Analytics Platforms
The front of the Democrat & Chronicle (Rochester, NY) newsroom is called Mission Control. Monitors feature digital metrics that show how stories are resonating with readers in real-time. (Photo by Tina MacIntyre-Yee)

Chapter Goals

  • Discuss the type of content to share while reporting in the field, how often to share it, and on which platforms in order to engage with the audience.
  • Discover the role of social media optimization (SMO) and analytics in today’s newsrooms.
  • Explore how to post valuable content using SMO best practices and then how to analyze the effectiveness of social media activity.
  • Understand how journalists’ social media activity is a key driver of traffic to news outlets’ websites and their overall brand.