to do the same on their social media accounts. For example, a local publisher can retweet a Twitter user’s description of a car accident in town, or share a Facebook user’s post about a wildfire that’s spreading nearby. Those actions are helpful to readers, and by including the original source’s social media handle they can be properly attributed.

Where things can get complicated is when a publisher, or a reporter, wants to use images from social media to illustrate a story. The images may have been posted publicly on Twitter or Instagram, but that doesn’t mean the publication can repost content from social media without checking with the person who took the photos and posted them online.

Who Owns a Social Media Image?

Just because a Twitter user posts an image doesn’t mean he or she necessarily owns the rights to it. It can be downright impossible for a reporter to determine who a photo belongs to, and social media users aren’t always honest about the origins of the content they post. Attribution isn’t enough to protect the local publisher in cases where the publication has unwittingly distributed someone else’s content.

A few questions reporters should ask themselves as they decide whether to repost content from social media are:

  1. Will the images enhance the story?
  2. Is the amount of content being used an appropriate amount?
  3. Are the photos being taken from a person or service that sells photos to news outlets?
  4. Is the publisher providing attribution?

In determining fair use, one factor that legal experts often look at is whether the publisher transformed the copyrighted image to such a high degree that it no longer counts as infringement. For example, using a copyrighted image in a large collage of dozens or hundreds of images, with proper attribution, would generally qualify as a transformative use. On the flip side, taking a photo from social media and juxtaposing it with another single image is probably not enough to be considered transformative and would not be considered fair use.

The Center for Social Media’s Set of Principles in Fair Use for Journalism makes clear that fair use applies to illustrations in news reporting. The organization also believes that, as a whole, local publishers could repost content from social media more frequently without running into copyright infringements. Even in cases where copyright law allows publishers to incorporate copyrighted images into new work, more and more risk averse local publishers are shying away from the practice of reposting content from social media.

Twitter Strategies for Local News Publishers

5 Best Twitter Strategies for Local News Publishers

Facebook’s recent decision to prioritize family and friends over publishers in its News Feed is causing many news organizations to re-think their social media strategies. With an expected decrease in Facebook traffic comes a renewed interest in Twitter strategies for local news publishers.

Although Twitter is a fraction of Facebook’s size—the network accounts for just 3% of referral traffic to content publishers, versus 23% coming from Facebook—it still plays an important role within the larger information ecosystem. Twitter is most popular among highly educated Internet users, and 74% of its users get news from the site. That number has increased significantly in recent years, up from just 52% in 2013 and 59% in 2016.

Putting more resources into Twitter, and other social networking platforms means less reliance on Facebook for referrals, which puts publishers on more solid footing regardless of which algorithm changes Facebook decides to implement in the future.

Below, we’ve put together a list of the best Twitter strategies for local news publishers.

1. Be creative with article promotion.

It’s not enough to just copy and paste an article headline and link into a tweet anymore. The competition for attention across social media is too great. For maximum clicks and engagement, writers need to get creative in thinking of ways to promote their own work. A few ideas:

  • Paste the subhead from the article into the tweet, instead of the headline.
  • Tweet an interesting quote or an excerpt from the article.
  • Tag anyone who is mentioned in the article.
  • Pose an enticing question with a link for followers to find out the answer.
  • Include trending hashtags, just so long as they’re relevant to the topic.
  • Ask readers a question that’s related to the article.
  • Send a tweet asking for reader comments on a newly-posted article.

2. Schedule multiple tweets for each article.

The secret to generating traction on an article is repetition, especially on a platform like Twitter, where news can easily be scrolled through and missed altogether. Instead of repeating the same tweet multiple times, have writers promote each of their articles in several different ways. Try using the creative suggestions above as inspiration.

Here’s an example of how a single article might be promoted in three different tweets.

      • The first tweet about could be the article’s subhead and a direct link:
        “How every Senator voted on ending the government shutdown https://t.co/oLx3z6dewb
      • The second tweet could include an excerpt from the article:
        “The Senate advanced a temporary spending bill that would end the government shutdown. https://t.co/oLx3z6dewb
      • The third tweet could be an enticing question for readers:
        “How did your Senator vote on Monday’s spending bill? https://t.co/oLx3z6dewb”

3. Repurpose multimedia content.

Text-on-screen news videos and other forms of multimedia content originally intended for Facebook and Instagram should be repurposed for Twitter whenever possible. In addition to video, publishers should utilize images, GIFs, and polls in their tweets to maximize engagement.

A tweet that is sent without any visual content attached is a missed opportunity. Tweets with images have three to four times higher engagement rates than those without. Images that combine text layered on top of a photo or design perform the best, since they tend to slow users down as they scroll through their feeds.

4. Take advantage of Twitter’s speed.

The best thing about Twitter is how quickly users can send messages. Encourage writers and editors to tweet live during breaking news events (including city council meetings) or give instant updates as they’re working on interesting stories. Twitter is the least time consuming of the social networks, from a user’s perspective, making it a great place for writers to share tidbits and behind-the-scenes anecdotes from their reporting that might not otherwise make it into print.

5. Use Twitter as a promotional tool.

At least once a day, send a tweet that encourages followers to sign up for an email newsletter or become a paying subscriber. Promotional tweets can be short and simple, but they should ideally include an image to attract attention and a direct link to a landing page or sign up form where readers can take further action.

Compared to some of its peers, Twitter is a much more straightforward social networking platform. That means writers and editors should be able to utilize it multiple times during the course of each day’s work. Gaming the system truly isn’t necessary, so long as digital news organizations are following the most widely accepting Twitter strategies for local news publishers.

Facebook for traffic generation

5 Ways for Publishers to Convert Traffic from Social Channels

How should publications convert followers on their social media channels into loyal readers on their websites? It’s a question even the most successful hyperlocal publishers have grappled with, as they search for successful strategies to convert traffic from social channels.

Finding an answer isn’t easy, in part because the social networks are working so hard to keep people in. Even while platforms like Twitter are promoting news streaming partnerships with major media outlets, and YouTube is adding breaking news to its homepage, local publishers are still left with the task of figuring out how to convert traffic from social channels and entice readers over to their sites.

Here are five strategies that publishers should implement to convert traffic from social channels.

1. Share early and often across social media.

Although Facebook is a dominant platform in terms of local news consumption, it’s hardly the only online channel that readers are visiting on a regular basis. The moment a new article goes live, publishers (along with reporters and editors) should be sharing the link across all their social channels, including Facebook, Twitter, and possibly LinkedIn. Ideally, links to stories should be shared according to a daily publishing schedule, with an average of 3 to 10 posts going up on the publication’s own Facebook accounts and by individual editors or reporters throughout the course of a day. Publishers should be tweeting at least five times a day and posting to Instagram at least 1.5 times a day for maximum exposure.

2. Post messages that are native to each channel.

Taking the time to learn about what readers on each channel are looking for, and how they interact with content online, can pay dividends in the long run. Changing up the tone and adding a compelling image that’s suited to the channel can result in an increased number of click-throughs and engagement. In fact, social media posts with images create 650% more engagement than text posts, according to research by Adobe. Instagram and Snapchat tend to have younger audiences than Facebook and Twitter, so the tone of posts on those channels should skew slightly younger. A quick looks at which posts are generating the most engagement on each social channel can offer some good insights into which type of messaging will be most successful.

3. Leave people wanting more.

The ideal social media posting gives readers enough information to be interested in an article, but not so much that they don’t have a reason to click-through for more information. The key here is to leave people hanging. The best way to convert traffic from social channels is to leave readers with a cliffhanger or a question that can only be answered on the publisher’s own site. For example, a tweet that’s promoting an article about a recent robbery might say, “Thieves broke into XYZ Toy Store last night. See what evidence they left behind. [LINK]” The message gives readers enough information to let them know what event happened, but still requires them to click-through to the website for the full story.

4. Share content multiple times—but don’t be a spammer.

The return on investment—or effort, in this case—is greater when publishers share articles multiple times. Content intelligence tools like Chartbeat are useful for understanding the ideal number of times content should be shared for maximum distribution. For publishers who don’t have an account, a simple review of analytics should suffice. Most publishers find that three is the magic number, as far as how many times an individual article should be shared across social media. But be careful. Posting outdated content, or spamming people by sending the same message twic, as a way to convert traffic from social channels is a plan that could backfire.

5. Join relevant groups or create new ones.

Online groups that center around shared interests can be an excellent place for publications to find and interact with readers would could potentially become loyal advocates. More than 1 billion people use Facebook Groups, so this channel can be a great place to begin. Join a few active groups centered around local issues—most communities already have groups set up to discuss neighborhood crime, for example—or start a new group. To successfully convert traffic from social channels in this way, publishers should set themselves up as sources of reliable, accurate information. In addition to building up their profiles within the communities they cover, groups on Facebook and LinkedIn can also be a great source for background information and ideas for future stories.

Social Media Strategy for Publishers

Building a Social Media Strategy – A Step-by-Step Guide for Publishers

Two-thirds of adults in the U.S. now get their news from social media, and younger adults are even more likely to name social media as a main source of information. While major media outlets like the New York Times and the Washington Post have the budgets to hire social media strategists and take full advantage of the opportunities within platforms like Facebook, Twitter, and Instagram, local publishers are often left to figure out how to build a social media strategy on their own.

More than just a channel for self-promotion or one-way communication, social media has the potential to become a tool for collaborative reporting and curating content, as well as an endless source of story ideas for local reporters looking for the next great scoop. For publishers who have figured out how to monetize social media, platforms like Facebook and Twitter can also become new sources of revenue.

What is a social media strategy?

The best social media strategies involve some combination of a comprehensive overview and a day-to-day action plan. For publishers, a comprehensive overview should be a written plan that includes the organization’s goals for social media—for example, increasing reader contributions, bringing in new subscribers, or creating a new source of revenue—along with a specific plan of action for achieving those goals.

Developing a social media strategy isn’t always as simple as it seems. Depending on the size of the publication, multiple departments may need to be involved. Marketing, sales, and editorial teams should work collaboratively to come up with a synergistic plan that improves efficiencies when it comes to the type of content being posted across whichever social channels the publication decides to utilize.

When should the sales department get involved?

Developing a social media strategy that’s solely focused on optimizing traffic to the publisher’s website is shortsighted. Independent publishers who are focused on the bottom line will want to get their sales and marketing departments involved in the process, as well.

Independent news websites can easily include sets of sponsored social media posts as part of the ad packages they sell, just as long as the advertisement is clearly labeled. Selling these types of packages will become easier as the publisher’s editorial and marketing departments execute their parts of the social media strategy and build up a large organic following across multiple social channels.

How can social media be integrated into the workflow?

A well thought-out social media strategy shouldn’t be a burden to reporters or members of the publication’s marketing team. One of the biggest mistakes publishers make is coming up with a strategy that reporters are expected to execute without providing those reporters with any tools or plans for streamlining those new tasks.

Integrating a social media strategy into the workflow for editorial, marketing, and sales teams usually means introducing one or more new technology platforms. From simple solutions like Hootsuite, which reporters can use to schedule posts on social media, to platforms like Sprout Social, which publishers can use to visualize publishing calendars, manage digital assets, and determine the optimal time to post on each social network, there are hundreds—if not thousands—of solutions to choose from.

Outlets that publish on WordPress have the additional benefit of being able to use plugins to streamline the social media workflow. For example, publishers can use the Instant Articles for WP plugin to efficiently distribute content on Facebook. SumoMe is another vendor with a WordPress plugin that makes it easy for web visitors to share a publisher’s content on Pinterest, Facebook, and Twitter.

What are realistic goals?

While it’s true that social media can drive traffic to local news websites, publishers have to be realistic. Expectations should take timeframe and budget into consideration. An independent publisher who isn’t willing to invest significantly in social media isn’t going to see the same type of immediate results as a major news outlet with hundreds of thousands of dollars to spend on sponsored posts across Twitter, Instagram, and Facebook.

With a strong social media strategy in place, however, local online publishers can expect to see an uptick in brand awareness, website traffic, and positive sentiment among readers. These are all metrics that should lead to a positive return on investment, and they’re much more indicative of a successful social media strategy than the number of ‘likes’ or followers that an organization accumulates. Publishers who are getting their sales departments involved should also start tracking the number of sales inquires and leads coming in each month, as these figures should start increasing, as well.