How to Navigate the Modern Social Media Space

While the dominant platforms have changed, journalists continue to see social media as critical in shaping personal brands, expanding reach and showcasing work to new audiences. Mastering these tools, however, has proven to be a formidable challenge. In the midst of ever-changing algorithms, fleeting platforms that fall just as quickly as they rise and unpredictable ownership changes, newsrooms are finding themselves in a constant state of trial and error. Already constrained by limited time and resources, reporters and editors have little room to craft an effective social strategy. And on a timeline saturated with entertainers and influencers, how can journalists successfully engage an audience when their primary goal is to inform?

Building upon the insights shared in last year’s session focusing on leveraging Social Media as a Powerful Audience Development Tool, our moderator and panelists will discuss how top newsrooms across the nation are embracing social media in their overarching strategy — and how they’re managing to transform casual viewers into devoted subscribers and readers.

Panelists:
Jennifer Hefty, director of audience for local newsrooms, USA TODAY Network
Kyla Scanlon, founder, Bread

Moderator:
Carrie Brown, associate professor of journalism, Montclair State University

Registration fees:
$0 for SABEW members
$10 for nonmembers