I had the honor of speaking on a panel at the NABJ Conference in New Orleans recently about producing for a multi-platform environment. Here is a quick hit of what I had to offer:
The most important step in producing in this era is actually not producing, but listening. You know the saying that to be a good writer you have to read a lot? Well, in order to be a good producer today, you have to consume a lot. Be smart about what you’re consuming and take note of why it’s resonating — or why it’s not. It’s also important to expose yourself to engaging content outside of the news echo chamber on today’s popular platforms; YouTube, Facebook, Instagram and Snapchat.
Have you heard of the term “Social listening”? Type that into Google and go to school. Newsrooms use it much differently than brands, as the goal is not so much to find out what people are saying about you – although that can be insightful – but what are people talking about in your community. What content should you produce that is going to resonate with your audience? You don’t have to guess any more. Now there are tools that can tell you.