Home' Local Media Today : March 2009 Contents From Digital Friends to Dollars –
What Social Networking
Can Do for You?
Social networking takes patience and effort, but rewards with new advertisers,
new traffic and new revenue. I belong to LinkedIn, Facebook, AdGabber, Twitter,
MyBlogLog, and others. I subscribe to many blogs, including Chris O’Brien’s
NextNewsroom, Robin Good’s Master New Media, Peter Krasilovsky’s The
Local Onliner, iMedia Connection,
and John Newby’s News Media
Innovation. I talked to Newby,
Publisher of The Times in Ottawa IL,
about his avid online networking, and
was amazed to learn he’d only been
social networking for a few months.
“It pays to have teenagers that insisted
I try it,” Newby told me. “The social networking tools are invaluable, allowing
me to throw ideas on the table and then sit back and watch those I trust offer
additional input and ideas.”
In my own online conversations and postings, I discussed the SNA Spring
Publishers’ Conference. Through FriendFeed that post was converted to TinyURL
and displayed on Twitter. The result? One vendor joined SNA and exhibited; 30
people signed up to follow me on Twitter. Today I posted my thoughts on a
“hot” topic. In less than one hour I had 72 visits to that post, most from Twitter,
Facebook and LinkedIn.
On Twitter I learned about John Newby’s News Media Innovations blog. Here I
discussed content and revenue with Kaango President Michael Kranitz and Rich
Gordon, Director of Digital Technology at Northwestern University. I also
noticed a tweet by Scott Abel, The Content Wrangler, about MediaPost’s User
Generated Content Conference & Expo. I tweeted to Scott a request that he write
about it for SNA. He agreed.
LinkedIn has become so powerful for me. I ask a question and almost immediate-
ly get feedback. I found three excellent speakers for the SNA alliance Webinars
by keyword searching profiles, and company contacts that I wasn’t able to find
anywhere else. The latter is a very important feature for advertising reps.
Groups are very important in LinkedIn. They allow you to send invitations to
people you didn’t know any other way. I belong to 15 groups including Citizen
Journalism, eOffice, Media Bloggers, Newspaper Professionals, and Those In
Media. Between my 550+ connections and my groups there are few business
decision makers I can’t reach out to first hand.
So, what use might a newspaper’s advertising staff make of social networking?
If I were a classified real estate rep, for example, I’d go to Twitter and meet local
real estate agents. I’d invite them all to my LinkedIn Network. Then I’d share an
informative real estate article or blog through both. It won’t sell an ad today, but
it’s sure to start a conversation. Those business prospects will remember me as
helpful, multimedia and well-informed. When I approach them later about my
publications’ multimedia advertising products, they’ll know I care about their
success, and am not just trying to sell them an ad.
I asked John Newby what he would say to newspaper executives who plead no
time to network online. “I’d say you don’t have enough time NOT to,” he said.
“Our industry is starving for more innovation. If you truly want to innovate,
social networking provides the tools for near instant and constant feedback, and
allows you to take ideas from the formative to the implementation stage much
faster and with fewer negatives.”
Sales & Marketing
IN MEMORY OF MARY JACOBUS
Mary Jacobus, head of the New York Times
Company Regional Media Group, died last month in
Tampa, Fla at the age of 52.
The cause was a cerebral hemorrhage, said
Catherine Mathis, a company spokeswoman. Ms.
Jacobus became ill on Feb. 2, while at work, and
had been at St. Joseph’s Hospital since then.
A veteran newspaper executive, she joined the
Times Company in January 2006, as president and
general manager of The Boston Globe. In
September 2006, she became president and chief operating officer of the company’s
Regional Media Group, with headquarters in Tampa, which publishes 15 daily
newspapers and one weekly in the South and in California, as well as several
regional magazines and some news Web sites.
Since 2007, she had been a member of the board of The Associated Press, and she
was a past board member of the Audit Bureau of Circulations, which oversees the
newspaper industry’s circulation reporting.
She is survived by her husband, Dean Jacobus, and their triplets. In lieu of flowers
and other donations, the Jacobus family is requesting that those who wish to honor
Mary’s memory send a gift to The Mary Jacobus Scholarship Fund, the proceeds of
which will be used to help pay education expenses for her 16-year old triplets,
Kelly, Kimberly and Bill.
To launch the fund, The New York Times Company is making a substantial initial
gift. The fund will accept individual gifts through March 31, 2009. To make your
gift,* please send your personal check to the attention of Christine Kelleher, The
New York Times Company, 620 Eighth Avenue, 17thFloor, New York, N.Y.,
10018.* Please note, gifts to The Mary Jacobus Scholarship Fund do not qualify for
a charitable contribution deduction for income tax purposes.
Dirks, Van Essen & Murray
Santa Fe, NM t: 505.820.2700 f: 505.820.2900
JOURNAL REGISTER COMPANY
CENTRAL CONNECTICUT COMMUNICATIONS
We are pleased to have represented
Journal Register Company in this transaction.
THE BRISTOL (CT) PRESS
(8,300 daily circulation)
THE NEW BRITAIN (CT)
(9,600 daily circulation)
THE SUNDAY HERALD PRESS
(20,100 weekly circulation)
and three weeklies
Add This to Your Resource List:
MyBlogLog – www.mybloglog.com . This Yahoo community is
an excellent resource to drive traffic to your blog and your site.
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