Building a Social Media & Community Operation From Scratch
The Challenge
When social media was still new to local journalism, The Grand Island Independent needed to figure out how Facebook, Twitter, live conversations and other emerging digital tools could actually serve its readers rather than simply become another place to repost headlines.
What I Did
As Web Editor/Social Media Coordinator, I helped build that operation from the ground up. My work included developing the newspaper’s social voice, managing online communities, integrating social media into newsroom workflows, experimenting with emerging platforms, training journalists and finding new ways for readers to interact directly with the newsroom.
In 2009, journalist and professor Mark Coddington described me as having “spearheaded” creative uses of web and social media at the Independent, including daily reader chats and developing a more personal newspaper voice on Facebook and Twitter.
Community-First Innovation
One early experiment used live chat during a website redesign so readers could talk directly with newsroom staff.
It worked so well that the conversation was extended for two additional days. Readers reported problems in real time, allowing us to identify and fix issues quickly. Journalism.co.uk subsequently interviewed me about the project.
Growing Into Audience Strategy
That work eventually expanded far beyond posting to social media.
I was promoted to Audience Development Editor, with responsibility for helping advance social media, mobile reporting, video development and other digital-journalism initiatives.
I was later interviewed about audience development alongside growth leaders from Quartz and The Denver Post. My role included finding opportunities to increase website and mobile-app traffic, helping reporters use social media effectively, and exploring ways to reach underserved rural communities.
Results & Recognition
🏆 1st Place — Best Use of Social Media
Nebraska Press Association, June Tornado Coverage, credited directly to me.
🏆 2nd Place — Best Use of Social Media
Nebraska Press Association, “Spot Todd,” with Todd Birchard and Zach Mayhew.
🏆 2nd Place — Online Coverage of Breaking News
Nebraska Press Association, Winfrey Plumbing Explosion, credited directly to me.
What This Work Demonstrates