On Monday, April 28, CUNY Graduate School of Journalism hosted a panel: “ Your Journalism, Your Brand How to Build an Effective Social Profile.” Participants included: Buzzfeed Social Media Editor Michael Rusch, ProPublica Senior Reporter Charles Ornstein, Mashable Real-Time News Editor Brian Ries, and Reportedly Social Media Reporter Kim Bui.
Introducing the panel, Social Journalism program director Carrie Brown said: “Even if social media is not new any more, I still get a lot of questions from journalists saying ‘I still feel like I’m not taking advantage of [social media] enough. How should I prioritize my work there? How can I better use it to build trust and engage with my audience? How can use it to enhance my career and develop new sources?”
Speakers started by detailing their roles and responsibilities. Opening the panel, Charles Ornstein talked about the importance of integrating social media into his beat. He curates the best health care stories he finds for his readers and shares them on social media, establishing his authority and expertise in his beat.
Ries primarily uses social to establish himself and Mashable as key sources for breaking news responses. Kim Bui said she devoted a majority of her time to digging up and verifying news on social media. For example, after the Charlie Hebdo attacks in Paris, Bui and her colleagues used social media to research the suspects police had identified. She also explained how she verified that the third suspect – a high school student – wasn’t involved by tracking tweets from other students at his high school who confirmed his presence in class during the attack.
“I spend the whole day reporting and writing on Facebook and Twitter. And I do occasionally write on Medium for longer stories,” she said.
The speakers were all animated by the necessity to develop an identity on social media and build a true relationship with their audiences.
Rusch built his reputation as a journalist using social media. For two months, he found himself on an investigative journey in New Orleans in the aftermath of Hurricane Katrina, shooting video and collecting footage of the natural disaster with the help of the Coast Guard. After three years of social media experimenting and building his own brand, he developed a relationship with BuzzFeed Editorial Executive Ben Smith and eventually got his job there.
Engaging with your audience is also another way to enhance social media credibility, and sometimes it can be the more reliable way to contact a source. Charles Ornstein from ProPublica said: “I engage with people. I do engage with the dean of Harvard on Twitter if I can’t get him to pick up the phone.”
For Kim Bui, the engagement leads her to develop a long-lasting relationship with readers: “I feel like if I’m informative and I’m telling a really good story, and if I’m giving citizens on the ground the credit they deserve, people will start to follow me and engage with me,” she said, before mentioning that she uses hashtags, buzzwords, and exclamations like “wow” cautiously.
Panelists called DataminR the most powerful and efficient analytics tool on the market. Bui said DataminR is too expensive for smaller outlets like hers, and they use coeverywhere instead.
The panel’s discussion taught us to consider social media as a tool we can use to get more confident in our beat and to track stories.
How do you plan on building your personal brand/reputation through social media?
Could you imagine yourself building a methodology of sourcing specific information from your community on social media? What would it be like?