Over the past six years I’ve worked on social media for various public media outlets.
Here are my favorite campaigns:
1. Launch and Sustained Growth – Oakland Local, community news site for Oakland, CA
Launched in 2009, Oakland Local’s campaign to build a dedicated readership was simple — set up a stable stream of interesting local content and ask everyone involved to share the content with their lists. For every article or community voices blog entry published we set a Twitter and a facebook post. We then asked funders, bloggers, journalists, community partners and featured Oakland Locals to spread the news. We made this easy for them by inviting them via email to share the twitter posts we created. And we didn’t stop. We repeated this formula over and over.
In addition to making sharing a central part of the OL culture, we connected with local nonprofits and community groups at an early stage. We did this by asking groups to submit their content as community voices blog entries. And we did this by partnering with various groups on short-term news projects, capacity building workshops (where we provided tech expertise on their social media accounts) and community development initiatives. At every point we shared our mission and our knowledge and asked our partners to help share our content.
Started with funding from J-Lab at American University, Oakland Local reaches 76,000 unique visitors a month, all from the Oakland/East Bay. The site now has 6,700+ facebook followers and 5,500+ Twitter followers. Although Oakland Local is fairly new, it is a model for the future of news and community engagement. As a member of both The Investigative News Network and The Society of Professional Journalists, OL is committed to quality work; we’ve had stories funded by The Fund for Investigative Journalism and the Center for Public Integrity, among others. Our stories are distributed through Yahoo! News, SFGate, New America Media and others.
To connect Making Contact’s broadcast radio streaming listenership and its non-listening donating audience with its website, facebook and Twitter, we’ve integrated additional media into every blog post. For instance, short videos, audio web extras, photography, Thinglink images and webified versions of the audio are now included on every show page. We’ve also focused on search via AdWords and via cross linking with related news outlets. And we seek friends willing to share our content via one-to-one communications. This has led to campaigns like our 2012 MayDay public media online fundraising collaboration, MayDayMedia99, and our 2012 Valentine’s day campaign, Love Your Media Day. Both campaigns focused on friend and fund raising. To do this, both campaigns featured an AdWords Ad, a SoundCloud audio set and targeted mailings in addition to addition to our weekly radio show offering.
Our MayDayMedia campaign, a Media 99 Razoo collaboration with Media Consortium members, led to roughly 20,000 people visiting the Media 99 website. Our site, RadioProject.org also benefited from focused MayDay work. If you visited our site that day you would have seen not only our weekly show but also Free Speech TV’s player, which we used for live MayDay coverage, and buttons that led to the Media99 event map and the Storify content. This added content and marketing via social media, phone calls and emails raised site traffic that day. Our Tuesday average is roughly 600 visits/day. On MayDay nearly 1,000 visited our site. And, time spent on our site doubled. Even better, many of these were first time visitors to our site. To note, most of those who came to our site on MayDay via referrals came from facebook. And we added 39 new online donors to our donor base during our MayDay collaboration.
Our Valentine’s Day AdWords ad garnered 1,350 clicks. And our facebook posts and tweets were shared among various key supporters. Throughout this Valentine’s Day campaign we used the #supportyrmedia day hashtag.
Here’s some of what we tweeted and some of what we heard on MayDay and on Valentine’s Day:
Spiced Valentines Day
Celebrate by fighting for
access to reproductive services.
SoundCloud set list:
Show some love
Email Video Link:
Making Contact struggles with many challenges faced by public radio: a) a large portion of listeners tune in via their radio while driving or at home while away from the screen b) the audience is dispersed geographically c) the audience is dispersed thematically. But Making Contact is also a beacon in the nonprofit world with a funding pool composed mostly of small individual, recurring donations. Online, Making Contact reaches 6,000 unique web visitors a month. This is in addition to the 5,000+ who download the MC podcast via RSS feeds. An even larger group listen via radio stations nationwide and internationally. The site now has 2,350 facebook followers and 700+ Twitter followers.