We're in a time where social media is changing rapidly and platforms are facing serious scrutiny about what warrants a place on their feed. Some companies are prioritizing friends and family instead of publishers and brands on their algorithms while others are facing tough questions about what type of content belongs on their platform.
Now, more than ever, there is a need to engage with audiences in new ways on social. Social media editors and managers need to be intentional about social listening. What's trending? How do readers feel about your content? How can you meet them halfway? These are the questions we need to start thinking more about as social media editors.
Right now, I'm really intrigued by engagement reporting. I think there is a lot of opportunities to expand the type of content that comes out of it.
There is some great engagement reporting coming out of the Dallas Morning News. Though this isn't a recent initiative, I think the lesson drawn from this are evergreen. What are your readers curious about? Too often, we start reporting things and hope our audience is interested. The Dallas Morning News flips this script and places readers as the assignment editors.
We often get really excited when we have an idea for a new engagement project. But how do we define success? This article from MediaShift looks at the metrics ProPublica sets for a successful engagement project. Spoiler alert: It's not always about the number of page views.
Forms are great for engagement. With them, you can do callouts to your audience, gather information or learn more about your readers. Have you thought about what makes a great form? Andrew Coyle, a product designer, shares mistakes that designers often make.