The newsroom focused its efforts on this strategy by talking about the paper and the product it delivers to the community. The audience responded even less to communicating a core value with content. For example, This post solely illustrated the paper’s mission. For communicating a core value, the audience did not seem to respond as much to posts that were solely about the paper and not the people within it. The Fresno Bee struggled more with both of the tell your story strategies. Another shared important information about a food recall.This strategy also really took off for the newsroom by sharing entertainment-related posts like this one. This post invited users to share information about a dangerous new street drug. They focused their social efforts on inviting users to share information that could help better the community. In addition, the Bee also experienced great success when deploying their fans.
FRESNO BEE MOVIE
One post asked about alcohol being served at a local movie theater, and another asked parents if they were ready for a new club at school. The paper also got involved in the comments and discussion. Overall, the audience reacted very well to these posts and easily jumped into the conversation. The newsroom continued to engage with its audience during hosting a meaningful conversation by asking users about their opinions.
A post asking about local restaurants and one asking about Pokemon Go also did very well. This post asked about local NICU, and another post talked about the passing of a local community member. All posts mentioned here well exceeded their average metrics. When it came to interacting like a human, the newsroom engaged in this strategy by asking their users questions and appealing to the audience’s emotions. Overall, the Bee had great success with both of the engage authentically strategies. Hear from Mahan about her newsroom’s experience: You can connect with her via LinkedIn and Twitter. Mahan has been at the Fresno Bee for 16 years. She also aids in social media posting and content creation. Mahan is the editor of arts, entertainment and lifestyle coverage. Project Lead: Kathy Mahan, Features and Lifestyle Editor. In addition, the newsroom wanted to find a way to let their community know the paper is still there and has a lot to offer. When the Fresno Bee set out to be a part of the experiment, they wanted to work on being more consistent with their engagement.
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