Social Stories: Gannett

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Information about Social Stories: Gannett

Published on February 5, 2014

Author: Spredfast



Gannett speaks out about engaging both national and local communities through their brands like USA Today.

Social Stories Jodi Gersh Director of Social Media & Engagement Here’s a social story about engaging communities nationwide from Gannett, a media company that owns USA Today and hundreds of local newspapers, TV stations and digital properties. A story from: “Engaging Social Audiences to Achieve Great Outcomes” webinar The Why: Social Goals To engage and build relationships with their local market communities by connecting with them on social channels. The What: Social Strategy Gannett creates a variety of content to connect with local communities and tell the stories that the community wants told. These connections are built through shared experiences, current events, humor, and engaging as real people. “ It’s about reaching into the community and helping tell the stories that the community wants told. The How: Social Tactics • Gannett gives those with a common interest or shared experience a way to connect in social. Local broadcast station, THV, asked viewers to post pictures of what Arkansas means to them on Instagram using the hashtag #THV11. • As a news organization, Gannett’s media properties don’t just cover the news, they find a way to let readers or viewers engage with the news. For example, USA Today created a Royal Baby Name generator that allowed readers to find out what their own Royal Name would be—giving them a personal way to participate in the news and share the experience socially. • Not all news has to be hard-hitting. By publishing weekly knock-knock jokes or funny photos asking for captions from Facebook followers, many news organizations within the Gannett family leverage humor to build relationships with their social community members. “ We’re not just a news brand, we’re real people. • Connecting on a one-to-one level with viewers and readers over real-life experiences is a genuine way to engage. For example, the morning broadcast team at KUSA in Denver posts pictures of themselves on their morning coffee runs—yes, they too kick off their morning routine with a boost of caffeine! “ Our social success goes beyond measuring engagement, it’s building a connection with our local communities that we’re striving for.

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