[PODCAST] How to be an Influential Journalist Online

How to be an Influential Journalist Online


JSB Talks Digital Podcast #98

JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute. 

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In this episode #98, I discuss how journalists can be and should be influential online.

Coming up in today’s show:

  • In social media news, it’s all about Facebook this week:
    • Facebook answers some hard questions in a blog post
    • Facebook releases new best practices and updates on video and monetisation
    • Facebook limits GDPR reach outside the EU
  • I interview Doug Keatinge, Director of Murray, a Dublin-based PR consultancy about the 4th annual Murray Twitter Index.
  • Shoutouts: Three digitally-savvy journalists I follow with interest
  • Ask JSB
  • In JSB’s column: The role of journalists in the age of disruption
  • Find out what tool saved my working week
LISTEN: How to be an Influential Journalist Online | #JSBTalksDigital #Podcast Click To Tweet

Listen now:


Social Media News

Facebook answers some hard questions in a blog post  

Writing on their blog, Facebook answered some hard questions following the long-running and seemingly never-ending headlines about data and privacy.

The big takeaway from this blog post is:

Facebook says: “social media is the product” not us, the users.

Their head of ads, Rob Goldman compared Facebook’s free use and business model with advertising for websites, newspapers and search engines.

“The core product is reading the news or finding information — and the ads exist to fund that experience.” 

He also said:  

“Our product is social media – the ability to connect with the people that matter to you, wherever they are in the world. It’s the same with a free search engine, website or newspaper. The core product is reading the news or finding information – and the ads exist to fund that experience.”

“To build a product that connects people across continents and cultures, we need to make sure everyone can afford it. Advertising lets us keep Facebook free. But we aren’t blind to the challenges this model poses. It requires a steadfast commitment to privacy.

So, our promise is this: we do not tell advertisers who you are or sell your information to anyone. That has always been true. We think relevant advertising and privacy aren’t in conflict, and we’re committed to doing both well.”



Facebook releases new best practices and updates on video and monetisation

Facebook has released a new guide on video engagement best practice and monetisation.

  • Build audiences on Facebook surfaces where people seek out content – Encourage audience engagement outside of News Feed on surfaces that support repeat, loyal viewership such as in Watch, on a Page or in a Group. These places allow for audiences to meaningfully interact with each other to build community around your content.
  • Set and fulfill the creative expectations of viewers – A consistent voice and format drives repeat viewing and longer view times. Some successful formats that foster communities of fans around content include serialized shows or videos with a predictable cast and format. For example, Crypt Monsters by Crypt TV explores a new monster every week, Discovery Twins follows the adventures of Ava and Alexis McClure and Everything Explained delves into the science behind everyday occurrences. In each case, the audience knows what to expect with each new video and are more likely to return and view more episodes.
  • Establish a release cadence – A set publishing schedule encourages audiences to consistently return to watch the next episode. Posting related videos, photos, or text posts helps to keep your fans engaged between episodes and seasons. For example, new episodes of Tia Mowry’s Quick Fix post every Friday and often have thousands of views within a few hours because many of her followers anticipate kicking off their weekends with her lifestyle tips.
  • Create an active experience – Sourcing topics from audiences and engaging with commenters draws the audience closer to the content. For example, Riddle Me This, an interactive brain teaser show, sources potential brain teasers from its 60,000+ fan group. And taking a unique spin on the traditional ‘sports talk show’, ESPN First Take has hosts set a weekly topic and invite fans, via the official group, to submit their own video commentary on that topic with the fan from the top submission joining Friday’s episode to debate directly with an ESPN host.



Facebook limits GDPR reach outside the EU

With GDPR coming down the line, Facebook is reportedly looking to ensure that the EU law applies to European users only next month.

This takes 1.5 billion users in Australia, Africa, the Middle East and in Asia out of the GDPR loop. This has caused major consternation online with some commentators asking if they should not just have a streamlined approach to GDPR across its platform, especially given the recent Cambridge Analytica scandal?

The move means it reduces its liability for GDPR non-compliance.

In a statement to Reuters, a Facebook spokesperson downplayed the changes to the terms of service, saying that:

“we apply the same privacy protections everywhere, regardless of whether your agreement is with Facebook Inc or Facebook Ireland.”


Interview with Doug Keatinge

Doug Keatinge

In this episode, I interview Doug Keatinge, Director of Dublin-based PR consultancy firm Murray.

Doug is a highly experienced communications specialist, formerly head of investor relations for Digicel, consultant with the UN and communications manager with Oxfam. He had a successful business broadcast journalism career with RTE and Bloomberg News.

Doug specialises in media relations, financial communications, and presentation training. He is a core member of Murray’s corporate and financial PR practice, supporting several of Ireland’s leading PLCs.

In this interview Doug and I discuss the publication of the #MurrayTweetIndex, which ranked over 720 journalists across six parameters, measuring popularity, quality of engagement and level of activity.

Find out more about Doug and Murray

@tweetbyJSB chats to @dougkeatinge of @MurrayIRL about the #MurrayTweetIndex | #JSBTalksDigital #Podcast Click To Tweet

Listen to my interview with Doug:

My favourite quote from our chat:

Doug Keatinge Quote


Shout-Outs: Three digitally-savvy journalists I follow with interest

In this part of the show I give shoutouts to brands, organisations or individuals whose work online is remarkable and worth talking about.

In this episode, my shoutouts go to three digitally-savvy journalists I follow with interest.

 1. Jennifer Baker aka Brussels Geek

A former interviewee on JSB Talks Digital (see Episode #95) Jennifer Baker is well worth following. She reads the T&C’s of all digital platforms and explains the complexities of them brilliantly.

She also brings a different digital view to the table, more broad, than what us marketers might provide.

Follow Jennifer on Twitter


2. Adrian Weckler

Tech editor, Irish & Sunday Independent. ‘Big Tech Show’ podcast host which is now on iTunes and SoundCloud, Adrian gives his perspective on all things digital and tech.

I like his no-nonsense tweets and he pushes the envelope with his own opinions.

Follow Adrian on Twitter.


3. Michelle Hennessy, The Journal.ie

I like to think of Michelle Hennessy on Twitter as the journalist that gives me the news and the behind the scenes.

A senior reporter with TheJournal.ie Michelle reports on major Irish and international news stories and if you want to stay on top of what’s breaking be sure to hit follow on Twitter.

Follow Michelle on Twitter

If you want to find more journalists on Twitter then use Followerwonk.

Three digitally-savvy journalists you should follow | #JSBTalksDigital #Podcast Click To Tweet



In this part of the show I bring the voice of my listeners onto the podcast.

In this week’s ASK JSB, my question comes from Deirdre Sullivan from Kay’s Flower School.

Kay wants to know:

“What happens to our media list once GDPR deadline on May 25th.”

Great question Deirdre. I’ve been having this conversation with my PR colleagues recently and the general consensus is that media lists fall into the bracket of ‘legitimate interests’ – as processing journalists’ personal data is central to what a PR agency or in-house team does in order to serve them with relevant information.

However, many small businesses who manage their own PR will have lists, so you need to decide whether the data falls into any of the legal obligations, so:

You can read more about that here to decide if you agree.

  • legal obligation condition
  • public interest
  • legitimate interests of the data controller condition

However, I would re-connect with the list and ask them for their explicit consent. Journalists are in the business of accepting and receiving potential news stories so they need sources.

So, next steps:

  • Dust down your media list
  • Review how you got content
  • Reach out for new and explicit consent to have their email address on file

And then of course don’t forget to follow them on Twitter.

Don’t forget if you have a burning social media or digital marketing question, simply click on digitaltraininginstitute.ie/askjsb and leave me a voicemail. You can also send me your question to any of our social networks.


JSB’s Column: The role of journalists in the age of disruption

JSB Profile Pic

In today’s JSB’s column I’m sharing my “from broadcast to podcast” journalist story.

The reason I’m sharing my storytelling evolution tale is because I think it illustrates quite perfectly how my journalism skills have evolved and have been the cornerstone of my career development.


Tune in to the podcast to learn more:

The role of journalists in the age of disruption | #JSBTalksDigital #Podcast Click To Tweet


Social Media Tool of the Week: Wisestamp

WisestampThe social media tool that saved my working week this week is Wisestamp.

WiseStamp is a creative email signature tool.

WiseStamp’s 700,000 users say the tool helps strengthen their brand; get more leads; engage recipients on social; highlight their portfolio and get their brand out there.

WiseStamp is owned by WiseBrand the all-in-one platform that helps you turn your passion into your profession.

WiseBrand lets you build your business presence in less than an hour with tools such as professional email signatures, business pages, business listings, business cards, merchandising and analytics.

Create your new email signature at: https://www.wisestamp.com/


I love feedback

I’d love to know what you think about this episode. So please get in touch by commenting below or tweet me @tweetsbyJSB or send me a snap to @jsbsnaps.

Review JSB Talks Digital on iTunes


Listen: JSB Talks Digital Episode #98

I would like to thank Eoghan Murphy aka The Galway Gamer for producing my podcast series and to Flirt FM on the campus of NUI, Galway where I am based for the use of their studio.

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