News Leadership 3.0

March 15, 2009

Coming up: Webinars on social media strategy

Knight Digital Media Center and News University team up to provide training for news executives

As more and more people flock to social networks, it is critical that news organizations get their content into social spaces and make their own sites more social. I am pleased to announce that Knight Digital Media Center will offer a series of three Webinars this spring to help news organizations understand the power and potential of social networks and to develop smart strategies for tapping into social networks to gather news and engage users in their news and information.

The Webinars will be offered via Poynter’s News University and will feature social media experts Paul Gillin and JD Lasica. They are scheduled for 2 p.m. EST April 14, May 12, and June 16. Cost is $24.95 per Webinar and you can register via the links in the schedule.

The Webinars . Here’s the schedule:
* Social Networks: The New Architecture of the Web, April 14, with Paul Gillin. Examine the secrets of social networking and explore ideas for how to adopt them as a foundation for reader communities. Learn more and register.
* Social Networks: Engaging Users With News, May 12, with JD Lasica. How news organizations are using—and should use—social media tools to engage users and present content. Learn more and register.
* Social Networks: New Revenue for News Organizations, June 16, with Paul Gillin. Effective use of social networking tools helps news organizations build loyal, engaged user communities and opens up new revenue opportunities for newsrooms. Learn more and register.

KDMC also has selected eleven news organizations whose top editors will receive more intensive training and coaching in its annual leadership conference, “Transforming News Organizations for the Digital Now.”

They are: the Bristol (VA) Herald Courier, The Riverside (CA) Press Enterprise, The Charlotte Observer, The Wilmington (DE) News Journal, the Waco (TX) Tribune-Herald, the Victoria (TX) Advocate,
the Springfield (MO) News-Leader, the Modesto (CA) Bee, The Sacramento (CA) Bee, the Philadelphia Daily News, and the Voice of San Diego.

Participants from each organization will develop a project during the course, which will be primarily online at NewsU from mid-April until a conference at the Annenberg School of Communication at USC in mid-July. KDMC will share content of the course and project updates on this blog, elsewhere on the main site, and in some of the social networks we’ll be exploring.

KDMC decided to focus on social networks this year in the face of a growing gap between public use of the networks and their adoption by established news organizations. One study found only 10 percent of top 100 newspaper sites had adopted social media tools, while another study showed adults increasingly were on popular networks such as Facebook and Twitter.

I hope you’ll be able to join the Webinars. They’re designed primarily for newsroom executives and executives on the revenue site of established organizations. Community news start ups and online journalists will benefit as well.

Questions about the Webinars? Suggestions? Please share them in the comments.


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Exploring innovation, transformation and leadership in a new ecosystem of news, by journalist and change advocate Michele McLellan.

Get in touch with Michele at .(JavaScript must be enabled to view this email address).

More Leadership at KDMC:
Leadership Seminars | Annual Leadership Reports

Support is provided by:

John S. and James L. Knight Foundation

USC Annenberg School for Communication

McCormick Foundation

Donald W. Reynolds Journalism Institute


@michelemclellan on Twitter

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