Facebook and journalism: How can we do it better?
With 600+ million users -- and counting, counting very fast -- Facebook is an obvious target for journalists trying to figure out how to use social media to connect with readers and sources and, of course, distribute their work.
However, as Mathew Ingram points out in a recent post (excerpted below), Facebook started as a place to socialize, not to consume news, so it's not obvious how journalists should join the party. Recognizing this lack of clarity, Facebook is hiring journalists, such as Vadim Lavrusik, to help journalists figure it out.
There's no doubt that Facebook -- helped by its just-turned-one-year-old Like/Recommend button -- is driving more traffic to news media sites. But there are still few examples of successful engagement strategies. Facebook has been trotting out the same few success stories for months, focusing on standouts such as New York Times writer Nicholas Kristof, NPR's fan page and Vanity Fair turning its page over to "guest editor" Justin Bieber.
So the search continues. No doubt Mr. Lavrusik, who just started his Facebook job this week, will come up with many good ideas and share them on Facebook's journalist page.
The page already has some good, basic advice. Here are two bullet points that largely mirror the advice we have been giving reporters and editors for all social media:
- Interact with your readers: Ask questions, solicit feedback, and crowdsource content on your Page's wall.
- Be personal: People like your Page on Facebook to connect with you and your work. Whenever possible, share updates directly in first person voice.
Below are several other recent takes on the issue. Have I missed any smart thinking? If so, please share.
Facebook: Hey, We’re a Great Tool for Journalists Too!
By Mathew Ingram
...the challenge for Facebook is that while Twitter seems perfectly designed to be a real-time news and information network, many users still likely think of Facebook as a place to socialize rather than be informed — a place to play games, or look at funny pictures and videos, but not necessarily a place where journalists are active. Those things may not be mutually exclusive, but it’s going to take some work to make them feel like they belong together.
Facebook’s Growing Role in Social Journalism
By Vadim Lavrusik
One of the key advantages of Facebook over other social platforms is the sheer number of potential sources it presents for journalists. At National Public Radio, its 1.5+ million-member Facebook community is invaluable for finding sources, said Eyder Peralta, an associate producer on NPR’s social media desk.
“There hasn’t been any query that we haven’t gotten good sources for,” Peralta said. From finding high school dropouts to people who have recently been laid off from their jobs, Peralta said the organization regularly posts inquiries for sources as status updates on its page and receives hundreds of valuable responses. “We’re using it as a megaphone, and people have always been extremely helpful.”
An advantage of Facebook is that users are able to privately message anyone on Facebook without having to be their “friend.” So after a reporter or producer sees a source they want to interview, they’ll contact that person through a private message from his personal Facebook profile. In some cases, users will even volunteer their phone numbers in the comments for a reporter to get in touch.
The case of high heels: How open-ended questions on Facebook can spark story leads
By Roy Peter Clark
The most powerful tool for getting reader feedback and generating civil conversation is the open-ended question. Ask readers, in print or online, what they think or how they feel, and you can inspire double or triple the number of usual responses.