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Social media at omr oce

This document summarizes best practices for using social media in media relations based on a presentation given at an NCI retreat. It discusses how journalists now use social networks and search to assist their reporting. It also outlines how NCI has modernized its media relations website to incorporate more social media tools like blogs, videos, and integration with Twitter, YouTube and Flickr. Key lessons are to engage the right target audience, be useful and responsive on social platforms while avoiding spammy or defensive behaviors that could spark backlash.

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Social Media and Media Relations at NCIBrooke HardisonOCE RetreatDecember 2, 2010
Journalism 2.070% of journalists use social networks to assist in reportingNewspaper and online journalists more likely to use than magazine reporters56% said social media was important or somewhat important92% believe that social media is enhancing journalismSources: Middleberg Communications and the Society for New Communications Research (SNCR), "Survey of Media in the Wired World.“ & George Washington University and Cison’s “2009 Social Media & Online Usage Study”
Top Information Sources100% of journalists use searches like Google or Yahoo! to get news information (up from 91% in 2008)Search types journalists used:Google Search (100%)Corporate websites (96%)Blog Search (89%)Social Search (65%)Wikipedia (61%)Photo/Video Search (58%)Forums (42%) Social Media Tools used (sharing):Blogs (64%)Social Networks (60%)Micro-blogging (57%)Sources: TopRank Online Marketing Survey on Journalists Use of Search & George Washington University/Cison “2009 Social Media & Online Usage Study”
Once upon a time, there was an outdated website…Since 2001, the NCI media relations team has been publishing articles for reporters about research at NCIVolumes and issues
Paired articles
Text-only article pages
Internally hosted videos (small)
Separate pages for multimedia files
Keyword-based and date range search optionsAverage hits/month: 800
Time for ChangeThe webzine concept was antiquated and needed a fresh lookNCI, NIH and HHS as a whole were moving toward incorporating web 2.0 technologies, and we wanted to make sure that the new design could adaptSeparately, we were beginning to see an increasing need for more blog-friendly contentJournalists were increasingly becoming active on social media sites & we needed to make content available in the blogosphere
A new formatIn 2009, in an effort to modernize the site and serve a broader audience, the Office of Media Relations redesigned the site, inspired by news blogs and social mediahttp://benchmarks.cancer.govMultiple images per article
Embedded videos (now discoverable on Youtube.com)
Twitter, YouTube and Flickr integration