Understanding Twitter’s Impact, and Commitment, to Traditional Media (And Why PR Pros Should Care)

Interesting article written by Serena Ehrlich with Business Wire about how Twitter is evolving in 2014 to become a news conduit and research tool for reporters and the public.  Ehrlich goes on to explain that despite the ability to share news quickly and in real-time, Twitter is not interested in scooping reporters. Instead, Twitter is focusing on facilitating the sharing of news between creator and consumer. — Pete Cento

Understanding Twitter’s Impact, and Commitment, to Traditional Media (And Why PR Pros Should Care).

POSTED ON APR 16, 2014 IN SOCIAL MEDIA PR 

By Serena Ehrlich, Director of Social & Evolving Media, Business Wire

Last month, The National Newspaper Association kicked off their annual conference with a presentation from Twitter’s head of news services, Vivian Schiller. In her keynote, Vivian outlined several upcoming changes within the Twitter news and newsfeed services, introduced Twitter’s new local news initiative and provided tips for journalists on how to leverage Twitter to build their audience and brand.

“News is important to every person on the planet, but for each person, the definition of news that’s important to them is going to be different.” Vivian Schiller, Twitter

One of the top goals for Twitter in 2014 is not to become a news service, but to become a news conduit and a research tool.  Despite the ability to share news quickly and in real-time, Twitter is not interested in scooping reporters. Instead, Twitter is focusing on facilitating the sharing of news between creator and consumer.  In 2014, Twitter is expanding its partnerships to include local media, a big step up from previous years where Twitter focused more heavily on larger media properties. This partnership includes providing easier access to Twitter verification,  taking a second look at the follower caps placed on some accounts and even promotional assistance to outlets breaking a larger story.

Image of Understanding Twitter’s Impact, and Commitment, to Traditional Media (And Why PR Pros Should Care) “Every reporter, every editor should be their own social media editor”

To ensure media outlets can maximize their presence and reach on Twitter, Vivian also shared a series  of best practices and tips to increase reader engagement and widen the news reach.  The top tips for today’s journalists looking to build a brand on Twitter include:

Twitter lists provide a better user experience:  One of the best ways to utilize Twitter is to create lists based on industry or geography or both.  Once the lists are set up reporters can easily scroll through each list for story ideas, to see what is resonating within key audiences, and which individuals are the most influential within their core topic.  And you can add people (or competitors!) to lists without following them, allowing you to maintain the integrity of your core news feed.

Multimedia increases views and shares:  One of the fastest, and easiest ways to increase views, retweets and click throughs on a Tweet is to include multimedia.  In fact, Vivian noted that within the media community, tweets with photos and video lift engagement by 27%

Twitter Cards are a reporter’s best friend and better branding  Twitter cards enhance a tweet, especially those that include images or video by providing more than just the traditional 140-characters.  Links to articles, for example, now include the media outlet name and logo, the byline and more.  These cards are perfect for reporters!  Not only do they enhance the story being shared, Twitter cards build branding for both the reporter and their media outlet.  Did we mention they are free to use?

Twitter builds your media brand:  One of the biggest ways for reporters to increase their own impact and visibility is by building a relationship with their social media fans and readers.  To do this, it is important for every reporter, every social media platform user to take the time to build relationships with their audience.  The fastest way to build a social following is to thank those who share our your news articles, be engaging and talk to your readers, send tweets with companies you may be interested in covering, utilize hashtags to enter larger conversations and live tweet big events such as keynote discussion.  For additional ways to reporters to build their audience on Twitter, read this article by Poynter.

Twitter tracks your success:  Measuring successful tweets on social media is an ongoing challenge.  Initial metrics include follower and overall conversation counts, but those that focus actions taken by the reader, including article sharing, article advocacy and feedback provide a better story. It is these engagements that increase article shares, build loyal readership and drive the inbound traffic needed to meet most media properties overall revenue metrics.

News is going mobile:  A huge majority of Twitter users access the platform from their mobile device.  This means readers are taking journalists and news with them throughout their day. Today’s readers consume news throughout the day and night, regardless of location. Reporters who utilize and share news articles on Twitter can reach any interested party now, no matter where the reader is.

There are more than 500 billion tweets sent every day.

For the last 50 years, we at Business Wire have watched, first hand, the continual evolution of the news industry. It is in our DNA to understand that while news distribution and consumption methods are ever changing, the need for news will never abate.  We are very excited to see Twitter expanding their media partnership to include smaller, local publications and can’t wait to work with journalists and reporters as they continue to maximize their reach and presence on Twitter.  Have questions on how media outlets can better utilize Twitter to showcase articles, stories or press releases?  Let us know!

 About the Author: Over the last 20 years, Serena Ehrlich has worked closely with public and private companies providing guidance on investor and public relation trends. Serena has implemented local, national and international social media and marketing campaigns for a wide range of company and brands including Mogreet, LuxuryLink, Viking River Cruises, the unincorporated city of Marina del Rey, Kraft, Kohl’s, Avon, Mattel and more. Serena started her career in advertising where she developed an understanding of branding from a large-scale perspective, but it was her 14 years in the newswire industry that placed her squarely at the forefront of a technical, sociological and influential revolution changing the face of customer communications. In 1994, Serena was part of a small team who introduced the communications industry to the Internet via a series of first-ever conferences, Her love of technology based communications hasn’t stopped since. As the director of social and evolving media at Business Wire, Serena has a unique insight in the content lifestyle – from creation to consumption. In addition, Serena serves as the Corporate Secretary of the international Social Media Club board of directors, President of Social Media Club Los Angeles, as well as social chair for the National Investor Relations Institutes’ Los Angeles chapter and is a frequent speaker at analyst and business conferences alike on the topics of mobile, payments and social.. She can be found on Twitter (@serena)