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Top Social Media Tactics – public media style

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

KLOUT_OL post 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.

OL_23ThingsFBpost

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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.

2. Friend and Fund Raising – Making Contact, National Radio Project, in-depth public affairs weekly radio show
MC Klout Score

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:

AdWords ad:
Spiced Valentines Day
Celebrate by fighting for
access to reproductive services.
radioproject.org

SoundCloud set list:

Email Headline:
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.

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Salt, Sugar, Fat

Since the 1950s convenience foods have ignited the processed food industry. In his new book Salt Sugar Fat: How the Food Giants Hooked Us, Michael Moss says that the government has been the industry’s best friend and partner in encouraging Americans to become more dependent on processed foods. According to Moss, processed foods are engineered using addictive recipes and manipulated ingredients whose structures have been chemically-altered. He says processed foods are manipulated using weaponized salt sugar and fat ingredients including 40 varieties of restructured salt and with tobacco-industry like marketing campaigns aimed at various ethnic groups and children, products are poised to addict or as the industry prefers to say, appeal and allure.

This is the second in a three-part Big Food series for Letters & Politics, a syndicated public affairs radio show out of Pacifica’s west coast station, KPFA 94.1 FM. This series investigates how the processed food industry came to dominate the American plate to become a top industry earning over one trillion in annual sales. The series digs into America’s food labs, food habits and food policy to detail how America became hooked on processed food.


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OakTown Gardens


OakTown Gardens: Reducing waste to ‘green’ Lincoln Elementary

This year, Lincoln Elementary did something few schools would have dreamt of 10 years ago: It formalized a green connection with Waste Management to exchange food scraps for compost., 

OakTown Gardens: Growing It All

Max Osterhaus visits his father’s Wisconsin ranch in the winter, 

OakTown Gardens: Blending naturalness, absence of pretense in 

Marcia Kai-Kee and Ed Oshika’s street-facing 

OakTown Gardens: Adams Point oasis inspires owner, area 

Adams Point oasis inspires owner, area residents.

OakTown Gardens: Renovating through experimentation | Oakland 

Digital artist, poet and storyteller George Aguilar has spent the last 

OakTown Gardens: Using a garden as business inspiration 

 “We don’t watch TV. We spend time in the garden.”  

OakTown gardens: Cultivating through hurdles | Oakland Local

Research shows that gentle gardening reduces stress levels and blood pressure. But, that doesn’t make it any easier to stick your hands in dirt

OakTown Gardens: Professional landscaper shares own garden at

Robin Dunlavy, co-owner of Garden Girls, keeps the roughly 10×20-foot area in her own home’s front yard brimming with plants

OakTown Gardens: Growing indoors | Oakland Local

 Dalmar Smith didn’t let apartment living get in the way of having a garden. When the financial services research assistant found

OakTown Gardens: Turning a small space into a ‘calming’ oasis

Jul 24, 2012 – OakTown Gardens: Turning a small space into a ‘calming’ oasis. Over the last 16 years, Mr. Jay has turned his East Oakland

Hey Oakland: Show us your gardens! | Oakland Local

Hey Oakland: Show us your gardens!

Castlewood lockout, year two

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61 workers at the Castlewood Country Club have been locked out for two years.

Former waiters, banquet workers and janitors marched through the streets of Pleasanton on Saturday, joined by Occupy Oakland supporters, to rally for their jobs. Many held satiric signs giving support to the 1 percent and glorifying greed. Read a related MOJO article.

In the video above, Sergio Gonzalez talks about how the country club’s management attempted to decertify the union and why an $800/month health care cost increase is not doable on a minimum wage.


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A taste for inspiring food coverage

Daniel Klein, Mirra Fein, Todd Selby and Lisa Hamilton lead the way in food coverage. And, they give me optimism for what is to come in the world of media.

Daniel Klein and Mirra Fein produce the The Perennial Plate, an online weekly documentary series on food and eating. The images are sharp, the pieces are short and better still it feels alive. Watch A Taste of Vietnam from Daniel Klein on Vimeo.

 

Lisa Hamilton has integrated multimedia and storytelling to document the stories of rural California. Called “Real Rural,” hers is an interesting project for it’s depth and the narrative arc in each of the stories.

And Todd Selby! His are vivid photos presented with audio and in some cases scanned notes that present a quick vignette in refreshing ways.

Want more visually compelling project interfaces? I do, and, I await the Hyperaudio Pad that Boas and Moskowitz are developing to foster open media that is accessible to everyone both for consumption as well as creation.


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Food TED talks to watch and learn

“There are more Chinese restaurants in this country than McDonalds, Burger King, Kentucky Fried Chicken and Wendy’s combined.”

Watch as  Jennifer 8. Lee talks about her hunt for the origins of familiar Chinese-American dishes.

“Preggo then went back and reformatted their sauces… over the next ten years they made 600 million dollars off their line of extra chunky sauces… That’s when you started to get seven differnt kinds of vinegar and 14 different kinds of mustard….”

Watch Malcom Gladwell talk about food marketing– and detail the debate between choice and happiness in the food industry.

Your body on Ramen And Gatorade

Watch other official TED Talks about food or view the full topic list.

Here’s a list of recent TEDx Manhattan, an unofficial offshoot of the non-profit TED, hosted lectures on “Changing The Way We Eat.” Links to come.

Issues
ETHEL
Dr. David Wallinga, Antibiotic Resistance
Wenonah Hauter, Food/Farming Consolidation in Poultry Industry
Dr. Robert S. Lawrence, Health/Meat Reduction/Consumption
Patty Cantrell, New Roads to Markets
Urvashi Rangan, Labeling and the Controversy Around it
Stefani Bardin’s on processed vs. unprocessed food.

Impact
Fred Kirschenmann, Soil
Michelle Hughes, GrowNYC – Immigrant Farming
Mitchell Davis, How Taste Affects Food Behavior
Wayne Pacelle, Impact of Factory Farming
Howard Hinterthuer, Veteran’s Food Production Project
Stephen Ritz, Edible Food Walls and How They’re Changing Students’ Lives.

Innovation
Cara Rosaen, Online System for Restaurant Goers to Find Out Where Their Food Came From
Marianne Cufone, Recirculating Farms, What They Are and How They’re Helping People
Stefani Bardin video
Kerry McLean, Green Cart Program in NYC
Paul Lightfoot, Commercial Hydroponics on Top of Stores
Frieda Lim video
Kavita Shukla, Organic Paper That Keeps Produce Fresh
Gary Oppenheimer, Food Pantries and Food Distribution