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Marketing & Audience Engagement
SAN MATEO DAILY JOURNAL
Learn more about my social media process.
After posting on the instagram to promote new news articles published on the San Mateo Daily Journal, I begin the analyze the post using Instagram Analytics and the Business Hub. I use these statistics and the amount of followers gained after each post to see which types of articles people enjoy the post. In addition, checking the amount of comments of different post and seeing the community's opinion of different topics gives me a sense of which articles are already popular, and which ones need to be promoted more heavily. I especially found the analytics tab regarding the time my followers are the most active, as it gives me a clear idea about what time people are willing to see the post and then click the link in the bio to read the article. Thus, I have created a posting schedule around these certain times and was able to see maximum engagement when I posted at certain hours of the day. On some days, after posting the instagram post, I will utilize the story feature and actually insert the link to the story so people can have more direct access to news articles.
SCOT SCOOP
Utilizing twitter for audience engagement is extremely effective as twitter is a site that many people get their news from. I promote my new articles using twitter. To maximize my outreach, I will tag my sources on twitter and that can help the article reach more people as well.
PROOF IN THE ANALYTICS
Promoting articles through social media is heavily emphasized in our publication as we even have a Scot Scoop social media team. However, we also strongly encourage writers to promote the articles they write through their personal social medias, awarding them an extra point on the Beat rubric for posting their articles on Instagram, Twitter, or Facebook.
It's clear that the articles that I have posted on instagram and Twitter have received more impressions overall then the ones I did not promote. Now, I always aim to promote articles on social media to reach a wider audience.
THE HIGHLANDER
Our publication's newsmagazine, the Highlander is distributed around the school is various newspaper vending machines. When a new issue is released, we hope that a significant amount of the student body can read it. We promote the new issue through social media and remind viewers where they can find a copy around the school. I made the graphics and posted them onto our instagram to market the newest issue.
In addition, for this issue, I wanted to do my best to pique people's interest and interviewed a few of the editors of the issue, asking them what people should look for. I made a graphic out of that and posted it to Instagram. Hopefully, their recommendations intrigued people scrolling through instagram and made them excited to pick up their copy.
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