Journalism is typically in disarray and the book questions whether marketing and analytics can save journalism. Journalism needs to apply business sense to survive.
Smart business decisions are critical to digital journalism. Journalists should pay attention to:
-tracking your content
-web analytics
-search engine optimization
-effective headline writing for the web
-distribution through social media
Measuring journalism: Journalists should develop a culture and processes to track and measure one's work product. This is essential to competing in today's data world.
It's imperative to track all that you publish! Track the baker's dozen:
total news stories per day
news stories by topic or section
total blog posts
blog posts by specific blog
slide shows per week
video stories per week
podcasts
news updates
breaking news email alerta
SMS or other mobile new alerts
Email newsletters that are not sent automatically
twitter, facebook or other social network posts
user-generated content
Set Benchmarks to reach goals to improve your "company" of journalism.
It is also important to track your audience.
Use Web analytics softwares to track users such as Hitbox.
Identify key date points:
-page views
-visits and unique vistors compared
-engagement and referrers
Take advantage of search engines such as Google and the new Bing.
In order to take advantage of search engines, learn about:
-spiders and robots
-indexing
-queries
Journalists can use search engines to research their topics.
Journalist can also use search engines to grow one's audience by understanding these rules:
-content is king
-linking is queen
-make sure your links make sense
-title tags
-HTML meta tags
Then a journalist should apply these rules:
-write effective Web headlines
-Write for teaders and robots
-make good headlines better by: using keywords, conversational language, and don't be afraid to inject a little attitude.
Use social media to in order to distribute channels.
Target specific channels such as Blogs, flicker and youtube.
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