Using Social Media as an Effective Audience Building Tool

It’s never been more important for journalists to build their own brand and promote their work. Social media has been a great tool to accomplish this, but the landscape is changing quickly. Twitter has changed its verification system and its user base has been on the decline since Elon Musk acquired it. New platforms like Threads, Mastodon and Bluesky are springing up overnight, but it’s unclear which ones will have staying power. Surely, Threads ability to amass more than 110 million sign-ups in only a week is noteworthy, but the thought of rebuilding an audience can be daunting.

Clearly social media isn’t going away, but it does seem to be getting more complex to navigate. With limited time to dedicate to these platforms, what strategies should journalists use?

Our moderator and panelists will lead a lively discussion of the latest developments and consider whether it’s better to focus on only one or two platforms, spread your presence around or only embrace those you truly enjoy. We’ll also consider whether some platforms are better suited for specific audiences or topics and what to watch for as the situation evolves.

Panelists:

• Macy Gilliam, assistant editor, social media, Morning Brew
• Joseph Milord, senior publisher partnerships manager, LinkedIn News
• Eric Morrow, editor, audience & social, Bloomberg
• Sophie Spiegelberger, social media editor, The Financial Times

Moderator:  Sommer Hill, social media senior associate for NPR Extra

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